Mobile site developer and ad network Quattro Wireless has partnered with Greystripe to provide online gaming and in-game advertising across select publisher sites, starting with CollegeHumor.com.

CollegeHumor.com is the first of Quattro's network to deploy Greystripe's mobile gaming option on its site at http://www.collegehumor.comand to create a new ad-inventory opportunity for advertisers.

"The partnership between Quattro and Greystripe makes CollegeHumor.com available via the mobile Web," said Lars Albright, vice president of business development with Quattro, Waltham, MA.

"CollegeHumor.com will be the first to deploy the Greystripe mobile gaming option and create compelling new ads through it," he said.

With approximately 68 percent of CollegeHumor users being college students, Quattro found no better time than back-to-school-season to launch the site via mobile browsers.

CollegeHumor relies on Quattro for publishing, hosting and managing advertising sales on its site.

Primarily used as a college-geared site to appeal to student humor, the mobile gaming feature added to CollegeHumor will be white-labeled and include CollegeHumor branding.

Greystripe games see about 1 million users monthly.

Quattro recognized this as a good opportunity to tap into mobile gaming growth and match its content with a key brand and an applicable mobile site at http://wap.collegehumor.com.

CollegeHumor.com was founded in 1999 by two high school friends from Baltimore, MD, who went to different colleges. It was designed as a way to share all the pictures, videos and links their friends would IM and email each other.

Now it's a lot bigger.

If something's funny on the Internet, it's either on CollegeHumor.com or linked from there.

The site visitor demographic is 72 percent male. Sixty-nine percent of the site users are ages 18-34. This demographic will likely embrace mobile games.

Greystripe is an ad-supported mobile games and applications distribution platform.

Greystripe's AdWrap product suite enables brand advertisers to communicate their brand message to a unique mobile audience.

The service also allows publishers to gain advertising revenue by serving ads through their games and consumers to download games for free.

Quattro is a mobile advertising network, specializing in taking wired assets to the wireless world.

"We are pleased to offer our customers like CollegeHumor additional functionality like mobile gaming to enhance the consumer experience," Mr. Albright said.

"The growth in mobile gaming popularity is impressive and we feel this will make the site even more popular with its readers," he said.