DeNA and Hasbro Reveal New Mobile Game, TRANSFORMERS: BATTLE TACTICS

SAN FRANCISCO -December 10, 2014- DeNA and Hasbro, Inc. (NASDAQ: HAS) today announced TRANSFORMERS: BATTLE TACTICS, a new turn-based tactical combat game based on the TRANSFORMERS universe, is currently in development for iPhone, iPad, and iPod touch and Android devices. In TRANSFORMERS: BATTLE TACTICS, players will collect iconic TRANSFORMERS characters, assembling teams of AUTOBOTS and DECEPTICONS characters, including fan favorites found within the pages of the IDW Combiner Wars series, to battle friends and fans from around the globe. Players and TRANSFORMERS fans can pre-register to receive updates about the game and unlock powerful in-game content for everyone at launch at the website: www.transformersbattletactics.com.

TRANSFORMERS: BATTLE TATICS will be available as a free download and will feature more than 75 classic TRANSFORMERS characters including OPTIMUS PRIME, MEGATRON, STARSCREAM, and BUMBLEBEE. Battles are swift and require strategic decision-making to propel players to victory. Each TRANSFORMERS character has unique stats and abilities, which shift as players convert them from robot to their alternate mode. The unique graphic style is inspired by the TRANSFORMERS Generations Combiner Wars characters and comic book series. TRANSFORMERS: BATTLE TACTICS includes an expansive single-player campaign, story-driven in-game events and real-time player-vs-player (PvP) matches for players around the world to engage in strategic battles and rise to the top of the leaderboards.

"TRANSFORMERS: BATTLE TACTICS blends fast action and strategic gameplay with a style TRANSFORMERS fans of all generations will appreciate," said Barry Dorf, vice president of partnerships and alliances at DeNA. "From collecting new TRANSFORMERS to creating mash-up teams of AUTOBOTS and DECEPTICONS to battling against friends and fans around the world, players will have an epic amount of content to enjoy once the game 'Rolls Out' in 2015."

TRANSFORMERS: BATTLE TACTICS is the third title in an exclusive three-year agreement between DeNA and Hasbro to develop and publish mobile games based on the TRANSFORMERS franchise. Extending beyond the card-based battling in TRANSFORMERS: LEGENDS and the runner action of TRANSFORMERS: AGE OF EXTINCTION games - The Official Mobile Game, TRANSFORMERS: BATTLE TACTICS marks the first mobile turn-based strategy game set in the beloved TRANSFORMERS universe.

"The strategic combat and visual style of TRANSFORMERS: BATTLE TACTICS is a really fresh, fun and exciting take on the TRANSFORMERS brand," said Mark Blecher, SVP Digital Gaming & Corporate Development at Hasbro, Inc.

TRANSFORMERS: BATTLE TACTICS will be available for iPhone, iPad and iPod touch and Android devices in 2015. To pre-register for updates about the game and unlock powerful in-game content for everyone at launch visitwww.transformersbattletactics.com

View the new TRANSFORMERS: BATTLE TACTICS trailer at http://youtu.be/hnqVZymOhWw.