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Exent Technologies Teams with Alawar on In-Game Advertising for Casual Games

Exent has added online game publisher Alawar.com to its in-game advertising roster. The deal includes casual titles ranging from arcade-style games like CheboMan to 3D arkanoid-breakout games like Magic Ball 2.

Alawar is a leading provider of casual games in North America, Europe and Asia. The addition of the Alawar catalog to Exent’s in-game advertising enabled portfolio allows advertisers to target varied demographics from women who enjoy casual adventure and puzzle titles to men who play action and shooter games.

Exent’s unique in-game advertising solution allows ads to be placed in existing titles without any changes to the computer code. This flexibility allows advertisers to extend their reach by utilizing popular games rather than risking losses with an unproven new title.

“The Exent in-game advertising solution offers unparalleled flexibility to us as a publisher and to our advertising partners,” said Alexander Lyskovsky, CEO, Alawar. “We don’t have to spend time and money going back to developers for recoding and advertisers can choose from the proven winners in our catalog to reach the audience they have targeted.”

“Teaming with Alawar is another exciting step in the growth of in-game advertising,” said Zvi Levgoren, CEO, Exent. “Casual games are an excellent vehicle for advertising because they are the most heavily played games on the Internet. Placing advertising in proven casual hit titles, as well as exciting free ad-supported online content offerings holds a bright future.”

Exent’s solutions enable a variety of additional business opportunities such as in-game advertising for new games, ad-supported game channels, advertising for try-before-you-buy models, identifying pirated copies and creating campaigns to salvage revenue from them, ad insertion for demo games, converting titles into advergames and revitalizing older games with new interactive campaigns.

About Exent Technologies

Exent is the leading global market solutions provider for broadband-based monetization of PC and video games. Exent delivers technologies and products for game publishers, broadband service providers, advertising agencies, consumer electronics manufacturers, media companies, brand owners, consumer portals, retailers and others.

Exent's product line supports multiple solutions, including digital distribution of video games, cross-platform enablers, in-game advertising and community building solutions. Exent's digital distribution solutions supports both 2' and 10' environment and all standard business models - ad-based, purchase, subscription, rental, and try-before-you-buy, utilizing its leading streaming and DRM platform.

Among the companies using Exent's technologies and services are Comcast, Verizon, Intel, Turner Broadcasting, Bell Canada, RCN, Telefonica, Deutsche Telekom, France Telecom, Portugal Telecom, KPN, Telstra and others.

Exent's major shareholders include Intel Capital, Cisco, Time Warner, Comcast, New Enterprise Associates, Concord Ventures, Avansis and Geyser.

For more information please visit www.exent.com.

About Alawar

Alawar Entertainment has specialized in the development, publication and distribution of casual games since 1999. During this time, the company published more than 100 casual games and won fans all over the world.

The company distributes casual games via its exclusive network of Web sites. Alawar games have also found a home on the portals of well-known online distributors such as Real One Arcade, Yahoo! Games, Shockwave, Big Fish Games, Oberon Media, Boonty, Reflexive Arcade, iWin, Play First and others.

Besides distributing games online, Alawar works with CD publishers in more than 20 countries. In addition, Alawar games are enjoyed not only by PC users, but also owners of mobile phones and cable set-top-boxes.