NativeX plans to make the ads in free-to-play mobile games work better for everyone

Commercial interruptions are rarely fun, but a mobile-game ad-technology company is looking to make the process less annoying for players and more lucrative for developers.

NativeX, a firm that specializes in ad technology for games, revealed its plan today for a global ad exchange designed from the beginning specially for mobile games. The firm’s tools enable developers to create customized digital advertisements. These marketing spots include video, interstitials, and multi-offer ads that work for campaigns based both on rewarding players who go on to install other games as well as standard campaigns that don’t incentivize consumers to click through. While gamers around the world spent $16 billion on mobile games last year, ads are still an important driver of revenue for a number of free-to-play titles. While consumers typically dislike seeing promotions break up their action, NativeX thinks it can minimize that by enabling marketers to create better-looking and less intrusive ads.