Jamster, innerActive team for in-game advertising

Digital entertainment provider Jamster (known in the U.S. as Jamba) and ad-funded entertainment channel innerActive Smart Media announced the launch of a mobile in-game advertising service developed for the U.K. market. The consumer trial delivers free mobile games in exchange for ads embedded and changed within each title--the ads are targeted and segmented in real time according to user behaviors and responses, with incentives including wallpapers and movies trailers as well as prizes like portable media players and pizza discounts. Sponsors include Calvin Klein, Domino's Pizza, Fox, Paramount Pictures and eBay.

"In our ever-increasing efforts to strive to meet our customers' needs for mobile entertainment content, this new offer enables Jamster to target new usage groups," said Jamster COO Lee Fenton. "In a market where most consumers play mobile games on their handset but only a small percentage actually download them 'over the air' and pay for them, in game advertising is a good way to address first time users of mobile games."

For more on the Jamster/ innerActive Smart Media deal:
- read this release

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