T-Mobile UK is becoming the first British operator to launch ad-funded games, pushing aside the concerns that operators have had of the model. The new service, T-Mobile Game Club, announced today, is available to its customers who subscribe to its internet service web’n’walk. Once they join the club, customers will get at least one new game per week in exchange for watching four full-screen, interstitial ads—two at the beginning of the game, and two at the end.

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In the past, operators have fretted that consumers and ad sponsors would not find ad-funded games as compelling as those from top tier publishers. There was also the concern that making games “free” would hurt the sales of paid for ones. T-Mobile Game Club’s first free game, however, is Poker Million II, from UK games publisher Player One, and is being sponsored in part by an ad from Paramount Pictures’ Madagascar: Escape 2 Africa. Other games set to appear in the club include IQ Booster, Pro-Bowling, Pool Star and Einstein’s Brain Game. There are no limitations to how many times the game can be downloaded or played. Digital ad-funded content providers Digistores is managing the game club.