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EIDOS PLC ACQUIRES BLUEFISH MEDIA
Copyright 2007 Eidos plc Press Release

[ April 16th 2007 ]

Eidos Interactive, one of the world’s leading publishers and developers of entertainment software and part of SCi Entertainment Group Plc, has reached an agreement to acquire Bluefish Media. Bluefish Media is a specialist in online distribution of entertainment software, with a wholly owned electronic distribution system to facilitate the delivery of content online to a variety of platforms.

Through ownership of this technology, Eidos will improve its profit margins on digital distribution. This is consistent with the company’s objective of growing its successful New Media and new Casual Games businesses. The acquisition will see Bluefish become an integral part of the Eidos New Media division.

Simon Protheroe, New Media and IT Director of Eidos said, "Online distribution of digital content is a key component of our strategy. In addition to offering our games via Bluefish's distribution network, this acquisition also gives Eidos the ability to build on Bluefish's platform and to drive online sales in a much more aggressive way over the coming months.

"The Bluefish team will augment our existing staff and enable us to integrate online distribution into our operations much more tightly than would otherwise be the case."

"Some say Content is King and others say Technology is everything. Bluefish brings both together, with entertaining content as well as the most stable and reliable technology to ensure a safe 24/7 online distribution on an international basis," said Cyrus Kargar, General Manager of Bluefish Media.

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