Unkasoft partners with Microsoft for mobile advertising
December 8, 2008
An Unkasoft mobile game
Unkasoft, a provider of mobile marketing services, has signed an agreement with Microsoft's mobile advertising arm to use the software giant's Atlas ad server for the GameSpace project.
GameSpace provides media companies with an effective way to promote digital content or products and brands to the market through mobile 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.
"This is the first ad server we're connecting with our injection system," said Jaime Lanchares, founder CEO of Unkasoft, Madrid, Spain.
Unkasoft sees a clear differentiation between itself and Greystripe, a San Francisco-based company that offers in-game mobile advertising.
"Greystripe adds ads in the start and end of the game," Mr. Lanchares said. "What we're doing is in-game advertising."
Unkasoft develops advergaming marketing applications that let companies incorporate their branding into video games that customers download to their mobile devices.
Unkasoft clients include Pepsi, Toyota, Vodafone, and Nokia.
GameSpace provides benefits to wireless carriers including monetization of content, the potential to widen the number of users by offering content for free or for preview and a new income source for back catalog games.
Also, Unkasoft Advergaming on the Fly technology injects advertisements at several places within games and applications.
The GameSpace project aims to help advertisers directly interact with users and potentially create a community around a brand.
With advergames, advertising is intertwined with entertainment, as the advertiser's brand appears throughout the game.
Microsoft Advertising provides advertising tools to digital advertisers and publishers through a global media network that includes MSN, Windows Live, Office Live, Xbox, Live Search and Facebook.
Microsoft Advertising's global technology platforms and tools include Atlas, AdECN, adCenter, DRIVEpm, Massive and ScreenTonic.
Mickey Alam Khan reported.