MoMac Launches Mobile Specific Online Casual Games Platform, GoPlay

LONDON - MoMac today announced the launch of its casual games platform, GoPlay. Part of the GoMedia platform, GoPlay has been designed to allow mobile network operators and major media organizations to offer a completely new games experience to their users. GoPlay uses Adobe Flash Lite(R) technology to allow game-play directly from the mobile device browser. Users simply browse the GoPlay portal to select a game, which is then launched immediately in their mobile internet session. For users this means instantaneous gaming. Multiple games can be played in a single session, without having to download large files to be stored on the device.

As with web casual gaming, GoPlay is designed to appeal to the non-hardcore gamer who wants to play simple, addictive and fun games without significant time or financial commitment.

Aggregating games from both its development partner, Booster Media, as well as the larger developer community, MoMac already has approx 30 games available for launch, and expects to add to this at the rate of 20-30 games per quarter. The launch catalogue includes brain trainers, arcade, action and puzzle games all designed to be quick to load (2-3 seconds on average) and extremely simple to play.

Based on the huge success of web casual games, the business model adopted by MoMac and its partners is to offer access to the games either for free (ad funded), or via a low cost subscription (typically between EUR1-2 per month). Either model will give users unlimited access to play all the games in the portal. In addition to playing the games, users will be able to upload their scores to community high-score tables, send games to friends and in phase 2 of the launch, even challenge friends to beat their score.

MoMac is already in advanced discussions with several of its pan-European MNO and media clients, and expects the first casual games portal to go live on major MNO’s in October.

Sham Careem, MD of MoMac UK comments: “We are enormously excited by the launch of the GoPlay platform, which is the culmination of 12 months of research and development. Casual games on the web continue to go from strength to strength, and we believe that the mobile medium offers even greater potential. The difficulties with the JAVA games model is well documented, whilst the huge success of simple, low price, casual games on the I-Phone shows there is great potential for a new type of game experience. For the first time, mobile users will be able to access quick, simple to play, addictive and fun games in a low cost, low commitment environment. We believe GoPlay will open up mobile gaming to a whole new audience, reaching out to huge number of consumers who are put off from playing JAVA games by the relatively high prices and poor retailing experience.”

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Source: MoMac B.V.

For additional information contact: MoMac BV., Yvonne van Puijenbroek, Phone +31-10-266-0-266, e-mail y.van.puijenbroek at momac.net