The Score comes up as the primary source for scores and news for its sports fans, thanks to the company's ScoreMobile smartphone applications for BlackBerrys and iPhones. ScoreMobile has become the most downloaded sports application in BlackBerry's App World marketplace, totaling more than 1.25 million downloads and more than 45 million page views per month.

Score Media reveals its maximum quarterly earnings till now, with revenue rising 8% to $11.4-million for the three months ended Nov. 30 from $10.5-million in the same quarter the year before. Profit for Score Media rose to $1.1-million in the quarter from $200,000 in year-earlier period.

Currently RIM and Score Media are in a process to experiment with varied types of ads that will serve up messages based on the user's location. So a BlackBerry carrier in Vancouver would be shown a different ad than a person in Toronto, similar to how Internet ads are targeted based on city.

The unprecedented growth of Score Mobile has made Mr. Levy to ponder over sports leagues wanting to offer mobile content as it fetches the company maximum demand.

Mr. Fallon cites that the company needs the scale the U. S. market offers to grow their potential user base as a means to grab its advertisers thereby making an attempt to emerge ScoreMobile into a bona fide revenue generator for the company.