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Glu teams up with Movaya to bring direct-to-customer gaming


Glu, one of the leading mobile game publishers in the world, is set to join forces with Movaya, the mobile service provider, in an attempt to deliver mobile games directly to the player. The companies are hoping to bring the likes of Movaya’s PlugNPlay and TryNBuy solutions to Glu’s website in order to allow players to bring the gaming straight, or as straight as possible, to the customer’s handset.

The move gets rid of the necessity of having to include the mobile network provider into the mix giving Glu the ability to create their own independent hold on the mobile gaming market. Glu are clearly feeling a little left out of the AppStore made so famous by Apple’s iPhone and so have attempted to create a service of their own that could provide downloads in a similarly easy way.

Customers with Glu will now also be given the ability to test games before they buy them, a feature that Glu will be hoping will attract new customers from all walks of life. If the customer decides to buy the game then it will be delivered simply and quickly to the user’s handset.

Three games are already set up through the new service for gamers to get their hands on. If you fancy having a go at “Madagascar: Escape 2 Africa”, “The Dark Knight” or “Family Feud” then Glu is where you want visit. More titles are being said to be coming over the coming weeks.

The senior vice president of global publishing, Jill Braff, was clearly content with the idea of the collaboration and underlined the importance the move has for the future of the mobile gaming sector. “It has been a great experience working with Movaya to offer Glu’s award-winning games directly to our customers. Through our alliance with Movaya, we have developed a cost-effective solution capable of delivering games directly to mobile devices through the glu.com website.”

These thoughts were clearly mutual, as the CEO of Movaya, Phil Yerkes, said, “Movaya’s technologies will enhance how Glu is able to sell its games. Rather than relying solely on wireless carriers and other third-party distributors, Glu now has the power to market its products directly to customers. The move allows customers to sample games and stay informed on updates and new offers, and more importantly, creates a new distribution channel to generate additional revenue for Glu.”

The news of this direct-to-customer move by Glu has come quickly after the company’s chief executive Greg Ballard announced that the mobile gaming market is set to shrink throughout 2009. The move must be an attempt by the company to keep the effects of the recession off their doorstep by supplying easy distribution to its customers.

However, Ballard remained positive about the future of the sector, claiming that 2009 looks set “to be some kind of transition year. There is really exciting growth on Blackberry, iPhone, N-Gage and increasingly on Android, there’s clearly reason for optimism — it’s a brand new game.”


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