Exit Games and IGA Worldwide have partnered to integrate IGA Worldwide's ad-serving platform into Exit Games' mobile multiplayer platform to deliver dynamic, geo-targeted in-game ads to mobile users.

Using Neutron game publishers can create in-game advertising that can be dynamically updated (DIGA) for mobile phone games running Java, BREW or Adobe Flash Lite. By using the Radial Network advertisers will be able to update, change, geo-target and receive detailed reports on their mobile campaigns.

IGA Worldwide and Exit Games will also offer consulting to help both
advertisers and game publishers to leverage the vast potential of mobile ingame
advertising.

IGA will also drive standardisation of mobile advertising formats and guidelines
on metering and consumer privacy with the IAB standard body to support broad
industry and consumer acceptance.

Whilst the idea of in-game advertising is a hot topic at present, with other companies launching similar services for PC-based online games, the launch of such services for mobile games is one that may take a lot of effort.

Data charges for content transfer, especially in Europe, can be fairly high, so the idea of paying to download a targeted advertisement is not one that may appeal to a large proportion of consumers, especially if there's no opt-out mechanism.

One of the primary causes cited for the lack of take up of WAP services has always been the variable nature of the cost to access such services, and unless the ad companies can ensure that all ads are served free of data charges, then there's likely to be some resistance among consumers.