Mad4Games, which specialises in direct-to-consumer mobile gaming and
entertainment, has announced the launch of mFlare, a dedicated technology platform for
businesses wishing to reach consumers via their mobile phones. For
companies and brands that want to use mobile as a retail and marketing
channel, the company says, mFlare offers a powerful and flexible
service which enables brands to engage with consumers either directly
on their mobiles, or by adding mobile into the traditional marketing
mix.
Mad4Games offers an integrated, brandable solution across mobile and
web for delivering and selling mobile content. Its portfolio of games,
ringtones and video includes content from leading publishers such as
EA, Glu, Melodi Media and Gameloft. 
Companies using the Mad4Games solution include Future Publishing, GAME, Mirror Group Newspapers, EIDOS and Macrovision.
Mad4Games was created with the intention of delivering the best
available experience for purchasing and downloading mobile content. As
part of the process of delivering that experience, the company says, it
has created a number of technologies and services that address areas
such as content management, customer services and mobile marketing.
As we worked on creating the kind of customer experience we felt was
missing from mobile retail, we found ourselves having an increasing
number of conversations with companies who wanted to use our expertise
in areas unrelated to selling games says mFlare Director Steve Cooks.
Thats what prompted us to create mFlare, as a way to focus on the
opportunities outside the sale of games. For companies and brands
baffled by the complexities of the mobile industry, we want to offer a
simple and effective way for them to reach their customers through
mobile, in a way that is transparent and trustworthy.