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High Street games retailer GAME goes mobile in pioneering deal with Zed

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Leading UK high street computer game retailer, GAME, has launched a mobile portal to sell its wares, along with videos, apps and other content for handsets.

The new mobile service, called GameMobile, has been developed in conjunction with the Spanish mobile and online games giant Zed Group and is powered by its Master Content Service Provider (MCSP) solution, which streamlines the process and cost for managing content and delivery. It also addresses the technical complexities of delivering and supporting different content types and price points to hundreds of different handsets and multiple mobile operating systems in the market today.

By accessing from their handset or PC, consumers are able to download games, applications, video and other content for their mobile handset.

“Gaming on the go is increasingly attractive to customers – whether it’s mini-games or mobile versions of well-known console titles, GAME Mobile will offer our customers a wide range of content for their handsets,” says Paul Howes, General Manager of Digital at GAME. “We recognise that gaming on the mobile device is a significant area of growth and we are bringing our expertise to the sector, seeing it as fundamental to our developing multi-channel proposition”

Zed is not only running the portal for the company, but is also looking after the CRM and other back end functionality in a move that sees the gaming company looking to expand into the wider e and m-commerce markets, offering its capabilities to run not only the mobile portal side of a business’s m-commerce needs, but handle the all important customer care and data management.

As our M-retailing/Sponge survey points out, many retailers are put off entering the mobile space because of fears over complexity and brand damage should they get it wrong. Companies such as Zed are ever more likely to offer to run services and customer care for brands and retailers to ease this pain.

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