Player X has announced that it will launch in-game advertising on its portfolio of mobile games, using technology from Amobee Media Systems . The partnership means that Player X has integrated Amobee’s Handset Application Programming Interface (HAPI) onto its games. The HAPI is a SDK that can be integrated to make the games ‘Amobee-ready’ and conditioned to take ads.

The first titles to launch under the ad-funded model include FremantleMedia’s Sale of the Century, Strike it Lucky, Sensible Soccer Skillz, Space Invaders, Family Fortunes and ToCA Race Driver 3.

Consumers will be offered the ad-funded version of the game in return for watching ads at the game launch, exit, and between game levels. Subscribers will have the option of interacting with the brand for additional information by clicking to call, browse or by text message.

“Ad-funded content models have the potential to transform the mobile content business, giving the end user more for less while generating an additional revenue stream.” said Tony Pearce, Player X CEO.

Trial results released by Amobee Media Systems show that for every person who downloads the paid version, between 5 and 10 times more people downloaded the ad-funded model. The results also showed that the ad-funded game value can be worth as much as four times the equivalent download value.

“Operators can now launch ad-funded games with very little effort and generate ad revenues while increasing the overall penetration of mobile games,” said Patrick Parodi, Chief Marketing Officer and General Manager EMEA at Amobee.

Full press release HERE

Also see the MobiAD post Vodafone and Amobee Go Live in Czech Republic .