Customers of the French operator can download one of four games available (one new game will be released every month) from the '0€ Games portal' or pay for them if they don't wish to receive  advertising.

Olivier Laury, director of i-mode and WAP content at Bouygues, said: “This is a first for Bouygues Telecom. It highlights without any doubt what the advertising ground swell will be in mobile phones this year; the most important thing is giving the customer the choice of models - with or without advertising.”