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Until comparatively recently, watching TV or video on a mobile device was simply not a great experience; the poor quality displays meant viewers spent most of their time squinting at the device, that is, if the content loaded in the first instance. However, over the past two years, the quality of the viewing experience of TV and video on smartphones, tablets and even high-end feature phones has increased dramatically.

Those operating within the mobile games space, or indeed wider apps space, will be well aware of the elusive "in-app purchase." Used by developers, publishers and app stores as a means of monetizing users, purchasing virtual currencies and in-game items has become commonplace and the practice features in many of the top grossing games.