PlayPhone, which operates its own mobile portal as well as the subscription-based mobile content services for some of the top entertainment and retail brands, has inked a strategic marketing deal with mobile gaming portal Cellufun.

Under the agreement, PlayPhone becomes a long-term advertiser in the Cellufun community and will offer Cellufun's free, ad-supported games through its PlayPhone.com site and distribution network. On its own, PlayPhone offers audio, video and gaming content from top music labels, game publishers and media companies.

"Having our free, award-winning games distributed through PlayPhone's vast network is a great opportunity," Cellufun CEO and co-founder Arthur Goikhman said of the deal. "The combination of our unique mobile offerings and PlayPhone's great mix of branded content has proven to be a real boon for both companies."