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Booyah's MyTown Checks into Japan

"Through MyTown, Booyah has opened up a new segment of gamers and marketing opportunities in Japan," said Koji Fukada, CEO, YUMEMI. "This is a tremendous opportunity for us to exclusively expand MyTown, one of the top-rated location-based games in the US, to the Japanese market."

Using GPS features, MyTown users can check in at real-world locations to unlock rewards. Players can purchase, upgrade and collect rent on their properties, enjoying MyTown ownership of their favorite real-life places. In-game marketing promotions with leading brand partners, including Disney, MTV, The Travel Channel, H&M, Adidas and Proctor & Gamble, have made MyTown the most successfully monetized location-based game in the U.S. More than 35 million branded virtual items are consumed each week by MyTown residents.

"It is an honor to partner with Booyah, one of the most innovative internet startups in the US, to launch MyTown in Japan. By weaving real location data into core gameplay, it is a tremendous opportunity for MyTown to be integrated into users' daily lifestyles," stated Kenichi Kimizuka, Project Manager, SAP Division, YUMEMI. "Please look out for the release of MyTown Japan this autumn!"

"We are very excited to be working with one of the best Japanese internet startups in this space," said Keith Lee, CEO and co-founder, Booyah. "This is a fantastic opportunity for the MyTown brand to gain exposure in an established mobile gaming market. We have been very busy developing a brand new game around the MyTown IP, with more details to come very soon," stated Brian Cho, Director of Business Development, Booyah.

MyTown will launch in Japan as a new product for the iOS, Android, and feature phone platforms in partnership with a leading Japanese social network in Fall 2011.

About Booyah

Booyah, headquartered in San Francisco, is a leading social web and mobile entertainment company. Booyah's mission is to be the singular destination for real-world entertainment. The entire development team draws its creativity from the consumer web and social gaming space and highly respected interactive entertainment studios, including Blizzard Entertainment, Activision, EA and Insomniac Games. Booyah is financed by Accel Partners and Kleiner Perkins Caufield & Byers' iFund. Learn more at www.booyah.com.

About YUMEMI Inc.

YUMEMI Inc. specializes in mobile internet development and original content creation. YUMEMI Inc. was founded as a mobile-specialized producer and developer in 2000 and has evolved as a mobile content platform and production house. YUMEMI Inc. currently develops system infrastructure, system products and content operations in the mobile market.

fortyseven communications for Booyah
Steven Khoo / Sibel Sunar
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