The mobile entertainment publisher previously known as Mforma will henceforth be called Hands-On Mobile, as the US-based company looks to establish itself as a consumer-facing brand.
Hands-On, which is preparing for the expected boom in sales from direct-to-consumer channels both here in the US and in Europe, has also decided to align its business along three product lines, namely Hands-On Games, Hands-On Lifestyle and Hands-On Personalization.
“With the name change and the realignment of our business segments, we are better positioned to anticipate and capitalise on the emerging trends taking place within the mobile entertainment industry,” said Hands-On Mobile’s president and CEO Jonathan Sacks. “In the coming weeks, we expect to roll out a diverse and compelling array of products that will meet the needs of our customers, enabling them to customize their mobile-entertainment content.”
Hands-On is the latest in a line of mobile content publishers to adopt a more consumer-friendly moniker, including Glu Mobile (previously Sorrent/Macrospace) and I-play (Digital Bridges).
In separate announcements, Hands-On has entered a partnership with Lego Classics to create Lego-branded games and, interestingly, Daily Devotions - a product that offers daily inspirations and prayers delivered by Christian radio presenter Pat Boone.
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