Mobile Marketing Magazine

Zeemote Launches Android SDK

Zeemote has launched an Android SDK (Software Development Kit), enabling developers of Android games and applications to integrate support for the Zeemote JS1 Controller.
The Zeemote Android SDK supports Android versions 1.6, 2.0 and upward and offers developers the opportunity to differentiate their application by adding unique and interactive controls offered with the Zeemote JS1 Controller.
Current Zeemote developers can download the SDK here. New developers can register here. Registered developers have access to download the modified source code of the kwaak3 port project that integrates Zeemote JS1 game control for Android.
By integrating Zeemote SDKs into their existing and future applications, Zeemote says that developers can provide a superior mobile gaming experience across multiple supported platforms; deliver true analog game control; and enable multi-player mobile gaming, using two controllers with one device.
Zeemote says that in the next few weeks, it will announce a developer programme, which will provide support, promotion and “unparalleled routes to market” for game developers, including access to 100 million consumers a year.
“By adding the exciting Android SDK to our stable of supported platforms, we are able to give developers an excellent way in which to make their applications really stand out from the crowd,” says
Jim Adams, Head of Business Development at Zeemote. “The Android community is proving itself to be wildly creative, pushing the boundaries of convention for mobile applications. When combined with the Zeemote JS1 Controller we expect to see some radical application creativity coming out of the Android community.”

Mobile Gaming Set For Growth, says comScore

comScore has released the results of a study on mobile gaming highlighting the potential for growth in the mobile gaming market, despite a 13% decline in the number of US  mobile gamers during the past year. This overall decline was driven by a 35% decline in mobile gaming among feature phone subscribers, who represent approximately 80% of the market, which contrasted with a sizeable 60% increase in the number of gamers using Smartphones.
“Although the number of mobile gamers has declined in the past year, there is reason for significant optimism about the future of this market,” says Mark Donovan, comScore SVP Mobile and Senior Analyst. “As the market transitions from feature phones to Smartphones, the dynamics of gameplay are also shifting towards a higher quality experience. As a result, we can expect to see a profound increase in adoption of this activity, both in terms of audience size and overall engagement.”
The inevitable ascent of the mobile gaming market depends not only on Smartphone subscribers’ higher propensity to play games on their mobile devices, but also their heavier gaming activity across nearly every dimension,” says comScore. Smartphone subscribers (47.1%) are three times more likely than feature phone subscribers (15.7%) to play games on their device at least once a month. They are more than five times as likely to play games almost every day, and far surpass their feature phone counterparts across various methods of game play.
Smartphone subscribers also install significantly more games on their devices, with 27.3% having installed at least one game, compared to just 5.6% of feature phone subscribers. A third of Smartphone subscribers with games have more than five games installed on their phones, while less than 1% of feature phone subscribers have that many games installed.
“Smartphones offer a more accessible and compelling mobile gaming experience that is enabling adoption of this behavior, even among consumers who have not traditionally been gamers,” says Donovan. “Marketers and advertisers ought to be paying close attention to the opportunity this presents for reaching consumers in new and engaging ways in a cross-platform environment. The potential for highly creative marketing efforts is exciting.”
Smartphone subscribers are more likely to play mobile games than feature phone subscribers across every gaming genre. The genre with the highest penetration among Smartphone subscribers is Arcade Puzzle games at 12.9%, followed by Card games (11.9%), Word/Number games (11.4%) and Casino games (7.6%). While casual game genres have higher penetration than hardcore genres (Sports, Racing, Action/adventure, First-person shooter), the hardcore genres exhibit significantly higher adoption among Smartphone subscribers. This finding, says comScore, highlights the importance of the Smartphone medium in driving adoption of higher quality gaming experiences.

Orange Scores Mobile Games Hat-trick

Orange UK has taken the wraps off three new mobile gaming offerings, including games for the iPhone.
Orange iPhone Games, launching late April, offers all UK iPhone customers access to mobile games designed and produced by Orange, via the Apple App Store. Games on offer include off-road racing, plus a selection of card games, including Blackjack and Poker.
Playtomo is a social gaming service, launching today, that allows UK customers to play card and action and adventure platform games for free. Playtomo integrates with social networks so users can share their scores, and challenge their friends to get involved. Contact lists are easily imported to the service so friends on other networks can be invited to join in.
Finally, Games Zone, launching this Wednesday, is a £5-a-month subscription gaming service offering Orange customers two free games each month, exclusive competitions and a 20% discount on additional purchases(2)
Games Zone is also available on a 1-month free trial to new or upgrading Pay Monthly customers as part of Orange’s new multimedia Animal tariff refresh.
“This is an exciting time for Orange, with the launch of these new mobile gaming offerings forming a key part of our strategy to evolve our business through entertainment,” says Orange’s Head of Gaming Products and Services, Neil Holroyd. “Innovative gaming services such as Playtomo and Games Zone give customers the best possible gaming experience and value for money on their mobile phone, while enabling us to develop our offering.” 

Connect2Media Buys Sennari

Digital entertainment publisher Connect2Media has acquired US firm Sennari, which specialises in prize-incentivized games for mobile phones. The agreement, which includes all of Sennari’s games services and operational assets, provides Connect2Media with a US presence for the first time, allowing the company to better address the growing market requirement for a range of mobile entertainment services and applications. As part of the move, Sennari’s Founder and President Mike Cartabiano will head up Connect2Media’s operator-led distribution business in North America. The timing of the acquisition coincides with changes to Apple’s rules, which permit sweepstakes and contests as part of games on the App Store.
Prior to the acquisition, Connect2Media had only been present in the US market through third party distribution channels, having no direct representation with operators. While providing Connect2Media with a foundation on which to build its business with US operator customers, Sennari also brings its established PrizePlay platform and games to Connect2Media’s mobile entertainment offering, including the company’s mobile customer relationship management tools.
“As technology evolution continues, mobile gaming is becoming so much more than a one-time download experience,” says Connect2Media CEO, Eric Robson. “With social games and ‘Freemium’ and advertising driven models becoming a part of the mobile experience, we are committed to broadening choice for users everywhere. Our milestone partnership with Sennari gives us much more than access to the US market and we anticipate that the PrizePlay platform will be a crucial tool in developing new models based around advertising, community and rewards, delivering new ways to help our operator customers engage and retain users.”
Part of Sennari’s Prize Play offering is a suite of games offered on a Freemium model with in-game prizes to encourage repeat play. Currently deployed with Verizon Wireless in the US, it is designed to increase consumer loyalty and revenue potential by enabling all forms of consumer relationship building within mobile content applications. Features include in-game transactions that involve storing points, currencies, tokens, or coupons; pay-per-play or tournament style gaming models; in-game prizing; friend-based referral programs and SMS campaign promotion.

Orange and HMV Team Up for Mobile Games

Orange UK is launching a mobile gaming service in partnership with HMV. HMV mobile games, powered by Orange, will be available next week to customers across any network and on over 1,000 Java-enabled handsets. Customers will be able to access the service by following a weblink to an online portal. Customers can text ‘HMV’ to 87010 and they will be sent an SMS with a link to access the site. Here they will find  reviews and previews of the latest games, free demo downloads, and games to buy.
Hmv mobile games will provide customers with access to a library of over 400 games, with new titles available every week. Games available at launch include ‘Fifa Manager 10’, ‘Call of Duty MW2’, ‘Tetris’ and ‘PAC-MAN’. Games will be priced from £1, while new releases and premium games will cost between £3 and £5. The service will also include free demos.
Orange customers will be billed directly for their mobile game-play, while customers on other networks can use the ‘Payforit billing system, where they will be charged for the individual cost of each game.
“Orange is proud to be introducing this new service in strategic partnership with HMV, which will enable both parties to deliver greater value, products and services to our customers,” says Orange UK Business Development Director, Stephen Harris. “It will also allow us to increase our reach in mobile gaming and build on our success as the number one mobile gaming operator in the UK. Our partnership with HMV is a key part of our strategy to grow and evolve our business, while giving consumers even more convenient ways to play games on their mobile phone.”

Buongiorno Enters Gaming Market

Buongiorno has announced its entry into the online and mobile ‘skill games’ market, with the launch of WINGA, which includes a set of skill games, including slot machines, roulette, black jack and baccarat, plus casino, poker and bingo.
Having secured a licence to operate in the gaming business from the State Monopoly, Buongiorno says it expects to launch WINGA by the end of Q2 2010. At the same time, the company is monitoring the evolution of regulatory procedures in other markets where it is already successfully operating in the B2C segment, in order to launch its commercial activities as soon as the regulatory framework in those countries allows it.
Italy ranks first among the regulated digital gaming markets, with a gross gambling yield volume (net revenues for operators) of more than €400 million in 2009; and a potential pool of more than 7.4 million unique users who have accessed a gaming site at least once, of which 700,000 already have a game account (source: Nielsen). Whilst the Italian mobile gaming market is just taking off, it is expected to reach a value of €2.2 billion in 2012.
“The online gaming and skill games industry is a natural complement to Buongiorno's traditional B2C business in mobile entertainment,” says Buongiorno CEO, Andrea Casalini. “The changes taking place in the Italian regulatory framework are opening up extraordinary opportunities to combine our technical abilities and experience in this market with an innovative, attractive and promising offer such as WINGA.”
Buongiorno aims to achieve revenues of around €10 million from WINGA in the first 12 months and positive EBITDA (Earnings Before Interest, Taxes, Depreciation and Amortisation) within three years. Buongiorno recently reported revenues of €259.5 million in 2009, down from €316 million in 2008, and net consolidated profits of €7 million, down from €8.4 million in 2008.

Brain-training for Your Mobile

Mobile software developer SPB Software has unveiled a new version, V2.1, of the Symbian version of its ‘SPB Brain Evolution’ brain-training game. The new version brings support for touchscreen-based devices with OS Symbian S60 v5. Controls in version 2.1 were reconsidered to ensure seamless, finger-friendly experience, says SPB.
SPB Brain Evolution is a set of addictive mini-games which have to be played in sequence. Only by achieving good results in a game can a user unlock the next one. Games include ‘Sudoku’, ‘Numbers’, ‘Guess Who’, ‘Minesweeper’, ‘Matches’, ‘Geometry’, and ‘Pairs’.

Zeemote JS1 Joins 'Works With Nokia' Program

Zeemote has announced that the its JS1 Bluetooth Controller has been accepted into Nokia’s new Accessory Developer Program, ‘Works with Nokia’. Under this program the Zeemote JS1 Controller will be sold in a retail pack featuring the Works with Nokia logo through retail channels internationally. both online and in store.
Zeemote says the JS1 Controller is seen as a perfect example of a third party accessory which helps Nokia customers find new and engaging experiences on Nokia devices.
The award-winning Zeemote JS1 is a joystick-style controller, connected via Bluetooth to a device, which enables users to interact with mobile games in a fun and immersive way. The JS1 Controller also enables a user to navigate their Nokia device menus, take pictures, control on-device applications such as the music player, photos and videos, maps and much more.
The JS1 Bluetooth Controller will be available to millions of users worldwide and is compatible with the latest Nokia devices based on Symbian, including the Nokia N97 mini, Nokia X6, and Nokia E72. You can find out if your Nokia device works with the Zeemote here.
 Anyone who buys the JS1 Bluetooth Controller retail pack will receive a free game from Gameloft via download directly to their Nokia device. There are over 100 games to choose from. The JS1 Controller retail pack will sell for around €29.99 (£26.60).

Preloads Pay, says Accumulate

Accumulate UK, which provides flexible pricing solutions for mobile retailers, says that it can guarantee an increase in content revenues for mobile operators that choose to use its Flexion service for preloading mobile games. Accumulate says it is making this guarantee based on its experience of successfully running a number of preload programmes for major global operators over the past two years. Accumulate already enables preloaded content on 3UK, O2, and on handsets from Sony-Ericsson.
“We guarantee that any operator or device manufacturer will see a surge in content revenues by enabling preloaded games with Flexion,” says Accumulate Managing Director, Jens Lauritzson. “It is simply not a viable option to preload content without this kind of technology any more and we can show how much more revenue a Flexion preload programme can generate.”
The Flexion preload service allows mobile operators and device manufacturers to preload full versions of Java and Android games and apps onto handsets and to then offer free trials. These preloaded items feature in-application billing and operators also have the ability to offer games on a ‘Try & Buy’ basis, and to offer multiple pricing options.
Accumulate says that the “simple and seamless” user experience increases conversion rates compared with traditional demo versions, while at the same time enhancing user satisfaction and generating extra income without additional effort. Each preloaded item can also be configured to feature Flexion Discovery, an in-wrapper browser to enable on-device up-selling. Flexion Discovery promotes appropriate content at the point of purchase, createing additional revenue opportunities.
 “Our experience shows that if four or five games are preloaded on a device, at least one will be purchased within 12 months,” says Lauritzon. “Not only that, but Flexion will also promote additional content, effectively turning the preloaded game into a fully functioning shop. It is all about on-device retailing and making it easy for the customer to find and buy content."

UK Users Spend £170m on Mobile Games

Data released as part of the Mobile section of the UK National Gamers Survey Report conducted by TNS and Gamesindustry.com reveals that 3.8 million people playing games on their mobile phones spent a total of £170 million last year. 4.2 million Brits play but don’t pay. Only one third of the paying mobile gamers spent more than £5 a month on average, highlighting the long tail of occasional buyers of mobile content. The iPhone and O2 lead in getting mobile gamers to pay.
Genders are represented practically equally for non-paying as well as paying mobile gamers: 53% of paying mobile gamers are male, 47% female. The 20-34 age group accounts for 39% of mobile gamers and 60% of paying mobile gamers. Teenagers make up only 18% of mobile gamers and 15% of the paying players. Two thirds of people spending money on mobile games have a full-time job and close to half of them are married, confirming the mainstream appeal and reach of mobile games. Mobile gamers are significantly more interested in sports, fashion and travel than the average Brit.
The iPhone is the most successful handset brand when it comes to converting mobile gamers to paying. Of the 700,000 UK iPhone owners that play mobile games, 85% pay for games. The leading operator is O2, with a conversion ratio of 67% for its 2.4 million mobile gamers. Nokia and Sony Ericsson have 38% paying players, as does Vodafone. Three quarters of paying mobile gamers have a contract, while for all mobile gamers 57% are on a monthly mobile phone contract.
Only 14% of UK mobile gamers plays daily. This goes up to 18% for people who have paid for games. The majority of mobile gamers play for between 15 and 60 minutes on their mobile phone when they play. Popular games for paying mobile gamers are puzzles, strategy, race and arcade games. Arcade games and puzzles are the most popular with non-paying gamers. 41% of all mobile gamers have played more than three different games in the last six months. 16% of paying mobile gamers, or 600,000 people in absolute numbers, can be seen as heavy users, playing more than 25 different games in a 6-month period.
The UK National Gamers Survey Report is part of the 2009 Today’s Gamers International Survey (www.todaysgamers.com) and the latest in a series of identical nationwide surveys conducted across European key areas and the US.
“The iPhone does, by far, not have the number of users as other handset brands but is extremely good at monetizing the popularity of games on mobile phones,” says Gamesindustry.com’s Peter Warman. “This has also clearly had its effect on the conversion to paying gamers of the large operators closely related to iPhone.”
The full UK National Gamers Survey Report and full datasets are available for €4,950 (£4,315), and an international comparative high-level report across all countries surveyed (the UK, Germany, France, Netherlands, Belgium and the US), comprising 80 pages and 120 graphs is also available for €4,950.
There’s more information here.

iPhone Users Most Likely to Pay for Mobile Games

Headline data released from the Mobile section of the UK National Gamers Survey Report has revealed that 8 million people in the UK play games on their mobile, and a significant share of them pay for their games. The survey also looked into the market share of the individual handset brands and operators. Large differences are revealed when looking at conversion to paying gamers on mobile. 
Key findings from the report include:

• 8 million people of 8 years and over in the UK play games on their mobile phone.
• 25% of people playing videogames in the UK (31.2million) play games on their phone. 53% of mobile gamers are male and 47% are female.
• 39% of all UK mobile gamers are in the 20 - 34 age group.

The report also analyses the number of mobile gamers by handset maker and network operator. On the handset front, Sony Ericsson leads the way, with 2.3 million mobile gamers, followed by Nokia (1.8 million) and Samsung (1.5 million). When it comes to the percentage of handset owners who pay for games, however, Apple blazes a trail, with 85% of its 700,000 mobile gamers saying they have paid for a mobile game, followed by Samsung (51% of 1.5 million) and LG (41% of 550,000).
From the operator perspective, O2 leads the way with 2.4 million mobile gamers, followed by Vodafone (1.4 million) and Orange (1.3 million). Looking at the percentage of these mobile gamers who have paid for a mobile game, O2 heads the chart with 67%, followed by 3 and Orange, both on 50%.
Conducted by TNS and Gamesindustry.com, the UK National Gamers Survey Report is part of the 2009 Today’s Gamers International Survey, and the latest in a series of identical nation-wide surveys conducted across European key areas and the US.
“For years, mobile phones have been praised as the new gaming platform, but typical for the telecoms industry, clear data has been lacking,” says Gamesindustry.com’s Peter Warman. “This report reveals these facts for the first time. One of the most interesting insights is on the ability to monetize mobile game content. The iPhone does, by far, not have the number of users but is extremely good at monetizing the popularity of games on mobile phones. This has also clearly had its effect on the conversion to paying gamers of the large operators closely related to iPhone.”
The full UK National Gamers Survey Report and full datasets are available for €4,950, (£4,456) and an international comparative high-level report across all countries surveyed (US, UK, Germany, France, the Netherlands and Belgium) comprising 80 pages and 120 graphs is also available for €4,950. There’s more information here.

iPhone Game Offers $25,000 Prize

Dublin based tech startup FactorySix, has launched its debut iPhone game, SuperAgent, with a $25,000 (£15,000) prize for users, to be awarded in January. The app, which puts users in the hot seat at a Hollywood talent agency, was co-written by FactorySix founders Rick Larkin & Oisin Hanrahan and is available for download now.
Gamers deal with a series of situations surrounding the management of their A-list Hollywood client and are awarded commission based on their decisions. The $25,000 prize will go to the user who has achieved the highest score by 31 January 2010. 
“We want to reward our gamers for buying and playing our games, and given the Hollywood theme of SuperAgent what better way to do that than with a big cheque,” says FactorySix Co-founder, Oisin Hanrahan said;
FactorySix has four other titles in the ‘Super’ range under development, most of which will come to market in early 2010. The company is also working on apps for several major international companies.

Gofresh Expands

Gofresh has revealed that, due to exponential customer base growth of mobile social games on its itsmy.com and operator portals, it is investing further in building its social gaming developers team and expanding its mobile browser gaming platform with open APIs, more payment possibilities and rich media game features.
One year after launching the Gofresh gaming platform, more than 2 million users worldwide have played social games, and up to 15% of players in Europe and the US also bought premium game items. The game catalogue currently comprises 20 mobile multiplayer browser games and Gofresh says that new games will be published monthly. The Gofresh Games are fully integrated within m.itsmy.com, Gofresh’s mobile social network, as well as in selected international communities and operator portals. The average time a user plays games is 35 minutes a day, over 2.6 sessions a day.  
Gofresh social games work with every operator, every mobile device and any mobile operating platform. The games are free to discover and play, but additional features and special items are available in the store. There’s no in-game advertising and all store purchases are single purchases and subscription-free.
“2010 will be the year of mobile social gaming,” says Gofresh CEO, Antonio Vince Staybl. With growing feature and Smartphone usage and cheaper data flatrates (sic), the number of people who play social games on their mobile phones will continue to grow very fast and better carrier payment solutions will make it easier to monetize mobile games.”

Bright AI Rolls Out Launchball on the iPhone

Mobile content and applications developer Bright AI has completed the development and usability testing of ‘Launchball’, the Science Museum’s award-winning online Flash game for the iPhone and iPod touch, which launches today, priced at £0.59.
Launchball challenges users to correctly manipulate their environment to successfully guide a ball into the goal. Launched in 2007, the game has since been played over 2 million times, creating a huge following and winning numerous awards along the way. 
Launchball mobile features 41 levels of physics-based gameplay, and enables users to create and share their own levels. Bright AI has faithfully replicated the original in a version which fully exploits the unique attributes of the iPhone.
The company worked closely with games usability expert Dr Graham McAllister from Sussex University, to test every facet of the game before release. The game went through four rounds of usability testing, where between five and 10 members of the public were asked to perform various tasks within the game. Their reactions were filmed and the findings used to instruct the next phase of development.
While this level of usability testing is unusual in an iPhone application, Bright AI says it understood the importance of delivering a product which not only meets the expectations of fans, but also reflects the Science Museum’s brand values.
“The game works brilliantly, with touchscreen controls and the level editor function (which) means it is great to share levels with friends,” says Ben Jackson, Brand Licensing Executive at the Science Museum. “For the Science Museum, sales of the app will generate royalties which go straight back to the Museum, and the game will also help to inspire a fascination with physics…Bright AI have done a fantastic job developing a game that we can be proud of.”

Connect2Media Agrees Lumines Deal

Multi-Platform entertainment content publisher Connect2Media has reached an agreement with  music, puzzle and gaming fusion franchise Lumines to bring new versions of Lumines to mobile platforms in 2010.
Lumines is a block dropping puzzle defined by it’s innovative use of ‘skins’ that theme the game in terms of its look and soundtrack. New skins provide new visuals and music tracks, and the game is played at a matching pace, making the music integral to the gameplay. Since the first version of the game launched in 2003, it has spawned PSP, PC, Xbox, PlayStation 2, XBLA, PlayStation Network and iPhone versions. 
“Lumines is a unique product,” says Connect2Media CEO, Eric Hobson. “With the work we did on the Guitar Hero franchise, in the last couple of years, we established the fact that popular music games could really thrive on mobile devices. Now, with Lumines, we are set to take advantage of advances in technology and create a new benchmark in mobile music led games.”
Lumines creator Tetsuya Mizuguchi says: “We are very excited about working with Connect2Media on Lumines. They have a truly global reach, expertise and record of innovation on mobile platforms that matches our philosophy.”

WIN Showcases Public Playing Technology

WIN plc, which provides interactive mobile entertainment and information services, has announced that its new ‘Public Playing’ technology is to be showcased at Ogilvy’s Digital Lab.The Lab, in London’s Canary Wharf, is where Ogilvy demonstrates the latest and most innovative digital and mobile marketing technologies.
Public Playing turns mobile phones into remote control units for giant-screen computer games. A branded computer game is broadcast in real-time to an LCD or large event screen in a public space. Any mobile phone user nearby can connect to the game via Bluetooth and download the remote control application free of charge. The mobile phone keypad then acts like a remote control, allowing participants to play the game on the big screen with or against other users. WIN says that Public Playing is compatible with “nearly all” Bluetooth-enabled mobile phones currently on the market
According to WIN, the technology offers brands a bespoke platform to interact with consumers in an engaging and entertaining way, using competitions, promotions and spot prizes to drive consumer awareness. The technology can be customised to suit the individual needs of a brand in order to drive brand recognition, use and loyalty. Brand logos and products can be included in games, and public games can incorporate prizes to add drama and interest to an event or occasion.
“We are excited by the potential for Public Playing,” says WIN CEO Graham Rivers. “The Ogilvy Lab – well known for hosting the cream of innovative mobile marketing technology – is a tremendous showcase for the service. Public Playing delivers a compelling audience participation experience. This offers tremendous value to brands looking for new and creative ways to engage with their audience while out and about at events or at travel and leisure locations.”

Mplayit and Player X Strike O2 Games Deal

Mplayit (formerly Mpowerplayer), which provides online mobile game discovery and merchandising solutions, has announced a partnership with Player X to power online games distribution on O2’s UK website.
Player X launched its 100% Mobile service on O2 in September 2008, focusing on try-before-you-buy and flexible customer billing. Under the terms of the new agreement, Mplayit will provide customers visiting the O2 100% mobile portal via the web with the opportunity to try out mobile games for free in a web interface that mimics the look and feel of a mobile phone.
The deal marks Mplayit’s first deployment with a major European operator and follows successful partnerships with US carriers Sprint and AT&T, and Israel’s Cellcom. Mplayit’s services are also fully integrated with social networks like Facebook, Twitter, MySpace and Bebo, allowing users to add their favourite games to their profile pages to share with their friends. Users can also recommend games to others, and receive updates on what games their friends are enjoying.
“Try before-you-buy has been a key part of our 100% Mobile offering since the beginning,” says Player X CEO, Tony Pearce. “The ability to try out content risk free is highly valued by customers. Mplayit’s web-based services bring both playable online demos and (a) powerful new social dimension to the O2 service.”

ROK Buys Player One

ROK Entertainment Group has bought mobile gaming company Player One for an undisclosed sum.
Player One, established in 1999, has carved out a valuable niche in the mobile gaming market through the creation and exploitation of its IP, and in early 2006, the company launched Player One Sports, with the aim of bringing the best sport action and entertainment to mobile phones.
Player One's reputation has been built on securing the rights to high profile, internationally recognised sports personalities and brands, such as Freddie Flintoff’s Powerplay Cricket, Ronnie O’Sullivan’s Snooker, Jensen Button’s Grand Prix Racing, Frankie Dettori’s Horse Racing, and Ernie Els’s Golf, amongst others, and delivering them as mobile games.
Within the last 12 months the company has launched over 20 mobile games.
“Mobile gaming is proving to be evermore popular worldwide, so we are delighted to add Player One to our portfolio of revenue-generating mobile products, and we look forward very much to the successful deployment of their existing library of world-class mobile games as well as developing new games, going forward,” says ROK CEO, Jonathan Kendrick.
In addition to its mobile games, Player One Sports has enhanced its content offering through the development and distribution of sports-branded wallpapers, ringtones, video clips and uniquely, the live streaming of key sports events.
Player One’s games are compatible with most mobile Operating Systems, including the iPhone. Freddie Flintoff’s Powerplay Cricket will launch on Nintendo DS later this year and a range of Sony PSP mini games will be available in early 2010. 

Mplayit Selects Metaflow for Content Submission

Mplayit (formerly Mpowerplayer), which provides mobile game discovery and merchandising solutions, has enetered into a partnership with content submissions and ingestion company Metaflow, which will make it easier for publishers and operators to upload content into the growing Mplayit eco-system.
Building upon Mplayit’s existing partnerships with content providers and operators, Metaflow’s submission software and services will provide the default process for loading content into Mplayit’s backend platform. This will allow mobile publishers to quickly and easily launch online demo versions of all their games and apps across Mplayit’s distribution network, streamlining the procedure and integrating it fully into their existing operator and app store submissions workflow. The announcement comes as Mplayit continues to expand its publisher roster, and launches new services in Europe.
Mplayit provides games and apps discovery and merchandising solutions to mobile and social network operators. The company partners with leading global publishers and delivers services to them, and to mobile operators, including Sprint, AT&T and Cellcom. Its web storefronts are integrated with leading social networks like Facebook, MySpace and Bebo, as well as with micro-blogging and link-sharing services like Twitter and Digg. These ‘Mobile Arcades’ make it easy for users to discover, demo, buy and recommend their favorite games and apps to their friends.
“When it comes to content submissions, Metaflow are the guys everyone looks to,” says Mplayit CEO, Michael Powers. “Through working with Metaflow, our publisher partners will be able to launch demos and integrate into Mplayit’s social discovery service with the minimum of fuss and maximise their speed to market - just a few simple, standardised clicks.”

EA Mobile Inks Namco Bandai Deal

Electronic Arts and Namco Bandai Networks Europe have signed a distribution agreement that gives EA Mobile, a division of Electronic Arts, the rights to publish existing and upcoming Namco Bandai titles across Europe, Russia, India, Latin America, South Africa, New Zealand and Australia. The deal will not impact Namco Bandai’s North American distribution or its iPhone activities, both of which will continue to be handled by Namco Networks America Inc.
Effective 1 November 2009, the agreement will see Namco Bandai’s mobile content made available to consumers through EA Mobile’s extensive mobile distribution channels. The management of Namco Bandai’s content in existing channels will also switch to EA Mobile.  Namco Bandai will continue to own distribution in direct channels, such as Smartphone application stores and its own online store. The agreement will mean that new games, including ‘Ridge Racer Drift’ and ‘Time Crisis Elite’, as well as existing titles, are available to a much wider base of consumers.
“EA has consistently demonstrated that it is the leading distributor of mobile games globally,” says Namco Bandai Networks Europe President, Barry O’Neill. “We feel that this new distribution relationship will benefit a much broader base of customers, while allowing us to focus on the development of great new games for all mobile platforms.”

ROK Makes Inspired Move

ROK 8, the gaming subsidiary company of ROK Entertainment Group, has signed a distribution agreement with games provider Inspired Gaming Group for the deployment of a suite of virtual games through ROK’s online and mobiles sales channels in China, the US, India, Mexico, Columbia, Argentina and Brazil.
Under the terms of the agreement, Inspired Gaming Group, which specialises in Open Server-Based Gaming (Open SBG), will provide ROK with a suite of new gaming titles, including ‘Virtual Football’, ‘Virtual Motor Racing’, ‘Virtual Horse Racing’, ‘Virtual Greyhound Racing’, ‘Virtual Speedway’ and ‘Virtual Numbers Draw.’
“Working with ROK allows us immediate entry into the fast-growing mobile gaming market internationally online, and via ROK’s mobile industry sales channels,” says Inspired CEO, Luke Alvarez. “Their established presence in the mobile space and their aggressive expansion plans mean that we can get our industry leading gaming products out to an even wider audience.”

Anyone For a Game?

Mobile social network itsmy.com has revealed the results of research carried out among its user base. According to the firm, 55% of new members joining between mid-July and mid-August 2009 started their mobile social networking experience by playing games with other users. The average gamer on itsmy.com has 21 opponents per game, and plays three to five games simultaneously. Social gaming is one of the most popular activities on itsmy.com, the company says, with 96% of users playing mobile social games, and 61% using games as a way of making new friends.
“Our users love playing browser games with their mobile phones because it’s the first time everybody can play against everyone, without any application download, whenever and wherever they want,” says itsmy.com COO, Sabine Irrgang. “The mobile phone will absolutely dominate browser games in the future.”
itsmy.games is itsmy’s fourth social media division, alongside mobile rich media advertising, mobile social TV, and the 2.5 million-user mobile social networking service, itsmy.com.

Zeemote Announces Blackberry Compatibility

Zeemote has revealed that its JS1 Bluetooth Mobile Gaming Controller is now compatible with all BlackBerry Smartphones with a trackball. The JS1 features four action buttons and a thumbstick. It weighs in at 57 grams and provides over 50 hours of continuous game play on two AAA batteries. It also features the Zeekey Software Application, creating instant compatibility with all mobile games made for BlackBerrys. To use the Zeemote JS1 Controller with a BlackBerry Smartphone, a user simply needs to download the Zeekey App from the Zeemote Zeekey website.
The Zeemote JS1 also enables a user to control phone menu navigation and offers compatibility with nearly all apps on a BlackBerry and those available on BlackBerry App World. For example, the Zeemote JS1 can be used as a remote control for the media player giving users an easy way to control their music and videos.
The JS1 is compatible with the BlackBerry Bold, Tour, Curve series, Pearl series and the BlackBerry 8800 series phones. There’s a complete list of supported BlackBerry phones here. It is available online through ShopBlackBerry.com in North America, Europe and Asia in the official Zeemote JS1 BlackBerry Retail Pack. The Zeemote retail pack is compatible with all games for BlackBerry utilizing the Zeekey Controller App, and also includes one free game from Gameloft. Users can select from titles such as Block Breaker 2 Deluxe, ‘Asphalt 4’, ‘Terminator Salvation’, ‘Wimbledon 2000’, and ‘Pro Golf World Tour 2010’. The JS1 will also be available via an official BlackBerry Smartphone bundle from select retailers or mobile operators in the autumn. 

itsmy.com Launches Summer Updates

Mobile social network itsmy.com has launched a series if updates for the summer, including social gaming, easy handling of multiple social presences, and what it calls “sophisticated self-expression”. All are available on any mobile browser at m.itsmy.com
Games include the BeeGame and Graffiti, in which players tag their friends’ mobile profile pages with their personal texts. 
The personal mobile profile pages of itsmy.com members can now be decorated with ‘mood sets’ which offer graphics, animations, colours and music as well as animated online buttons, to tell the world how you feel. Users can also choose fomr thousands of virtual gift to send each toehr. These include a virtual kiss, an ice cream or a customised love letter.
“Mobile social media usage has reached a new level of sophistication,” says itsmy
COO, Sabine Irrgang. “We are constantly working on being one step ahead of the usual offers, with brand-new features and functionalities, and especially with captivating multiplayer games you can play anytime and everywhere. And our users love it!”

WIN Makes Mobile Games Move

WIN plc has announced a partnership with mobile game and application provider Digital Chocolate to deliver high quality mobile games in the UK using a simple text Shortcode.
During July and August the Shortcode will feature in an ad campaign in gaming and puzzle magazines including Puzzle Corner Special, Sudoku Puzzles and Kriss Kross, enabling readers to download mobile games, such as Sudoku and Pictoplay, by texting the Shortcode number.
“We are delighted to work with a strong mobile partner such as WIN plc to deliver our mobile games to our customers,” says Digital Chocolate Sales Director, UK and ROI, Rob Stevenson. “WIN plc’s content management platform has allowed us to utilise new mobile distribution channels to help sell mobile games to consumers via a variety of different gaming magazines.”

Gameloft Selects Ericsson IPX

Mobile games developer and publisher Gameloft has selected Ericsson IPX to provide it with WAP, web and SMS payment services.
Gameloft has appointed IPX to help it expand its sales of mobile games into new countries, specifically Germany and the US. It was looking for a payments aggregator with the global reach to support its growth. Gameloft chose IPX to provide payment and messaging services due to Ericsson’s global presence, excellent service and extensive range of services offered. Local market knowledge and competitive payout rates were also deciding factors when selecting IPX.
Using IPX Payment clearing services, Gameloft can offer its customers a range of methods to buy mobile games, including WAP billing via their phone’s browser as well as SMS billing and the option of buying direct from the Gameloft website.
IPX is also providing bulk messaging services to Gameloft to enable the company to send messages to customers. IPX is also propviding SMS Shortcode services which enable customers to purchase games directly via SMS. Gameloft is also using subscriber information services from IPX in several markets to identify users from their mobile phone number. This allows the company to offer subscription-based services and a personalized user experience by linking this information to its CRM system.
“The Global reach of IPX’s payment services, especially in covering both the US and European markets, was a key factor for us, allowing us to continue to expand our distribution network,” says Gameloft Project Manager, Dario Urbani.

Mobile Games Under the Spotlight

The Multimedia Research Consultancy (TMRC) has issued its latest report on the mobile games industry. The report is based on an online survey of its global panel of mobile games industry experts. The survey was carried out in April and May 2009 among 128 mostly senior-level executives from 118 mobile games enterprises in 40 countries. 74% were involved in development, 38% in publishing, 20% in content aggregation, 26% in distribution and 22% in running portals
The report covers a range of subjects, including the anticipated impact of app stores and social networking on the mobile games distribution landscape over the next two - five years.
“Our research suggests that we are clearly at a tipping point in mobile games distribution, with over half of mobile games enterprises agreeing (with the statement): ‘Today’s distribution landscape will be unrecognisable in five years time’,” says TMRC Managing Director, Vic Whiting. “In fact, they expect that within a couple of years, consumers will overwhelmingly prefer to buy their mobile games from handset manufacturers’ app stores.
“Not surprisingly, we found that the Apple App Store’s meteoric rise is expected to continue – mobile games distribution via this channel is expected to nearly double over the next two years. Nevertheless, competition in the app store space is expected to intensify and we have identified the names of which app stores are likely to succeed and perhaps, more importantly, which ones are likely to struggle going forward.”
Another area examined by the survey is the potential offered by social networking sites to sell and promote mobile games. The results reveal that the industry is currently in two minds about social networking sites - perceiving them as part mystery, part opportunity. Nevertheless, says TMRC, in spite of reservations, mobile games enterprises are planning to embrace social networking in their future marketing and distribution strategies, so much so that only a minority will not be using social networking sites in two years time. The report identifies those social networking sites which will feature strongly in their plans.
Overall, the research points to the mobile games industry increasingly favouring a more direct route to market, taking out, where possible, the middlemen. However, as the success of app stores continues, the biggest challenge for games suppliers will be how to secure visibility for their products, as the number of games on each online store grows rapidly.
“In fact, we believe the industry faces a re-run of an earlier conundrum – namely how to attain visibility and prominence on operator decks,” says Whiting.
The report costs $750 (£460). There’s more information here.

WeROK Adds Free Mobile Games

WeROK, the ad-funded, free to download and free to use mobile/web converged services application launched last month by ROK Entertainment Group and wi-fi mapping company WeFi, has added free mobile games to its roster of web-enabled mobile services.
In addition to free Mobile TV streamed on demand via wi-fi and free email, WeROK users are now able to download a selection of high quality games to play on their mobile phone free of charge, over wi-fi, via the Internet.
WeROK, which is compatible with Nokia S60 devices, is free to download at www.werok.net and is free to use. WeROK automatically scans for wi-fi hotspots and logs on to the strongest free-access hotspot within range, enabling the user to take advantage of a variety of web-enabled services contained within the application, such as free Mobile TV, free mobile email and low-cost text services.
WeROK's suite of mobile games has been sourced from rich-media ad network innerActive. The in-game ads are retrieved via wi-fi and can be targeted based on player demographics, location and contextual awareness to each game.
 “We have already seen a fantastic level of interest in WeROK, driven, largely  by our free Mobile TV service,” says ROK CEO, Jonathan Kendrick. “We are confident the addition of free mobile games will serve to further boost the popularity of WeROK globally.”
WeROK is connected to WeFi’s globally-mapped database of more than 24 million wi-fi hotspots, and locates the best free wi-fi connection automatically.

itsmy Launches Social Browser Games Division

Mobile social media brand itsmy has created an in-house division dedicated to mobile social browser games in Munich, Germany
itsmy games becomes the brand’s fourth social media division, joining mobile rich media advertising, mobile social TV and the 2.5 million user-strong social networking service, itsmy.com
A first trial of three mobile social browser games, including ‘itsmy Graffiti’, ‘itsmy CrazyBee’ and ‘itsmy WaterBalloon Battle’, proved successful, with more than five million mobile mini games played within the last three months.
Gofresh, the company behind itsmy, says the success was achieved in two regards. Firstly, for the mobile social network, games act as a ‘friends connector’, as all games have to be played with or against other people. For itsmy the social multiplayer games – even though the basic version is free of cost for users – are a new revenue generator.
A team of five developers and creatives will be led by Gofresh CTO, Jukka Saarelainen, who has more than 10 years mobile experience. The games will be distributed within itsmy.com and other worldwide mobile social portals and networks. The goals for the unit are the release of up to 50 mobile social games, and to be profitable by Q4 2009.
“Mobile social networks have a new level of communication: mobile social games,” says itsmy.com Creative Director, David Mayerhofer, Creative Director. “These fulfil a whole range of human desires, like self-expression, communication, being entertained and staying connected with friends and family. We are ready for taking this challenge with our new unit.”
You can access itsmy.com via your mobile browser at http://m.itsmy.com

Impact of New Mobile Games Platforms Analyzed

Analyst Screen Digest has released its latest repoprt, ‘New Mobile Games Platforms: Challenges and opportunities’.
The report examines the impact on the mobile games market of the new platforms and distribution channels that have sprung up in the wake of Apple’s success with the iPhone, iPod Touch and the App Store. It also looks at how top publishers have responded to the developments in the market, and offers profiles of the mobile games markets in major North American and European countries. The report covers 27 countries, with a particular focus on the key North American and Western European markets.
Screen Digest believes that new mobile games platforms for Smartphone devices will boost the mobile games industry, which has shown signs of slowing. Growth in the operator distributed mobile games market, which peaked at over 50% in 2004 and 2005, will drop to just 7% in 2009, it says. New platforms such as iPhone, N-Gage and Android will help grow the market for mobile games outside operators’ portals. In total, games for new platforms accounted for no more than 15% of mobile games revenues in the major North American and European markets in 2008.

Apple in control
Whilst Nokia’s N-Gage games platform and Google’s Android Market application store also have the potential to grow the market for mobile games outside operators’ portals, it is Apple that has the key elements to retain its position at the head of the market, the report notes.
A range of mobile players, including operators, device manufacturers, platform providers and third party retailers have all launched their own stores; but Screen Digest research suggests that games for Apple’s iPhone accounted for over $100 million (£62 million) in revenues in the second half of 2008, taking more than 10% of the North American mobile games market.
It is Apple’s combination of high-end appealing hardware, a large developer community, and easy to use retail environment, for which it had already built a strong billing relationship with consumers, that has enabled Apple to maintain its lead, the report concludes.
While new platforms and sales channels will grow the market for mobile games outside operators’ portals, the market for games from operators will, in the short to medium term, remain the largest. Screen Digest believes that the trend for new platforms and application stores, which offer developers a greater share of revenues, a more receptive audience, and a wider array of content, will see smaller publishers reduce or abandon development of games for release through existing operator-run portals. With their operator deals already in place, this trend will present the big publishers with the opportunity to consolidate their lead at the top of the largest market for mobile games.

The App Store effect
For the big publishers, the greatest impact of the iPhone and App Store may not be in the extra revenues derived from selling games through the store, but in the effect of the App Store’s business model on the wider mobile games market. The report notes that awareness of mobile games has increased, and the success of the business model has already persuaded some network operators to lower their revenue shares and move towards their own application stores. The 70% share of revenues offered to developers by Apple is now practically the default minimum that new store owners offer to developers and publishers.
“At the moment, Apple is out in front, in terms of user experience, range of content and in generating consumer and developer interest in mobile games for its devices,” says Screen Digest Research Analyst, Jack Kent. “While the market for mobile games on the App Store is strong, iPhone users still only account for a tiny proportion of the market. In Q4 2008, iPhone shipments made up less than 2% of total handset shipments. Handset manufacturers and network operators currently adopt a ‘one store for all’ approach, although platform-specific and on-device stores stand the best chance of success, as far as mobile games are concerned.”
The report costs £595 for a printed copy, or £1,190 for an electronic (PDF) version.There's more information about the report here.

Graffiti a Hit with itsmy.com Users

Mobile social network itsmy.com has revealed that its Mobile Social Browser Game, ‘Graffiti’,  which allows users to seek out their friends and then leave their names – known as ‘tags’ – on their friends’ mobile Internet profile pages.
Graffiti launched in March 2009 in the UK, Italy and the US for the 2.5 million members of itsmy.com’s mobile community, and within eight weeks, users had left more than 1.5 million tags on personal profile pages. The basic version of the game is free, and, the company says, works with every mobile phone browser in the world.
“Mobile social games are a new way of communication for our users, and a new revenue generator for the company,” says itsmy.com CEO, Antonio Vince Staybl. “The various kinds of mobile browser games we launched in the last months clearly show the users’ acceptance of mobile payments, and thus are an excellent alternative to advertising for us, especially in the current economic situation.”
A recent user survey conducted among 1,000 itsmy.com users showed that around 61% of mobile game players already found new friends during a game session, while 95% liked the ideaof staying in touch with old friends by playing a game on their mobile phone.
itsmy.com’s mobile browser game in-house unit plans to launch of up to 50 multiplayer and mini games for mobiles during 2009. You can find itsmy.com on your mobile at: http://m.itsmy.com

Accumulate Launches Flexion with Flexible Pricing

Accumulate, which provides flexible pricing solutions for mobile retailers, has announced the launch of its Flexion service, which includes an On Game Portal (OGP) and a range of ways for consumers to buy or sample mobile games and apps.
Flexion enables mobile retailers to provide a range of purchase options and offers for mobile content, introducing traditional retailing models to increase penetration and ARPU for mobile services. The Flexion wrapping engine automatically prepares any Java application or game and acts as the gateway to delivering a flexible pricing and licensing platform which can be managed by the retailer. 
Flexion offers consumers ‘try-before-you-buy’, ‘rent for the day’ or ‘have-a-go for 25p’ options. With these choices, says Accumulate, the retailer is able to offer a plethora of promotions, removing the need for a one-price-fits all model.
The company notes that competition for promotional space on operator portals is getting tougher, and publishers are finding it harder to reach out to customers. With this in mind, Flexion’s OGP acts a retail store delivered with every ‘wrapped’ application, making it easier to cross-promote products, and to give customers the option to buy more.
 “We have worked with our flexible licensing solution for over two years now with leading games retailers like Hutchison 3UK and have, during this period, analysed where the market is going,” says Accumulate UK Managing Director, Jens Lauritzson. “We now cater for all players in the value chain and can serve customers both on- and off-portal with new pricing models. Our On Game Portal can be part of any wrapped Java content and offers great on-device retailing opportunities to the masses.”
The launch of Flexion follows a year in which Accumulate has signed deals with two major mobile content players, Buongiorno and Player X. To help cope with the new business, the company has recruited former 3UK Programme Manager, Richard Raynor, as Technical Delivery Manager.

Orange Tops Mobile Gaming League

Figures released by ELSPA (the Entertainment & Leisure Software Publishers Association) and Chart-Track reveal that Orange UK was the number one operator in 2008 for mobile gaming, with a market share of 23% for downloads and 25% for revenues. Games such as ‘Sonic the Hedgehog’ and ‘Monopoly’ were the most popular among Orange’s 15 million-strong customer base.
Orange says that a key factor in its success were the strong partnerships it forged with top software developers, including Electronic Arts, Gameloft and Glu, as part of its focus on delivering the best quality content. Orange also ensured that games were highly visible and easily accessible on its handsets. Over 30% of Orange’s mobile gaming revenues stemmed from pre-installed demos on its signature devices, such as the  Sony Ericsson W910i and Samsung F480,  which succeeded in drawing customers into the mobile gaming experience.
“We’re delighted with taking the top spot for mobile gaming in 2008 and are already making great strides to make sure we stay there in 2009,” says Neil Holroyd, Head of Games and Gambling at Orange UK. “We’re making more enhancements to our embedded games, and giving our Orange World gaming channel a new look and feel - customers can look forward to a slicker experience and improved graphics.”

123play Offers Free Mobile Games for Metro Readers

Ad-funded mobile games company 123play.com has announced a partnership with Metro, the free urban UK daily newspaper published by Associated Press. The deal will see Metro and 123play.com offering readers the chance to download top quality mobile games for free, simply by sending an SMS. The offer will be included in the print, online and mobile editions of the paper, which has an overall daily readership approaching 5 million. With the addition of Metro to its media existing partners, 123play.com says it hopes to cement its position as the UK’s leading destination for ad-funded mobile games. 
The games offered by 123play.com are free to consumers thanks to advertising ‘wrapped’ before and after the game. Each time a game is launched on the handset, fresh ads are dynamically inserted around the game, meaning that consumers can either wait and watch for a few seconds before the game starts, or they can click on ads they like to be taken through to more information. Once the advertising has been displayed, the game starts and runs in exactly the same way as a normal retail version. 123play.com offers a range of mobile games which include ads from major brands like eBay, Britvic, NME and Pot Noodle. The games are totally free to download.
As well as showing consumers how to download free games to their mobiles, the partnership with Metro will see ads for Metro and associated services included in the advertising inventory already offered by 123play.com.
The games offered by 123play.com come from well known publishers such as RealArcade, Digital Chocolate, Hands-On Mobile, PlayerX, In-Fusio, Fishlabs, Indiagames and Progressive Media. Consumers can get games via the 123play.com website, or directly on their mobile from m.123play.com. There are currently more than 50 games to choose from.
“This deal with Metro is a major step forward for 123play.com,” says the company’s CEO and Co-founder, Ilkka Lassila. “Millions of readers who may have never downloaded a game before can now get top quality games without any risk or spending any money. For people sitting on the bus or on a tube thinking what they can do to keep the boredom at bay, in just a few seconds they can be playing some of the best games available – all for free.”

Mfuse Opens Platform to Games Developers

Mobile-enabling technology company Mfuse has announced the completion of a deal with Probability Plc which will see Probability become the first company to seamlessly integrate its games into the customer database systems of Mfuse’s blue-chip client base.
Mfuse is offering the service, NOVO Open API, to all games developers, who, by integrating once with Mfuse, will be able to supply their casino and other game formats via Mfuse’s systems to a client base which includes Betsson, Boyle Sports, Bet365, CentreBet, Gala Coral Group, Ladbrokes Plc, Skybet, Sporting Index, Victor Chandler, Sportingbet, Stan James, Paddy Power and William Hill.
Mfuse has spent seven years building a deep level of integration with the complex and varied systems used by each of its clients. By plugging into the Mfuse back-end, the games developers will have instant access to the bookmakers, without having to invest the time and money required to create their own integrated systems.
“This is an exciting time for Mfuse,” says Mfuse Chief Executive, Marcus Wareham. “The sports betting market is growing very rapidly and shows no signs of stopping. As a result, we know the appetite is there for mobile gaming products. Opening up our platform allows us to rapidly deploy already successful mobile content to a huge client base.
“For third parties, this removes the risk from their entry to the market as we provide them with both a technology and commercial framework to gain access to arguably the biggest network of gamblers in the UK. The partnership with Probability provides us with a strong base from which to start due to their large portfolio of original and branded content and I look forward to developing many more fruitful relationships going forward.”

M-Biz Global Reveals Download Stats

M-Biz Global, which provides embedded software and content for mobiles, has revealed that around 50% of European consumers with mobile phones that carry its TryNBuy (TnB) service go on to buy a mobile game. The company says this figure dwarfs the circa 5% average figure of paid-for downloaded mobile games from operator portals and other WAP sites.
M-Biz Global says the 50% conversion rate supports Mits theory that if you give consumers compelling content that is easy to buy, then they will. With the M-Biz Global TnB Mobile solution, consumers are no more than four clicks away from unlocking the full game, having tried out a level or played for a limited time.
M-Biz Global works with all Java handsets and is now available for native games running on the Windows Mobile, Symbian and Android platforms. M-Biz Global’s TnB Mobile service pre-installs full games onto handsets, with trial versions available instantly to the user. Customers can play demos of the games - either through limited game-time or limited level trials - and then post trial, have the option of buying the full game via a Premium SMS service.
The top five games in Europe during February paid for using M-Biz Global’s TnB Mobile service, were, in order of popularity, Mini Golf Las Vegas; Paris Hilton’s Diamond Quest; Asphalt Urban 2; Midnight Pool; and Tetris.

Report Analyses Mobile Games Opportunity

CSMG (Cambridge Strategy Management Group), the strategy division of TMNG Global, which provides management consulting services to the communications, media and entertainment industries, has published its report on the global video games market and its impact on mobile and fixed service providers, entitled: ‘Playing Games: A Revolution In Interactive Entertainment.’ Fuelled by increased network access, faster broadband speeds, next-generation consoles and more capable mobile devices, the dramatic growth in the videogames market presents tremendous opportunities for service providers to capture greater share of this market, according to CSMG.
“Despite the current economic downturn, gaming has proven to be resilient in these trying times, and is the leading entertainment segment that is fueling growth,” says TMNG Global Chairman and CEO, Rich Nespola. “The expansion of casual games, simpler user interfaces and the proliferation of innovative business models is broadening the gamer demographic. The timing is ripe for service providers to hedge the business cycle by capturing the robust opportunities to grow the mobile gaming market.”
The report finds that the global gaming industry is expected to reach $40 billion (£29 billion) in annual revenues by 2012. By comparison, US gaming software sales reached $20 billion in 2008 from $9.4 billion in 2005. Mobile games represents the fastest growing segment, with a 24.6% CAGR (compound annual growth rate) forecast for 2007 through 2012.  The average age of a gamer has increased to 33 years, and female gamers now reach almost 50% across many types of games.  
According to CSMG, service providers are well positioned to become a compelling digital distribution channel for video games, given their existing assets. Carriers already have a scalable network infrastructure, established subscriber base, sophisticated billing systems and bundled product portfolios. Furthermore, service providers can leverage their network to offer value added services such as VoIP and IP chat, to enhance the consumer experience and drive adoption.  
The report finds that the standardization of mobile software platforms presents the biggest opportunity for service providers in capturing a greater share of mobile gaming. Operators have the opportunity to create a standards-based mobile gaming marketplace, says CSMG. This approach will encourage and incent the mobile gaming developer base, with the potential to accelerate market growth by increasing gamer penetration, gaming ARPU, on-deck/off-deck purchases, and operator and developer revenue share.
The report is based on executive interviews with major service providers, gaming industry players and additional value chain participants, as well as qualitative and quantitative strategic analysis of emerging trends and their impact on the gaming market. The study aims to identify specific opportunities for service providers, both mobile and fixed, to benefit from the growth in gaming, by evaluating market trends and identifying specific opportunities that generate tangible results in the short to medium term. 
You can see the full report here.

Gameloft in Terminator Deal

Gameloft, which develops and publishes games for mobile phones and consoles, has announced a licensing agreement with The Halcyon Company to develop, distribute and publish the official mobile game to the first film of the new Terminator trilogy, ‘Terminator Salvation’. The game will be available day and date of the film release on 22 May.
In the new installment of ‘The Terminator’ film franchise, set in post-apocalyptic 2018, Christian Bale stars as John Connor, the man fated to lead the human resistance against Skynet and its army of Terminators. But the future that Connor was raised to believe in is altered in part by the appearance of Marcus Wright (Sam Worthington), a stranger whose last memory is of being on death row. Connor must decide whether Marcus has been sent from the future, or rescued from the past. As Skynet prepares its final onslaught, Connor and Marcus both embark on an odyssey that takes them into the heart of Skynet’s operations, where they uncover the secret behind the possible annihilation of mankind.
“The Terminator franchise is one of the world’s most recognized brands, and Gameloft is pleased to create the game that brings the excitement of the movie to your fingertips,” says Gonzague de Vallois, Senior Vice President of Publishing for Gameloft

Greystripe Secures Funds, Aims to Solve Mobile Ad Conundrum

Rich media mobile advertising network Greystripe has raised an additional $5.5 million (£4million) in Series C funding, led by its existing investor, Incubic Venture Capital, with Steamboat Ventures and Monitor Ventures also participating. The company, which has already experienced strong growth in the mobile content distribution and monetization business, says it is now aiming to solve the biggest problem in mobile advertising.
Despite massive industry projections around mobile advertising’s growth, many brands and agencies have debated the additional value in creating mobile-centric advertising formats and campaigns. Greystripe is looking to solve this issue by integrating its mobile inventory directly into industry-accepted online media buying software. This integration allows for ad agencies to simply click to add mobile and also allows for Flash advertisements, normally only available on the web, to appear on the iPhone.
With a unified ad platform connecting mobile and online, says Greystripe, the popular third screen will be able to offer web-like measurement, such as engagement, while eventually expanding to new levels of targeting, such as location.
“In an economy where ad budgets are shrinking, mobile advertising campaigns will survive only by becoming part of the online ad budgets,” says Darren Kuhn, Director of eMarketing at LeapFrog, a Greystripe partner.
Fuelled by this new round of financing, Greystripe’s focus is to continue to build mobile campaigns from online ad budgets. A recent campaign with Hewlett-Packard (HP) came out of HP’s digital advertising budget, where they simply checked a box for mobile and were able to extend their campaign to the third screen. The results of the rich media HP campaign, which ran from 16 January to 6 February, will be released in a Comscore Study later this month. This campaign follows Greystripe’s recent, successful rich media ad campaign with Unilever Axe which saw a 15% brand lift, and also came out of Axe’s online ad budget.
“For too long, the mobile advertising world has built a silo approach to their business,” says Greystripe CEO, Michael Chang. “Those days are over. It’s time to join the online advertising world and bring new value in terms of reach, targeting and interactivity.”

Tumblebugs Goes Mobile

Multi-platform entertainment publisher Connect2Media has announced that it will be bringing the popular online game ‘Tumblebugs’ to mobile phones in Q2 2009.
Tumblebugs has been a remarkable hit on the Internet with well over 35 million downloads or free-plays to date. The game has topped download charts on all of the major games sites including Yahoo!, Big Fish Games, Shockwave, AOL and Oberon and spent four months in Real Arcade’s Top 10. The game’s hit status has created international demand, seeing it translated into numerous languages.
In the game the ‘Black Bug Empire’ are marching lines of good Bugs underground to be enslaved forever. The player launches vividly coloured bugs at the line of prisoners, when three or more of the same coloured bugs are matched they are saved. The simplicity of the gameplay, simply aim and fire, makes it easy for anyone to pick up and play and hard to put down. Further depth comes in the form of power-ups, two different gameplay modes and 78 levels of action.
“Tumblebugs struck us as being one of the most beautiful, polished games on the market,” says Connect2Media CEO, Eric Hobson. “Based on a classic gameplay mechanic, the look and feel of Tumblebugs was what really struck us, and elevated the game way above similar products.”

comScore Sees Mobile Game Downloads Increase

Statistics from comScore reveal that the number of mobile game downloaders grew by 17% between November 2007 and November 2008, when 8.5 million people, or 3.8% of mobile subscribers, downloaded a game to their mobile device. 34% of these mobile game downloaders owned a Smartphone, compared with 10% in November 07.
The iPhone and BlackBerry Curve have replaced the RAZR and low-end flip phones as the most popular gaming platforms, according to comScore.  In fact, the number of Smartphone owners downloading a game almost tripled. iPhone owners accounted for 14% of mobile game downloaders in November, with 32.4% of all iPhone users reporting that they downloaded a game in the month, compared with a market average of 3.8%.
“The rapid growth in Smartphone adoption in the United States has provided a boost for mobile gaming,” says Mark Donovan, a Senior Analyst at comScore. “Last year, not one Smartphone appeared in the top 10 devices used for mobile downloads. This year, six out of 10 are Smartphones."
Donovan notes also that as the mobile phone has evolved into a better platform for both playing and merchandising games, the games being offered have also been improved, drawing in a broader user base.
“Over the past year, we have seen mobile gaming expand into a broadening demographic, with strongest growth among teens, who previously eschewed their mobile device in favour of handheld gaming devices, and those 35 and older,” says Donovan.
comScore M:Metrics has also announced the results of its Mobile Benchmark Study. With the exception of ringtone purchases, which fell 1.1% from October to November 2008, all mobile content categories posted strong growth, most notably downloaded application usage (15.8% up), and access to social networking sites (14.2% up).
You can access the comScore free download library of white papers, presentations and recorded webinars highlighting today’s most interesting digital trends here.

Connect2Media Wins Oasys Distribution Deal

Connect2Media, the multi-platform entertainment company, is to become the exclusive international distribution partner for US-based developer and publisher, Oasys Mobile. The move will see Connect2Media distribute Oasys Mobile games globally outside North America.
“Connect2Media has an excellent track record in distributing high profile titles to a global audience,” says Oasys CEO, Doug Dyer. “We are constantly exploring ways to generate additional value from our catalogue and so it was only natural to expand into other territories. We are looking forward to working with Connect2Media to maximise this huge new market.”
The agreement with Oasys Mobile is one of a number of strategic deals Connect2Media is making. In September, the company acquired RayFusion, an Israel-based global distributor of mobile content.

SIM-free Game Sales Up

Mobile billing company M-Biz Global says that its 2008 sales of SIM-free or ‘vanilla’ mobile games soared by 62% in EMEA compared to the previous year. The company attributes the increase in sales to the ease-of-use of its service, and to the credit crunch, as consumers less willing to spend money going out seek relatively low-cost entertainment on their mobile.
M-Biz Global says it saw a 50% increase in the number of mobile games sold in the UK in December 2008, compared to the average monthly sales over the rest of the year, and a 21.29 % increase across EMEA. The most popular game in the UK was ‘Mini Golf Las Vegas’ from Digital Chocolate, and Christmas Day was the most popular day in December for mobile game downloads, with six times the average number of daily game downloads.
The vanilla handset market represents approximately 30% of all handset sales, and according to M-Biz Global, is rapidly attracting the attention of leading mobile game publishers. M-Biz Global’s ‘TryNBuy’ service enables consumers, within just a few clicks, to be playing the games they want.
“Our TryNBuy solution is giving casual gamers an easy and affordable purchasing option for entertaining mobile games,” says M-Biz Global CEO, Hyongsuk Kim. “Within a couple of clicks, they can be enjoying the game whenever and wherever they choose.”

A Question of Trust

Marcus Ramark, CEO of 123play.com, argues that ad-funded games providers must
focus on building consumer trust if they want to enjoy sustained success

A year or so ago,there were plenty of people who thought the idea of advertising-funded mobile content would never really work. The mobile content industry had settled into a convenient pattern, here developers and publishers were simply providers to mobile operators; it was the perators who controlled any and all access to consumers. Easier to leave it with the party that already knew its audience, and which was trusted and trustworthy.
Except that a year is a long time, especially in the mobile content world. Operators have now shifted their focus from games and video to music and the mobile web, meaning that not only are there opportunities to sell direct to consumers, but if the market is to continue to grow, alternate retail models must be encouraged to thrive. Ad-funded games and music have seen strong uptake, and for advertisers, it’s proving to be a valuable channel to reach engaged consumers. The growth of ad-funded is one of several reasons why off-portal sales (i.e. non-operator downloads) is projected to overtake on-portal sales by the end of this year. It’s been a while since the furore over Crazy Frog, but if off-portal is going to thrive, companies will need to put building trust at the centre of everything they do.

Easier said than done
And for some, that’s easier said than done. Creating services that consumers can trust requires time, effort and vigilance. So while some companies have succeeded, many are still failing. Consumer group Which? recently stated that a majority of advertised off-portal services breach many of the rules governing download services, and provide a very poor experience for users.
For any mobile service to succeed, the overall experience needs to be perfect, or as close to perfect, as you can get. Even more so for ad-funded content: it’s more likely that consumers trying an ad-funded service will be downloading content for the very first time. In my experience, there are a handful of factors that are key to building a successful and trustworthy service:

1) Quality - Any service in any industry relies on the quality of its product. Services which appear to offer something cheaper, but with less quality control, may seem like a more appealing option initially, but inevitably, there is always a downside. Quality content is essential to attract consumers and compete with the carrier decks. Providing high-quality, popular games for a variety of audiences means consumers are more likely to re-use the service on offer to them. With advancements being made in the handset world, mobile phones are more capable than ever in providing consumers with a better service. The games on offer need to reflect this.

2) Quality advertisers - Using advertisers that are of interest to the user means that you are giving the consumer exactly what they want. Working with the right advertisers allows a service provider to deliver tailored and relevant key advertising to its audience. In a world where its easy to filter adverts through advanced TV systems, and you have iTunes competing with the radio, advertising needs to be smarter, and directed to its target audience, and not just in a blanket fashion.

3) Minimise poor experiences in the service - Providers need to work towards keeping an excellent end-user experience front of mind. Choosing an ad-funded mobile game means the consumer is accepting the whole package, from the time it takes to download the game, to the quality on their mobile phone. Each step needs to be 100% right, and if it isn’t, then the overall quality of the service will be diminished. 

4) Enough downloads, volume and users to get quality advertisers on board - Success in ad-funded mobile gaming includes getting a wide-distribution audience. Affiliate deals with key publishing houses and websites give access to key consumer audiences, emphasising free mobile games, with targeted, quality advertising from top brands. With an established consumer base already in place, users trust the publishers and their recommendations to provide a service of high quality, right from the outset.  

5) Build trust among users by keeping the service quality high and avoiding negative impacts such as hidden costs, spamming etc - Once an audience has been generated, it is important not to let that level of service diminish.  By working only with top brands and games providers, companies can ensure the service works perfectly for its audience. 

By following these steps, providers can aim to supply top quality games for their user-base, and provide advertisers with a wide-ranging user-base for their services, whilst maintaining high standards for the consumer - in short, everyone wins.

Gameloft Selects Netsize mPayment

Mobile communications and commerce enabler Netsize has revealed that mobile and console games developer Gameloft is to implement its mPayment mobile payment solution. The pan-European agreement will enable Gameloft customers to buy games directly via Premium SMS or from the Gameloft WAP shop.
Netsize offers pan-European WAP billing coverage wherever the offer is available at operators. In the UK, Netsize is an accredited payment intermediary and has implemented the latest proposed Payforit features in its mPayment solution
Netsize mPayment for Payforit enables mobile phone users to buy goods and services using their mobiles and have the amount charged directly to their phone bill, or deducted from their pre-pay credit. Gameloft customers will benefit from greater pricing flexibility and more transparent billing.
Netsize offers a single integration API to make it easier for publishers to integrate mobile payment into their games. This provides access to all available operator WAP and Premium SMS billing methods, as well as alternative payment methods.
“Mobile payment is critical to our business and our decision to work with Netsize is based on how their platform enables us to give our customers the best buying experience,” says Eve Arakelian, B2C Director at Gameloft. “Netsize provides a solid platform solution that does just that, while at the same time being able to handle very large transaction volumes in the most efficient way.”
The new agreement builds on a long and close working relationship between the two companies. Gameloft has grown its European business using Netsize mobile solutions including Premium SMS, Standard Bulk SMS and WAP Billing since 2003.
Netsize’s mobile payment solutions allow merchants to bill customers from 25 countries directly on their mobile phone bill or prepaid account. Currently being used by 800 customers, Netsize offers a portfolio of billing methods, including Premium SMS, MMS and WAP. The Netsize solution allows both pay-per-transaction and subscription-based recurring billing and payment services that offer flexible business and revenue models for different services.

Train Your Brain on Your Phone

Mobile games publisher Namco Bandai Networks Europe is offering mobile users a way of improving their mental agility while on the move with the launch of ‘More Brain Exercise with Dr. Kawashima’.
The game, which costs £5, introduces a new range of challenging games officially tested by Dr. Kawashima, and which Namco Bandai says are proven to stimulate different parts of the brain, to keep the mind awake and active. There’s also a competitive element to the game. Players can upload their More Brain Exercise scores to an online ranking system and compare their results with other brain training addicts around the world. Facebook users can also track their ranking and represent their country in the ‘Facebook Brain Olympiad’, also announced by Namco Bandai today.
More Brain Exercise with Dr. Kawashima features 15 new brain-training games, five of which are used to measure brain age, as well as bonus games and additional functionality. Users can choose to evaluate their brain age, follow the daily brain training programme, or play additional games from the brain-training selection. Up to three different profiles can be stored in the game so users can challenge their friends to compete using the same handset. The game also features a selection of Sudoku puzzles for players to enjoy on the move.
Users of the game can track their progress by regularly re-testing their brain age, with the game ranking them as anything from a cell to the universe (the larger the object, the better), passing by dog, human, giraffe and dinosaur, to name just a few, in between. Full profile information is recorded on the handset, including the user’s highest rank and statistics showing frontal, temporal and parietal lobe performance over days and weeks of training.
To celebrate the launch of the game, Namco Bandai has also developed a More Brain Exercise website, viral game and Facebook application. The website offers four brain-training games, allowing users to compare their scores with others and undertake a limited brain training programme. For those who are bitten by the training bug, links from the online game will allow users to purchase and download the full mobile version of the game* direct to their handset. 
“It’s around this time of year that many of us start to make resolutions to improve our health and wellbeing,” says Barry O’Neill, President of Namco Bandai Networks Europe. “Many people will sign up for a gym membership but neglect their brains. This game will allow users to raise a mental sweat to truly get in shape for 2009.”
You can get more information, and download the game, here.

Player X Ties Up with AdMob

Mobile media firm Player X Distribution, which specialises in games, video and TV, has formed a strategic alliance with mobile advertising marketplace AdMob, as it continues its expansion into managed services.
The alliance is part of Player X Distribution’s expansion of its value-added services for its content partners. It will enable the company to offer its managed service content partners integrated marketing campaigns that include advertising across AdMob’s global network.
Player X was recently appointed by O2 UK’s as the exclusive aggregator of its recently-launched ‘100% Mobile’ portal that offers O2 customers the opportunity to trial, test and buy a huge array of mobile games. Player X is using mobile advertising to drive traffic to the portal as part of a customer acquisition programme. The portal will enable content partners to track conversions from their ad campaigns’ right through to download.
“Player X is clearly a leading player in mobile gaming, so it's great to be able to work with them as they expand, and to drive significant traffic to their gaming portals,” says Russell Buckley, Vice President of Global Alliances at AdMob. “Based on our work in the gaming sector, we expect some really impressive results.”

T-Mobile Rolls Out Ad-funded Games

T-Mobile has become the first UK mobile operator to offer its customers free mobile games. Customers can access at least one new ad-funded game per week by joining T-Mobile’s Game Club. The first free game available to consumers is ‘Poker Million II’, which is funded by advertisers including Paramount Pictures, which is using the game to promote the movie, ‘Madagascar: Escape 2 Africa’.
The content is being hosted and managed by digital ad-funded entertainment specialist Digistores, and new games will be made available each week. Games scheduled to appear in the coming weeks include ‘IQ Booster’, ‘Pro-Bowling’, ‘Pool Star’ and ‘Einstein’s Brain Game’. Digistores’ service will only offer customers games that are compatible with their particular handsets and can automatically detect the games that will work on individual devices.
The games are available to people who subscribe to T-Mobile’s web’n’walk data plan. In exchange for watching two full-screen, targeted adverts before starting the game and two more after the game has finished, customers get the game for free and will not be hit with any hidden charges.
Within the UK, customers will not be charged for the data required for downloading the game or accessing the ads. The full screen, interstitial adverts are interactive and enable the user to visit an advertiser’s mobile site or click to call or text the advertiser. There will be no limitations on the number of games that can be downloaded or how many times each game can be played.
Damien Byrne, Head of New Proposition Development at T-Mobile UK, says:
“The launch of ad-funded games further strengthens T-Mobile’s mobile gaming offering to consumers. We continue to make mobile gaming easier than ever before and a more enjoyable experience for our customers.”

Greystripe Launches Flash Ads for the iPhone

Ad-supported mobile games and applications distributor Greystripe is to offer advertisers the ability to target iPhone owners through rich media ads, including Flash IAB (Interactive Advertising Bureau) medium rectangles and game-in-game (or ‘tailgate’) ads. Greystripe says it is making marketing to the iPhone mobile audience a turnkey process for agencies, digital media buyers and brands by supporting online ad servers like Google's DoubleClick and Microsoft's Atlas. 
In an effort to make it easier for the online media buyer to buy mobile media, Greystripe has brought creative power to the iPhone with Flash creation tools. Greystripe says its  new ad formats are focused on consumer engagement. GS.Impact offers all the creative power of Flash on an iPhone, allowing brands to extend any online advertising campaign directly into mobile, while GS.Tailgate offers the ability to create miniature advertiser-branded games in Flash and place them before, during or after existing iPhone games. Calls to action for all of Greystripe's ad formats include branding, click to YouTube, iTunes, maps, App Store, data, call, audio, survey and canvas.
“Mobile has long been in need of a scalable advertising model and Greystripe's new ad formats resolve that issue on the iPhone,” says Michael Cai, Director of Digital Media and Gaming at Parks Associates. “Using the iPhone's revolutionary platform, Greystripe has solved the serving, reporting, third-party tracking and, best of all, ad creation problems that have plagued the mobile advertising industry since inception.”
An April 2008 Screen Digest report forecasts that the market for rich media advertising on mobile will reach $2.79 billion (£1.9 billion) by 2012. The report also states that mobile game ad formats will provide a valuable source of innovative marketing opportunities for brands aspiring to connect and interact with their customers. Screen Digest predicts that by 2012, over 60 million ad-funded mobile games will be downloaded per year worldwide.
“Greystripe is looking to address the lack of advertising standardization in mobile by committing to IAB online formats,” says Greystripe CEO, Michael Chang. “We have made it easy for advertisers by removing barriers to execution. Brands like Jeep, RadioShack, New Line Cinema, Rock the Vote and Yahoo! have seen strong results.”

Game On

Mark Denton, Director of Product Management at Valista, argues that in-game pricing is the way to go for mobile games

The world of gaming is changing. Competition for retail space, the ability to play online, and the fact that players are demanding frequent updates to games in order to maintain their attention, are changing the way games are marketed and sold. There are a number of options which are being examined by games vendors. These range from standard subscription models to ‘freemium’ models, with customers paying within the game as they play. All these models rely on the ability, and desire, of the player to make small, low value payments rather than the traditional large value, one off payment of £39.99 or so.
The best way to understand this growing trend is to use an example. A game producer creates a new adventure game where players roam a virtual world, earning points which entitle them to alternative clothing, weapons, food, tools, pets, etc. Once they have a large number of these add-on items they can journey to the next level of the game where the process repeats.
Rather than being sold in a box on a shelf in a retail store, the game is made available online with a monthly subscription fee of £2.99 to pay for playing the game, and with the first month provided for free. While playing the game, the player can accumulate points which are used to pay for items within the game. But the game producer may choose to allow players to top-up their points to a certain level using a payment of £0.01 per point purchased. Alternatively, the game producer may introduce a new weapon that will be available one month early to players who are willing to pay an extra £1.00 for early access. Both these models allow players faster access to items within the game, in exchange for additional revenue for the game producer.