Top international brands such as: Calvin Klein, Domino's Pizza, Fox, eBay and many others will start using the mobile gaming environment for placing their ads. This should help them stand out with a bold and fresh customer approach and also bring cheaper, or even free mobile games.

Jamster, one of the world's leading providers of digital entertainment and innerActive Smart Media, a leading provider of innovative ad-funded entertainment channel, have announced today a trial of a new Mobile In-Game Advertising service in the UK. "This new offer enables Jamster to target new usage groups. In a market where most consumers play mobile games on their handset but only a small percentage actually download them "over the air" and pay for them, in game advertising is a good way to address "first time users" of mobile games", considers Lee Fenton, COO of Jamster.

The world of advertising is tough for companies that want to surface from the huge number of advertisements for services and products. Using mobile games for placing unconventional ads is a new strategy that many companies are looking to use. The innerActive solution provides advertising matching the game's context for high impact advertising campaigns, such as in-content placements, click to call, mobile coupons and incentives.

The great advantage of mobile game advertising comes from the excellent targeting precision that it provides. Companies can tell what kind of people will play the game through its social profile and then determine whether they are interested in sending them information concerning their products and services.

The other up side of the concept is that people will benefit from a great number of free mobile games, which means more fun without any charges. The only drawback is that they will have to come to peace with the thought of stumbling upon brand logos at almost every step of the action.