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‘It’s Just Like a Mini Mall! Hey Hey!’ As Cellufun Creates CelluMall Virtual Shopping Experience On Mobile Device


Cellufun’s Geoff & Drew’s mobile storefront provides a new way to get baked goods for those short on dough

NEW YORK, NY – May 13th, 2008 – Cellufun has brought the next level of social interaction to the mobile phone with the addition of the CelluMall. Today the mobile social gaming community announced plans to launch the first of many virtual mall stores in the Cellufun community, allowing members to purchase virtual goods with points won during mobile game play, also known as Cellupoints. The first store in the CelluMall will be a virtual Bakery, sponsored by popular online bakery, Geoff & Drew’s.

The CelluMall is another example of how Cellufun is mixing mobile gaming with social media. Cellufun’s games require multi-player interaction in order to succeed, such as the award-winning Call of the Pharaoh, which requires mobile game players to assist one another in the building of their individual pyramids, and community-based holiday contests, such as the Halloween-inspired, Hellofun, and Christmas’ Merry Mobile. Adding the CelluMall to the community, which allows users to purchase items for one another using Cellupoints, adds to the myriad of social aspects of the site.

“The CelluMall will allow gamers to further interact with one another and reap greater rewards for excellent game play, while at the same time allowing real stores to reach targeted customers for advertising within our games,” said Arthur Goikhman, CEO and co-founder of Cellufun.

The CelluMall Bakery, sponsored by Geoff & Drew’s, allows Cellufun gamers to purchase cookies, brownies and other virtually-baked gifts to give as presents to other gamers or keep for themselves. Additionally, the Bakery will feature click-to-dial advertisements from the real Geoff & Drew’s Bakery, with coupons for purchases of actual cookies, brownies and other freshly baked gifts. Within minutes of the store’s launch, Cellufun users commented asking for Cellufun specials and driving value for the actual Geoff & Drew’s store as an advertiser.

“Being the first store in Cellufun’s CelluMall is a great opportunity for our business to reach targeted customers in a creative mobile format,” said Drew Koven, CEO of Geoff & Drew’s. “We are very excited about testing this new medium with an established mobile community like Cellufun.”

Cellufun and Geoff & Drew’s were brought together by mobile advertising network and design studio, Mo’Jiva, which is also managing mobile advertisements and the click-to-dial order processing for the mobile storefront.

The opening of the first store in Cellufun’s CelluMall coincides with their Mother’s Day event, where users short on “dough” can purchase virtual baked goodies for the most special ladies in their life. Mobile users can access the CelluMall and award-winning mobile game titles from their wireless handsets at

About Cellufun, Inc.

Cellufun is the world’s mobile playground providing casual, connected and multiplayer games for existing and next-generation, Web-enabled mobile phones.

Cellufun has offered free, ad-supported mobile products since April 2006, delivering over four million downloads to consumers in 160 countries. Cellufun gamers can enjoy a variety of single-player games or join multi-player competitions: from Sudoku and Chess to casino games, arcade-style space battles and racing games. Consumers with Web-enabled phones can join Cellufun’s rapidly growing community by going to

For media inquiries, please contact Vijay Chattha / Cellufun PR / 415-305-6041 /

About Geoff & Drew’s

Geoff & Drew’s offers the finest cookies, brownies and freshly baked gifts for any and every occasion. With an award winning reputation and record setting level of satisfaction where 100% is guaranteed, goodies arrive within 48 hours or less to ensure their freshness. Featured on Rachael Ray, The NY Times, Modern Bride, The Today Show, Gourmet Magazine, Family Circle and more, selections include elegant gift baskets, hip-chic gift boxes and classic tins.

For more information, please visit or call 866-437-3928.

About Mo’Jiva

Mo’Jiva is a super-easy, one-stop solution for advertisers and publishers who want to break into the mobile advertising market. It’s simple to use, simple to manage and gives unprecedented accuracy and control over mobile campaigns.

The Mo’Jiva Self-Service Ad Delivery toolkit allows advertisers to create efficient mobile campaigns and deploy mobile-compatible landing pages on-the-fly to promote their products and services. Clients enjoy the ability to effectively reach a specific audience via a number of targeting capabilities including location-based technologies, device characteristics, time and content & context. Mo’Jiva publishers effectively monetize their mobile content by displaying premium mobile ads, while partner brands and advertising agencies deliver meaningful, integrated mobile advertising campaigns through the mobile design studio and the fantastically-simple, full-service campaign management suite.

For more information, please visit

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