Idea Fabrik Plc Reaches Milestone in Growth of Online Game Development and Distribution Platform

Idea Fabrik Plc / Key word(s): Interim Report

08.07.2011 / 07:30

LONDON - July 8, 2011 - Idea Fabrik Plc. (GB00B61CVK31, TI4.F) today
announced that it has reached the important milestone of 500 development
studios on the pre-subscription waiting list for HeroCloud full release
scheduled for mid August.  This is in addition to the 160 studios already
using HeroCloud on a pre-release basis for building games.

HeroCloud is a unique, proprietary fully integrated software platform that
allows developers to create and market online games both for the Internet
and for social networks.

'As HeroCloud is still at the pre-launch stage, the Company has done no
significant marketing of the product since announcing the platform at the
Games Developers Conference in March 2011,' said Neil Harris, President of
US operations and COO of Idea Fabrik. 'At this stage of our rollout, demand
from studios who want to build social and MMO (Massive Multi-Player) online
games is far in excess of our expectations.  In the past three weeks, we
have seen growth of more than 60% on our waiting list and believe this is
the result of the early positive experience of our pre-release users.

HeroCloud will be open for all developers globally within a month.  Idea
Fabrik is in the final stage of testing its automated access system for its
proprietary cloud game development and publishing platform. According to
Idea Fabrik product manager Cooper Buckingham, 'HeroCloud is risk-free for
developers - we take care of hosting and bandwidth provision plus global
billing and marketing. Once their games are published, developers keep 70%
of the revenue, too.'

Access to HeroCloud will be available directly from the company website
through a download.  For more information about HeroCloud offering, visit
the official site at heroengine.com.

About Idea Fabrik:
Idea Fabrik is an industry leading online games company with what it
believes is a unique product and service offering for this fast growing
market.. According Digi-Capital, 'online and mobile games should (help to)
grow total video games market size to $87B and take 50% revenue share (of
it) at $44B' (Source: Digi-Capital, June 6th, 2011). The world's leading
Information Technology analyst firm Gartner, Inc. (NYSE:IT) in its June 5th
study, estimates that 'online gaming (is) seeing a 27 percent annual growth
rate through 2015' and will reach $11.9 billion.

The company licenses its HeroEngine game development technology platform to
dozens of studios worldwide for projects which include EA/Bioware's
upcoming MMO title, Star Wars: The Old Republic. Idea Fabrik also provides
the HeroCloud managed service, offering independent developers low-cost
access to the HeroEngine technology. For more information about Idea
Fabrik, including details about the company's online game development
studios across the globe, visit the official website at ideafabrik.com.

Safe Harbor: Statements contained in this news release, other than those
identifying historical facts, constitute 'forward-looking statements'. Such
forward-looking statements relating to the Company's future expectations,
including but not limited to revenues and earnings, technology efficacy,
strategies and plans, are subject to safe harbors protection. Actual
Company results and performance may be materially different from any future
results, performance, strategies, plans, or achievements that may be
expressed or implied by any such forward-looking statements. The Company
disclaims any obligation to update or revise any forward-looking
statements.

###
Media Contacts:
Melina Papadopoulos
+1-301-330-0726
melina@ideafabrik.com


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