WildTangent, T-Mobile USA team for Android game rental service

Online gaming solutions provider WildTangent will team with T-Mobile USA to introduce a new service enabling Android smartphone and tablet owners to sample titles by renting premium editions at a fraction of the suggested retail price and/or downloading free, ad-subsidized versions.

The WildTangent partnership will allow users to rent apps like Guerilla Bob before purchasing them.

WildTangent and T-Mobile USA will launch the service later this year, offering game rentals at an average price of about 25 cents, with the rental cost applied to the full purchase price in the event the user likes the title enough to buy it.

In addition to generating rental fees, WildTangent will monetize the service by integrating its WildCoins virtual currency solution to offer in-game virtual goods purchases. WildTangent's proprietary BrandBoost advertising platform will support promotions like free game sessions and free in-game items.

WildTangent offers access to downloadable, online and social games via one Games App--the company also powers advertising for third-party online and social game developers, reaching over 175 million players worldwide every month. Publisher partners include Digital Chocolate, Crowdstar, Playdom, Sony Online Entertainment and DreamWorks--brand partners include Unilever, P&G and Kraft.

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