Ad funded games from T-Mobile, a new first in the UK

The latest announcement from T-Mobile is that it will be the UK’s first operator to offer its customers free games, and this will be making the already addictive mobile gaming even more so.

By joining the T-Mobile Game Club customers will be able to access at least one new game each week, with the funding for this service coming from advertising. Thanks to paramount pictures’ advertising which includes Madagascar: Escape 2 Africa, Poker Millions II will be the first free game available for users to download.

The release of new games each week and the hosting and management of the content will be through the digital ad-funded entertainment experts, Digiweb. Pro-Bowling, Einstein’s Brain Game, IQ Booster and Pool Star are just a few of the games that will be appearing in the weeks to come. This service from Digistore will automatically detect which games will work with individual devices and will only allow handsets to download games that are found to be compatible.
Anyone subscribing to the T-Mobile broadband service web’n’walk will be able to access these free games. The games will be free for customers with no hidden charges as long as they view two full-screen, targeted adverts prior to beginning the game and two ads after the game has ended. The data usage for both the adverts and to download the games will not cost anything for users in the UK. Users will be able to click and text or call the advertiser and view the advertiser’s website directly from the interactive full screen advert. The number of times a game can be played and the amount of games that users can download are currently unlimited.

The head of New Proposition Development, T-Mobile UK, Damien Byrne said: “The launch of ad-funded games further strengthens T-Mobile’s mobile gaming offering to consumers. We continue to make mobile gaming easier than ever before and a more enjoyable experience for our customers.”

The Managing Director of Digistores, Steve Gordon said: “We are delighted to be working with T-Mobile on this new and innovative project. Our experience in the mobile gaming and advertising market and T-Mobile’s web’n'walk mobile broadband service are the perfect match and we look forward to attracting new customers to mobile games. Our technology allows advertising to target specific segments which makes it a successful proposition for advertisers and content partners alike.”

Communications Director at Ad Agency Mediaedge:cia, Zac Stephenson, added: “Digistores offered us the opportunity to associate with free, quality gaming content delivered directly to a mobile audience. As mobile phones continue to assume greater roles as entertainment delivery devices, it’s important for Paramount to remain at the forefront of new developments such as this.”