LONDON, February 9 /PRNewswire/ --     Ideaworks3D Ltd, announced today that ARM Holdings plc ((LSE:ARM);
(Nasdaq:ARMH)) has made a strategic investment in the company. Ideaworks3D
will use the investment to significantly increase its sales and marketing
effort for Airplay, its advanced cross-platform solution for development and
distribution of native applications.

Commenting on the investment, Ideaworks3D CEO Alex Caccia said: "After
successfully launching Airplay in 2008, we welcome the investment from ARM to
help bring Airplay to a wider market. Airplay's proven 'compile once'
single-binary approach means that a single Airplay native binary will address
all ARM(R) technology-based devices - including mobile phones, mobile
internet devices, set-top boxes and more - without a performance penalty.
Airplay greatly reduces device fragmentation and means that developers can
now focus their budgets on the applications themselves rather than on the
cost and complexity of deploying their content across multiple independent
device platforms. By strengthening our ties with ARM, we will be able to be
accelerate the uptake of Airplay in the market; increase the ease of content
deployment across consumer electronics; and improve the end-user experience."

Bruce Beckloff, VP Corporate Business Development at ARM, said: "The
proliferation of highly-sophisticated mobile devices with multiple operating
systems and hardware variants has resulted in a fragmented industry and
moving target for content developers. With Airplay, Ideaworks3D has created a
solid and credible cross-platform solution for creating and deploying games,
applications and multimedia content across ARM technology-based devices. By
simplifying the market and increasing the level of content available,
Ideaworks3D will enable the increase in uptake of sophisticated digital
consumer electronics."

About Ideaworks3D

Ideaworks3D is a privately held technology and game development company
headquartered in London. Founded in 1998 with a strong computer science and
electronic engineering pedigree, the company has a track record of creative
innovation and technical leadership in the field of high performance mobile
gaming. Ideaworks3D's Studio is the recipient of multiple industry accolades
in 2008, including the IMGA Grand Prix and Operators Choice for Metal Gear
Solid Mobile, and the Develop and Mobile Entertainment awards for Best Mobile
Studio. More information can be found at http://www.ideaworks3d.com

About Airplay

Airplay is a software development kit (SDK) and technology suite that
enables mobile developers and publishers to create, connect, and deploy
high-performance native mobile applications across multiple platforms and
operating systems, including Symbian OS, BREW, Windows Mobile, Linux, N-Gage,
iPhone and selected RTOS environments. The Airplay SDK incorporates Airplay
System, a cross-platform portability technology and run-time execution
environment that delivers a single native application binary across ARM
technology-based devices. The application can be deployed over-the-air to
multiple operating systems and run-time environments without further porting
or any requirement for additional embedded software on the device.

Ideaworks3D's' "Airplay Portal Solution" provides Airplay as a complete
cross-platform ecosystem for native applications. This enables OEM's and
network operators to offer a single SDK to developers for building and
deploying applications across all available OS's and devices, including RTOS
devices.

The Airplay 3.6 SDK, featuring ARM RealView(R) Tools, is available for
commercial licensing from Ideaworks3D, a member of the ARM Connected
Community(TM).

ARM and RealView are registered trademarks of ARM Limited. Connected
Community is a trademark of ARM Limited. All other brands or product names
are the property of their respective holders. "ARM" is used to represent ARM
Holdings plc; its operating company ARM Limited; and the regional
subsidiaries ARM INC.; ARM KK; ARM Korea Ltd.; ARM Taiwan; ARM France SAS;
ARM Consulting (Shanghai) Co. Ltd.; ARM Belgium N.V.; AXYS Design Automation
Inc.; AXYS GmbH; ARM Embedded Solutions Pvt. Ltd.; ARM Physical IP, Inc.; ARM
Norway, AS; and ARM Sweden AB.

Airplay is a trademark of Ideaworks3D Ltd.

Contacts:
    
    Ideaworks3D Ltd.,
    +44(0)8456-434-969,
    press@ideaworks3d.com .