HeadsUp Entertainment International Inc.
PINK SHEETS : HDUP

HeadsUp Entertainment International Inc.

October 25, 2009 11:26 ET

HeadsUp Entertainment Inc. Outperforms Business Plan Projections and Positions Itself for Exponential Growth

CALGARY, ALBERTA--(Marketwire - Oct. 25, 2009) - HeadsUp Entertainment Inc. a wholly owned subsidiary of HeadsUp Entertainment International Inc. (the "Company")(PINK SHEETS:HDUP) is pleased to provide a corporate overview and shareholder update to announce that the Company has met and exceeded all major benchmarks within its business plan for the first 3 quarters of 2009 as well as having positioned itself to take advantage of a number of opportunities for accelerated growth in upcoming months.

After acquiring the Canadian Poker Tour (CPT) brand in July of 2008, the company has increased its market position in the landbased casino sector by hosting and sanctioning over 350 poker events in 2009 and has expanded operations into all provinces. The successful launch of the CPT Players Card has monetized the player base that has been building since the original launch of the tour in 2003. By developing and enhancing relationships with its casino operating partners across the country, the Company has become the dominant force in the Canadian marketplace.

Plans for the 2010 season include the addition of numerous sponsorship partners, which will be offering a variety of value propositions to the CPT membership base. To enhance the revenue model for the Company, negotiations are underway to turn the player's card into a pre-paid affinity debit card with attractive incentives for members. This will create an additional revenue source for the Company, positioning itself to capture financial service charge revenues through profit sharing agreements. Point of sale transactions will be facilitated at all participating casino cages whereby players can load their cards with tournament winnings and receive affinity points by paying for tournament registrations with their pre-paid CPT affinity card. Feedback from casino partners has been extremely positive as incentives to have players use less cash for tournament entries is a substantial benefit.

Publishing Canadian Poker Player Magazine, Canada's only exclusive poker publication, has seen revenues increase sharply over this fiscal year. The upcoming December issue will have 6 new advertisers and feedback from readers and sponsors alike has been very positive. The launch of the new canadianpokerplayer.com website is set for early in the new year and will feature an exclusive social community for players that is designed to meet all informational needs of any player in the country whether looking for online or live tournament listings, forums and blogs, real time news feeds and call to action incentives from Company sponsors.

As recently announced, HeadsUp is about to launch its own online poker television network. Having produced over 21 hours of original Canadian poker programming, the broadcast format allows for the Company to re-monetize investments made over the past 4 years and continue strengthening its brand awareness and market position. This innovative format will feature live updates at the top of the hour promoting sponsors online events, the CPT series of sanctioned events and promotion of corporate initiatives. The Company has been very pleased with the interest of potential advertisers both from the online poker sector as well as non-traditional sponsors looking to target the player demographic. Revenue models are being designed to maximize the value of sponsorship while offering an entertaining product that offers viewers specific marketing incentives.

Poker tourism and proprietary events have been a strong business unit for the Company in 2009. The strategic marketing alliance with the World Poker Showdown (WPS) has opened many doors to new relationships and new advertisers. The upcoming co-branded event at Jazz Casino in Jaco, Costa Rica in November looks to be the most successful tournament yet for the emerging partnership and the Company will be making an announcement outlining further developments later this week involving the WPS.

The management has been working at continuing to secure its dominant position within the Canadian marketplace. With Canada now in the top three countries for online poker revenues, our ability to deliver messaging through the media model we have built is unparalleled. Currently producing the majority of televised poker from within Canada, our exclusive media partnership with The Score Television Network has been a key factor in our success. This accompanied by building barriers to entry from potential competitors with our landbased partners, dominance in specific media branding through print and television and the new online television network, has positioned HeadsUp to ultimately be a candidate for acquisition from a number of major players in the poker sector. The value of the model management has designed comes not only from revenues from its specific business units but the overall value of having consolidated the players within Canada into a national organization. Our goal is to strive to continue to build shareholder value through increasing the player base and land based casino infrastructure in the country.

This week the Company is submitting the required information to Pinksheets.com to meet the higher tier listing requirements and providing full and complete disclosure to shareholders, including the last two quarterly financial statements. In addition, the Company is completing its audited financial statements for submission to becoming fully reporting and moving off of the pinksheet market.

About HeadsUp Entertainment International Inc.

HeadsUp Entertainment International Inc. is a global media and entertainment company engaged in the creation of branded entertainment through the development, production and marketing of televised programming based on poker and other entertainment themes. For more information see the Company's website www.headsupentertainment.com.

Forward-Looking Statements:

This news release contains "forward-looking statements" within the meaning of the U.S. Private Securities Litigation Reform Act of 1995. When used in this release, words such as "estimate," "expect," "anticipate," "projected," "planned," forecasted" and similar expressions are intended to identify forward-looking statements, which are, by their very nature, not guarantees of HeadsUp Entertainment International Inc.'s future operational or financial performance, and are subject to risks and uncertainties. Readers are cautioned not to place undue reliance on these forward-looking statements, which speak only as of the date of this release. Due to the risks and uncertainties, actual events may differ materially from current expectations. The Company disclaims any intention or obligation to update or revise any forward-looking statements, whether as a result of new information, future events or otherwise.

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