Greystripe announces AdWRAP

Greystripe has announced the launch of North America's first mobile in-game advertising network, which is billed as offering publishers an additional revenue stream and enabling advertisers to reach a potential distribution network of one million users and four million monthly downloads.

AdWRAP has been designed using patent-pending technology to provide a platform for advertisers to target opt-in consumers any time, hitting the all-important 18-34 years old demographic and taking full advantage of the rapidly expanding mobile gaming market. Greystripe says it has already secured deals with major advertisers looking to target the market, including Zagat Survey, Modtones, and GPShopper.

Greystripe's Michael Chang commented: "By bringing promotions to market in hours versus the weeks needed for traditional short-code-based mobile marketing programs, advertisers can reach a wide audience in a quicker and more cost effective manner."

AdWRAP launches with nine games publishers, covering all major genres of mobile games and allowing consumers to download free ad-subsidised mobile games with targeted ads in full-screen and video format.

Publishing partners include Cellufun, Bogee Interactive, Tlogic, Blastone, FunRunGames, Omikron, Chakra Interactive, 3D Arts, and Big Blue Bubble. Big Blue Bubble has developed a number of critically acclaimed mobile games, including 24, Jewel Quest, Mahjong Quest, Destroy All Humans and Red Faction 2.

"AdWRAP will allow us to continue to develop free high-quality mobile games by providing us an avenue where we can generate revenue just by incorporating non-obtrusive advertisements into our games," stated Damir Slogar, CEO of Big Blue Bubble. "Greystripe's technique not only allows users to fully enjoy great games, but also enables developers to easily and seamlessly implement the technology."

In-game advertising is poised to expand drastically over the next five years, reaching annual revenues of over USD 700 million, according to the Yankee Group. Greystripe is aiming to take full advantage of that growth, extending the in-game advertising service to the mobile gaming industry and reaching out to the 55 million mobile game players in the US alone.