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Mobile In-game Advertising News

Posted on 5.09.2006

We're so cutting edge. WSM knew advergaming was worthy of note (just read our article on The Power of Advergaming: Brand Acceleration) and now there's even more news from that front with Engage In-Game Advertising and Greystripe announcing a strategic partnership. Engage will be incorporating the use of Greystripe's AdWRAP, the first mobile in-game advertising network in North Amercia, to help with the implementation and management of mobile in-game advertising campaigns for its clients.

The first initiative resulting from the partnership is the launch of a mobile in-game advertising campaign for SpeeDee Oil Change & Tune-Up, the latest company to join Engage In-Game Advertising’s growing client roster.

From the release: The partnership comes at a time when key market segments are increasingly turning from traditional media to new forms of electronic entertainment, such as mobile games. According to Nielson Entertainment, there are approximately 144 million mobile cell phone users ages 13-54 in the United States — 22 percent of whom pay to download games to their phone. According to IDC, mobile game sales are expected to reach $1.5 billion by 2008.

“As an exclusive in-game media company, we are thrilled that our relationship with Greystripe will allow us to add mobile in-game advertising solutions to our range of offerings,” said David Smith, Vice President of Business Development for Engage. “Our objective is to help brands connect with consumers who are spending time with new forms of digital entertainment. Mobile gaming is growing exponentially and as video game marketers, we see mobile in-game ads as a powerful channel to connect with consumers on the run.”

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