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Ad-supported mobile games distribution network Greystripe has announced a partnership deal with Zapak, India’s largest online gaming company which is a part of the Reliance ADA Group. Under the agreement, Greystripe will provide its catalog of over 900 ad-supported games and apps to Zapak’s 5.1 million registered gamers.
Zapak’s integration with Greystripe signals India’s movement towards alternative forms of distribution for popular mobile content. With everyone from Apple to Google to Microsoft launching their own versions of game and application storefronts for cell phones in the U.S., Greystripe is the only company that is providing a solution similar to an app store in India. As proven through the popularity of Apple’s App Store in America, mobile games and applications are a critical category for media companies looking to get into the mobile market. Greystripe provides Zapak with the opportunity to offer this valued entertainment for free.
Commenting on the announcement, Zapak’s CEO Rohit Sharma said: “Greystripe is the global leader in ad-supported mobile game distribution and we have partnered with them to bring this unique experience to the Indian audience. We chose to work with them because they have proven the value of their rich media mobile ads to brands and they are cross-platform, which allows us to serve all of our users.”
Finally, to put this deal in perspective, here are some numbers from Gartner: According to the research company, India generated $80 million in total mobile gaming revenue in 2007 and the figure is forecast to reach $450 million by 2012.
About The Author
Dusan Belic
Dusan has been using smartphones since their introduction and is now following the latest trends in the industry. The "convergence" is what he's most excited about, and writing about it is the next logical thing to do. He thinks that using a smartphone is what everyone who cares about their time should do. In addition to his interests in mobile phones, Dusan also loves to experiment with the latest web and mobile 2.0 services. The idea of accessing and managing your information from any device no matter where you are simply amazes him. Whether it's an online to-do list, note taking service or a video sharing social network, he's there to try it out. He admits though, he's still searching for the ultimate web-based organizational tool, which "sings" perfectly with the mobile PIM application. Dusan used to run SymbianWatch.com which later became part of IntoMobile. He lives in Serbia, South-East Europe, from where he edits the site on a daily basis.
