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PlayPhone extends partnership with Sega

Direct-to-consumer mobile channel established

PlayPhone has announced an extension of its existing distribution agreement with Sega of America, enabling the publisher to leverage storefront and associated technologies to market games and content directly to consumers through the creation of a Sega Mobile content channel for North American mobile gamers.

Under the terms of the agreement, Sega of America will utilise PlayPhone's mobile storefront to market and distribute its premier and legacy mobile games directly to end users via Premium SMS billing with major US carriers.

Dave Bell, VP of business development at PlayPhone, commented: "PlayPhone is thrilled to extend our partnership with Sega, and is looking forward to enabling one of the world's largest game publishers to sell mobile content directly to its customers. With millions of customers and dozens of top-tier brands, Sega is in a unique position to capitalize on their existing base and see significant benefits from leveraging a channel of their own."

"The direct to consumer opportunity is strategic to achieving Sega's goal of providing innovative new ways for users to discover and download Sega Mobile content," added Glenn Wissner, senior producer for Sega Mobile. "The PlayPhone relationship allows Sega to extend the life of its mobile products, improve our return on investment for each mobile title, and leverage our mobile products through innovative Sega marketing."

PlayPhone established one of the first retail mobile entertainment products in the world in 2003, and continues to bring a vast portfolio of mobile content directly to consumers through its retail presence, online storefront, WAP portal and print/TV promotional campaigns. Through PlaypPhone, consumers can purchase thousands of ringtones, images and premium mobile games through any medium, via any billing mechanism, at any time.

"PlayPhone occupies a unique position in the marketplace as one of the first companies to introduce direct-to-consumer mobile content in North America. The expansion of our relationship with Sega to include supporting their mobile channel with the PlayPhone storefront represents a validation of our model, and the importance of the direct-to-consumer mobile business," Bell concluded.

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