Things are moving very fast in the world of internet-connected TVs, with app stores certain to be leading the charge in 2011.

One company committed to ensuring plenty of games will be available is UK outfit Antix Labs. Its Antix Game Player provides a platform across smartphones, PC/web, TV and set top boxes, all supported using a single binary file.

It's already signed up with Mstar, the world's largest TV chip company, and has now also announced it's supporting Green Button, a new interactive TV start-up from Barry Rubery, the co-founder and ex-CEO of set top box giant Pace.

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Providing a white label suite of software, ranging from an app store, to web integration, including HTML5 support, program guide, social interactivity, and backend infrastructure, Green Button says its software solution will be available on any internet connected TV from any manufacturer.

"Consumers expect high quality games, even in low end devices so we needed highly efficient solutions and associated services across a broad range of processor architectures and operating systems which could only be delivered by Antix," said Rubery, Green Button's chairman.

"Green Button is creating a truly best in class set of services, exploiting its second-to-none knowledge of the TV and set top box market; we're obviously thrilled with our partnership," said Francis Charig, Antix Labs' CEO.

[source: Antix Labs (PDF)]