Big shift into mobile social gaming starts today.
PlayPhone Social is a multiplayer, cross-platform product that lets users recommend, share and challenge friends to game play, as well as chat and message with each other online.
They can also post scores to global leader-boards and buy virtual credits.
The company is now offering its SDK to developers that want to integrate micro-transactions and subscription features into their games.
The system is also integrated with ad networks, and supports payment methods including Premium SMS, all major credit cards and PayPal.
Last week PlayPhone confirmed its first customer as Liveware Worldwide, maker of the Harvest Moon franchise.
The launch of PlayPhone Social marks a dramatic move for PlayPhone into the OpenFeint/Scoreloop space.
It's a significant departure from the D2C and B2B content space that say the firm powering mobile plays for Wal-mart, Disney, Nickelodeon and others.
PlayPhone has appointed Anders Evju as SVP and general manager of PlayPhone® Social.
He co-founded the US division of I-play in 2000. As SVP and was later SVP of Oberon Media.