Under the terms of the deal, Player X Distribution manages a games portal that is fully integrated into the O2 Active deck and billing environment.

Users can choose from a hundred games, with 10,000 Try Before You Buy demos downloaded since the service was soft-launched last month, according to O2.

The Player X platform allows for flexible price points and models, with the 50p daily rate the most popular among users to date, which O2 says has led to a 50 per cent increased uptake on some games.

A marketing campaign for 100% Mobile is rolling out with both in-store and online activities throughout 4Q08.

The announcement follows the recent rebranding of Player X with two operating divisions, Player X Distribution and Studio X.

100% Mobile is the first in a raft of new initiatives for the division Player X Distribution focused on delivering aggregation services for network operators and content providers.