Mobile games without annoying ads? This Indian startup wants that to be a reality

India-based startup Greedygame is looking to help mobile developers and brands super-charge their efforts (and revenue). And it plans to do so without interrupting gamers with endless waves of ads.

Sounds too good to be true? We thought so as well. That is, until we spoke to co-founder Arpit Jain to find out what sets Greedygame apart from the crowd.

Irrelevant mobile ads

Greedygame is what happened when two avid mobile gamers armed with engineering degrees felt that most ads lacked any relevance to the games they were tagged on to. Jain says it’s a problem he and his co-founder Arink Verma were keen on solving.

In-game ads was a domain we wanted to get into since we play a lot of mobile games. Most of the ads are banners and interstitials. For gamers it was irrelevant to the core content and lessened the experience. We felt the need to get rid of these and create an agile platform where advertisers would get their money’s worth, developers maximize their revenue potential, and gamers get served relevant content.

The medium is the message

Aside from relevancy, another issue Greedygame is trying to tackle is the current format of advertising within mobile games. Jain claims that run-of-the-mill banners and performance-driven campaigns wherein advertisers pay per click might have their place in the ecosystem, but aren’t as effective as a holistic integration of gaming and advertisements.

Click-based ads are not as effective. The CTRs are low. People are trying to make it more native to the content so that they can get more clicks from the ads. But then we thought why not integrate and serve the same information without banners and interstitials, within the game itself. What if we could put the content right within the game?

The click-through rate (CTR) he refers to is a metric used by advertisers to measure the success of their ads on a specific game. Simply put, if more gamers tap on an ad in-game, the game’s developer stands to make more money.

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