M-Biz Global says that around 50 per cent of European consumers who buy handsets with its TryNBuy demo platform preloaded go on to buy mobile games.

The tech is embedded onto so-called 'vanilla' handsets sold outside of mobile operator channels, and lets people play demos of mobile games before clicking through to buy them.

Naturally, M-Biz Global is comparing that 50 per cent figure to the infamous figure of less than 5 per cent of general mobile users who buy mobile games.

"Our remarkable conversion figures are down to two things – understanding what consumers want and how to deliver it to them," says CEO Hyongsuk Kim (pictured).

"Clunky, force-fed operator portals where content is difficult to find are a massive barrier to content discovery and purchase. Anyone can see that this failing method is a mobile phone turn off. The figures speak for themselves: they’re not much better than direct mail response."

However, there's a but here. What games are consumers going on to buy through the TryNBuy service? It seems they're a bit... old.

Specifically, the top five games paid for through TnB in Europe this February were, according to M-Biz Global:

1. Mini Golf Las Vegas

2. Paris Hilton’s Diamond Quest

3. Asphalt Urban 2

4. Midnight Pool

5. Tetris
Pocket Gamer reviewed the Paris Hilton game in July 2006, Asphalt 2 in February 2006, and Midnight Pool in August 2005.

We're sure it's good news for Gameloft that M-Biz Global is helping it make money from its back catalogue.

But is selling someone with a new phone in 2009 a three year-old mobile game likely to turn them into a regular purchaser?