Update: Tata Docomo has announced the launch of 30 premium games for its subscription based gaming service, ‘Let’s Play’. The service has been priced at a subscription fee of Rs 99 per month.
Earlier: Hot on the heels of launching its location-based advertising service called “Offers Near Me”, Tata Docomo has partnered with Exent to launch an all-you-can-eat mobile game subscription service in India called ‘Let’s Play’. However, contrary to what the press release claims, this is not the first mobile game subscription service in India: MediaNama readers would recall that Airtel had partnered with Nazara Technologies* to launch a mobile game subscription service called GamesClub in 2009.
The “Let’s Play” service will be powered by Exent’s GameTanium mobile service which offers unlimited play of popular Android games curated by in-house staff and spread across various genres like action/adventure, arcade, puzzle and card/board. GameTanium Mobile also offers game recommendations, ratings, video trailers and claims to have a catalog of 75+ game titles including Zenonia, Farm Frenzy, SpeedX 3D, Hotel Mogul, Wave Blazer and Edge, with new games added every week.
The service will be available for all Tata Docomo customers having Android phones and users can register for this service by sending an SMS ‘Play’ to 53333. There will be an initial 3-day free trial and following that, the service will be available for a nominal monthly fee, although there is no information on the exact fee yet.
US-based Exent is a Games on Demand provider which provides technologies and products for video game publishers, mobile operators, broadband service providers, consumer portals, consumer electronic manufacturers, media companies, ad agencies, brand owners, retailers and others. It claims to deliver 2,000 PC and mobile games from more than 150 publishers and developers, including PopCap Games, iWin, Oberon and Ubisoft, through monthly subscription and free, ad-supported offerings to operators such as Verizon, CenturyLink, T-Mobile, Telstra and others.
*Disclosure: Nazara is an advertiser with MediaNama