Since the world realised that games and software could be distributed to consumers directly - a lesson learned most profitably by the iPhone’s App Store - more and more developers and publishers are looking for ways to bring their products directly to the consumer.

Glu is the latest mobile publisher to partner with Movaya and integrate its PlugNPlay and TryNBuy solutions into its own website. This new system will allow Glu to deliver its games directly to mobile users, without the need to go through mobile operators or distributors.

"Movaya's technologies will enhance how Glu is able to sell its games," said Phil Yerkes, CEO of Movaya. "Rather than relying solely on wireless carriers and other third-party distributors, Glu now has the power to market its products directly to customers.

"The move allows customers to sample games and stay informed on updates and new offers, and more importantly, creates a new distribution channel to generate additional revenue for Glu."

The new system is available immediately, with Glu rolling out Madagascar: Escape 2 Africa, The Dark Knight and Family Feud to get things going. More games are apparently coming online very shortly.