AUSTIN, Texas, October 5, 2010 /PRNewswire/ -- Ideaworks Labs (, developers of the Airplay SDK ( for multi-platform game and application development across smartphones and tablets, today announces the launch of Airplay Arcade (, a new product enabling content created with Airplay SDK to migrate seamlessly to handheld gaming devices including PSP(TM).

Together with Airplay SDK, Airplay Arcade provides the world's first publicly available solution for bringing premium games simultaneously to iOS, Android, PSP(TM) and a host of other smartphone platforms.

We used Airplay SDK to develop Ubrain (, a unique digital tonic to change your mood while listening to your own music for iPhone, iPad, Android, Samsung Bada and PC, recently published by Digital Reality and already available on the App Store and Android Market said Risa Cohen, Producer, Ubrain. By also licensing Airplay Arcade, we were able to bring Ubrain to PSP(TM) at a fraction of the cost and time-to-market of the traditional porting route. The technical support provided by Ideaworks has been outstanding throughout the development, submission and release cycle.

Airplay's philosophy is multi-platform, not just cross-platform. So although Airplay truly delivers a solution that allows developers to write once and run across platforms, it doesn't just stop there. Rather, Airplay offers platform-specific extensions that enable developers to exploit the differentiating features of each platform. For Airplay Arcade, that means tapping into features such as the analog controller and memory stick on PSP(TM).

Airplay Arcade is licensed on a per-game per-platform basis, starting at $10,000 and reducing to $5,000 for volume licences. Full details are available at

Airplay SDK allows developers to compile a single codebase to native CPU instructions, then deploy with one click to all iOS, Android, Bada, Symbian, Windows Mobile, webOS and BREW devices. The traditional costs of porting between operating systems and devices are vastly reduced, meaning that developers can afford to target multiple platforms and thus hugely increase their addressable market from around 100m Apple devices to over 500m smartphone and featurephone devices globally.

All developers are invited to register and download a full free evaluation of Airplay SDK by visiting

About Ideaworks Labs

Ideaworks Labs is a privately held technology company headquartered in London. Founded in 1998 with a strong Oxford and Cambridge computer science and electronic engineering pedigree, the company has an unparalleled track record of creative innovation and technical leadership in the field of multi-platform mobile applications. Airplay SDK and Airplay Arcade are the result of over 10 years of research and development into high-performance native multimedia applications on mobile devices and has powered games and applications across iOS, Android, Symbian, BREW and many other platforms, including four #1 games on the Apple App Store.

More information can be found at:

About Ubrain

Ubrain is a first time digital tonic experience. This application based on binaural beats helps you to boost your energy, enhance your mind and change your mood while listening to your favorite music tracks.

Ubrain has been developed with the support of experienced scientists and is released in partnership with Paul van Dyk, the globally acclaimed grammy nominated DJ and audio architect.

PlayStation is a registered trademark and PSP is a trademark of Sony Computer.

Entertainment Inc. Contacts: Ideaworks Labs +44(0)8456-434969

SOURCE: Ideaworks Labs

CONTACT: Entertainment Inc. Contacts: Ideaworks Labs, +44(0)8456-434969, Tim Cross,