Market Overview

Athlon Games Partners with Middle-earth Enterprises to Publish Multi-Year Online Game Based on The Lord of the Rings™


Athlon Will Apply Its Live Services Expertise & Top Western
Development to Create An Engrossing New AAA Experience for One of the
World's Most Powerful IPs

Today, Athlon Games, a global publisher of console and PC games,
announced it has signed a long-term licensing agreement with
Middle-earth Enterprises to develop and publish a video game based on The
Lord of the Rings
. Athlon Games is working with a partner developer
to create an online game set in the world of Middle-earth™ at a time
long before the events of The Lord of the Rings, exploring lands,
people and creatures never seen before by fans of the Tolkien universe.

"It's a singular opportunity to work closely with Middle-earth
Enterprises to create a completely new experience for fans of the
landmark fantasy work of J.R.R. Tolkien, and we are excited about the
resurgence of interest in The Lord of the Rings IP," said Dave
Miller, president, Athlon Games. "This, along with several other major
properties Athlon is working with, will help us to further our goal of
creating AAA cooperative console and PC experiences that gamers will
want to play for years to come."

"We are extremely pleased to work with Athlon Games to create a new,
immersive game experience, exploring epic regions in Middle-earth during
the years leading to the events of The Lord of the Rings," said
Fredrica Drotos, Chief Brand & Licensing Officer at Middle-earth
Enterprises. "Athlon's game will allow millions of Middle-earth fans
throughout the world a unique opportunity for fellowship and epic

Athlon Games, and its parent company Leyou Technologies Holdings
Limited, which also owns Digital Extremes and Splash Damage, is marrying
its deep expertise with free-to-play game design and service with
Western development and strong IP to create top quality console and PC
games that have global appeal.

"We believe in Athlon Games' model to collaborate closely with Western
developers to implement incredibly successful live services, while also
giving its partners the autonomy they need to develop outstanding game
experiences," said Alex Xu, CEO of Leyou Technologies Holdings Limited.
"At Leyou, we've seen great success implementing this strategy with
other titles, such as Warframe. Now we can expand our footprint in the
West with Athlon Games."

Los Angeles-based Athlon Games is a newly formed publisher headed up by
industry veteran Dave Miller, formerly of Warner Bros. Interactive
Entertainment, Codemasters and NBC Universal. For more on Athlon Games,

About Athlon Games

Athlon Games, a subsidiary of Leyou Technologies Holdings Limited, is a
global publisher of free-to-play console and PC games headquartered in
Los Angeles. Athlon Games combines its expertise in free-to-play console
and PC games with Western development to create AAA cooperative console
and PC experiences that gamers will want to play for many years.

About Leyou Technologies Holdings Limited

Leyou Technologies Holdings Limited is a fast-growing developer and
publisher of interactive entertainment for gamers worldwide. The company
is a leader in the free-to-play multiplayer market, developing and
operating games through its subsidiaries including Digital Extremes
(Canada), Splash Damage (UK), King Maker (Beijing) and Radiance
(Guangzhou China) and invested associates Certain Affinity (US) etc.
Leyou, a publicly traded company on Hong Kong Exchange (1089.HK), also
owns a global publishing platform branded as Athlon Games headquartered
in Los Angeles. Leyou mainly focuses on high-quality multiplayer online
games on PC and consoles, and adopts a "Games as a Service (GaaS)"
operating model. The company owns the flagship game Warframe, an
award-winning free-to-play game, and is developing multiple other AAA
free-to-play games at the same time. For more corporate information
please visit

About Middle-earth Enterprises

Inspired by a deep appreciation for the fictional world created by
J.R.R. Tolkien, Middle-earth Enterprises is dedicated to working with
businesses providing quality products in accordance with best green
business and sustainability practices, including fair trade, equality in
the workplace, and a commitment to protect our earth, its wondrous
beauty and the viability of every living creature.

The Saul Zaentz Company dba Middle-earth Enterprises, has been producing
and licensing films, merchandise and stage productions based on The
Lord of the Rings
and The Hobbit for more than 40 years. With
headquarters located in Berkeley, California, its website may be found

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