3 UK has re-launched its Games Store with a number of new features, including social media integration and a dedicated HD (high definition) games section.

The browser-based portal store, powered by Three’s content partner LiveWire Mobile, also includes a series of Android games and apps targeted at the increasing numbers of Three gamers that use the portal as their mobile gaming hub. A dedicated Android app with integrated 3 billing is in the pipeline for devices that will be in store and available for the pre-Christmas period. Livewire is also planning to offer an extensive selection of social games, allowing users to interact and compete with each other. The Games Store will support content across a number of mobile operating systems.

Livewire Mobile has been working with 3 UK on a number of content projects since it launched a personalisation site on the network in 2007. The new Games Store will be added to the growing portfolio of hosted multi-content services managed by the Livewire Mobile team.

Last year, 3 partnered with Livewire Mobile to launch the network’s Music Store on its mobile portal, featuring a dedicated site for Android users. All of the new sites developed by Livewire Mobile for 3 have full Facebook and Twitter integration to drive the use of social media as a recommendation tool.

“Livewire Mobile was selected to run the new Games Store because of its proven track record of user experience design and the successful retailing of mobile entertainment products for 3 and other operators around the world,” says Neil Andrews, head of media sales and content services at 3 UK. “This is an area that continues to grow in popularity, and with the biggest 3G network in the UK – and one designed for the high speed mobile internet – we believe our customers now have access to the very best mobile Games Store in the UK wherever they are.”