AT&T is moving deeper into Internet content, creating its own content hub, to include a new online gaming site.

The AT&T Blue Room, a revamped version of an existing music site, will include music, sports, entertainment news and direct access to the online gaming portal, AT&T Blue Room Gaming. The site also will combine existing AT&T content, such as its AT&T Home Turf and AT&T Game Day. Delivered programming, as part of the overall content hub.

The new content is being developed by AT&T’s entertainment group, which also develops and licenses content for its U-Verse IPTV service.

AT&T has been providing online content through sites such as AT&T blue room music, AT&T Home Turf and AT&T Project D.U., for more than a year, a spokeswoman said, and all this content will be part of the new hub.

The AT&T Blue Room hub is a separate entity from the AT&T Yahoo! portal and content, developed exclusively for AT&T’s high-speed Internet service customers, the spokeswoman said.

“As we've executed and expanded this strategy, we've been able to turn an interesting and innovative concept into an online phenomena, attracting enthusiasts of all stripes who are now regularly visiting these AT&T sites looking for content they can't get elsewhere,” said Mikal Harn, vice president, AT&T Consumer, in a prepared statement. “Aggregating the properties instead of hosting them in silos will enable us to deliver a richer experience to current visitors while attracting new ones. For example, users with multiple interests can more easily toggle from one topic to the next, and music fans who have gaming friends can help build word-of-mouth buzz for blue room content.”

In addition, as AT&T’s sponsorship group signs agreements with entertainment festivals and other events, new content for the AT&T Blue Room site will be generated as well. The hub site features four channels – music, sports, gaming and a blogging site called Project D.U.

Current content includes exclusive music and concert videos, up-close and personal views of athletes, profiles of different NFL teams and interviews with game developers, along with games themselves.

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