in january 2010, playjam became a founder member of the connected tv game forum, alongside accedo broadband, betfair, rallypoint and two way media. aiming to galvanise a common approach to gaming requirements for connected tv devices including functionality, features and open standards, the forum's members view online games as a major driver in the multiplatform digital entertainment arena, attracting 38% of internet users and generating billions of downloads via mobile and digital tv platforms. the forum believes such games will act as '"a prime motivator for consumers to connect their tv's to the internet.""