Europe
UK : Mobile media company 3 has launched a new section of advertising
inventory targeted at mobile games companies. The ad space, located
on the 3 games portal, allows publishers to promote their games further
up the portal to drive sales.
The new space has already attracted the interest of two leading games
publishers – from today the space will be promoting titles from
Digital Chocolate and Advanced Mobile Solutions (AMS).
The launch of the new inventory comes as 3 undertakes a comprehensive
review of advertising and sponsorship opportunities within its content
offering. The rich media opportunities opened up by mobile media mean
brands now have access to a new channel to reach their target audience
and the in-house review is looking to exploit these opportunities.
3 is offering a fixed space on the games portal for advertising, alongside
its regular games content which is managed according to its own editorial
priorities.
Mark Joseph, Head of Content Products at 3, said: “Content providers
on the 3 portal are always looking at ways of pushing their content
further up the navigation and, by opening up this inventory, we’re
giving them the chance to do just this.
“The 3 portal is a hugely powerful advertising proposition both
for content providers of all types and for off-line brands. We’re
increasingly seeing brands dedicate significant portions of their
ad spend to mobile. We’re constantly working to refine our advertising
and sponsorship proposition and this inventory release is clear evidence
of that.”
Richard Neale, Director at Advanced Mobile Solutions said: “The
key challenge for games companies is securing effective distribution
through favourable placement on operator portals. Minimising the number
of clicks to a title is key in securing downloads of that property
so being able to access a space right at the top of the games section
is hugely valuable to any publisher.”
Ilkka Paananen, Managing Director Europe, Digital Chocolate, said:
“Digital Chocolate is happy to participate in 3’s innovative
marketing approach. 3 customers are at the forefront when it comes
to using mobile content and we see this as a unique opportunity to
offer high quality games based on original IP. Together with 3 we
can do targeted marketing directly to those consumers who are likely
to value Digital Chocolate’s ingenuity”
3’s games portal has proved particularly popular with over 6.4
million downloads in just 12 months, thanks to the depth and breadth
of 3’s games deck and 3’s unique “buy” and
“rental” pricing model. Charts by ELSPA, the industry
body that releases games download figures, consistently demonstrate
3’s success in this arena. With 3.5 million customers, more
people are playing games on 3 than any other operator.
