Cellufun rebrands as Tylted for HTML5 mobile social assault

Having begun life almost seven years ago, mobile games portal Cellufun has pulled the wrapper off a fresh look, with the firm set to be rebranded as Tylted.

The name chosen by the winner of a 30,000 entry strong competition amongst its community - is designed to reflect the portal's "fresh, edgy new approach".

Moreover, it's the gloss on a strategic repositioning that the company hopes will help it muscle in on the increasingly competitive casual and social games markets.

It currently claims over 10 million monthly unique visitors and half a billion monthly page views from its mainly feature phone-using audience.

A new tilt

"We all love 'Tylted' it's a great name to build a brand upon and the fact that it was created by someone in our user community perfectly illustrates where we sit at the convergence of social networking, casual games and the mobile web," said CEO Lon Otremba.

"Social play is a critical part of our infrastructure and the enthusiasm around the name change demonstrates the importance of casual games as a place where millions gather and connect over the mobile web.

"We remain committed to publishing the most popular social games on the HTML5 platform and creating an unrivalled games experience with all the mobile web has to offer."

More goods

A reflection of this renewed goal, Tylted claims it will expand its virtual goods business moving forward, plugging more social options including personal avatars and virtual currency - into its games in order to accommodate what it hopes will be a growing userbase.

Indeed, the first fruits of this focus can be found in Tetris-style title CuBug, which features wallpapers and other virtual items that users can gift to one another.

[source: BusinessWire]