Cellcom launches ad-funded games service
Disney, McDonalds, Adidas all on board
Israel's largest mobile operator Cellcom has launched an ad-funded games service, with subscribers offered free titles supported by leading global brands.
Disney, Nokia, McDonalds, Diadora, Adidas and Samsung are just some of the market leaders already signed up for the service, which is designed in conjunction with InnerActive.
Ads appear as product placement in the game and within different areas of a games environment using InnerActive's technology.
"The digital coupons and product placement methods used in the trial have proven themselves with high conversion rates among our clients," offered Adi Cohen, VP of marketing at Cellcom.
"The trial confirms 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."
Specific campaigns have been built with leading advertisers including Saatchi and Saatchi and McCann Digital, and inserted into games in real-time according to a users profile.
"Cellcom subscriber responses to the service so far exceed our expectations," said Ziv Elul, co-founder of InnerActive.
"It supports our new advertising model of providing mobile users with relevant, non-intrusive ads insertion during usage."