Orange and HMV enter gaming partnership

Orange and HMV enter gaming partnership


Orange has announced that it will launch a mobile gaming service with HMV, as exclusively revealed by Mobile this week.

Mobiletoday said on Wednesday that Orange and HMV's partnership is set to expand beyond Orange's HMV concessions into mobile games, music, films and live events

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, Orange said.

Customers will be able to access the service by following a weblink to an online portal.

Customers will need text ‘HMV’ to 87010 and they will be sent an SMS with a link. When they click on this they willthen be able to access the site.

The site will feature reviews and previews of the latest games, demos to download for free and purchase games.

It will provide customers with access to a library of over 400 games, with new titles available every week.

Games also include 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. 

Orange has opened 24 HMV concessions since last summer, and plans to launch another 100 concessions over the next two years.

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 said on Wednesday: '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.

Written by Mobile Today
Mobile Today


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