To date, the only company to offer its own cross-game iPhone currency to enable players to play tournaments, as well as challenging each other to direct matches, is social gaming networking Scoreloop.

It looks like it might have a rival now in the shape of the Yoo-Mee service from Hooked Media Group.

Yoo-Mee works with an in-game currency called silvers, which are awarded as you win tournaments, as well as duelling against other players, and performing tasks such as filling out your user profile details and inviting friends to Yoo-Mee.

Exactly like Scoreloop's Coins in fact.

The big bet

Of course, iPhone games have to support the service in order for you to win silvers.

The service isn't launched yet so we can't tell what games will be enabled, although interestingly Yoo-Mee is cross-platform in terms of working with Flash games, Facebook games and iPhone games.

"We're creating a more emotionally invested experience for casual gamers. Yoo-Mee makes any game social by creating a community experience around each game," says Hooked Media CEO Prita Uppal.

"Developers can integrate their existing games into Yoo-Mee, web publishers can embed a full game experience onto their sites, and everyone benefits from additional revenue."

Hooked Media Group is backed by $4.5 million in funding from US Venture Partners and Altos Ventures.