Mnectar has teamed up with Branch Metrics.
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Mnectar teams up with Branch Metrics to make mobile gaming ads better

  • Posted byby Dean Takahashi
  • Updated
  • 2 min

Mnectar and Branch Metrics have partnered to make mobile games better. They’re trying to raise adoption for Mnectar’s “playable ads,” where a player can tap an ad on a mobile device and briefly play a game.

Mnectar’s playable ads are based on cloud technology that streams a version of an advertised game to a user’s phone. With the cloud technology, the player can play the game before actually downloading it. It helps with app discoverability, and Mnectar says it improves player retention. Meanwhile, Branch Metrics has contextual mobile deep-linking technology.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.