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Press Contacts:
Jean Lombard, The Jean Effect

Corporate Contact:
David Fradin, MauiGames



Leading Sports Retailers Select New Mobile Platform to Embed Ads Synergistic with Video Game Environment and Marketing Objectives

Saratoga, CA and Maui, Hawaii December 17, 2003 MauiGames Inc., a Hawaii-based developer focused on world-class video game products, announced today that it has secured its first advertisers for its line of cell phoned-based outdoor sports games. K2 Bikes, a division of K2 Corporation, a leading designer of recreation products, Saucony, Inc., a leading global supplier of performance athletic footwear, and Zeal Optics, a sports performance sunglasses designer, will place advertising in "Maui Mountain Biking," an extreme downhill cell phone game that MauiGames released this month.

More than 37 million people in the United States download and play games on cell phones, according to surveys by Gallup and Scarborough. Moreover, a recent study by University of Wisconsin Professor Michelle Nelson revealed that recall rates for ads embedded in video games result in greater recall rates than print, radio or television media. MauiGames' unique cell phone video game platform delivers immediate, continuous access to advertisers' most desirable target demographic through repeated, mobile exposure.

"Because Maui Mountain Biking which depicts a rider riding, jumping and racing a K2 Bike just as K2 riders would in real life, we expect this mobile video game will cost-effectively reinforce the K2 bike brand name and enhance sales. To that end, K2 Bike will customize ad placements in a number of ways; the first of which will involve dealer salespeople incentives," said Sandy Liman, Brand Manager, K2. "Moreover, we believe the popular "extreme" outdoor sports lifestyle depicted in MauiGames' cell phone games represents broader advertising opportunities which can benefit our snowboarding, ski and other K2 products. "

"MauiGames' cell phone games will give us access to hundreds of thousands of players of self-selected sports enthusiasts each month, which we expect will significantly raise brand awareness for our line of sports products," said Kevin Turkof, Marketing Director, Saucony.

"We strive to compete with big manufacturers' ad budgets by focusing closely on reaching people who wear high performance sports sunglasses. MauiGames not only delivers that target market with its cell phone game, the embedded Zeal Optics ad educates the player about our product line, enables players to earn product discounts, and enables us to readily correlate sales to this new advertising media," said Michael Jackson, president, Zeal Optics.

Description of MauiGames' titles
MauiGames "extreme outdoor sports" games, developed for both console and cell phone platforms, include such sports as mountain biking, downhill skiing, running, skiing, skate boarding, snow boarding, and others. Because game actions include jumping, turning, twisting and gravity-defying feats, players are closely engaged for maximized ad impression and recall and players like ads embedded in the games because of the realism they add. The first product of MauiGames' "Just For Fun" series --"Encore…Encore" -- was recently released at Handango (, a leading supplier of phone software. For a more detailed description of MauiGames advertising opportunities visit

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About K2 Bike and K2 Corporation
K2 Corporation, based in Vashon, Washington, is a leading designer, manufacturer and marketer of brand name recreational products. The Company's brands include well-known names such as K2 alpine skis, K2 snowboards, boots and bindings, K2 in-line skates and K2 bikes. To learn more about K2, log onto K2 Bike is a title sponsor of the Xterra America Championship Series, and support the Ford Outfitter Professional Women's Mountain Bike Team, Jittery Joes Professional Road Racing Team, and the Ritchey-K2 Professional Mountain Bike Team.

About Saucony, Inc.
Saucony, Inc. is a leading global supplier of performance athletic footwear, casual footwear, apparel, and accessories with its widely recognized brands Saucony, Saucony Originals, Hind, and Spot-bilt. All Saucony, Inc. sports brands develop and manufacture technically advanced products that improve the performance of active sports participants.

About Zeal Optics
Zeal Optics, based in the extreme outdoor environment of Moab, Utah, is leader in designing performance eyewear that focuses on design, fit & function. The Company gets its inspiration for all of it's performance eyewear, including ski goggles by testing and training near its world headquarters in Moab. Founded by former professional MTB and multi sport athletes, Zeal Optics sponsors more than 1,000 athletes world wide including Team Trek, Team Dasani, and the Muddy Buddy race series . To learn more about Zeal Optics, log onto

About MauiGames LLC
MauiGames ( was formed in April 2002 to develop video games for a variety of platforms including consoles, internet, mobile devices and others. With Hawaii's reputation as a quality place to live and work, MauiGames has attracted world class game developer talent. Leading this combination of world class talent and technology is an experienced management team of senior game and Silicon Valley executives.

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