Player X has signed Telefonica O2 UK Ltd as the first network operator to adopt the 100% Mobile-branded off-deck games portal, a new operator service from Player X Distribution, a division of mobile media company Player X.

The 100% Mobile portal was launched in September with more than 100 games and already 10,000 Try Before You Buy demos have been downloaded that have led to an uplift in the customer buying the game.

Flexible pricing is a key driver of the initiative giving consumers introductory offers such as Try Before You Buy and Pay Per Play in order to bring new users to the portal. To date, the preferred payment with users is the 50p daily rate, which has led to an uptake on some games of more than 50%.

Under the terms of the deal, Player X Distribution manages a dynamic games portal that is fully integrated into the O2 deck and billing environment. O2 customers are given a feature-rich environment in which to discover the best games at a variety of price points and through compelling promotions.

100% Mobile is also driven by strong editorial and portal design in order to provide more relevant and engaging information to aid decision making. The marketing programme is rolling out with both in-store and online activities planned for Q4 08.

Player X Distribution has partnered with Swedish-based Accumulate to deliver the flexible billing on 100% Mobile and who benefit from extensive experience delivering variable billing solutions including rental and subscription to give the consumer a broader choice.

“The flexible retailing environment gives our customers a far more rewarding gaming experience than is available anywhere else in the marketplace today. Users can purchase games using the pricing model they feel most comfortable with, which encourages our customers to become far more engaged with the whole gaming experience from within a trusted environment,” said Joe Haselden, Head of Games Telefonica O2 UK Ltd.

Pocket Gamer, the leading media on all things mobile gaming, will be providing game reviews and editorial support for the portal. Player X Distribution is also launching a major marketing campaign to drive awareness and traffic to 100% Mobile on O2.

"We are delighted to have been appointed by O2 to help drive its mobile gaming business. All the major game publishers will be participating in the 100% Mobile portal from launch and we’ve had very positive feedback from everyone who all see this initiative as a significant push for wider mobile games adoption in the UK," said Tony Pearce, Player X CEO.

The announcement follows the recent rebranding of Player X with two operating divisions, Player X Distribution and Studio X. 100% Mobile is the first in a raft of new initiatives for the division Player X Distribution focused on delivering aggregation services for network operators and content providers. It follows the company’s recent acquisition in Spain in order to expand its distribution footprint in the key Europe market.

For more information, please email Monty Munford at monty.munford@playerx.com or call on: +44 (0) 7970 673695.