Skip to main content

Sennari Announces Industry's First Fully-Integrated Mobile Loyalty Platform

Channel 1 to Use Sennari to Deliver Its Classic Coin-Op Pub Games to Mobile Phones

For Release on May 18th 2005

(LONDON / SAN FRANCISCO / LOS ANGELES, CA) - Sennari, the pioneering mobile loyalty firm, today announced the launch of its Mobile Loyalty and Community Service (MLCS)--for the first time enabling a revolutionary approach to connect, motivate and reward mobile customers.

Designed to help reduce churn, increase network traffic and create new revenue streams, Sennari's platform provides the industry's first fully-integrated suite of services that enable carriers and content publishers to easily deliver compelling games and content to mobile devices, capture key customer data and establish two-way, opt-in relationships with customers. The Sennari MLCS platform includes four primary services:

  • User Registration Service - for adding simple, transparent account creation to any application;
  • Customer Loyalty Service - for issuing and redeeming points within mobile applications;
  • Gaming Service - real-time messaging capabilities for in-game interaction, leader board updates, managed tournaments, etc.;
  • White Label Service - for creating customized version of MLCS to meet unique needs of individual carriers and MVNO's.

Delivering Channel 1 Games and Real Prizes to Mobile Users

In a related announcement, Channel 1 Games, a division of UK-based Games Media Group, announced they will use the Sennari MLCS platform to deliver their classic coin-op pub games to mobile phones and deliver real prizes to users, such as free handset upgrades, phone accessories and concert tickets. Initially, the Channel 1 Games to be delivered over the Sennari MLCS platform will include: Monopoly, Goldenballs, Triple Towers, Q3 (based on Q Magazine), Snakes and Ladders, Castle Dracula and others.

"Games Media Group has expertise in the development and execution of prize-based, casino style games," said Bill Barhydt, Sennari chairman and chief executive officer. "Combining this with Sennari's expertise in mobile entertainment innovation creates an extremely attractive offering for wireless carriers who are constantly looking at new ways to reduce customer churn and lower acquisition costs."

"The partnership between Sennari and Games Media Group creates a new and exciting force in the mobile pay-per-play prize games markets." said Steve Murray, Director of Games Media Group. "It allows us to leverage our synergistic skill sets to deliver a variety of entertaining games to a worldwide range of customers."

Sennari's MLCS platform will provide interactivity to the handset, pay-per-play, points-based payout, and prizing catalogs to the Channel 1 games lineup. Sennari's lightweight MLCS connectors will enable real-time payments via the phone bill (premium SMS) and provide all of the network interactivity required to bring this type of sophisticated game to mobile phones.

Games will initially be available in the UK and the US to be followed by other countries including Canada, Germany, France, Spain, and other countries throughout Europe, and the Americas. Games will be available via carrier and web channels to be announced on a rolling basis.

Patent-Pending Innovations Leverage 2.5-3G Technologies

Sennari's Mobile Loyalty and Community Service (MLCS) platform takes advantage of "always-on" 2.5-3G mobile technologies to create instant-on accounts, as well as enabling true real-time information updates and client/server style interaction within game tournaments, and other entertainment applications. Based on a sticky account model, the agnostic platform allows any mobile service or application to include access to a loyalty account for issuing points, real time up-sell, customer-to-customer viral marketing, as well as issuing and redeeming customized tokens.

About Sennari

Sennari provides mobile carriers, game publishers, music and video publishers and other content based entertainment companies with solutions for maintaining customer loyalty, reducing churn and creating new revenue streams. Sennari is a privately held corporation, funded by Novak Biddle Venture Partners and Blacksmith Capital. For more information on Sennari visit

About Games Media Group:

Channel 1 is a Games Media Group company which specializes in developing and providing pay per play prize games for remotely accessed distribution channels. Sister companies within Games Media are Voodoo Games, Seven Digital Gaming, and Global Games. For more information, visit

For more information or to schedule an appointment to view the MLCS platform, please e-mail Vijay S. Chattha / VSC PR / or call 415-305-6041

Read this next avatar GamesIndustry International is the world's leading games industry website, incorporating and