Mumbai: Reliance ADAG’s Zapak Digital Entertainment has partnered with ad-supported mobile games distribution company Greystripe. As a result of this partnership, Greystripe’s more than 900 ad-supported mobile games and applications will be distributed through Zapak.
Starting with Zapak’s WAP site (http://zapak.mobi) and eventually moving to Zapak’s website (http://www.zapak.com), Greystripe’s catalog of games from publishers will complement Zapak’s online presence.
Zapak’s integration with Greystripe signals India’s movement towards alternative forms of distribution for mobile content. With everyone from Apple to Google to Microsoft launching their own versions of game and application storefronts for cell phones in the US, Greystripe is the only company that is providing a solution similar to an app store in India. Greystripe provides Zapak with the opportunity to offer entertainment for free.
"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," said Zapak Digital Entertainment COO Rohit Sharma.
India generated $80 million in total mobile gaming revenue in 2007 and the figure is forecast to reach $450 million by 2012, according to a July 2008 report by Gartner. With Indian consumers so engaged with mobile games, the market for free, quality games is undeniable. Greystripe’s catalog platform enables mobile websites like Zapak.com to distribute mobile content free of charge to the end consumer, supported by full-screen ads that appear before and after game play. The catalog platform is a hosted and customizable combination of mobile Web, Java mobile application and Internet technologies that can be tailored to the look and feel of any site.
"Our partnership with Zapak is a significant part of our global strategy to dominate mobile game distribution. This strategic partnership aims to create the de facto destination site for mobile gaming in South Asia by serving the highest-quality games with the most engaging advertising experience," said Greystripe CEO and co-founder Michael Chang.