Miyowa, which specialises in mobile instant messaging and entertainment services for communities, has announced the launch of the first free community game portal available for French mobile network Bouygues Telecom. 
Bouygues Telecom customers can directly download one of four initial games available,  Fight Girl, Suduko Classic, Ultimate Battle Star and Baby Bomber. In addition, one new game will be released every month. The games can be downloaded by accessing Bouyguse Telecoms Euro Games Portal, where its existing 1 games, ringtones, logos and 3 VIP content are located. 

Perceived as the latest challenge for the mobile industry, the m-advertising market has been estimated to be worth 700 million ( 475 million) by 2009, according to analyst Visiongain. This takes into account the sales increase of multimedia handsets, which offer multiple advertising opportunities, including video, MMS, television and mobile Internet, in 2006.
With a saturation rate of 81% in France, the mobile phone has become the first media, after television in terms of audience says Stephane Hareng, VP Marketing of Miyowa. This statistic ensures that the mobile phone will soon become the next main target of advertisers and brands. It is a new economic business model for Miyowa and the entire mobile industry, but one which has enormous potential if you consider the success of the Internet.
Olivier Laury, Director of i-mode and WAP Content at Bouygues Telecom adds:
This is a first for Bouygues Telecom. It highlights without any doubt what the advertising ground swell will be in mobile phones as of this year; the most important thing is giving the customer the choice of models – with or without advertising.

Miyowa says it plans to extend its free content to other European and Asian mobile operators in due course.