I-play lands Deal or No Deal mobile license for U.S.

I-play, the mobile publishing division of multi-platform casual games firm Oberon Media, announced a North American licensing agreement with interactive entertainment production company Endemol USA to develop, publish and distribute a mobile game based on the NBC game show Deal or No Deal. I-play promises the game will strive to capture the dynamics of the Howie Mandel-hosted primetime series via true-to-life game play and interactivity, challenging players to choose among briefcases containing random monetary amounts between $0.01 and $1 million. A Deal or No Deal mobile title issued in Europe in 2006 by rival firm Gameloft has to date sold 1.5 million units. "It's a hugely popular license that appeals to a broad audience with a highly addictive format, with a lot of suspense in the show itself, which is going to translate well to the mobile version," said Oberon Media SVP Don Ryan in a prepared statement. 

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