3 Indonesia and value added services company 24MAS launched a “pioneering” game rental service for feature phone and smartphone users, powered by the vendor’s 123PLAY.COM platform.

Customers will be able to access 400 premium mobile games on a rental basis, including an inclusive data allowance. It said that in addition to offering customers a broad portfolio of content, “carriers such as 3 are able to offer a real value-driven promotion against the major app stores.”

The service will feature 3 branding, and be launched with a national marketing campaign.

Bhuwan Kulshreshtha, Chief Commercial officer of 3 Indonesia, said: “The unique concept of offering a huge amount of content for a relatively low price on a timed basis means for our customers a real value offer. The service is simple and easy to use and is a great marketing message to communicate.”