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

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, .

Contacts: Ideaworks3D Ltd., +44(0)8456-434-969,