T-Mobile UK is set to become the first British operator to release ad-funded games. Subscribers will be able to access one game per week by logging into the company's T-Mobile Game Club; the first free title is Poker Million II, supported by a Paramount Pictures campaign for Madagascar: Escape 2 Africa.

The Game Club will only offer customers games that are compatible with their particular handsets, and can automatically detect the games that will work on individual devices, the company said in a statement. Games scheduled to appear in the coming weeks include IQ Booster, Pro-Bowling, Pool Star and Einstein's Brain Game.

It will be interesting to see how this business model fares; carriers over here in the U.S. haven't been too thrilled about the idea.