I-play Presents 'Absolut' Value Initiative

I-play, the leading mobile entertainment company has unveiled its European Value Strategy, through which the company's casual mobile games portfolio will be offered to consumers under the banner of 'Absolute'.

It will enable end users to download two full games for their mobile in one great value bundle. According to M:Metrics, around 20 percent of the people downloading mobile games throughout every month are new customers.

The main challenge the industry has to face here is to get these new customers to come back again for another mobile game. This is what I-play's 'Absolute' Value offering aims. I-play's bundles will enable gamers to download a single file that holds both games.

By delivering value for money and offering two full games for the price of one as well as a great experience and high quality titles, this might lead to gaining as well as keeping customers. Titles launched as part of the bundle include Extra Live's two new brain teasers, Sodoku and Karuko, and Slyder, which was described by critics as being "more addictive than chocolate-coated candy and just as hardcore" or "a fiendishly simple and addictive well presented puzzle game that all mobile users should own. Hours of good clean fun with over 150 levels to challenge your grey matter."

"The rationale behind the 'Absolute' Value strategy is to drive further usage amongst the mass market and to drive the market overall. Our aim is to lower the cost barrier to first time gamers and repeat players alike. The introduction of bundles will serve to bring greater value to the consumer and incentivise them to play more than just one game to start building their own broader portfolio", commented David Gosen, CEO of I-play.