Under the partnership, Player X has integrated Amobee's Handset Application Programming Interface (HAPI) into its games. The HAPI is a small SDK that can be integrated to make the games ‘Amobee-ready' and conditioned to take ads.

Consumers will be offered the chance to opt into the ad-funded games, receiving a discount on the purchase price in return for being served ad impressions at the game launch, exit, and during the idle time between game levels.

Subscribers have the option of engaging with the advertising brand for additional information by clicking to call, browse or send an SMS. Users can opt not to view the ads and continue playing the game.

"Ad-funded content models have the potential to transform the mobile content business, giving the end user more for less while generating an additional revenue stream. We see this model and our partnership with Amobee as a crucial step toward building the development expertise and look forward to working with them," said Tony Pearce, Player X CEO.

"Player X is taking the lead in innovating new models for mobile media. Operators can now launch ad-funded games with very little effort and generate ad revenues while increasing the overall penetration of mobile games," said Patrick Parodi, Chief Marketing Officer and General Manager EMEA at Amobee.