The aim of this study was to assess the acceptability of a new mobile service; namely hot spot game playing. The more specific objectives were to reveal current mobile phone and new mobile phone service usage, and to relate this to domain-specific innovativeness as well as to willingness to pay. Moreover, to study how a service like this will affect current general consumer behavior. Subjects were female and male volunteers living in the city of Lulea in the northern part of Sweden recruited from the Website www.testplats.com. The results show that the subjects had good knowledge about both mobile telephony and game playing which imply that the knowledge barrier should not be too high to overcome and, hence, the actual adoption of the new service should be promising. However, due to the somewhat immature technologies used, this was not realized in this study. Though, the study in itself seemed to have had an impact on shopping behavior and gave valuable insights to further elaborate upon regarding acceptability of new mobile phone services