WWE pins Bango to deliver mobile content

World Wrestling Entertainment is getting into the mobile content game with original content that will be launched later this month with the help of Bango.

Bango’s open mobile publishing platform enables content providers to market, sell and deliver their products and services directly to mobile phone users on all mobile networks using the mobile Internet. This “direct-to-consumer” approach operates alongside the mobile carrier’s decks.

The WWE mobile initiative will feature at least 75 videos a month, with a potential for delivery of another 70 videos a month through premium based subscription services. Each video will be produced specifically for wireless, range from 2 minutes to 5 minutes in length, and will work across thousands of handsets deployed around the world.

“WWE views developing and supplying content to the mobile industry as a strategic growth opportunity and yet another way for us to deepen our daily relationships with our millions of fans around the world,” said Shane McMahon, WWE’s Executive Vice President, Global Media. “The great thing about our comprehensive digital content is that it scales worldwide and complements our other television and consumer product offerings in more than 130 countries.”

WWE’s made-for-mobile original content will be made available using Bango’s Direct-to-Consumer Technology, which enables consumers on any mobile network to browse WWE content at their leisure and then buy via their phone bill, by credit/debit card or PayPal, using the Bango platform.

“WWE’s decision to work with Bango reflects the consumer’s increasing appetite for mobile content that can be easily accessed and paid for – regardless of which mobile operator they choose to use,” said Bango Senior Vice President of Marketing, Anil Malhotra. “Selling content direct-to-consumer is no longer a hard job thanks to Bango. Through Bango technology, WWE can start charging for content across multiple countries straight away.”

Among the WWE program offerings will be:

— WWE Mobile News: WWE’s daily video news show, recorded from the WWE HQ in Stamford, Conn., will update fans on all the latest news going on in the world of sports entertainment.

— Five More Questions: The spin-off to WWE.com’s popular web short “Five Questions with the Champ” will feature current WWE Champ John Cena(R) answering five questions sent to him by wireless subscribers.

— Slam of the Week: Top highlights from WWE’s weekly programming.

— Diva Shorts: Videos of WWE’s beautiful Divas delivered three times a week.

Other programs will deliver previews and post-event commentary for popular television programs Monday Night RAW (seen on USA) and Friday Night SmackDown (seen on UPN), and profiles of WWE Superstars and WWE Legends. Other video features will include Superstar-specific footage, pay-per-view match previews and recaps, and information on the latest WWE events, appearances, licensed products and merchandise.

WWE also will be offering seven Premium packages, starting in July with “Hell On Your Cell,” a monthly video sampler of some of sports entertainment’s most extreme showcases. Each package offers 8 to 10 videos a month, with each video running about 3 minutes to 5 minutes long. Other premium packages to follow will focus on WWE Legends, WWE Divas, and fantasy gaming.

“WWE has unique advantages that will make it a better experience for mobile phone users than any other brand of sports or entertainment on the planet. Not only do we have direct, daily access to all of our Superstars, but the wrestling action itself is not heavily reliant on wide shots like baseball, NASCAR, football and soccer,” said Chris Chambers, WWE Senior Vice President, Interactive Media. “Each week, we provide compelling programs to our fans, and we believe we can offer an equally compelling entertainment experience for our fans enjoyment in a smaller screen format.”

In addition, WWE Mobile will feature text news alerts, schedules, ringtones, wallpapers, and a fantasy ticker. WWE also offers WWE Mobile Alert, an SMS service that is currently available on all major mobile carriers.

The demand for WWE content has been growing, particularly online. Monthly unique visitors to WWE.com have increased to more than 13.5 million, approximately double the amount from the prior year, as WWE has made its website more news oriented.