PixelPlay has announced a new service in conjunction with the HOT cable operator in Israel to enable games to be played across interactive TV and on mobile devices.

The HOT GOGO CLUB is a multiplayer interactive TV channel deployed using the PixelPlay JIVE platform, which enables cross-platform, multiplayer games.

With more than 200,000 paying subscribers, GOGO offers board games such as chess, checkers and backgammon.

The mobile game versions will be available for download through Cellcom, the main mobile carrier in Israel.

“This agreement is a huge step for both PixelPlay and the iTV industry and is setting the stage for next generation gaming technology,” said Ron Chaimowitz, chief executive of PixelPlay. “Giving mobile and iTV gamers the ability to play against each other in a robust environment further advances PixelPlay’s vision of enabling cross-platform play for consumers worldwide.”

Formed earlier this year from the combination of Pixel Technologies and PlayTV, PixelPlay is based in New York, with offices in London and Tel Aviv.