Chinese e-commerce giant Alibaba launched its mobile games platform for Android-based devices, in its latest move to attract more users to its mobile offerings.

The platform can be accessed via the Taobao e-commerce and Laiwang messaging apps. Users are directed to the Game Center in Taobao and the Come Play feature in Laiwang.

Game Center currently has one game available for download, with Come Play featuring two titles. All three are puzzle-based.

The company acknowledged that it faces “entrenched rivals” but feels that the popularity of Taobao will allow its service to gain traction.

The platform is being promoted through the Taobao app with points and digital ‘red packets’ that can be redeemed for cash rebates on online purchases.

The company previously said it will take a 20 per cent cut of revenue from game sales and in-app purchases, with developers taking 70 per cent. The remaining 10 per cent of revenue will be donated to charity.

The platform stores payment options, virtual currencies and game data, and will be linked to the AliCloud cloud platform and Alipay payment technology.

Mobile gaming is clearly a huge opportunity in China, with official figures cited by Alizila, Alibaba’s news website, valuing the country’s mobile games market at CNY11.2 billion ($1.85 billion) in 2013, a 247 per cent year-on-year increase.

Alibaba is attempting to gain a stronger foothold in the mobile internet space, which it sees as crucial to the company’s future success.

It launched Laiwang in September to compete with Tencent’s WeChat, racking up 10 million users by November. The company also offers e-payment app, Alipay Wallet.