Playboy Announces Pan-European Partnership with Leading Mobile Service Provider Minick

LOS ANGELES, and ZOLLIKON, Switzerland, Dec. 11 /PRNewswire-FirstCall/ -- Playboy Enterprises (NYSE: PLA, PLAA) announced today that it has selected MINICK AG, a pioneer in wireless infrastructure solutions and interactive applications, to help expand its mobile business throughout Europe. The multi-year partnership is designed to expand Playboy's distribution of branded products and services to consumers throughout the region.

"Because Playboy is one of the world's most recognized brands, we want to make sure that we continue to deliver a superior experience for our customers who want to interact with our brand and our content through mobile devices," said Ed Lang, SVP & GM of Playboy Mobile. "Minick's impressive track record with major entertainment and media brands, as well as their massive reach, make them a perfect choice for Playboy. We are excited to be working with them in this key area of our digital distribution strategy."

Playboy and Minick will work together to launch visually rich and compelling interactive mobile products including video clips, mobile TV, games and other services. European consumers soon will be able to both view and participate in Playboy programs and social communities.

Tero Turunen, Minick's CEO, added: "The possibilities of using mobile as part of an integrated digital content distribution strategy are endless. Given the iconic nature of the Playboy brand, our goal is to enhance their content offerings and expand their reach, both through traditional portals as well as on a direct-to-consumer basis. Over the coming years, the increased convergence of mobile and online will create significant opportunities for companies like Playboy."

The Minick Service Platform including its video encoding and streaming capabilities offer carrier-grade solutions, which run mobile services globally. It is available to customers either as a managed or as a packaged solution. Carriers, entertainment companies and mobile marketing players alike, choose Minick for its long track record of successfully managed mobile projects and Minick's platform for its efficiency, reliability and flexibility.

About Playboy Enterprises, Inc.

Playboy Enterprises is a brand-driven, international multi-media entertainment company that publishes editions of Playboy magazine around the world; operates television networks and distributes programming globally; owns Playboy.com, a leading men's lifestyle and entertainment Web site; and licenses the Playboy trademark internationally for a range of consumer products and services.

For more information please visit http://www.playboyenterprises.com.

About Minick

MINICK is the pioneer of interactive mobile applications and infrastructure solutions. Founded in 1994, MINICK develops and operates mobile services for network operators such as Vodafone, T-Mobile, Telefonica and Orange for media and entertainment companies such as MTV, Endemol, Warner Bros., Universal Pictures and SonyBMG as well as for corporate clients in mobile marketing/advertising. The company has built one of the largest mobile service delivery networks in Europe, Africa and the Americas, and operates its own messaging and mobile Internet hosting centers. MINICK is powering more than 400 mobile internet portals for network operators around the world. The company has offices in Switzerland, Germany, the United Kingdom and Spain. More information can be found at http://www.minick.net. MINICK is part of Swisscom Group since December 2006.

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