SAN FRANCISCO—Mobile in-game advertising company Greystripe will partner with German publisher HandyGames to offer 28 free wireless games to consumers worldwide.
The titles will employ Greystripe’s AdWrap for Publishers, an automated, online service that allows advertisers to target consumers who choose to receive marketing messages in exchange for free game downloads. HandyGames hopes to generate revenue by allowing ad placements in its puzzle, sports, casino and first-person shooter offerings.
In-game advertising has gained substantial traction in console and computer gaming, but the tactic may be less effective in wireless gaming, where smaller screens and ill-designed controls are substantial hurdles. Some mobile publishers, however, see the ad-subsidized model as a way to lure non-gamers into wireless gaming.
“HandyGames sees this ad-supported model as the way to make mobile games profitable, and we think the AdWrap network will increase consumer access and excitement about playing mobile games,” said Michael Chang, Greystripe’s chief executive officer. “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.”
