Mplayit goes international

Its partnership with the Israel operator was facilitated by Logia Group, which is the exclusive games service provider to Cellcom.

Mplayit's Mobile Arcade discovery engine allows customers to find, trial and download mobile games on the fixed internet. In addition, Cellcom will be able to analyse and tune the performance of the platform and marketing activities through Mplayit's online analytics dashboard.

“This is an important milestone for Mplayit. Cellcom is our first international operator partnership, and we’re looking forward to working with them to continue to drive the take up of mobile games and applications in the Israeli market,” said Michael Powers, CEO of Mplayit.

Mplayit is already working with Sprint and AT&T in the US, and its platform is also fully integrated with social networks like Facebook, Twitter, MySpace and Bebo. This lets users add their favourite games to their profile pages.