Anyyone who cant get enough of the televised karaoke phenomenon that is The X Factor will be delighted to hear that mobile games publisher Namco Bandai Networks Europe has announced the launch of The X Factor 2008 – The Mobile Game, a made-for-mobile game, based on the award-winning programme, that gives mobile subscribers the chance to test out their own star credentials on the move. The game is available immediately across all major UK operators, with the exception of O2, where it launches on 27 October.
The game allows aspiring performers to create and guide their character avatar through each stage of the show, performing various mini-games and choosing how to use their free time to reach their ultimate dream of musical stardom. As players fight to launch a single and get to number one in the charts, the story is conveyed with magazine articles, text messages from relatives and friends, as well as fan comments and feedback made throughout the competition.
With the launch of The X Factor 2008 – The Mobile Game, Namco Bandai says it is looking to target a new generation of mobile gamers not traditionally drawn to gaming-on-the-go, with an interactive role-play based experience. With media analyst Screen Digest predicting that the UK mobile games market will grow by 22 million over the next four years to reach a total value of 80.5 million in 2012, leveraging well known brands such as The X Factor in order to attract new mobile gaming adopters is essential for continued market growth, the company says.
The X Factor is in many ways a national institution, giving us the opportunity to target a younger generation of mobile gamer, says Namco Bandai Networks Europe President, Barry ONeill. With more and more people playing casual games on traditional and handheld games consoles, we need to continue to drive users to the mobile platform, which offers equally enjoyable experiences but with great convenience. Mobile games based on blockbuster shows are proven sellers in every country, representing an exciting opportunity that supports our strategy of developing relevant, engaging content for all users. 
