The company behind the new Windows CE .Net based mobile gaming platform is planning to deliver adverts directly to devices using a technology called Smart Adds. Gametrac Europe Ltd, subsidiary of Tiger Telematics, has announced a partnership deal with specialist network services provider NetLight.
The deal includes the incorporation of aggregation services including Smart Advertising (SmartAdds) and the opportunity to take Gametrac to MNVO (Mobile Virtual Network Operator) status.
The Gametrac is a multi-functional device based on the Windows CE .Net platform. It was recently unveiled at Microsoft's booth during this year's Consumer Electronics Show in Las Vegas. Now it's advertisers turn to get excited.
According to the press release, Tiger Telematics believe that the Gametrac device provides advertisers with new, limitless opportunities to target specific demographics in real time. Thanks to the outstanding, audio-visual capacity of the Gametrac device, a completely new media channel is born. Advertisers get the brand-building qualities of TV commercials coupled with the sales-driving impact of Direct Marketing.
The company gave an example of use of SmartAdds: "...imagine you own a chain of restaurants and it's almost lunchtime. You send Smart Adds to Gametrac users, advertising your delicious lunch specials and also have the option of specifically targeting those users in the vicinity of your restaurants. In the same way, a TV station could remind people about a program being aired in half an hour, or a box office could inform people about tickets going on sale in 45 minutes' time and so on."
Still according to the press release, revenue streams from Smart Adds go towards subsidising the price of the Gametrac hardware or any other mobile device using the Gametrac marketing technology. Importantly, the option of receiving Smart Adds remains with the consumer and the decision can be made at the point-of-sale, in return for a discount on the product price.
The idea of using the platform for advertsing seems to be present since the product's inception.