AdWRAP — Mobile In-Game Advertising Network

Greystripe has launched AdWRAP, which it claims is “the first mobile in-game advertising network in North America”. In the words of the press release:

AdWRAP delivers a turnkey advertising network that blends the advantages of mobile marketing, viral promotion and advergaming. Greystripe employs patent-pending technology that provides a platform for advertisers to target opt-in consumers anywhere anytime. In return, mobile users get to download free games that are subsidized by non-obtrusive advertising within the gaming experience.

Greystripe plans to offer the games via mobile application distributors, citing GetJar as one partner (which apparently has four million downloads per month and more than one million users). Advertisers who have signed up for the service include Zagat, Modtones and GPShopper. The game publishers don’t include any big-name companies, but there are companies that have produced big-name games…Cellufun (MobilePets), Big Blue Bubble (24, Jewel Quest, Destroy All Humans) Bogee Interactive, Tlogic, Blastone, FunRunGames, Omikron, Chakra Interactive, and 3D Arts.
Zagat AdThe service has full screen ads and video…as an example of the system: The Zagat ad (pictured) is a pre/post-roll full screen ad which lets users click through into a deep link on the Cingular and Sprint decks where they can download Zagat-To-Go.
This seems like a good idea — distributors get more content on their sites and, more importantly, probably attract more customers by offering free stuff. Games developers get another revenue stream independent of sales (although Greystripe is keeping mum on the exact breakdown). Advertisers have a way of targeting active users of mobile content with a pointer to an application which could be hidden way down in the carriers’ decks. There are some technology issues with identifying handsets and carriers, but I assume that’s what Greystripe takes care of. They seem to have all the pieces in place, so I don’t think it even needs critical mass to get going…

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