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Sulake Corporation and Alloy Media + Marketing Announce Strategic Partnership and Joint Marketing Campaign

- Alloy to Launch U.S. Marketing Campaign and to Serve as Exclusive Advertising Representative for Habbo Hotel – Sulake's Popular Online Community

LOS ANGELES, February 02, 2005 – Sulake Corporation, one of the world's leading interactive entertainment companies, announced today a strategic partnership with Alloy Media + Marketing, an Alloy, Inc. company (NASDAQ: ALOY), one of the country's largest providers of non-traditional targeted media and promotional marketing programs, to launch a fully integrated marketing campaign designed to increase brand recognition among teens for Habbo Hotel, Sulake's flagship product.

The partnership will leverage Alloy's extensive youth-oriented media network and full service marketing programs to introduce Habbo Hotel directly to U.S. teens. Beginning in February, Alloy will promote Habbo Hotel through its proprietary in-school media network, reaching more than half of the nation's high school students. It will also be promoted through integration across Alloy's network of youth oriented Web sites – alloy.com, ccs.com, delias.com, through ads in its consumer catalogs – Alloy, CCS, and Delia's, and via direct e-mail marketing initiatives, ultimately connecting Habbo Hotel with more than 24 million young adults.

"Alloy's ability to deliver stellar content, consumer insights and direct access to the hard-to-reach youth market will further solidify Habbo Hotel's global position as the premier online community for teenagers," said Timo Soininen, CEO of Sulake Corporation. "We are impressed by the strength and scale Alloy brings to our U.S. sales and marketing operation and we are confident they are the team to deliver our product to advertisers."

Alloy will also serve as the exclusive advertising representative for Habbo Hotel, handling all advertising sales and promotional opportunities with marketers and agencies seeking to reach teen consumers through non-intrusive online immersive branding. Combining the wide appeal of interactive entertainment and gaming, the site offers a unique avenue for advertisers to reach the coveted teen audience.

"Habbo Hotel is an excellent addition to our network of offerings for the advertising community, especially as the popularity of online gaming continues to grow," said Derek White, Executive Vice President of Alloy Media + Marketing. "We are thrilled to be working with such an innovative company as Sulake and look forward to building the Habbo Hotel brand and making it a household name with teens in the U.S."

Sulake specializes in developing, publishing and distributing multiplayer online communities and games. Sulake's Habbo Hotel is an online game environment designed for teenagers, and has become one of the most popular and fastest growing teen communities in the world. To date, more than 22 million Habbo characters have been created, with three million unique users visiting Habbo Hotel every month.

Alloy Media + Marketing is widely recognized as a leader in the youth marketing industry, a "best of breed" full service agency that services over half of the Fortune 200 Companies. Alloy Media + Marketing owns one of the largest youth focused media network available to reach the youth consumer.

About Sulake

Sulake is an interactive entertainment company specializing in developing, publishing and distributing multiplayer online communities and games. Sulake more than doubled its annual revenues to $18 million in 2004, and this growth is expected to continue during 2005.

The main shareholders in Sulake include Taivas Group, 3i Group plc, Elisa Group and Benchmark Capital followed by the company's founders Sampo Karjalainen and Aapo KyršlŠ, and Sulake CEO Timo Soininen.

Sulake has localized Habbo Hotel communities in 16 countries on four continents: North America, Europe, Asia and Australia. To date, more than 22 million Habbo characters have been created, with almost three million unique users visiting Habbo Hotel each month. The US version of the hotel, www.habbohotel.com, was launched in September 2004 and has already attracted users, who have created more than 1.3 million Habbo characters.

Sulake has headquarters in Finland and activities in 16 countries. Currently Sulake has more than 160 employees worldwide.

About Alloy Media + Marketing, an Alloy, Inc. Company

Alloy Media + Marketing is one of the country's largest providers of non-traditional targeted media and promotional marketing programs connecting with elusive consumer groups. With large-scale networks, unique and exclusive media and promotional partnerships, and offices located in major markets across the country, Alloy Media + Marketing services over 1500 companies including half of the Fortune 200. Alloy Media + Marketing ranks fifth on the Advertising Age list of Top 100 Marketing Services Agencies and ranks among the World's Top 25 Ad Organizations.

Through Alloy Media + Marketing, advertisers gain access to a group of "best of breed" services providing depth of expertise and breadth of programming across multiple key platforms. Alloy Marketing & Promotions (AMP), a division of Alloy Media + Marketing, PROMO Magazine's 2004 "Agency of the Year," provides lifestyle marketing, strategic thinking, program integration, and custom program development and execution. AMP is known for its executional strength, including --mobile and event marketing, consumer insights, interactive design and guerilla marketing. Alloy Media + Marketing's 360 Youth division, provides advertisers with reach to 65% of all young adults, through the largest youth-focused media network available. Assets include over 100,000 advertising panels in-school and on campus, Web sites receiving over 3 million unique visitors each month, print vehicles reaching 50 million young consumers annually, the largest college newspaper placement service, extensive custom and cooperative sampling programs and a proprietary, 24 million name database. With American Multicultural Marketing, another division of Alloy Media + Marketing, advertisers reach the influential and fast-growing Hispanic, African-American and Asian American markets, through an array of targeted media choices that fit their specific marketing needs.

Alloy Media + Marketing is part of Alloy, Inc. (Nasdaq: ALOY). Alloy generates revenue from its broad array of media and marketing services as well as through the direct sales of apparel, accessories, footwear, room furnishings and action sports equipment to the youth consumer via catalogs, the internet and retail stores. For further information regarding Alloy, please visit our web site (www.alloyinc.com) and click on "Investor Relations". For further information regarding our media, marketing and promotional services, please visit www.360youth.com and www.ampagency.com.

For more information:

Mr. Janne Kouri, Director of Business Development, Sulake Inc.,

tel: (310) 395-0404

Mr. Sergio Silva, General Manager, Sulake Inc., tel: (310) 395-0404

Ms. Jodi Smith, Vice President, Public Relations, Alloy Media + Marketing, tel: (212) 329-8359

www.sulake.com

www.alloymarketing.com