The peer-reviewed service encourages members to create a list of myGamma navigational terms and instructional messages.

Once developed, a team of volunteer translators will maintain and update the list based on popular consensus, incorporating feedback from users. The entire process takes place over wiki-style pages hosted on myGamma.

Since the beta version was introduced in April, test users have helped increase the number of languages and dialects available from 14 to 77.

There are over 1400 registered translators, focusing predominantly on the African, Indo-Aryan and Austronesian languages.

“The rapid adoption of our community translation service demonstrates the willingness of our members to help connect new communities to the myGamma network,” said KF Lai, BuzzCity's CEO.

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“Collectively, these communities account for a large number of people whose primary language is not catered for by other media. As consumers, they also represent a significant part of mobile advertising’s long tail.”