Mobile and social browser games developer itsmy has launched a mobile HTML5 cloud-gaming service for all web browsers, Tablets and smartphones. Itsmy says it has selected HTML5 for the platform as it enables gamers to instantly play social and casual games independently from device, place and time without any downloads. Itsmy will offer its own games, together with those from other  developers, via a new distribution channel: the itsmy Game Cloud.

The service will launch in May 2012 with European distribution partners including operators, gaming platforms and media houses. An integration of external mobile HTML5 browser games is now in beta testing and is planned to go live in early summer 2012. Various business models are also currently in beta testing. These include daily/weekly/monthly all-you-can-play access, pay-per-game and also game category bundles e.g. casual titles or classic titles. Gamers pay once and can then play the same game on all their devices.

“The itsmy Game Cloud is finally a way to sell HTML5 games directly to the consumer and to bypass app stores or marketplaces,” says itsmy CEO, Antonio Vince Staybl. “Together with our partners, we have now the absolute control to monetize and distribute the games, interact with gamers and scale the game cloud.”