With so much buzz going on this week, it was easy to overlook yet another mobile strategy being unveiled by Walt Disney (NYSE: DIS). It said it is launching a Disney-branded mobile portal in the UK, with plans to roll it out throughout Europe, according to telecoms.com. It wasn’t that long ago that Disney shutdown both its Disney-and ESPN-branded MVNOs, and decided to try launching one in Japan targeting women.

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This time around, the Walt Disney Internet Group is trying out an ad-supported WAP portal in the UK, Mobile Entertainment. It’s available by texting “Disney” to 83335 for a WAP link or by entering http://www.disney.co.uk into a WAP browser. Disney is also trying to get on operator decks. On the new portal, there are up to 60 Disney Arcade games many of which will be provided free of charge, including the title Pirates of the Caribbean. Users can also access content on movies, music, TV and community.