MobilePets are pet avatars that live "inside" the mobile phone, and must be fed them, walked, played with and bathed to keep them healthy and happy. MobilePet gamers can be part of a worldwide social network, allowing them to text-message each other and send their pets back and forth for visits. MobilePet gamers can also take part in competition, scoring points and achieving rankings depending on how many activities they perform with their pet and how often they interact with their fellow MobilePet users.

MobilePet myPhone is the latest in Cellufun's suite of MobilePets including MobilePet Dog, MobilePet Pig, MobilePet Monkey, MobilePet Penguin and the soon to be released MobilePet Cow. Cellufun is also giving users the ability to win a real iPhone by playing games and earning high scores through the games available on its portal.

"Some folks will fork out hundreds of dollars for a new iPhone, but as cool as the device is, you need entertainment content to take advantage of its capabilities," said Cellufun CEO Arthur Goikhman. "We offer games, cartoons and even pets for pretty much any Web-enabled mobile phone, and our content works on hundreds of handsets, so you don't have to spend a dime to have a good time."