Meffys 2012 entry deadline extended to 19 July

Mobile content and commerce trade organisation MEF has announced the deadline for entries to this year's Meffys Awards has been extended until 19 July.

Organisers pitch the awards as a measure of success in the mobile field and a reward for innovation, with the annual bash enterting its ninth year.

"The Meffys enjoy an unrivalled heritage as the global awards for mobile content and commerce," explained MEF's executive director, Rimma Perelmuter, back in May.

"MEF reviews the categories on an annual basis to reflect the industry's evolution and this year, we are recognising the profound impact of mobile on key verticals and consumers around the world."

Game on

The event's organisers have also mobed to point out that games are still more than welcome, claiming that the removal of the award for best game doesn't mean they've been blacklisted.

"We've not entirely removed games from the awards, but introduced a new category that covers games within it best social & entertainment app," MEF informed us in an emailed statement.

"This category celebrates the best and most successful applications that are focused on 'fun' - be it entertainment or social networking.

"This can include games, photo, video, TV and music apps, as well as social networking and sharing tools."

More information on how to nominate can be found on the Meffys website. The winners will be announced at a gala dinner on 12 September at the Park Lane Hotel in Mayfair, London.