Coloured (US) Inc. is a leading player engaged in the business of developing and marketing text messaging and location-based gaming entertainment for mobile phones. The games are innovative and intuitive and they are optimized for easy access and with high volumes in mind. The games are especially aimed at teenagers and young adults, and the location-based features of the games facilitate multiplayer interactivity with other mobile phone users in the vicinity. There are substantial benefits to using SMS for gaming purposes, as it is easy to use, very versatile and immediately accessible to all, as there's no need to download anything to the phone. In addition to the SMS functions, the games from Coloured (US) Inc. can also benefit from MMS, location-based services, interoperability through a web interface and WAP. The games are continually being upgraded with better graphics and better features. All of the games live up to the credo of being "five-minute fun" -- if a game wants to hit the big market, it must be easy to play on your phone, and it shouldn't last for too long. All of the games from Coloured (US) Inc. fit that description perfectly.