Mumbai based mobile entertainment company Nazara Technologies has signed an agreement with New York-based Cellufun (m.cellufun.com), one of the world's largest mobile communities 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.

Talking about the tie-up, Nazara Technologies CEO Nitish Mittersain said, “It is our constant endeavor to provide new products and services that will increase the data revenue for our carrier clients. Cellufun’s addictive multiplayer 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 localizes 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 & interaction, to be an instant hit in India”.

Cellufun CEO Neil Edwards said “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 focused 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. The long list of Nazara’s partners in India includes names such as Airtel, Idea, Vodafone, BPL, Tata Indicom and Reliance India Mobile.

Nazara develops a range of branded and original mobile content that is highly relevant to the culturally diverse consumer base in the country. New York-based Cellufun is a mobile community, where people meet, shop, and play social games. Cellufun is available on any phone with a data plan, with no download required.