EMEA vanilla mobile games market worth $80million

M-Biz Global gave details of its work in creating what it is calling the secondary mobile games market, where vanilla or SIM free mobile phones come pre-loaded with its patented TryNBuy software.

Handset manufacturers who embed the TryNBuy service have reported up to 40% of end users purchasing mobile games, versus just 15% of those who connect and download via a traditional WAP link.

With vanilla handset sales accounting for approximately 30% of all handset sales, M-Biz Global estimates that handset manufacturers are missing out on a potential $80 million in revenue in EMEA alone, per annum.

Samsung, the first handset manufacturer to work with M-Biz Global, embeds the service under the brand name TrynPlay, on all of its vanilla handsets in 30 countries across the globe.

M-Biz Global’s TryNBuy service pre-installs full games onto handsets with trial versions available instantly to the user. Customers can play demos of the games – either through limited game-time or limited level trials – and post trial have the option of purchasing the full game through a premium SMS service.

Using the premium SMS service, players purchase the game and receive an unlocking code, which is then entered when the game restarts enabling them to play the full version of the game. M-Biz Global believes its user interface design with minimum clicks is a key to its success.

Hyongsuk Kim, CEO at M-Biz Global, said: “The results of our TryNBuy service speak for themselves. The industry is struggling to find ways in which consumers can discover and purchase content when really the main focus should be on simple, ease of use. M-Biz Global offers a simple and proven revenue generation service that actually works.”