I-Play has signed a new agreement to become the mobile gaming partner for the Midnight Gaming Championship, a new videogame tournament sponsored by McDonald's.
Under the terms of the deal, I-Play will produce mobile marketing and short code initiatives for other sponsors such as Time Warner Cable, Coca-Cola, Best Buy and Punchbutton.
The company will also give tournament participants information on how to download mobile titles and demonstrate games at the event. According to an official statement, the aim is to ensure that attendees "walk away more knowledgeable of mobile gaming and the technology that drives it".
The Midnight Gaming Championship, which is being organised by the Video Gamers' League, is based in Dallas, Fort Worth. The first round took place on September 23, and four more tournaments are planned before the final on November 18.