The exponential increase in the use of mobile devices has quickly seen smartphones and tablets become a vital component of any brand’s approach to customer engagement. Mobile devices now provide a host of novel opportunities for marketers that include more personalized content, higher levels of convenience, and customer experiences that are interactive and rewarding.
Everyone seems to be onboard. And with the announcement of a new partnership between News UK and Nektan, even traditional newsprint outlets are literally getting into the “game.”
News UK, home to some of Britain’s most popular newspapers including The Times and The Sun, and Nektan, an innovative B2B developer of mobile gaming content, have teamed up to provide a unique customer experience for mobile gamers.
The game is called Sun Play, and it seeks to build customer engagement by offering a host of free-to-play and skill-based games, some of which will reward players with real money.
“Having carefully evaluated the market, Nektan were the stand-out partner for News UK to power Sun Play,” Neil Martin, News UK’s Business Development Director, said in a release. “We are very excited to be working together to deliver the most enjoyable gaming experience to seven million print and online readers daily.”
This new venture makes a significant move towards engaging consumers across multiple platforms, which has become a central component of many 
successful brand loyalty strategies. As Martin explained: “Entertaining our customers across different points of their media day is a key focus for our business.”
For players seeking to advance from virtual currency to real money, Sun Play promises to deliver what Nektan calls a uniquely entertaining, compelling, and rewarding experience to the newspaper’s readers.
“We are looking forward to working closely with the team at The Sun to bring the exciting new Sun Play mobile games to millions of Sun readers,” Gary Shaw, Nektan’s Executive Chairman, said. “This is a significant development for the company.”
Sun Play will be launched later this year, but no specific date has been released.