Exit Games Partners with Amobee for In-Game Advertising for Mobile Games
Rating: multi-player zappin’
Multiplayer games add a new level to mobile gaming and Exit Games is one of the leaders of the multiplayer environment. Exit’s Neutron multiplayer solution will be integrated into Amobee’s HAPI (Handset Application Programming Interface).
Basically a small SDK file will enable mobile devices (Java and BREW) to receive ads from Amobee during the multi-player game.
The ads are opt-in and contextualized. But targeting for the mobile gaming sector is not that difficult as a lot can be revealed by the type of games a user plays and some games have age categories that make even more personalization possible.
The mobile adverts are displayed on the idle screen as well as within the mobile game dynamically.
From the press release“In-game advertising has a tremendous positive impact on the videogame industry, as it lowers the cost of games while dramatically increasing the number of downloads. Using Amobee’s ad-serving technology, operators and game publishers can provide greater value to their customers, delivering a high-quality, low cost, and entertaining game experience on mobile,” said Tom Sperry, CEO at Exit Games USA.
“Ad-funding has the potential to revolutionize the mobile gaming industry,” said Roger Wood, SVP and GM of the Americas for Amobee Media Systems. “However, consumer acceptance is the key to success and we firmly believe that the subscriber must see a concrete benefit in terms of the cost and quality of mobile content. This partnership with Exit Games benefits the whole mobile ecosystem, providing a new advertising channel for brands, new revenue opportunities for carriers and content publishers, and a highly desirable price point for consumers.”
What we think
Over the past few weeks, there have been several announcements about triggering mobile advertising in mobile gaming from Hovr, Ad Infuse and now Amobee. There is huge potential in the mobile gaming market as long as it doesn’t sacrifice the already fragile mobile gaming user interface.
GoMo News is a huge fan of the idle screen and believes this could be the true way of integrating mobile gaming and advertising. Triggers for gaming fans or favourite games can be sent to the idle screen to motivate uptake or continuing a mobile game or extra purchases. This is passive and we are afraid that any sort of dynamic injection in to the actual mobile game could put the player off.
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