Vserv has integrated Outfit7’s Android games monetization and user engagement platform Bee7 to its app monetization solution VMAX, to offer mobile game developers in the Indian and Southeast Asian markets better monetization options. Vserv’s head of data & supply partnerships Prashant Dixit told MediaNama that following this partnership, Bee7’s game wall tool has been integrated with VMAX, which will provide game developers an alternative monetization channel to in-app purchases and in-app advertisements.

Bee7’s game wall tool offers incentives to users for playing a game, and not just downloading it. This increases the chances of user retention, thereby leading to increased chances of monetization. Besides Bee7’s game wall or offer wall, VMAX also offers game developers multiple demand channels including real-time bidding and variety of ad forms.

It’s worth noting that a survey conducted by Vserv in January 2014 found that 84% independent developers it surveyed were struggling with monetizing their apps and 82% were facing issues distributing them.

Vserv had initiated a transition into a smart data offerings focused company, in October last year. At the time, the company had claimed that it interacts with over 500 million unique user profiles and has data on over 50% of the mobile internet users across emerging markets, including India, Thailand, Indonesia, Vietnam, Philippines and Malaysia among others. It has already tied-up with telecom companies like Vodafone, Airtel, Aircel, Globe, Mobifone & Robi Axiata for this initiative across emerging markets.

Vserv’s smart data offerings:

– In January this year, Vserv had launched a native ad format called Vserv Aqua Native, as part of its Smart Data offerings, which was launched in October last year. The company had claimed that Aqua Native is designed to displays ads that are customized as per the environment, design and layout of the app or site and can deliver 5760 different permutations of an ad to be displayed on an app or site.

– It launched an e-commerce-focused re-targeting product Vserv Smart RT in November, which allows advertisers/brands to re-target desktop users on mobile sites & apps, and re-target mobile site users on third-party apps.

– In December, Vserv had tied-up with Indonesian telecom operator PT XL Axiata Tbk (XL) to enable mobile entertainment companies in Indonesia to target more relevant audience using the Vserv Smart Data platform.

Last month, Vserv raised an undisclosed amount in funding from Maverick Capital Ventures. The company has so far raised over $18 million, including the $3 million raised from IDG Ventures India, in July 2011.

InMobi’s game monetization solution: InMobi had also introduced monetization solutions for game developers, in July last year. The company had claimed that these solutions will enable developers to optimize their monetization strategies based on the emotional state of players and their game play experience as they move through different stages of the game. Game developers were to be provided a host of ad formats, including Playable Ads, Interstitials, Video Ads and Reward Ads. Game developers were also expected to be provided with an analytics platform, partner management and creative consulting services among others.