German MVNO (Mobile Virtual Network Operator) simyo has revealed that it will provide its customers with over 800 free mobile games and applications via a partnership with Greystripe. simyo has made Greystripes games catalogue available both to its subscribers and the mobile community at large through a dedicated simyo mobile games website. Greystripe, which specialises in ad-supported mobile games and applications, has also developed a simyo-branded, in-game, on-device portal that appears at the start of every game and provides links to send users back to simyos mobile Internet site. 
Greystripe notes that its tight integration with simyo is an innovative solution for both MVNOs and carriers. The partnership disproves the notion that all carriers are attached to the for-pay model of mobile content, the company says. It adds that mobile games have proven themselves provide valuable entertainment for subscribers while, at the same time, driving increased data usage, which is an important revenue growth centre for carriers. Additionally, it says, the partnership is a logical next step for simyo, as the MVNO provides low data rates, attracting their subscribers to download games with minimal data charges.
Ad-supported mobile game distribution is a growing trend in the industry, says Screen Digest Analyst, Julien Theys. Free mobile content drives data usage overall, thus improving revenues.  Screen Digest expects to see more operators launching services in the coming year.
As part of the full Greystripe AdWRAP Catalog Platform integration, simyo has integrated three major components into each of the games. These include a branded white-label website catalogue; a mobile website; and the in-game, on-device portal. The in-game portal provides users with the opportunity to play the game, then return to simyos white-label mobile website and choose from a collection of other games or download content directly from the in-game menu. This CRM and merchandising solution helps build awareness for other games in the catalog as well as for simyo as a brand, says Greystripe.
Our partnership with simyo demonstrates a clear trend toward ad-supported mobile content in the mobile industry, as it provides a better end user experience, says Alvaro Bravo, VP, Business Development at Greystripe. For carriers and MVNOs alike, it is a winning model because it provides their users low risk entertainment – no upfront charges, no subscription breakage and no difficulty in transferring games from one handset to another. All of these things have stifled growth in the industry, and we aim to change that.”