February 9, 2008 at 1:34 am · Authored by Ricky · Filed under Mobile Marketing

Jamster recently conducted an experiment with Israel-based InnerActive where consumers were offered free mobile games that had ads dynamically inserted inside. The trial included 6 of Jamster’s currently offered games and attracted advertisers such as Adidas, Domino’s Pizza, eBay, and Paramount Pictures. InnerActive’s system was able to respond to players’ behaviour and dynamically insert ads in the games and change them during gameplay. The trial saw click-through-rates of 39%.

Jamster’s COO Lee Fenton said, “In an industry where only one in nine people who play a mobile game actually buy one, an ad-funded offering will spur consumer adoption and fuel consumption…”

I have to agree. Nokia just launched its N-gage platform (kinda) and they own Empocket, which used to do similar ad projects. How cool would it be to see ad-funded games inside N-gage?