For Nokia the attraction is obvious. Not only does the user have to follow the leads and stay connected by visiting Nokia web sites, it will keep players busy for a month. All this will mean more people using more mobiles. Nokia is also giving old classic games a new lease of life - the new Nokia phone features Space Impact, essentially a a retread of space invaders. It's a boom area.
Many analysts are wary.
Peter Joseph, an analyst at Peel Hunt stockbrokers accepts that it is potentially a huge area, but believes it is too early to say what will happen to the sector and who the big winners and losers will be. Miles Saltiel, head of research at West L B Panmure, is also sceptical. He believes the sector will grow, but points to the limitations of small screens - which make games hard to play. Mr Bradshaw claims that between 3,000 and 4,000 of its games are played every day and thinks there will be a worldwide audience of 1bn people in the next three or four years. In the fantasy football world that Mr Bradshaw's company is working on, users choose and train their teams and get a result and commentary on the match after it has been played overnight on the server.