SAN FRANCISCO, CA and PAWTUCKET, RI - July 17, 2012 (PDT) - DeNA Co., Ltd. (TSE: 2432) and Hasbro (NASDAQ: HAS) have entered into an exclusive three-year agreement to develop and publish mobile games based on the TRANSFORMERS™ franchise. The first TRANSFORMERS game from DeNA will be released on the Mobage™ social gaming platform for iOS and Android mobile devices worldwide, with the exception of Japan, later this year.

"Our global platform has continued to thrive and grow, and we're now investing in major entertainment IP," said Neil Young, Director of DeNA and CEO of DeNA's U.S. subsidiary ngmoco, LLC. "TRANSFORMERS is a highly beloved brand, with dynamic characters that are universally cherished by fans. We are excited to bring the TRANSFORMERS world to life for mobile gamers."

"DeNA is a proven global leader in mobile social games," said Mark Blecher, GM and SVP, Hasbro Digital Media and Marketing. "We're delighted to team-up with DeNA to offer a compelling TRANSFORMERS experience on the leading mobile platforms. DeNA's innovative approach to mobile gaming is a great fit with the TRANSFORMERS brand."