Shanda, Turbine to Bring Dungeons & Dragons Online to China

China's Largest Online Games Operator to Distribute

Turbine's Highly Anticipated 3D Role Playing Game



21 Apr, 2005, 01:00 ET from Shanda Interactive Entertainment Limited

    SHANGHAI, China, April 21 /Xinhua-PRNewswire/ -- Shanda Interactive
 Entertainment Limited (Nasdaq:   SNDA), the largest operator of online games in
 China, announced today that it will be signing a deal with Turbine, Inc., a
 leading publisher of online subscription entertainment, to bring Dungeons &
 Dragons(R) Online to China.  Under the agreement, Shanda will hold the
 exclusive rights in China to operate this first and only 3D massively
 multiplayer online role playing game, or MMORPG based on the world-renowned
 Hasbro and Wizards of the Coast Dungeons & Dragons(R) franchise.  The game is
 expected to launch in China in the second half of 2005.  Financial terms of
 the agreement were not disclosed.
     "Shanda's leadership position and outstanding reputation with China's
 online gaming community makes them the ideal partner for introducing Dungeons
 & Dragons Online to China," said Jeffrey Anderson, president and CEO, Turbine,
 Inc.  "This agreement reaffirms Turbine's commitment to bring the D&D Online
 experience to every gamer in China and throughout the world."
     China represents one of the world's largest and fastest-growing markets
 for online games, with International Data Corporation, a market research
 company, estimating a market valued at $1.3 billion by 2009.  Shanda helped
 pioneer this market and today occupies the leading position as measured by
 both revenue and total game playing users.  In 2004, Shanda had approximately
 2.0 million peak concurrent users playing its online games.
     "As the pioneer of traditional role-playing games, Dungeons & Dragons
 Online is a terrific addition to our leading portfolio of both internally
 developed and licensed online game offerings," said Tianqiao Chen, chief
 executive officer of Shanda.  "Turbine has done a tremendous job adapting this
 signature title to the virtual world, and we look forward to bringing a rich
 game experience to China's gamers via our national distribution platform."
 
     About Shanda Interactive Entertainment Limited
     Shanda Interactive Entertainment Limited (Nasdaq:   SNDA) is a leading
 interactive entertainment media company in China. Shanda offers a portfolio of
 diversified entertainment content including some of the most popular massively
 multi-player and casual online games in China, along with online chess and
 board games, network PC games and a variety of cartoons and literature works.
 Shanda's interactive entertainment platform attracts a large and loyal user
 base, an increasing amount of which access Shanda's content from home. Each
 user can interact with thousands of others while enjoying the interactive
 entertainment content that Shanda provides.  Interaction enriches your life.
 For more information about Shanda, please visit http://www.snda.com
 
     About Turbine, Inc.
     Turbine, Inc. is a premier producer, publisher and operator of online
 subscription entertainment and is headquartered in Westwood, Mass.  With
 studios on two coasts, the Company is the largest privately held online games
 company in North America.  Turbine's catalogue includes some of the most
 famous online entertainment brands, including Asheron's Call(R), Dungeons &
 Dragons(R) Online and The Lord of the Rings Online(TM): Middle-Earth(TM)
 Online.  For more information on Turbine and its services, please visit
 http://www.turbine.com.
 
     About Atari, Inc.
     New York-based Atari, Inc. (Nasdaq:   ATAR) develops interactive games for
 all platforms and is one of the largest third-party publishers of interactive
 entertainment software in the U.S.  Atari, Inc. is a majority-owned subsidiary
 of France-based Infogrames Entertainment SA (Euronext - ISIN: FR-0000052573),
 the largest interactive games publisher in Europe.  For more information,
 visit http://www.atari.com.
 
     About Hasbro, Inc.
     Hasbro (NYSE:   HAS) is a worldwide leader in children's and family leisure
 time entertainment products and services, including the design, manufacture
 and marketing of games and toys ranging from traditional to high-tech. Both
 internationally and in the U.S., its PLAYSKOOL, TONKA, MILTON BRADLEY, PARKER
 BROTHERS, TIGER, and WIZARDS OF THE COAST brands and products provide the
 highest quality and most recognizable play experiences in the world.  For more
 information, visit http://www.hasbro.com.
 
     About Wizards of the Coast
     Wizards of the Coast, Inc., a subsidiary of Hasbro, Inc. (NYSE:   HAS), is a
 worldwide leader in the trading card game and tabletop roleplaying game
 categories, and a leading developer and publisher of game-based entertainment
 products. The company holds an exclusive patent on trading card games and
 their method of play (TCGs) and produces one of the world's best-selling TCGs,
 Magic: The Gathering(R) as well as the celebrated Dungeons & Dragons(R)
 roleplaying game. Publisher of adventure games, family card and board games,
 and electronic media products, Wizards of the Coast is also one of the world's
 premier book publishers of fantasy series fiction whose novels have made
 numerous appearances on The New York Times best-seller list and have sold
 millions of copies worldwide. For more information, visit the Wizards of the
 Coast website at http://www.wizards.com.
 
     TURBINE and ASHERON'S CALL are registered trademarks or trademarks of
 Turbine, Inc. in the United States or other jurisdictions.  All other
 trademarks are the property of their respective owners.
 
     Safe Harbor Statement
     This announcement contains forward-looking statements that are based on
 current expectations, assumptions, estimates and projections about the
 companies and the industry. All statements other than statements of historical
 fact in this announcement are forward-looking statements, including but not
 limited to statements regarding the launch date for Dungeons & Dragons Online
 in China, the growth of the online game market in China and the content of the
 Dungeons & Dragons Online game. These forward-looking statements involve
 various risks and uncertainties.
     Although the companies believe that their expectations expressed in these
 forward-looking statements are reasonable, they cannot assure you that their
 expectations will turn out to be correct. Important risks and uncertainties
 could cause actual results to be materially different from expectations
 include but not limited to delays in completion of the original or localized
 version of the Dungeons & Dragons Online game, obtaining Atari's and Hasbro's
 approval of the agreement between Turbine and Shanda, and the risks set forth
 in Shanda's filings with the U.S. Securities and Exchanges Commission,
 including Shanda's registration statement on Form F-1.
 
 

SOURCE Shanda Interactive Entertainment Limited
    SHANGHAI, China, April 21 /Xinhua-PRNewswire/ -- Shanda Interactive
 Entertainment Limited (Nasdaq:   SNDA), the largest operator of online games in
 China, announced today that it will be signing a deal with Turbine, Inc., a
 leading publisher of online subscription entertainment, to bring Dungeons &
 Dragons(R) Online to China.  Under the agreement, Shanda will hold the
 exclusive rights in China to operate this first and only 3D massively
 multiplayer online role playing game, or MMORPG based on the world-renowned
 Hasbro and Wizards of the Coast Dungeons & Dragons(R) franchise.  The game is
 expected to launch in China in the second half of 2005.  Financial terms of
 the agreement were not disclosed.
     "Shanda's leadership position and outstanding reputation with China's
 online gaming community makes them the ideal partner for introducing Dungeons
 & Dragons Online to China," said Jeffrey Anderson, president and CEO, Turbine,
 Inc.  "This agreement reaffirms Turbine's commitment to bring the D&D Online
 experience to every gamer in China and throughout the world."
     China represents one of the world's largest and fastest-growing markets
 for online games, with International Data Corporation, a market research
 company, estimating a market valued at $1.3 billion by 2009.  Shanda helped
 pioneer this market and today occupies the leading position as measured by
 both revenue and total game playing users.  In 2004, Shanda had approximately
 2.0 million peak concurrent users playing its online games.
     "As the pioneer of traditional role-playing games, Dungeons & Dragons
 Online is a terrific addition to our leading portfolio of both internally
 developed and licensed online game offerings," said Tianqiao Chen, chief
 executive officer of Shanda.  "Turbine has done a tremendous job adapting this
 signature title to the virtual world, and we look forward to bringing a rich
 game experience to China's gamers via our national distribution platform."
 
     About Shanda Interactive Entertainment Limited
     Shanda Interactive Entertainment Limited (Nasdaq:   SNDA) is a leading
 interactive entertainment media company in China. Shanda offers a portfolio of
 diversified entertainment content including some of the most popular massively
 multi-player and casual online games in China, along with online chess and
 board games, network PC games and a variety of cartoons and literature works.
 Shanda's interactive entertainment platform attracts a large and loyal user
 base, an increasing amount of which access Shanda's content from home. Each
 user can interact with thousands of others while enjoying the interactive
 entertainment content that Shanda provides.  Interaction enriches your life.
 For more information about Shanda, please visit http://www.snda.com
 
     About Turbine, Inc.
     Turbine, Inc. is a premier producer, publisher and operator of online
 subscription entertainment and is headquartered in Westwood, Mass.  With
 studios on two coasts, the Company is the largest privately held online games
 company in North America.  Turbine's catalogue includes some of the most
 famous online entertainment brands, including Asheron's Call(R), Dungeons &
 Dragons(R) Online and The Lord of the Rings Online(TM): Middle-Earth(TM)
 Online.  For more information on Turbine and its services, please visit
 http://www.turbine.com.
 
     About Atari, Inc.
     New York-based Atari, Inc. (Nasdaq:   ATAR) develops interactive games for
 all platforms and is one of the largest third-party publishers of interactive
 entertainment software in the U.S.  Atari, Inc. is a majority-owned subsidiary
 of France-based Infogrames Entertainment SA (Euronext - ISIN: FR-0000052573),
 the largest interactive games publisher in Europe.  For more information,
 visit http://www.atari.com.
 
     About Hasbro, Inc.
     Hasbro (NYSE:   HAS) is a worldwide leader in children's and family leisure
 time entertainment products and services, including the design, manufacture
 and marketing of games and toys ranging from traditional to high-tech. Both
 internationally and in the U.S., its PLAYSKOOL, TONKA, MILTON BRADLEY, PARKER
 BROTHERS, TIGER, and WIZARDS OF THE COAST brands and products provide the
 highest quality and most recognizable play experiences in the world.  For more
 information, visit http://www.hasbro.com.
 
     About Wizards of the Coast
     Wizards of the Coast, Inc., a subsidiary of Hasbro, Inc. (NYSE:   HAS), is a
 worldwide leader in the trading card game and tabletop roleplaying game
 categories, and a leading developer and publisher of game-based entertainment
 products. The company holds an exclusive patent on trading card games and
 their method of play (TCGs) and produces one of the world's best-selling TCGs,
 Magic: The Gathering(R) as well as the celebrated Dungeons & Dragons(R)
 roleplaying game. Publisher of adventure games, family card and board games,
 and electronic media products, Wizards of the Coast is also one of the world's
 premier book publishers of fantasy series fiction whose novels have made
 numerous appearances on The New York Times best-seller list and have sold
 millions of copies worldwide. For more information, visit the Wizards of the
 Coast website at http://www.wizards.com.
 
     TURBINE and ASHERON'S CALL are registered trademarks or trademarks of
 Turbine, Inc. in the United States or other jurisdictions.  All other
 trademarks are the property of their respective owners.
 
     Safe Harbor Statement
     This announcement contains forward-looking statements that are based on
 current expectations, assumptions, estimates and projections about the
 companies and the industry. All statements other than statements of historical
 fact in this announcement are forward-looking statements, including but not
 limited to statements regarding the launch date for Dungeons & Dragons Online
 in China, the growth of the online game market in China and the content of the
 Dungeons & Dragons Online game. These forward-looking statements involve
 various risks and uncertainties.
     Although the companies believe that their expectations expressed in these
 forward-looking statements are reasonable, they cannot assure you that their
 expectations will turn out to be correct. Important risks and uncertainties
 could cause actual results to be materially different from expectations
 include but not limited to delays in completion of the original or localized
 version of the Dungeons & Dragons Online game, obtaining Atari's and Hasbro's
 approval of the agreement between Turbine and Shanda, and the risks set forth
 in Shanda's filings with the U.S. Securities and Exchanges Commission,
 including Shanda's registration statement on Form F-1.
 
 SOURCE  Shanda Interactive Entertainment Limited