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Jaleco Entertainment and Lowrider Magazine team up on Lowrider video game

Buffalo, New York (Sept. 16, 2003)- Jaleco Entertainment and PRIMEDIA, publisher of Lowrider® Magazine, are combining their powers to promote Lowrider for the PlayStation®2 computer entertainment system. It is the first rhythm-action video game of its kind in North America.

The partnership between PRIMEDIA, the country's #1 special-interest publisher, and video game publisher Jaleco Entertainment brings increased exposure to the nation's fastest-growing motorsport by introducing Lowrider to the thriving video game market. In 2002, the video game industry earned $10.3 billion in record-breaking sales.

As a result of the agreement, Jaleco Entertainment acquires the right to use the official Lowrider Magazine logo in the Lowrider game, its packaging and marketing materials. The Lowrider video game will be cross-promoted with Lowrider Magazine, and the Lowrider Magazine website www.lowridermagazine.com . Jaleco Entertainment also will sponsor the "Go-Lo"/Lowrider Legends Tour 2003 Super Show" in Las Vegas, Nevada, on October 5.

"This new relationship between Lowrider Magazine and Jaleco Entertainment will expose millions of gamers to the growing lowrider movement and provide lowriding fans with a new, interactive dimension to their sport," commented Deborah Grauer Moran, Director of Marketing for Jaleco Entertainment.

Lowrider simulates the American phenomenon of lowriding by putting into the gamers' hands the ability to purchase and upgrade cars, install major hydraulics and choose or create detailed artistry to compete against other vehicles in hops, dances and cruise shows. Lowrider enables single and multi-players to compete in tournament and street events in five U.S. cities. Lowrider offers an exciting lowriding experience with more than 20 customizable vehicles, 18 categories of car upgrades, and a custom paint tool for personalized hood ornamentation.

"Lowrider Magazine is the original authentic voice of the lowrider culture in the United States," says Sean Holzman, Vice President of PRIMEDIA Enterprises, the licensing and merchandising division of PRIMEDIA. "This is a natural extension of the brand and

the hobby which is experiencing dramatic growth worldwide. "We are thrilled to help bring lowriding to a new audience through the Lowrider video game from Jaleco Entertainment."

Lowrider Magazine is a top-selling newsstand title now reaching more than one million readers per month. "Our staff in Japan and the United States has been playing the Japanese Lowrider Round the World and we just can't put it down," said Ralph Fuentes, editor of Lowrider Magazine. "So, we eagerly await the arrival of the new version of Lowrider."

Lowrider will be available in North America in November exclusively on the PlayStation®2 computer entertainment system. Lowrider Round The World was published last December in Japan by PCCW-Japan, parent company of Jaleco Entertainment.

About Jaleco Entertainment Jaleco Entertainment (www.jaleco.com) is a premier publisher of interactive software entertainment for console systems, PC, and online gaming. With a team that blends highly experienced individuals from the gaming industry and fresh new talent, the company is committed to developing original intellectual property and cutting edge gaming titles. Jaleco Entertainment is based in Buffalo, New York, with European headquarters in London, England. Jaleco Entertainment maintains development studios in Boulder, Colorado; and Tokyo, Japan. Jaleco Entertainment is a wholly owned subsidiary of PCCW Japan. The company employs more than 200 people worldwide.

About PRIMEDIA

PRIMEDIA is the leading targeted media company in the United States, with positions in consumer and business-to-business markets. Our properties deliver content via print as well as video, the Internet and live events and offer highly effective advertising and marketing solutions in some of the most sought after niche markets. With 2002 sales from continuing businesses of $1.5 billion, PRIMEDIA is the #1 special interest magazine publisher in the U.S. with more than 250 titles. Our well known brands include Motor Trend, Automobile, New York, Fly Fisherman, Power & Motoryacht, Creating Keepsakes, Ward's Auto World, and Registered Rep. The company is also the #1 publisher and distributor of free consumer guides, including Apartment Guides. PRIMEDIA Television's leading brand is the Channel One Network and About is one of the largest sources of original content on the Internet. PRIMEDIA's stock symbol is: NYSE: PRM. www.primedia.com. 

©2003 Jaleco Entertainment. All rights reserved. Jaleco Entertainment and the Jaleco Entertainment logo are trademarks or registered trademarks of Jaleco Entertainment in the United States or other countries. "PlayStation" and the "PS" Family logo are registered trademarks of Sony Computer Entertainment Inc.

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Lowrider (PS2)