Cellcom debuts ad-funded gaming

Israeli mobile operator Cellcom announced a new ad-funded mobile games service delivered via mobile advertising developer innerActive's platform. The service offers Cellcom subscribers free game downloads sponsored by brands including McDonalds, Adidas and Walt Disney--their respective ads appear within the games as part of the overall virtual environment.

"The digital coupons and Product Placement methods used in the trial have proven themselves with high conversion rate among our clients," said Cellcom VP of marketing Adi Cohen in a prepared statement. "The trial confirms also our view about the importance for the advertising to be an integral part of the content, and proves that when you offer the consumer very targeted and relevant campaigns, you get a high ROI for the advertisers." - Jason

For more on the Cellcom game initiative:
- read this release