Four month-old mobile in-game advertising company Greystripe has partnered with German mobile game publisher HandyGames to distribute 28 free ad-supported titles. Each title will use Greystripe’s AdWRAP for Publishers system to connect to AdWRAP, the Greystripe ad network, which supports mobile marketing, viral promotion, advergaming and ad targeting. The 28 games range from puzzle and arcade titles to sports and casino games.
“We think the AdWRAP network will increase consumer access and excitement about playing mobile games,” said Greystripe CEO Michael Chang in a statement. “People who are still new to playing games on their phones will be more willing to experiment with free games rather than risk disappointment with a $3 to $12 download.”
Each of the games will appear on a mobile device surrounded by ads. Advertisers on Greystripe’s AdWRAP network include Zagat Survey, Modtones, and GPShopper. AdWRAP also supports full-screen ads and video, and is designed to grow as the in-game ad industry grows. HandyGames specializes in publishing downloadable and pre-installed games and applications for mobile platforms and the mobile internet through its international distribution platform. Mobile measurement company M:Metrics believes there more than 55 million mobile gamers in the U.S. alone in 2005.