Gameloft has teamed up with a mobile affiliation platform on the mobile Web to extend its reach worldwide and ultimately drive more sales.

With the support of the MobPartner affiliation platform, Gameloft plans to spread its wings across a wide span of 15 countries. Gameloft claims that in order to stay on its intended path, it must move to a performance-based mobile advertising model based on cost-per-acquisition.

"This is the first time that Gameloft has started working with a mobile affiliation platform on the mobile Web," said Vianney Settini, cofounder of TexoMobile, Paris, France.

"Previous CPA campaigns were created for its Web site, but never on its mobile site," he said.

According to Gameloft, the total number of game-enabled handsets is forecasted to exceed 4 billion units by 2012, and with such expectations Gameloft felt the need to expand as well.

Established in 1999, Gameloft is a publisher and developer of video games for mobile phones and consoles whose catalogue contains over 300 games from any genre.

The games from Gameloft function on mobile handsets equipped with Java, Brew or Nokia's Symbian technology.

With the mobile affiliation platform, all Gameloft games are available for download through the MobPartner platform in countries such as the U.S., Britain, France, Germany, Italy, Spain, Belgium, Netherlands, Sweden, Norway, India, Indonesia, Philippines, South Africa, and Colombia.

However, by June 16 Gameloft plans to incorporate other countries such as Brazil and Australia to its list.

The mobile affiliation platform boasts 45,000 affiliates in more than 100 countries which will enable the Gameloft mobile site to improve its sales.

According to Gameloft, this shift is natural and TexoMobile is the right partner in this endeavor.

"The strategy is to use the huge mobile traffic generated from the 45,000 affiliates of the MobPartner platform to improve the number of sales and subscriptions on Gameloft's mobile site," Mr. Settini said.

"These affiliates will earn anywhere from $0.14 to $6.36 for each of the downloads they have generated," he said. "That is why they have started promoting this campaign with all the banners and text links that Gameloft has provided."

TexoMobile claims that its affiliates were impatient waiting for this campaign and are enthused about the possible money that can be generated from it.

More than 1,000 mobile sites worldwide are now promoting the Gameloft CPA campaign and the number of daily sales is growing consistently.

CPA campaigns are already regularly successful because they offer advertisers and media agencies a solid opportunity to manage client acquisition costs and advance sales numbers, downloads and qualified contacts.

"Mobile users will see a lot of new banners on all affiliate sites, but this will not change anything more for these end users," Mr. Settini said.