Unkasoft, a provider of advergaming and mobile marketing, today announced an agreement with Microsoft's mobile advertising arm to use Microsoft's ad server, Atlas, for the GameSpace project, a new form of non-intrusive advertising.
GameSpace provides media companies with an effective way to promote digital content or products and brands to vital segments of the market through games delivered on user's mobile phones. GameSpace is claimed to provide many benefits to the mobile operator, including an increase in income from content, the potential to widen the number of users by offering content for free or for preview and a new income source for back catalogue games.
Atlas is able to configure several campaigns for the GameSpace mobile portal, which will be presented in an adapted form for every device in the market. Also, Unkasoft Advergaming On the Fly technology injects advertisements at several places within games and applications.
Benefits to the advertiser include direct interaction with the user, including making phone calls and sending text messages, and the potential to create a community around a brand. With advergames, advertising is intertwined with entertainment, as the advertiser's brand appears throughout the game.
"Today's announcement will change the mobile advertising space," said Juan Antonio Muñoz-Gallego, Co-founder Unkasoft. "GameSpace allows advertising agencies to insert ads into any interactive mobile game without development tasks. GameSpace is a necessary advertising solution for any mobile marketing campaign."