Kiip unveils Swarm gaming contests

New tournament play platform lets players compete for real-life rewards.

Kiip was launched in April as a mobile ad platform with the twist that achievements within the game would be rewarded with physical goods. Thus, achieving a high score, for example, would unlock an ad that entitled the user to a coupon for a free soft drink.

Now, it has launched a new feature, called Swarm, in which players can participate in a tournament with the overall winner bagging the ad-funded prize.

Already on board is Walt Disney. It is giving away a new 3DTV and surround sound system, tickets to a  3D screening of new sci-fi film John Carter, DVDs, and a $10 credit for snacks.

The first Swarm challenge is on Mega Jump (iOS or Android) with the top 25 scores scooping the prizes.

Kiip's CEO Brian Wong said: "We now have the ability to turn every game into a sweepstake engine, with a turnkey way for developers to build additional value into their game and improve user engagement."