The US-based & #BANNER1 & # mobile solutions firm, mobile-worx, has added in-game mobile advertising to its mobile ad portfolio, ZestADZ.
Java mobile game and application developers can insert full screen banner ads or simple text ads into a game application. The wraparound ads can appear before and after the game begins. Users will also be given the choice to skip the ads if they are not interested in watching them.
ZestADZ adds an interactive element to ads through promotional coupons or offers, which can be forwarded. Users can also click on the ads. According to Asif Ali, CTO at mobile-worx, "The response rate to the campaigns can be measured through click through ratio, pay-per-click ratio and overall response ratio. ZestADZ ensures a click-through rate of 4-5 per cent."
In-game advertising is catching on in India along with the popularity of mobile casual gaming. Companies such as Mobile2win and Hungama Mobile also offer these advertising options.