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Eposs to expand retail market for mobile games content

LONDON – Mobile entertainment firm Eposs is set to expand the retail market for mobile phone games by forming strategic partnerships with mobile gaming specialists Digital Bridges and Mobile Avenue.

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The partnership is designed to enable high street and online retailers to offer customers a wider range of mobile games in electronic format through FoneDaddy, Eposs's recently launched retail brand.

Using Eposs's technology, retailers will be able to sell FoneDaddy products through off-the-shelf content packs and newly developed vending machines.

Through the tie-in with UK java games specialist Digital Bridges, FoneDaddy will offer a number of the company's premium titles in electronic format. In-store electronic delivery of these games will complement Digital Bridges' successful "boxed" product business, which it continues to manage directly with retail partners in the UK, Europe and North America.

Mobile Avenue -- a Helsinki-based mobile games consolidator -- will further enhance the FoneDaddy range by providing a large number of classic games, such as 'Alien Attack', 'Devil's Money' and 'Star Base Beta', among others.

Tony Ragan, product development director at Eposs, said: "The in-store market for mobile games is set for explosive growth as pre-payment becomes an increasingly popular method of paying for electronic products and services. Almost any mobile phone service can be sold through retail outlets using our technology and hardware. Mobile games supplement our existing FoneDaddy range particularly well."

Premium mobile games in the Fonedaddy range are expected to retail at £6.99 each.

Andrew Speed, international area manager at Mobile Avenue, said: "Eposs are offering something unique -- the sale of electronic products through retail outlets. In-store mobile content is going to be a huge business by the end of this year and Eposs, through its FoneDaddy brand, has got a really fresh approach to this market. Our classic games will complement its range very well."

According to market research group Analysys, the mobile games market in Western Europe is set to grow from €255m (£183m) in 2003 to some €3bn by 2005. This is based on the projected sales growth of new mobile phones with large colour displays that support Java applications. About 60% of all handsets are expected to be Java-enabled by late 2005.

Digital Bridges' publishing arm works with the industry's top game developers to create mobile games and also publishes mobile entertainment based on globally recognised licenses, including 'Star Trek', 'Big Brother', 'Scooby-Doo' and 'The Weakest Link'.

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