Subscribers can play for free in exchange for viewing ads and pay for IAPs via monthly bill or PAYG.
Social games service WildTangent has an ongoing partnership with operators including T-Mobile and AT&T in the States, partnering with the latter in the summer for a developer hackathon that launched the winning title on platform.
The company has now secured a massive UK deal with EE in partnership with mobile web and app specialist Infomedia – who manages EE's mobile media and device interfaces – which will introduce the WildTangent store to selected smartphones, promoting it on devices and web campaigns.
Users will be able to play games for free in exchange for viewing adverts, earn in-game items from sponsors, but also buy games and in-app purchases via operator billing or pay-as-you-go credit, which marks a first.
WildTangent has made significant moves to broaden its reach this year by sealing integration on Asus tablets and Sony Xperia devices.
Sean Vanderdasson, senior VP at WildTangent, said: "This partnership with the UK’s largest network marks a significant new chapter for us. Our games service delivers the best games seamlessly to users so that they can play whenever and wherever they want."
Michael Tomlins, CEO, Infomedia, added: "Our commitment to ‘free to play’ gaming is further demonstrated through our agreement with WildTangent’s whose offer of free, premium gaming is something we’re really excited to bring to EE customers."