Proximity advertising is personalized, permission-based marketing and a powerful way for the mobile network operators to target customers and generate revenues from advertisers. The integration of location-based data by the mobile network operator with customer behaviour and preferences data mined using Game Theorem technology (and the broader the Next Generation Network Service offering, the more sophisticated this profiling) provides an immediate platform from which the mobile network operator can offer sophisticated, location and preference specific advertising to subscribers.
Game Theorem’s entertainment and gaming platforms incorporate user clustering (i.e. the classification of similar users into different groups) so that the user group shares some common trait or preference. User clustering is beneficial for both user experience and promotional content (relevant advertising). In-game advertising has the potential to operate in an independent business model or as a margin-enhancing component of the entertainment platform.
As the ultimate in targeted marketing, the value of this service compared to existing push adverts will be very significant.