O2 hooks into off-deck from Player X
Rating: Pay per play most popular
O2 UK has become the first mobile network operator to appreciate the value of tightly integrating independent (off-deck) content services by signing a deal with Britain’s Player X.
The new gaming service - officially known as 100% Mobile - has been fully integrated with O2’s existing portal O2 Active, thanks to help from Swedish-based Accumulate, the billing expert.
In essence, Player X can offer O2 customers much more choice when considering purchasing mobile games – including ‘Try Before You Buy’ and ‘Pay Per Play’.
Player X reckons that the service has been in stealth mode since September and consequently O2 will immediately be able to offer its subscribers at least 10,000 Try Before You Buy demos.
According to Player X, the 50 pence play per day rate has proved by far to be the most popular option and has led to an uptake on some games of more than 50 per cent.
“Users can purchase games using the pricing model they feel most comfortable with, which encourages our customers to become far more engaged with the whole gaming experience,” commented Joe Haselden, who is head of games with the company that apparently now calls itself Telefonica O2 UK.
Significantly the site which is providing mobile phone game reviews to 100% Mobile is Pocket Gamer. That should be a feather in their cap as a major endorsement.
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