Mobile content publisher Glu Mobile has announced a multi-year, worldwide partnership with Harrah's Licensing Company, for the creation and publishing of mobile content based on the World Series of Poker.
As the exclusive mobile games partner for Harrah's, Glu will begin developing games, ringtones, applications and graphics for the World Series of Poker with immediate effect. The new deal follows Harrah's recently announced licensing agreements with Activision and AOL for console and online gaming respectively.
The prestigious World Series of Poker event will take place at the Rio All-Suite Hotel & Casino in Las Vegas during the summer, and will be exclusively televised by ESPN. The 2005 event saw more than USD 52 million in prize money awarded, with each participant at the final table earning at least USD 1 million.
Greg Ballard, Glu Mobile president and CEO commented: "Harrah's and the World Series of Poker are two of the biggest brands in the entertainment industry. The ever-increasing popularity of poker and the emerging consumer excitement of multiplayer mobile games combine to make this a timely and powerful alliance."
"This best-in-class alliance is a key component of our global distribution strategy for the World Series of Poker," added Jeffrey Pollack, vice president of sports and entertainment marketing at Harrah's Entertainment. "Glu's expertise and marketing savvy will introduce the World Series of Poker to new audiences around the world and create new ways for our current fans to experience our tournament."
Funded by several top venture firms, including BA Venture Partners, Granite Global Ventures and Time Warner Investments, Glu mobile continues to strengthen its extensive portfolio of games, applications and additional mobile content. The company publishes a broad range of original and branded content, leveraging its partnerships with firms such as Atari, Cartoon Network and PopCap Games. The company recently celebrated one million European downloads of its Who Wants To Be A Millionaire mobile game with licensing partners Celador International.
Established in Reno, Nevada in the late 1930s, Harrah's Entertainment is the world's largest provider of branded casino entertainment. The company owns or manages over 40 casinos in three countries, and continues to expand through strategic partnerships and the development of new brands and properties in the casino entertainment industry.