Orange and HMV's partnership is set to expand beyond Orange's HMV concessions into mobile games, music, films and live events.
The two firms will announce a joint venture in mobile gaming this month. The gaming deal will see HMV providing its own brand games on handsets sold at Oranges HMV concessions.
Orange has opened 24 HMV concessions since last summer, and plans to launch another 100 concessions over the next two years. However, HMV told Mobile that these concessions are only the basis for a much wider partnership, which will see a range of collaborative ventures including film, music and live events.
An HMV spokesman told Mobile: 'This is not just a concession but a strategic partnership. We are developing a mobile games offering that we will launch later this month, to build on what we already have as a partnership.'
'We feel we have significant shared interests and the two brands will work together across a range of initiatives aimed at delivering content to consumers we are only at the beginning of this relationship.'
The spokesman said: 'HMVs strategy is to become an entertainment hub rather than just a high street retailer.'
Music, film and games are key channels and we will be promoting the brand via these media, so there is a natural overlap between Orange and HMV's brands, he said.
Orange and HMV are exploring opportunities arising from HMV's recent acquisition of the Mama Group, which owns major music venues across the UK, including the Hammersmith Apollo.
This could put it toe to toe with O2, which has its own music venue sponsorships.
Orange's involvement in the film industry via Orange Wednesdays and the Bafta Awards is also seen as a possible entry point for a collaborative deal.
An Orange spokeperson said: 'We continue to work with HMV as an important strategic partner of ours, and are looking forward to unveiling some exciting plans around gaming in the coming weeks.'