Europe UK : Mobile media company Player X has been appointed by Virgin Mobile UK as its official aggregator for all its mobile games and video content.

This is one of the first times that a company has been able to offer operators both games and video aggregation in what is a unique deal for the industry. Player X will sign up all games as well as video partners on behalf of Virgin Mobile UK and execute all portal management including encoding, QA and deployment as well as promoting the content across all platforms.

Inset shows the Sony Ericsson K850i on Virgin Mobile with a screenshot of the Player X - Hollywood Hospital game.

Under the terms of the deal, Player X will source all entertainment and adult comedy mobile video content as well as choosing games content for the Virgin Mobile portal from its range of content suppliers.

“We searched high and low for a partner that could offer us definitive revenue streams in both games and video. With Player X we have found such a partner and look forward to expanding our relationship with them,” said John Conlon, Head of Content at Virgin Mobile UK.

“Bringing together games and video is a first for the industry and the perfect outsourcing deal. Virgin can continue to focus its energy on what it does best – by attracting subscribers with fantastic content and we take all the pain out of it for them by using our new porting and QA facility in India to offer the perfect end-to-end solution,” said Tony Pearce, Player X CEO.

The news follows Player X’s recent innovative moves in the mobile content market. Towards the end of 2007 the company announced it was bringing Knight Rider to mobile in the form of Retrosodes, signed up with Amobee to deliver ad-funded games and extended its deal with Turner Broadcasting.