NBC Universal to provide ad-supported mobile games

By Dan Butcher

September 16, 2008

Ad-supported mobile gaming is Shear Genius

Media giant NBC Universal will add Greystripe’s entire catalogue of ad-supported mobile games to NBCU’s mobile Web properties.

Greystripe will also distribute select NBCU mobile game titles from Bravo, the SciFi Channel and NBC to users through their 100 distribution partners. This partnership, which was announced at CTIA Wireless I.T. & Entertainment 2008, signals NBCU’s expanding commitment to mobile content, including gaming and cross-platform distribution for Java-enabled phones and Apple’s iPhone.

“Our partnership with NBCU demonstrates the thinking of a highly innovative media company which understands that its audience wants high quality mobile games and entertainment,” said Michael Chang, CEO of Greystripe, San Francisco, CA. “As such a media company, NBCU gets the model of ad-monetized entertainment.”

Greystripe will initially roll out its catalog of games on the Bravo, SciFi Channel and NBC.com mobile Web sites. Greystripe has already launched on Bravo, with the rest of the NBC sites to follow.

NBCU is expanding its offering of free, ad-supported mobile content to help drive traffic and repeat visits to its mobile Web sites.

Bravo, Greystripe

Greystripe’s ad-supported games will also offer advertisers an opportunity to reach consumers with measurable in-game ads.

“Greystripe helps NBCU with the whole platform and implementation, meaning we source and merchandize the highest quality games from publishers like Digital Chocolate and Hands On Mobile, host the catalog of games and aggregate and sell the in-game advertising inventory,” Mr. Chang said. “NBCU brings the audience and, over time, will sell the ad space themselves.”

A 2008 Mobile Entertainment Forum found that the ad-funded mobile entertainment market was forecasted to be worth $336.35 million by 2013, expanding the current mobile entertainment market by 4 percent.

What a rush

Greystripe’s AdWRAP Catalog Platform enables mobile Web sites, Internet portals, mobile applications and carriers to distribute mobile content free of charge to the end consumer.

The AdWRAP Catalog Platform is a hosted and customizable combination of mobile Web, Java mobile application and Internet technologies that can be tailored to the look and feel of any site.

Greystripe recently announced that it has broadened its distribution reach to the iPhone platform, and is currently offering 900-plus ad-supported games and applications from 120 publishers, which has led to 90 million downloads.

NBC Universal Digital Distribution is a division of NBC Universal that drives the company’s North American distribution of content across the Internet, wireless, set-top devices and other emerging platforms.

The division leads content strategy for offerings that include video on demand, electronic-sell-through, interactive television, and wireless products and services such as WAP sites and SMS.

Greystripe’s AdWRAP product suite currently serves ads into more than 800 game titles from 100 publishers supporting more than 1,400 handset models.

“Our in-game ad format, which is paired with the coolest entertainment in mobile, is ideally suited for the biggest brand advertisers,” Mr. Chang said. “Our ads are true brand-building display ads, not just lead generation, which is all about the click.”

Greystripe claims to reach millions of mobile game players by powering more than 70 AdWRAP Catalog distribution partners and through GameJump.com, its online and mobile Web portal at http://www.gamejump.com.

“We have run campaigns recently with Nintendo, Best Buy and Wal-Mart and we have proven metrics which have shown the engagement value of our unique full screen ad format to these major brands,” Mr. Chang said. “We also partner with third-party market research firms like Dynamic Logic to show real metrics, such as brand lift and increased intention to purchase.

“Together, with NBCU's brand presence, we are going to grow the entire mobile games industry,” he said.