Mobile gamers trial advertising in games

In-game advertising on mobiles has begun with trials by entertainment providers Jamster and innerActive Smart Media.

Getting adverts in front of gamers is the Holy Grail for advertisers as they figure out how to get their brands in front of games players on PCs, consoles and phones, without disrupting their fun and alienating them.

Now Jamster and innerActive reckon they’ve found a way for non-intrusive mobile ads in mobile games. In the trail, mobile gamers can download free mobile games, in which they’ll see adverts embedded in games.

The adverts will change, depending on the gamer’s behaviour and responses to incentives like wallpapers, videos and real-world prizes.

The ads will be from international brands including Calvin Klein, Domino’s Pizza, Fox, Spider Man 3, Paramount Pictures, What’s on TV, Pick Me Up, NME.com, and eBay.

For more information or to sign up, go to innerActive’s web site here.

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