InMobi turns ads into games and launches $25M fund to help developers
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Credit: InMobi

The Bangalore mobile advertising company is the second one this week to launch a $25M fund to help game developers succeed. With $50M up for grabs, its been a good week

Credit: InMobi

Credit: InMobi

Indian mobile advertising company InMobi announced that it is creating a $25 million fund for indie game developers to help turn them into “millionaires.” The company on July 22 announced its plan to help game developers through funding, providing advisory services, scaling services, monetization and ad experience, all with the aim of increase revenue.

If this plan sounds familiar, it’s not deja vu. Just one day before InMobi’s announcement, mobile messaging app Tango announced its $25 million for game developers to help top performing games with promotion within Tango and with off-platform marketing channels. There is also the possibility of acquiring game companies straight out. With $50 million up for grabs for game developers, it seems the industry’s having a good week.

“InMobi is focused on enabling indie developers to scale globally,” Piyush Shah, inMobi’s VP of products said in a statement. “With a dedicated program like InMobi Monetization Solution for Games we are reiterating our commitment to this community, We expect this program will help us partner with some of the most innovative minds in the gaming world to further push the envelope on their ad experiences.”

Turn your ad into a game

InMobi’s new fund comes along with the advertising company’s dedicated monetization solution for games. This entails playable ads that allow users to test-drive new games that are being advertised on the games the user already play. Developed in partnership with app virtualization company Voxel, these ads are 20 to 40 second interactive games that give users a taste of their ad experience so that they can decide whether to download. InMobi said this format leads to 275% better performance for ads over regular advertising methods.

The new monetization solution has other features as well, including full-screen ad units with customized frames and animations that mirror a game’s visual elements and mechanics; 15 to 30 second video ads for breaks within games such as level wins; and rewards ads that allow users to earn virtual currency for watching an ad or playing a playable ad. InMobi said these solutions let developers optimize their monetization strategies based on “the emotional state of players as they move through different stages” in games. Guess you may be more likely to download a new game if you get the right ad right after you beat a tough level.

Backed by a lightweight and flexible SDK, these ad formats also come with a unified analytics platform, partner management and creative consulting services. This new product comes months after inMobi launched its Native Ads self-serve platform back in April that helps developers create unique ads.

Founded in Bangalore, India, as mKhoj in 2007, the company rebranded as InMobi in 2009 when it launched in Europe. Today the company has 17 offices across the globe, engaging 759 million consumers in 165 countries. Its investors include SoftBank, Kleiner Perkins Caufield & Byers and Sherpalo.

 

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Aviva Gat

About Aviva Gat


Olah Chadasha and former finance reporter from New York City. Gat is a writer, runner and traveler who came to Israel for the good food and weather. She writes for Geektime’s English and global desk.

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