PixelPlay, the leading provider of entertainment and state-of-the-art technology for emerging platforms, and Israel's leading, multiplayer interactive TV channel, GOGO CLUB on HOT (Israel's cable operator) today announced a revolutionary new service enabling subscribers to play interactive games between iTV and mobile devices. The cross-platform service is the first of its kind, featuring dynamic leader boards, private rooms and prize tournaments for popular board games including Checkers, Master Chess and Backgammon.

GOGO CLUB is deployed using PixelPlay's advanced JIVE(TM) technology platform and content, which enables the operation and management of cross-platform, multiplayer games as well as the provision and tracking of activity in the service. GOGO CLUB is operated by PixelPlay's subsidiary Mars Gaming Ltd, which also operates the GOGO channel. With more than 200,000 paying subscribers, GOGO is Israel's most popular iTV game channel and has a more than 30% take rate -- the highest in the world -- for a subscription-based iTV game channel.

"The uptake of the service is incredible, which is a huge success on any scale," said Nira Poran, CEO of Mars Games. "The PixelPlay JIVE(TM) platform constantly supports numerous concurrent users across platforms playing 24 hours a day. The combination of JIVE(TM) technology, great games, extensive programming plan, event-based tournaments and aggressive marketing campaign has been the key to the success of this channel."

PixelPlay's GOGO iTV channel will offer 10 games on rotation, with five always available on-demand. Games include Checkers, 4-hand Poker, Submarine Battle, Master Chess, Backgammon, Bowling, Vault Cracker, 4-in-a-Row, Trivia and Taki(TM) (an Israeli original four player card game). The GOGO Club multiplayer service includes a comprehensive, multi-feature lobby, from which players, on any platform or device, can meet in online game rooms to play and chat. The mobile game versions are available for download through Cellcom, Israel's largest mobile carrier.

"This agreement is a huge step for both PixelPlay and the iTV industry and is setting the stage for next generation gaming technology," said Ron Chaimowitz, CEO of PixelPlay. "Giving mobile and iTV gamers the ability to play against each other in a robust environment further advances PixelPlay's vision of enabling cross-platform play for consumers worldwide."