Greystripe Launches Mobile In-Game Ad Network
This week at the E3 gaming industry conference, in-game advertising company Greystripe announced the launch of their AdWRAP mobile in-game advertising platform. Launch sponsors include Zagat, Speedee Oil, GPShopper, and Modtones. AdWRAP uses an opt-in system that will let mobile users download free ad-supported games to their mobile phones. They already have nine mobile game publishers onboard including Cellufun, Bogee Interactive, and Big Blue Bubble. Through these publishers, the AdWRAP network covers every genre from casino to action and sports to strategy games.
A spokesperson for Greystripe described their new system as a “Doubleclick” or “AdSense” for mobile games. Both games and ads are combined through Greystripe’s system before being distributed to consumers through partner web sites. “By bringing promotions to market in hours versus the weeks needed for traditional short-code-based mobile marketing programs, advertisers can reach a wide audience in a quicker and more cost effective manner,” said Greystripe marketing VP Michael Chang in a statement.
AdWRAP uses a web interface, and works with existing mobile game platforms. It allows advertisers to target and manage their campaigns, and also provides real-time performance metrics. In addition of full-screen and video ads, it also supports surveys and click-to-call. To build the AdWRAP network, Greystripe has also partnered with in-game ad agency Engage In-Game Advertising.
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