With bada phones now available across Europe, Samsung is rolling out its marketing campaign.

But this isn't just focused on consumers. As many studios look to a cross-platform future, the manufacturer is keen to attract developers, ensuring its handsets are being supported with lots of content.

With this in mind, it's hooked up with UK middleware company Ideaworks Labs.

Badaboom

The co-operation works in several ways, the most notable being the introduction of support for bada devices and the SamsungApps online and PC-based application store within Ideaworks' Airplay technology.

Airplay already handles iPhone, iPad, Android, Symbian, Windows Mobile, Brew and Maemo, enabling developers to create a single C++ binary of their game or app and deploy a native version across all supported platforms.

This is particularly important in terms of filling the just launched Samsung Apps store with content, with developers able to port existing games quickly to take advantage of a platform that Samsung expects to consists of 10 million units by the end of 2010.

Hand out

As part of the deal, Samsung will be making bada-enabled versions of Airplay available to approved developers, although Ideaworks' usual licensing deals will kick in if developers want to support all available platforms.

"By choosing Airplay, Samsung is enabling a single sales channel through its Samsung Apps program and a single development path across its portfolio resulting in a better economic rationale for development of applications," said Alex Caccia, Ideaworks' CEO.

Developers can find out more details at the Airplay Samsung Apps website.