Mobile content provider Myxer Inc. and mobile game distributor Greystripe announced a distribution partnership to deliver advertising-supported mobile games to the Myxer community, comprised of more than 6 million consumers.

The Myxer community is primarily made up of always-mobile teenagers and college students. These individuals will now be able to download free mobile games for the first time on Myxer.

"Myxer is the leader in providing content and we have a large catalog of content available to users but have never offered mobile games," said Jeff Sass, vice president of business development at Myxer, Deerfield Beach, FL. "So, offering mobile games is a logical progression. Greystripe's ability to wrap advertisements around games allows us to offer the games for free."

Myxer will offer games developed by mobile game publishers Vivendi Games Mobile and Digital Chocolate. The company claims 6.5 million users have downloaded 62.6 million pieces of content to their mobile devices from its catalog of 318,622 items, as of yesterday.

Greystripe, through the delivery platform, allows advertisers to push their message when a consumer requests content. The company offers text and banner ads that wrap around surrounding content.

"The strategy for Greystripe is to quite simply get high quality, fun and free mobile games to more people," said Michael Chang, CEO of Greystripe, San Francisco. "Myxer has worked hard to build a loyal community and we know they will enjoy our network's titles.

"Myxer gets high-quality content free of charge for its users, that will get them to come back to the destination more often," he said. "Greystripe builds another great distribution point and creates more reach for our advertisers and publishers. Also, advertisers will deliver full screen branding and interactive ads to Myxer's users."

Greystripe's AdWrap Catalog Platform lets Myxer distribute Greystripe's catalog of over 800 mobile games to users. The AdWrap Catalog Platform is a hosted and customizable combination of mobile Web and Internet technologies that can be tailored to the look and feel of any site.

"Generally speaking, anytime you can deliver personalization information and content to the user upon requests, you have the person's undivided attention," Mr. Sass said. "This is especially true with content they have requested, as the advertiser really gets right in front of the consumer in a direct and personal way.

"The consumption of mobile games and content will continue to grow as kids nowadays are growing up with the mobile phone being at the center of their lives," he said. "It's how they communicate."