Connect2Media Buys Sennari

Digital entertainment publisher Connect2Media has acquired US firm Sennari, which specialises in prize-incentivized games for mobile phones. The agreement, which includes all of Sennaris games services and operational assets, provides Connect2Media with a US presence for the first time, allowing the company to better address the growing market requirement for a range of mobile entertainment services and applications. As part of the move, Sennaris Founder and President Mike Cartabiano will head up Connect2Medias operator-led distribution business in North America. The timing of the acquisition coincides with changes to Apples rules, which permit sweepstakes and contests as part of games on the App Store.

Prior to the acquisition, Connect2Media had only been present in the US market through third party distribution channels, having no direct representation with operators. While providing Connect2Media with a foundation on which to build its business with US operator customers, Sennari also brings its established PrizePlay platform and games to Connect2Medias mobile entertainment offering, including the companys mobile customer relationship management tools.

“As technology evolution continues, mobile gaming is becoming so much more than a one-time download experience,” says Connect2Media CEO, Eric Robson. “With social games and Freemium and advertising driven models becoming a part of the mobile experience, we are committed to broadening choice for users everywhere. Our milestone partnership with Sennari gives us much more than access to the US market and we anticipate that the PrizePlay platform will be a crucial tool in developing new models based around advertising, community and rewards, delivering new ways to help our operator customers engage and retain users.

Part of Sennaris Prize Play offering is a suite of games offered on a Freemium model with in-game prizes to encourage repeat play. Currently deployed with Verizon Wireless in the US, it is designed to increase consumer loyalty and revenue potential by enabling all forms of consumer relationship building within mobile content applications. Features include in-game transactions that involve storing points, currencies, tokens, or coupons; pay-per-play or tournament style gaming models; in-game prizing; friend-based referral programs and SMS campaign promotion.