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Player One launches mobile sports division

Games, ringtones and streaming video on the cards

Mobile games and content provider Player One has launched a new dedicated sports division, with MD Pete Russell telling that the company plans to create communities based around sporting events and its wealth of intellectual property.

"The idea is to create an entire channel of content to our partners around the world based on sporting IP," Russell stated.

"So, for example, if we take The Ashes in November, not only will there be a Freddy Flintoff game and a Michael Vaughan game, we'll have a whole series of clips based around Freddy - his top wickets, his top catches - as well as a fantasy game both online and on mobile.

"We're also creating a range of mobishows, which bring everything together. So on a weekly basis, you'll get your Ashes update with a whole host of content around Freddy and other sporting celebrities."

The company intends to keep its focus very much on mobile gaming, and the new division has been created in order to differentiate from Player One's non-sporting IP. The introduction of additional media content and short video clips is designed to expand the whole consumer experience and offer something extra that can't be found elsewhere.

"We're not just looking at the mainstream events either," Russell said.

The publisher will have a channel of games and content based around the Ryder Cup and The Ashes, but they're also working on darts, snooker, year-round cricket events, rugby, horse racing, football and more.

"Basically, if you look at a calendar over a 12 month period and pick out the sporting events each month, Player One should have it covered," Russell enthused.

In terms of marketing and sponsorship for the content, it's not something Player One is relying on specifically, because the important aspect is the IP and the right sporting heroes, all of which is all already in place. In fact, Player One has more exclusive right deals with more sports IP than any other mobile games publisher in Europe, according to Russell.

However, linking the content and game releases into specific sporting events is not being dismissed as a possibility, and would certainly boost consumer awareness of the content for the company.

There's been a lot of interest already, and Russell stated that he felt there would be "some very interesting ideas" coming forth from the advertising community for the type of products and content that Player One Sports will be offering.

Founded in 1999, Player One has developed a solid and continually expanding library of sports and entertainment brand licensed content. Recent successes include Ronnie O'Sullivan Snooker, Michael Vaughan's International Cricket and Jenson Button Grand Prix Racer.

Working on both Java and BREW platforms, the company's products are currently available worldwide through 89 distribution partners in more than 46 countries.

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