MLB's Tickets.com has teamed up with mobile entertainment provider Thumbplay Inc. to offer music, videos, games and other content.

The partnership with Thumbplay lets Tickets.com deliver entertainment features to its online consumer base and to enhance their experience while visiting the site. New consumers who subscribe through http://www.tickets.com receive bonus downloads with their new subscription.

"Our strategy is to become more of a destination Web site rather than simply a place to buy tickets," said Chaeli Walker, marketing manager for Tickets.com, Costa Mesa, CA. "We want to provide convenience for customers to find mobile content on their favorite artists, performers, etc."

The mobile entertainment content is targeting consumers ages 18-35.

The new mobile content will be promoted with banner ads on the Tickets.com Web site and email campaigns to Tickets.com's database of opt-in subscribers.

Ticket.com's sends paperless, barcoded tickets directly to customers' mobile phones.

mobile tickets are redeemed at a venue directly from the customer's mobile phone display through the use of a barcode scanner.

While no mobile advertising will be served initially, Tickets.com is exploring that possibility.

"As mobile technologies evolve, we will continue to evaluate the opportunities for advertising placement," Ms. Walker said.

Consumers can access Thumbplay at http://www.thumbplay.com or at http://m.thumbplay.com from a mobile phone.

Thumbplay has maintained and grown its position in the industry by providing its consumers with live, "24/7/365" customer service and a commitment to delivering the largest catalog of entertainment possible.

Thumbplay's ever-growing entertainment library currently consists of more than 100,000 pieces of licensed content.

Thumbplay's "locker" service also allows consumers to automatically back-up and store purchased items.

Available features include licensed music, video and gaming content from some of the world's largest entertainment companies.

These include EMI, Sony BMG Music Entertainment, Universal Music Group, Warner Music Group and Sony Pictures Television, as well as several independent labels, artists and video game companies.

In addition, MTV recently tapped the company to power personalization content for the music giant's mobile content site.

Tickets.com is a provider of fully integrated event ticketing services for thousands of arts, entertainment and sports organizations worldwide.

Delivering the latest in ticketing technology, Tickets.com offers the ProVenue ticketing platform, which serves the core of a comprehensive suite of integrated features, products and services that help clients enhance ticket sales, marketing efforts and overall customer experience.

A privately held subsidiary of MLB Advanced Media LP since 2005, Tickets.com also sells tickets directly to consumers at http://www.tickets.com.

"Our vision is to increasingly build out the Tickets.com Web site to encompass experiences in addition to ticket transactions, and we're especially excited about launching our partnership with Thumbplay," said Sheri Fink, online marketing manager for Tickets.com. "Their commitment to leading the mobile entertainment content industry with groundbreaking ideas and technologies and to providing a seamless customer experience is a mission that we share.

"I am certain that our individual ticket consumers, particularly the ones making use of our technological innovations including , will appreciate the ease of the service," she said.