Amaya Secures National Lottery SMS License from the Government of Kenya

MONTREAL, Nov. 3 /PRNewswire/ - Amaya Gaming Group Inc. (TSX-V: AYA), an entertainment solutions provider for the gaming industry announced today the securing of a lottery license from the Government of Kenya to operate a Short Message Service (SMS) Lottery ("SMS Lotto") in the Republic of Kenya. Currently it is estimated that there are approximately 20 million mobile phone users in Kenya, out of a total population of nearly 40 million people.

The SMS Lotto includes instant lottery games, self-picking lottery games and scheduled lottery games. Lotto participants would be able to select their numbers through any mobile phone, in effect turning mobile phones into lottery terminals. Amaya's SMS Lotto allows people to play the lottery via SMS text messages without having to visit a ticket distributor.

Under the terms of the license granted by the Government of Kenya, Amaya will be responsible for developing the lottery games, marketing, advertising, and the day to day operations of the SMS Lotto and in exchange will receive a percentage of the revenues generated. Amaya anticipates that the SMS Lotto will be operational by Q1 2011.

"We are very excited to have secured this license for our SMS Lotto program. This is another example of the appeal and global interest created by our innovative and state-of-the-art technology and validates a key strategic opportunity for the company. The SMS Lotto program will serve to showcase and promote our solutions to other governments and operators worldwide" mentioned Mr. David Baazov, President and Chief Executive Officer of Amaya.

Commenting on the signing of the agreement, Mr. Amos O. Kwassi, Director of the Kenyan Betting and Control Licensing Board said "We are very pleased that Amaya is bringing innovative gaming technology that will provide fairness and transparency to the gaming industry in Kenya

About SMS Lottery program

Amaya offers a software platform that operates mobile lotteries allowing the sale of electronic tickets by using the mobile phone as the medium of purchase, using SMS (Short Message Service) technology.

The users can participate in an SMS Lottery by sending an SMS text message with specific keywords or their numbers to a shortcode, or a specially designated phone number, within a time frame. When the time frame ends, a user is picked at random as a winner and a SMS is sent to all the participants announcing the result.

About Amaya

Amaya is engaged in the design, development, manufacturing, distribution and sale of technology based gaming solutions for the regulated gaming industry worldwide. For more information please visit www.amayagaming.com

Disclaimer in regards to Forward-looking Statements

Certain statements included herein, including those that express management's expectations or estimates of our future performance constitute "forward-looking statements" within the meaning of applicable securities laws. Forward-looking statements are necessarily based upon a number of estimates and assumptions that, while considered reasonable by management at this time, are inherently subject to significant business, economic and competitive uncertainties and contingencies. Investors are cautioned not to put undue reliance on forward looking statements. Except as required by law, the Corporation does not intend, and undertakes no obligation, to update any forward-looking statements to reflect, in particular, new information or future events.

"Neither TSX Venture Exchange nor its Regulation Services Provider (as that term is defined in the policies of the TSX Venture Exchange) accepts responsibility for the adequacy or accuracy of this release."

SOURCE AMAYA GAMING GROUP INC.

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