THE $10 BILLION VIDEO GAME industry is excited by the prospect of offering content for mobile phone users. Game creators are getting ready to battle for their share of this potentially lucrative market - statistically speaking, everyone in Hong Kong has at least one mobile. Speedier wireless networks have made it possible for consumers to download and play games on a mobile handset. Media companies also offer film clips, video entertainment and tie-ins with other services. For example, the mobile game King Kong was licensed to UNIgames in France to provide entertainment for commuters and to promote the movie. Games optimised for mobiles do not have high-end graphics but that does not seem to bother those who are just playing for a few minutes on the MTR or on the top deck of a bus. To encourage sales, most mobile operators are increasing their inventory of downloadable content. Ring tones and games are given out for a nominal fee, while stock market information and sports video updates are readily available. Still, there is room for new players in the market, and hobby websites have sprung up to review and rate the latest mobile games. People who want to provide content usually have a background in film or television, or have internet and gaming experience. The mobile versions are often just repackaged console games with a few tweaks to make them simpler than the original versions. However, higher quality can be expected as mobile technology improves. For the past few years, many in the telecommunications industry have put their faith in 3G as the next big thing. Billions of dollars have been spent to set up networks and to promote the service, but it remains to be seen if a profitable customer base can be sustained. A wider selection of content will help give 3G services a boost. Many observers believe it is only a matter of time before a critical mass of Hongkongers catch on to the advantages of viewing websites or downloading files to their mobiles. But not everyone is convinced. Brandon Amber, Asia-Pacific director of TeleCIS Wireless, said: 'Grandma is not going to need a 3G phone, and 2G technology is not going away.'