T-Mobile UK rolls out ad-funded game effort

T-Mobile UK announced the launch of T-Mobile's Game Club, an advertising-supported mobile gaming effort that promises web'n'walk subscribers at least one new game a week. According to the operator, T-Mobile's Game Club is the first ad-subsidized gaming service of its kind launched by a British wireless carrier--the promotion will launch with the title Poker Million II, sponsored in part by Paramount Pictures' animated feature Madagascar: Escape 2 Africa. Each free game will include two full-screen, targeted advertisements before play begins, and two more after the game concludes--the interactive ads enable users to visit an advertiser's mobile site or click to call or text the advertiser. T-Mobile UK will not limit the number of games a consumer downloads or how many times each is played.

Ad-funded digital entertainment firm Digistores will host and manage the T-Mobile's Game Club content, debuting a new game each week--upcoming titles include IQ Booster, Pro-Bowling, Pool Star and Einstein's Brain Game. Digistores will only offer T-Mobile subscribers games that are compatible with their particular handsets, employing software that can automatically detect which titles will work on individual devices.

For more on T-Mobile's Game Club:
- read this release

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