Orange games strategy targets other networks’ customers

Orange will use social media and third-party mobile app stores to sell its mobile games service as part of a campaign that will enable it to target other network operators’ customers.

Orange will launch over the next month three mobile gaming initiatives – Playtomo, Games Zone and Orange iPhone Games – pitched at mobile users with mid-market and smartphone handsets and employing a variety of revenue models.

Neil Holroyd, head of gaming products and services at Orange, said, “The launch of these mobile gaming offerings forms a key part of our strategy to grow our business through entertainment.”

Orange will market its mobile games to iPhone users through the Apple App Store following the launch of the Orange iPhone Games app late next month. The apps will also be available to App Store customers who subscribe to other mobile networks such as O2 and Vodafone.

Playtomo is a mobile social gaming service offering free mobile games. The app integrates with users’ social network profiles where they can issue invitations to friends to join, including those on different mobile networks.

Orange Games Zone is a subscription service costing £5 a month, entitling users to two free mobile games a month and a 20% discount on additional downloads from the Orange World portal.

Both Playtomo and Games Zone can be downloaded from Orange World.

The announcement comes a week after Orange launched a mobile gaming service in conjunction with high street media retailer HMV (nma.co.uk 19 March 2010).

This story first appeared on newmediaage.co.uk

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here