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…
