FlowPlay Incorporates Top Casual Game Brands Into ourWorld.com

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Online Entertainment Platform Drives Partnerships with Sandlot Games and PlayFirst, Increases Distribution of Casual Games IP.

ourWorld, the new breed of online entertainment from FlowPlay, today announced it has integrated the games and brand properties of several leading casual game developers into their virtual world designed specifically for casual gamers. The first-ever virtual platform to integrate high profile casual games directly into a virtual setting, FlowPlay has established initial partnerships with PlayFirst, Inc. and Sandlot Games to bring classic casual games like Diner Dash® and Cake Mania to ourWorld's audience. Representing the next step in the evolution of casual gaming, ourWorld will drive a brand new source of revenue for casual gaming through a developer-driven, item-based economy, and aims to expose partner titles to a brand new segment of casual gamers.

With the emergence of new game technology and evolving consumption habits among online casual gamers, new ourWorld partner PlayFirst continues innovation in the casual games business model. First to market with try-before-you-buy, PlayFirst is currently exploring value creation beyond the $20 download, including item sales and episodic transactions. Given ourWorld's rapid traction in the market and its model for combining the most popular forms of online entertainment with casual games and virtual living, the platform aims to provide a unique opportunity for addressing the most common challenges facing casual games publishers and developers.

"The casual games industry needs innovation and new business models to keep up with evolving online consumer demands for free content and multidimensional online entertainment," said John Welch, CEO of PlayFirst, the creators of the popular Diner Dash series. "FlowPlay provides a distribution model distinct from anything else available online today, and has already built a strong user base to support it. Making quality gaming experience available everywhere consumers want to play is one of our primary objectives, and we look forward to incorporating the Diner Dash story world into ourWorld's platform."

ourWorld's strategy for incorporating casual game brands includes distribution of licensed games into its catalog for players, and building virtual areas within the world that are based on the properties of leading titles. For example, ourWorld has built an in-world bakery based on Sandlot's popular Cake Mania, where players can be employed as the baker, play the role of customers and purchase virtual cakes. PlayFirst's Diner Dash will be integrated in a similar way, with Flo's Diner added into the virtual ourWorld as a place where players can order burgers and fries or work as one of the restaurant servers. This is the first time casual game brands have been incorporated into a virtual platform in this way, giving gamers an even deeper experience to engage with their favorite game properties.

"The casual games industry has previously been defined by the downloadable PC game business. This year marks a turning point toward more social gaming with new revenue models and a broader demographic than the middle-aged woman," said FlowPlay CEO Derrick Morton. "FlowPlay is on the forefront of this new frontier providing some of the most recognizable casual games in a social environment where players actually interact with the brand, not simply play the game. In addition, we provide access to a more youthful demographic and a microtransaction infrastructure that combines to drive untapped revenue for casual game developers."

FlowPlay CEO Derrick Morton will be co-presenting a case study on the success of Cake Mania in ourWorld with Sandlot CEO Daniel Bernstein, at the Casual Connect Conference in Seattle. The session takes place on Thursday, July 24, at 12 p.m. PT, at Seattle's Benaroya Hall, where PlayFirst CEO John Welch will also be speaking on a panel titled "David and Goliaths in Casual Gaming," on Friday, July 25, at 10 a.m. PT.

To explore these new titles in ourWorld, visit http://www.ourworld.com

About ourWorld
ourWorld is a new breed of online entertainment. Based on Flash technology, ourWorld blends a rich and vibrant online world, casual gaming and creative self-expression, designed to promote collaboration and cooperation in a guided online environment. Users can choose from dozens of social activities including popular casual games, dancing in clubs, shopping and watching videos, all through the likeness of their personalized character. ourWorld also provides an innovative marketing platform, allowing leading brands to reach typically inaccessible audiences. Its architects have backgrounds from companies including Google, Hasbro, RealNetworks, Yahoo!, Microsoft, Classmates.com, and more. Users can explore the world and learn more at http://www.ourworld.com. Parent company FlowPlay is online at http://www.flowplay.com.

About PlayFirst, Inc.
PlayFirst is an innovative entertainment company that makes games appealing to everyone. PlayFirst creates engaging story worlds that capture the imagination and makes those experiences available everywhere consumers want to play. PlayFirst teams create outstanding games, then bring those games to life across popular platforms worldwide, including PC, Mac, mobile, handheld, and console. The company's portfolio includes world-renowned titles, such as Diner Dash®, Wedding Dash®, Chocolatier®, and Dream Chronicles®. PlayFirst games are available in major retailers and on more than 500 sites in 20 languages. For more information, visit http://www.playfirst.com.

Media Contact:
Laura Pettitt
Barokas Public Relations
ourWorld @ barokas.com


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