'Try-and-buy' mobile software provider M-Biz Global claims handset manufacturers that embed its solution are reporting 40 per cent of end-users purchasing mobile games.

The company's software is currently shipping in all of Samsung's vanilla (i.e. SIM-free) handsets in 30 countries under the Tryn Play brand, with content partners including  EA, Gameloft, Sega, Glu, THQ Wireless, Digital Chocolate and Taito.

It says that with vanilla devices accounting for approximately 30 per cent of all handset sales, manufacturers and publishers are missing out on a potential $80 million in revenue in EMEA alone.

M-Biz Global’s TryNBuy service pre-installs full games onto handsets with trial versions available instantly to the user. Customers can play demos of the games - either through limited game-time or limited level trials - and post trial have the option of purchasing the full game through a premium SMS service.

Hyongsuk Kim, CEO M-Biz Global, said: “The industry is struggling to find ways in which consumers can discover and purchase content when really the main focus should be on simple, ease-of-use. M-Biz Global offers a simple and proven revenue generation service that actually works.”