Although Orange has a strong high street presence itself, a new deal with HMV will see its mobile products and services reach a target demographic within the music, games and video environment much more closely.

“This deal marks the coming together of two of Britain's biggest and most iconic high street brands,” says Orange CEO Tom Alexander. “Striking a deal such as this is integral to The Agenda - our strategy to improve, grow and evolve the Orange business.”

A pilot scheme will initially be rolled out across 15 beginning in Scotland and the North East, with another 100 locations earmarked to test out the store-in-store approach if successful.

“HMV has been diversifying and extending its customer offer, which is increasingly becoming a multi-channel one with a growing emphasis on technology and new media,” continues Simon Fox, CEO of HMV. “I am delighted to welcome Orange into our stores - our brands reflect a shared passion for bringing entertainment content to life, and complement each other well.”

The deal comes as figures released by ELSPA and Chart-Track confirmed that Orange was the UK's number one mobile operator in terms of mobile game sales.