U.K.-based direct carrier biller Tola Mobile has announced a collaboration with Phonovation, an interactive SMS and voice services company, that enables gamers to instantly purchase Xbox and PlayStation games, season passes and gift cards via their mobile phone account.

Gamers can buy these items within the Sony PlayStation Network and Microsoft Xbox Live, respectively, using the credit on their mobile phones and have the product code sent instantly to their handset via SMS, according to a press release. Phonovation, a Microsoft partner, offers services via the website BuyGameCredit.com.

The service is available to Vodafone UK, O2 and EE customers in the U.K., according to the release.

"The evolution of mobile payments in the gaming sector is at an exciting stage of development, we are proud to partner with Phonovation as we move into this exciting new world," Shane Leahy, CEO of Tola Mobile, said in the release.