MUMBAI: In a further boost to the mobile gaming industry in India, mobile entertainment company Nazara Technologies has signed an agreement with New York-based Cellufun (m.cellufun.com).

This is a mobile community where people socialize, play games, and buy virtual goods. According to the agreement, Nazara will provide Cellufun‘s content on different platforms across all operators‘ decks.

The deal will enable mobile users in India to access Cellufun, known as ‘the world‘s mobile playground,‘ on any mobile network and on any phone to create personal avatars, play games, chat and for the first time, buy virtual goods on mobile phones.

Says Nazara Technologies CEO Nitish Mittersain, "It is our constant endeavour to provide new products and services that will increase the data revenue for our carrier clients. Cellufun‘s addictive multi-player social games are carefully designed so that players don‘t need to be in the same country or even speak the same language to play with one together.

"At the same time, Cellufun localises its content on a country-by-country basis. As is evident from the popularity of social networking sites, we expect Cellufun, which concentrates on social gaming and interaction, to be an instant hit in India".

Cellufun CEO Neil Edwards avers, "Nazara is one of the leading mobile content and payment companies in India. We are excited to see Nazara work to make Cellufun a household name among the 400 million mobile consumers in India and are looking forward to the first of many mobile operator partnerships. It‘s a great thing to have Nazara so focussed on our success."

Nazara exclusively licenses many well-known brands such as world famous numerologist Sanjay B Jumani, Cricket Superstar Virendra Sehwag, Chess GM Viswanathan Anand and Getty Images among others and develops mobile content based on these brands in keeping with their iconic image.

Nazara‘s partners in India includes names such as Airtel, Idea, Vodafone, BPL, Tata Indicom and Reliance India Mobile.