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Exit Games and Amobee Media Systems have joined the growing number of advertisers exploring in game revenue opportunities in mobile devices.
Exit Games is the leading global provider of connected mobile entertainment software and related services for game developers and publishers. It will collaborate with Amobee Media Systems to serve contextual and targeted opt-in advertising impressions for mobile phones. The two companies will concentrate on mobile phones equipped with Java and Brew.
According to the newly formed partnership, Exit games will integrate its leading multiplayer solution for mobile phones, Neutron, with Amobee's HAPI (Handset Application Programming Interface ), a tiny SDK file enabling mobile phones to receive ads from Amobee's mobile ad-server. Neutron SDK has the capacity to activate HAPI within minutes of integration and this makes the game ready to accept the ads.
There are two ways in which the advertisement will be displayed on the user’s mobile phone. First, ads will flash on the screen during the idle play time and second, they will be strategically placed in the game environment. But the ads will not be as invading as they are on the internet now. The user will have the option to turn off ads if he/she doesn’t like them.
If the user likes the ads, a lot of things come into play (literally!). First, user can interact with the strategically placed ads to get more information. He can place an order or browse for more such products and initiate a transaction. The industry watchers believe that in game advertising will be useful to the end users because they have the potential to cut the cost of the games and increase the number of downloads.
Using its ad serving technology, Amobee is looking to provide greater value to the operators and game publishers who can in turn pass it on to the end users. Also, this technology offers an inexpensive, low cost, entertaining game experience on mobile.
If we compare the mobile gaming industry with its counterparts like video gaming and internet gaming industries, it’s obvious that the industry is still in its infancy. Funding for this industry now will bring a fresh air to the creative process and there can be more experiments and innovations. If the customer accepts and uses the ads in the gaming environment, it will be beneficial to him also as the cost will come down. It will also create a new channel of advertising for advertisers while creating a new stream of income for content owners and creators of games.
Exit Games stands on a solid ground to realize its new ad based revenue system as over 100 carriers and portals in more than 50 countries worldwide carry Neutron powered games. This provides mobile advertisers a wide range of options and global audience who are likely to enjoy the strategic placement of ads in the gaming environment.
Rahul Prabhakar is a contributing editor for TMCnet. To see more of his articles, please visit his columnist page. Application Programming Interface (API) | X | | A Remote Procedure Call (APC) also known as an Applications Programming Interface is a software programming function that allow one software program to activate (call function) another software progra...more |
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