London freebie paper signs up with 123play.com to offer freebie mobile games.
Metro and 123play.com will offer readers the chance to download games for free by sending an SMS - the offer will be included in the print, online and mobile editions of the paper.
Each time a downloaded game is launched on the user’s handset, adverts are dynamically inserted around the game.
The partnership will also see adverts for Metro and associated services included in the advertising inventory already offered by 123play.com.
123play.com counts RealArcade, Digital Chocolate, Hands-On Mobile, PlayerX, In-Fusio, Fishlabs, Indiagames and Progressive Media among its publisher partners.
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