The deal will see MIA build, manage and host Virgin Mobile’s games portal, which is available to both 2.5G and 3G customers.

Virgin says MIA’s Media Village Platform (MVP) content management solution will enable it to personalise its games offering through analysis of visitors habits and the power of recommendation.

MIA will also be hosting VIP Member, a reward scheme for regular visitors that offers free games and content.

MIA CEO Richard Mergler said: "The mobile screen is the smallest shop window in the world and if customers can’t find what they’re looking for, quickly, then you’ve got a problem. We’ve invested a lot of time and  resources developing our Media Village Platform so that brands and operators, like Virgin Mobile, can rapidly rollout services and generate revenues in a single territory or globally."

Virgin Mobile's Fi McAllister added: "We’ve really focused on getting the portal right so that our customers will be engaged in their mobile games experience at all times. By adding new elements such as VIP Club and Games Reviews, MIA has been able to help us add that extra bit of sparkle to our customer play time."

MIA also powers men's lifestyle mag FHM's mobile offering globally.