Mobile idle screen marketer Celltick partnered with Greystripe to distribute ad-supported games for mobile devices through Celltick's LiveScreen Media platform.

By integrating the LiveScreen Media platform into its existing business, Greystripe will be able to increase the advertising opportunities available to its partners, using LiveScreen Media's targeted approach to ensure it communicates the right messages to the right customers.

"Idle screen marketing will provide Greystripe's content to reach users through a new interface on a regular basis," said Michael Chang, CEO of Greystripe, San Francisco.

"We think of it as a "passive push" distribution point. Because we have over 800 game titles in our deck it is a great way for Celltick to demonstrate the merchandising power of their distribution solution. For Greystripe this partnership adds to our already large distribution channel," he said.

In addition, Greystripe will be able to offer its games not only to its existing subscribers but also to all mobile users who have the LiveScreen Media application.

Greystripe's AdWRAP technology allows consumers to download free content via a series of ad-funded portals.

In addition to the content, Mr. Cheng said, Greystripe will also monetize the service for Celltick and Greystripe's publishers by selling the in-game full screen ad inventory.

Various types of games are available, such as action, adventure, casino, puzzle, retro, sport and other applications. Users can access these games via wap.GameJump.com WAP site.

Greystripe claims to be the world's first mobile games and applications distribution platform. Greystripe's AdWRAP technology allows subscribers to download mobile content via various ad-supported portals. The AdWRAP serves ads into an estimated 800 game titles from 110 publishers supporting nearly 1,400 handset models and iPhone.

Mr. Cheng also said that this partnership will allow Greystripe to reach more users through a new channel and in a targeted fashion.

Greystripe is working with various game publishers including Sega, Digital Chocolate, Vivendi Games Mobile and Hands-On Mobile.

Celltick, founded in 2000 is privately owned. Headquartered in the Britain, the mobile marketer also has offices in Russia, Singapore, India, Thailand and Brazil.

"Greystripe is always looking for cutting edge companies to partner with to reach more and different users and Celltick is an excellent example of such a company," Mr. Cheng said.

"In addition increased distribution allows for the initiation of the mobile interaction cycle -- that is, increased adoption of new mobile services and platforms through the positive association with trusted brand advertisers," he said.