Press Release

Pollard Banknote Announces The Launch Of World Famous Tetris® Brand Instant Game In New Jersey

/_uploads/images/TetresNJTicket(resize).jpgWINNIPEG, Manitoba, August 9, 2011 /CNW/ – Pollard Banknote Limited (TSX: PBL) (Pollard Banknote), a global leader in the production and merchandising of instant lottery tickets, along with the New Jersey Lottery, one of North America’s leading lotteries, and The Tetris Company have teamed up to launch a Tetris® themed instant lottery ticket. The New Jersey lottery is giving purchasers more chances to win with a fully-integrated promotional program.

Launched on August 1, 2011, the New Jersey Lottery’s $3 Tetris Tripler game offers players 15 chances to win up to $30,000 instantly and the opportunity to enroll in 10 second chance drawings by visiting the New Jersey Lottery’s website. Second chance prizing features compelling merchandise such as Apple® iPads®, iPods®, and Apple® Store gift cards.

The Tetris game is one of the most popular casual video games of all time with more than 132 million paid mobile downloads worldwide and has been published on over 50 different platforms. Loved by all ages and cultures, no other game has demonstrated the longevity and universal appeal like the Tetris game. Since the game’s creation over 27 years ago, the Tetris brand has expanded into merchandise licensing with products ranging from clothing, wall graphics, tabletop games to lottery tickets.

“Tetris puts the pieces in place. Now with the Tetris Tripler instant ticket game, we’re expanding our brand into new outlets by popular demand,” says Henk Rogers, Managing Director of The Tetris Company.

Pollard Banknote will support the New Jersey Lottery’s Tetris Tripler instant ticket program with coordinated digital marketing services, including animated web ads, a web-based micro-site with interactive Tetris game play, and a second chance contest draw platform. Point-of-sale merchandising support will also be provided to the Lottery’s retailers.

“Just like the New Jersey Lottery, lotteries all over the world will now have the ability to market a universally recognized and loved game that spans all backgrounds and generations,” says Sina Aiello, Vice President, Licensed Products, Pollard Banknote. “We are pleased to offer our clients an exciting array of compelling internet resources, promotional campaigns, and second chance draw options that maximize the allure and recognition of Tetris.”

Pollard Banknote’s Licensed Products Division offers a turnkey integrated marketing support solution for the success of licensed games, including online focus testing, ticket design, prize structure consultation, online contests, interactive games, second chance draws, special event and street team management, digital and social media campaigns, point-of-sale merchandising support, and in-depth post-game analysis.

About the Tetris® Brand
The Tetris® brand is one of the leading and most distinctive video game brands and franchises in the world. In the game’s 25+-year history, hundreds of millions of players have experienced the Tetris Effect. Tetris has reached over 132 million paid mobile downloads. Loved globally by people of all ages and all cultures, the Tetris game continues to be one of the most widely recognized video games of all time. Tetris Holding, LLC is the owner of Tetris rights worldwide and The Tetris Company, LLC is its exclusive licensee. The Tetris Company, through its agent Blue Planet Software, Inc., licenses and manages the Tetris intellectual property and franchise worldwide. Today, Blue Planet Software continues to work with licensees to deliver top quality Tetris products that are relevant, fun and challenging for its millions of players. For the latest information about the Tetris brand and Tetris products, please visit http://www.Tetris.com.

FOR MORE INFORMATION CONTACT:
Sina Aiello 
Vice President, Licensed Products, Pollard Banknote
Phone: (204) 474-2323
saiello@pbl.ca


Monica Caires
Grayling Connecting Point for the Tetris® Brand
Phone: (415) 442-4027
monica.caires@graylingcp.com

About Pollard Banknote

Pollard Banknote is a leading lottery partner to more than 60 lotteries worldwide, providing high quality instant ticket products, licensed games, Schafer Systems and Fastrak retail merchandising solutions, and a full suite of digital offerings, ranging from world-class mkodo game apps to comprehensive player engagement and iLottery solutions, including strategic marketing and management services. The company is a proven innovator and has decades of experience helping lotteries to maximize player engagement, sales, and proceeds for good causes. Pollard Banknote also provides pull-tab tickets, bingo paper, and its Diamond Game and Oasis-branded electronic ticket machines to charitable and other gaming markets in North America. Established in 1907, Pollard Banknote is owned approximately 67.5% by the Pollard family and 32.5% by public shareholders, and is publicly traded on the TSX (PBL). For more information, please visit our website at www.pollardbanknote.com.

Forward-looking Statements

Certain statements in this press release may constitute “forward-looking” statements and information, which involve known and unknown risks, uncertainties, and other factors that may cause actual results, performance, or achievements to be materially different from any future results, performance, or achievements expressed or implied by such forward-looking statements. When used in this document, such statements include such words as “may,” “will,” “expect,” “believe,” “plan,” and other similar terminology. These statements reflect management’s current expectations regarding future events and operating performance and speak only as of the date of this document. There should not be an expectation that such information will in all circumstances be updated, supplemented, or revised whether as a result of new information, changing circumstances, future events, or otherwise. -30-

For More Information

Doug Pollard
Co-Chief Executive Officer
dpollard@pbl.ca

John Pollard
Co-Chief Executive Officer
jpollard@pbl.ca

Rob Rose
Chief Financial Officer
rrose@pbl.ca