HONG KONG—Sanrio Digital and Level Up! Games, the Philippines’ first and leading online games publisher, have announced a distribution agreement to launch Hello Kitty Online in the Philippines. Hello Kitty Online is the eagerly anticipated official massively multiplayer online role-playing game (MMORPG) of the Hello Kitty universe. Under the terms of agreement, Level Up! will publish and operate an English-language version of Hello Kitty Online in the Philippines.

“We are very excited to publish a local version of Hello Kitty Online with Level Up!, the Philippines’ leader in online games publishing. Their proven track record and experience in online gaming will be instrumental in bringing Hello Kitty Online to a young and dynamic new audience,” said Yat Siu, CEO of Sanrio Digital.

Level Up! Managing Director Jane Walker added, “Level Up Games is delighted that Sanrio, one of the world’s most celebrated brands, has given us the privilege of bringing Hello Kitty Online to our country. We’re confident that, like Sanrio’s well-loved characters, the game will find a special place in Filipino hearts.”

Hello Kitty Online is the official MMORPG based on the popular Sanrio characters. The game, currently in its beta stage, will launch in 2009 on a free-to-play model with optional premium upgrades. Players will explore and experience magnificent adventures in the magical and cute world of Sanrio Land as they interact with other players and more than a hundred Sanrio characters, including Hello Kitty, Badtz-Maru, Cinnamoroll, and many others.

Hello Kitty Online is one of few MMORPG titles to target a female gaming audience. Aside from redefining traditional MMO gaming with the inclusion of integrated social media services, Hello Kitty Online seeks to make playing more worthwhile by connecting the virtual world with real charity events. Recently, the beta in-game event called “Food for Friends” asked players to craft and donate virtual items; the event generated hundreds of thousand of submissions and raised USD 12,000 for UNICEF and the Asian Youth Orchestra.