InMobi launches new monetisation solution for games with playable ads, virtual currency to reward users

Bangalore and San Francisco-based mobile ad network InMobi has launched a new monetisation solution for game developers based on the emotional state of users or players as they move through different stages of the game. The solution supports multiple ad formats that include playable ads, interstitials, video ads and reward ads.

While playable ads offer 20-40 second interactive ads for users to test drive the game being advertised from within the original game, interstitials is full-screen ad units customised with native frames and animations that mirror a game's visual elements and mechanics. Video ads are 15-30 second advanced ads for positive breaks within a game like level wins, while rewarded ads allow users to earn rewards such as virtual currency for specific actions such as watching a video ad or interacting with a playable ad.

"InMobi is focused on enabling indie developers to scale globally. We expect this programme to help us partner with some of the most innovative minds in the gaming world to further push the envelope on their ad experiences," said Piyush Shah, VP (products) at InMobi.

The firm has also launched a $25 million fund for indie games developers. According to the firm, this will equip indie game developers to increase their app revenue through superior monetisation. The 'fund' would essentially involve advisory services such as global scaling, monetisation and ad experience creation worth $25 million to support developers who enroll through 2014. This is unlike a typical investment fund which goes as investments in a startup.

Last November, Mumbai-based mobile games developer and publisher Nazara Technologies had launched a seed-stage fund focused on the gaming space. The fund will make investments in early stage game developers, as well as other companies working in the gaming space.

Set up in 2007, InMobi's platform enables brands, publishers and developers to engage with global consumers through mobile advertising. The company is backed by investors such as SoftBank Corp, Kleiner Perkins Caufield & Byers and Sherpalo Ventures. In 2011, it had struck what was at that time the largest deal in the mobile internet space in India with $200 million commitment from Japan's SoftBank. The company has offices in India, the UK and the US, as well as in other global locations.

It currently employs 800 people and has customers in 165 countries and had expanded its footprint into the rest of Asia, Europe and Australia. Recently, InMobi launched a new platform, which enables brands/advertisers to enhance video ads by introducing clickable windows and call-to-action buttons to increase the interaction rate.