London, England based Playyoo will today announce the launch of its Playyoo Game Contest and give a sneak preview of its community-based platform for mobile casual games at the Adobe MAX event in Chicago.

The Playyoo Game Contest is open to independent mobile game developers using Adobe Flash Lite; prizes include cash and promotional goods. Winners will be selected by Playyoo members based on download popularity and user ratings as at February 28, 2008.

Officially launching in December, Playyoo will offer a sort of YouTube for a mobile gaming that offers free games for mobile phones, user-generated content, social interaction and personal expression. Features will include:

• A “Easy discovery and download process” that will allow mobile phone users to find games of interest through the Playyoo platform. The site will provide personalized recommendations based on each user’s preferences and those of friends.
• Game creation tools that will allow users with no experience to design their own games
• Social networking features that will allow developers and users who interact with others

Playyoo promises an interesting offering that in part seems to be a logical, interactive step forward from the tried and million times cloned YouTube model. Playyoo will compete directly against Greystripe, another company offering free mobile games, but with licensed product as opposed to UGC (see our previous coverage here). I suspect there will be room in the market for both models, the interesting part to watch will be seeing which model becomes the more popular over time.