US : Amp'd Mobile, the first fully integrated 3G mobile entertainment company for youth/young adults, and Gameloft, a leading international publisher of video games for mobile phones, today announced a multi-year partnership at E3 Expo to create exclusive 3D video games designed specifically for Amp'd Mobile and 3G.

The deal will give Amp'd Mobile exclusive titles and access to Gameloft's catalog of 2D and 3D titles, all designed for the mobile user. Titles under this collaboration will leverage Amp'd Mobile's deployment of BREW 3.1, enabling video clip integration within games, as well as on-the-fly download of new game levels and assets, such as cars, gear, characters and weapons.

The first two titles Amp'd Mobile and Gameloft will release when Amp'd launches later this year will be "Snowboarder 3D featuring Travis Rice" and a 3D racing game, "Asphault: Import Tuner Edition." These two titles bring a true "console-like" experience to mobile devices. Both games are being developed with input from the editors of Snowboarder Magazine and Import Tuner Magazine, two PRIMEDIA titles that are part of a broad content and marketing partnership between Amp'd Mobile and PRIMEDIA. Further partnership details will be announced in the coming weeks.

"Snowboarder 3D" offers the ultimate freestyle snowboarding experience, by marrying cutting-edge graphic rendering to realistic snowboarding movement, and tricks of Travis Rice and five other professional snowboarders.

"Asphalt: Import Tuner Edition" will feature the hottest 3D racing action interrupted by road blocks, police and helicopter chases. "Asphalt: Import Tuner" kits you out with several dream cars, each car with its own characteristics, as well as a special tank of nitrous oxide to help you temporarily boost your car when you need a blazing surge of acceleration!

"We're creating an entirely new wireless experience at Amp'd Mobile, and providing true 3D games that will appeal to our core 18-35 audience is a key element to our success," said Peter Adderton, CEO and founder, Amp'd Mobile. "It's as crucial to be thinking about the mobile user when developing these games as it is to offer something truly compelling you'd want to play anywhere -- like playing Travis Rice, one of the best snowboarders in the world and a recently announced Amp'd team rider. Just as developers need to create specifically for the PC or console platform, the mobile experience needs to be created from the ground up, and we're eager to bring these types of must-play games to market which will help drive sales."

"We're thrilled to be working with Amp'd Mobile to help them create an all new wireless experience for 3G users," said Michel Guillemot, president and CEO, Gameloft. "Creating games for 3G and the most advanced handsets will showcase just how far mobile games have come. Amp'd knows what their customers are going to want to play and they're making the right deals to really make gaming a key selling point of their service."

"I'm really excited to not only have my name associated with such a great product, but now I'll have a game I'll actually want to play while I'm waiting in the airport," said Travis Rice, Amp'd Team rider.

As part of this four-year deal, Amp'd Mobile will also have access to Gameloft's scores of 2D and 3D games, including "Tom Clancy's Splinter Cell: Chaos Theory"; "Tom Clancy's Ghost Recon: Jungle Storm"; "Tom Clancy's Rainbow Six: Lock Down"; and "Vijay Singh Pro Golf 2005," to name a few.

Amp'd Mobile, set to launch nationwide later this year, will leverage the nation's largest CDMA 3G EV-DO (Evolution-Data Optimized) network and will offer traditional wireless phone services plus a completely fresh user interface and fully customizable experience designed specifically for the 18-35-year-old audience.

The exact line-up and pricing will be announced closer to the launch of Amp'd Mobile later this year.

About Gameloft

Gameloft is a leading international publisher and developer of video games for mobile phones. Established in 1999, it has emerged as one of the top innovators in its field. The company creates games for mobile handsets equipped with Java, Brew or Symbian technology. The total number of mobile handsets with this technology is anticipated to exceed one billion units in 2007.

Partnership agreements with leading licensors and sports personalities such as Ubisoft Entertainment, Universal Pictures, Paramount Studios, Dreamworks, Vans, Derek Jeter, Vijay Singh and Geoff Rowley allow Gameloft to form strong relationships with international brands. In addition to the partnerships, Gameloft owns and operates titles such as Block Breaker Deluxe, Asphalt: Urban GT, New York Nights and Siberian Strike.

Through agreements with major telephone wireless carriers, handset manufacturers, specialized distributors and its online shop, Gameloft has a distribution network in over 65 countries.