Dutch mobile content company MoMac has announced the launch of its casual mobile games platform, GoPlay.

Built on Flash Lite, it enables you to pipe games directly into a mobile web browser via the GoPlay portal.

This should particularly appeal to the casual audience as it doesn't require any downloads, and simple games can be started within a couple of seconds.

The service will launch with around 30 games including arcade, action and puzzle games, from MoMac's development division BoosterMedia, as well as other developers.

MoMac expects to add 20 to 30 new games to the portal per quarter.

Sham Careem, MD of MoMac UK commented: "We are enormously excited by the launch of the GoPlay platform, which is the culmination of 12 months of research and development.

"Casual games on the web continue to go from strength to strength, and we believe that the mobile medium offers even greater potential. We expect that GoPlay will open up mobile gaming to a whole new audience."

MoMac is in advanced discussions with several pan-European mobile operators and media clients and expects its first casual games portal to go live in October 2009.