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TBS, a division of Turner, and Google Play today announced a year-long mobile partnership for the late-night talk show series Conan, with Conan O’Brien.

Google Play will fuel live-streaming stunts, mobile-led marathons and in-show brand integrations throughout the year.

Conan has become a leading late-night favourite among those in the video gamer community, who have helped turn the Clueless Gamer segments and Stream Coco weekly review show into viral sensations. The clips feature O'Brien and guests playing – or rather attempting to play – the hottest video games on the market.

"The meteoric rise of mobile gaming has led to a video game community that is more diverse, inclusive, and representative than ever before,” said Chris Connelly, global content marketing lead for Google Play. “Conan's authentic personality and broad reach makes him the perfect partner to help tell that story, and show the increasing role mobile gaming plays in our lives. As huge fans of the show, we’re looking forward to showcasing the wide selection of fun and innovative games from major studios and indies alike on Google Play.”

“As Conan continues to evolve the boundaries of his late-night show and build an incredible community of fans in the digital and social space, we’ve been able to take a true omni-channel approach to our partnerships with marketers,” said Jenn Cohen, SVP of entertainment content partnerships for Turner Ignite, the company’s digital arm. “This social-led, year-long campaign brings Google Play unique access to the show across all touchpoints, while also rewarding the fans with more of what they want – their favourite late-night gamer.”