TransGaming Inc. has entered into a strategic collaboration with TP Vision, as TransGaming’s GameTree TV will now be made available on TP Vision's range of Philips (News - Alert) TVs. All Smart TVs showcased at IFA 2013 will be equipped with GameTree TV, a unique gaming service providing built-in video advertising.

TransGaming has launched an on-demand video game service for Smart TV with the latest collaboration. Philips Smart TV consumers will now be offered a library of first-class, branded content by GameTree TV. The games will collect revenue using the exclusive video advertising capability.

In a statement, Vikas Gupta, CEO and president of TransGaming said, "This groundbreaking launch on Philips TVs demonstrates the rapidly growing, multi-platform reach of our video game service. Not only does TransGaming's GameTree TV delight audiences on cable and satellite providers, it now does so for top-tier Smart TV manufacturers. The combination of extended reach, along with our new advertising-supported strategy means strong, recurring revenue that will scale as our deployments do. This is an important milestone in our market penetration strategy. "

GameTree TV is fast gaining popularity. The latest collaboration will ensure the availability of GameTree TV in millions of households. For the first time, an HTML5-version of GameTree TV has been unveiled. This release will offer better compatibility across numerous consumer electronic devices and easy implementation, resulting in increased penetration of the GameTree TV service across the globe.

Albert Mombarg, head of Smart TV at TP Vision said, "Our line of Philips Smart TVs feature many wonderful entertainment options for TVs, and TransGaming's GameTree TV is a perfect fit, with great games for the whole family for free. We have no doubt the service will delight our consumers."

Philips Smart TV's already offer services like Netflix, YouTube (News - Alert) and Skype, offering consumers access to a world of Web-based entertainment on their TVs.

TransGaming is a major organization involved in creating and delivering platform-defining social video game experiences to consumers across the globe. TransGaming’s main businesses cover the digital distribution of games for Smart TVs, innovative set-top boxes, and the connected living room. The organization also offers technology licensing for cross-platform game enablement, software 3D graphics rendering, and parallel computing.