Orange has announced
that it will launch a mobile gaming service with HMV, as exclusively revealed
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
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
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
An HMV spokesman said on
Wednesday: 'HMVs strategy is to become an entertainment hub rather than just a
high street retailer.'
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.