Mobile marketing firm BigTime Entertainment and The Libra Group have formed a global joint venture that will focus on the Mobile Value Added Services (MVAS) sector of the telecoms industry. The agreement covers the Middle East and North Africa (MENA), Asia and the Americas, and has officially launched in Dubai with the creation of BigTime Arabia.

BigTime Entertainment develops branded mobile marketing and interactive gaming campaigns for mobile operators and media groups throughout the world. Its core business comprises Premium SMS ‘Mega Promotion’ (MegaPromos) campaigns, along with derivative ARPU (Average Revenue Per User) booster products, such as games and text alerts that are designed to increase usage frequency and overall mobile expenditure, while further enhancing engagement between network operators and their subscribers.

The initial joint venture company, BigTime Arabia, plans to capitalise on the significant uptake in mobile broadband and wireless technology across MENA. The company says it expects its MVAS applications to help attract and retain customers, enhance revenue streams, and create strong brand affinity for mobile operators in the region.

“Our recent campaigns have surpassed all expectations, and have very quickly put BigTime on the map among the leading players in the MVAS sector,” says BigTime CEO, Dimitris Papazisis. “We are delighted to be working with the Libra Group, as we pursue our goal of achieving significant market share in regions that exhibit revenue growth potential.”