WWE: Wrestling their way to Mobile

World Wrestling Entertainment (WWE) plans to enter the ring with mobile content on a global scale. In addition to the obligatory ringtones and wallpapers, WWE said it will produce original content like news and special features on wrestling personalities, in addition to content from its vast archive of wrestling antics. Bango and Volantis, who have worked together on deals including the recently announced Hearst deal, provide the technology for the rollout which includes service in 130 countries.

The content will be available by subscription and includes at least 75, two- to three-minute videos available each month. Longer-form videos will be part of WWE’s premium offerings. WWE hinted that there are plans to bring in marketing partners down the line but said it has not determined exactly how advertisers and sponsors will enter the content equation. WWE’s EVP Shane McMahon said the company will likely start by adding to sponsors to the premium content, though that will not necessarily make the content free for WWE’s mobile users. The idea is that if its “brought to you by…” and not actually interrupting content, it’s ok to accept money from two sources for the content. To be clear, this is not necessarily what the WWE will end up doing, and McMahon did say the company wants to make sure the value is there for its users, and that it will test its options on sponsorships and advertisements.

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