Mobile virtual gaming and social community Cellufun has named Neil Edwards as its new CEO. Most recently the founding CEO of dotMobi, Edwards is charged with developing new services and creating new revenue streams as well as expanding Cellufun's virtual world internationally.

According to Edwards, "Cellufun is at the right place at the right time to take advantage of the growing demand for paid mobile community offerings such as virtual services and messaging." He also believes that Cellufun has "one of the most engaged and rapidly growing mobile audiences," one that will lead the company to see revenues from virtual goods and messaging services quickly grow to outpace advertising as its top revenue generator.