Orange and HMV launch mobile games service

Orange today announced that it will launch a mobile gaming service with HMV. ‘Hmv mobile games’, powered by Orange, will be available next week to customers across any network and on over 1,000 Java enabled handsets. It is the first service of its kind from a mobile operator.

Customers will be able to access the service simply by following a weblink to an online portal. All customers have to do is text ‘HMV’ to 87010 and they will be sent an SMS with a link which says hmv mobile. When they click on this they will then be able to access the site. Here customers can enjoy reviews and previews of the latest games, download demos for free and purchase their favourite games, as seen in HMV stores and online at hmv.com.

Hmv mobile games will provide customers with access to a library of over 400 games, with new titles available every week. They will have access to their favourite games including some of the more popular titles such as Fifa Manager 10, Call of Duty MW2, Tetris® and PAC-MAN. Games will be priced starting from £1, while new releases and premium games will cost between £3 and £5. The service will also include free demos.

Orange customers will be billed directly for their mobile game-play, while customers on other networks can use a ‘Pay For It’ billing system, where they will be charged for the individual cost of each game.

As the mobile market evolves and the popularity of digital and mobile media continues to increase, new and innovative services such as hmv mobile games are becoming an essential part of consumers’ everyday lives.

Stephen Harris, business development director, Orange UK, said: “Orange is proud to be introducing this new service in strategic partnership with HMV, which will enable both parties to deliver greater value, products and services to our customers. It will also allow us to increase our reach in mobile gaming and build on our success as the number one mobile gaming operator in the UK. Our partnership with HMV is a key part of our strategy to grow and evolve our business, while giving consumers even more convenient ways to play games on their mobile phone.”

Tim Ellis, head of games at HMV, said: “We’re delighted to be launching this new mobile offer to get them closer to games content in a way that’s relevant to them. It also demonstrates the kind of added-value benefit that we can deliver to our customers by working in partnership with Orange.”

Orange and HMV continue to develop their partnership, following last year’s announcement that HMV would install concessions in up to 100 stores.

HMV mobile games goes live from Friday 26 March.