When it comes to both games promotion and distribution – as well as, more recently, the release of the games themselves – there aren't many pies 24MAS doesn't have a finger in.

The Swedish-based firm's latest deal Vodafone will see the two parties launch a games store on the carrier's handsets in the Czech Republic.

It comes after a multitude of agreements with other firms throughout the course of 2011, including a deal with Nokia Siemens Networks to co-market mobile advertising and app store solutions and the acquisition of Irish service provider Selatra back in May.

24MASterstroke

Indeed, it's 24MAS's experience in all such fields that attracted Vodafone to the deal in the firm place.

"We chose to work with 24MAS due to their very good professional background and app store merchandising experience," Vodafone Czech Republic said in a statement.

"With their previous experience from building games stores for operators and brands around the world, we were able to create an unique platform together fitting our customers' needs and demands."

Details on the store, dubbed Vodafone Gallery, are sketchy, but 24MAS has confirmed it will replace the existing Vodafone live! set up and sport tab functionality for ease of navigation and a loyalty system to reward regular customers.

"Together with Vodafone Czech Republic we've developed a new games storefront experience where customers' loyalty is honored by premium content," added 24MAS CEO Tero Turunen.

"We are excited about expanding our offering in the European market."