China takes about one fourth of the global game market, with its 600 million gamers in China generating $24.6 billion according to Bloomberg. China’s digital advertising market will reach over $50 billion this year. Now a Chinese company Tuia is betting on these two, huge gaming and advertising markets, to integrate a game format advertisement into mobile phone applications. The Hangzhou-based mobile advertising company is now the advertising platform for major internet companies including Baidu Waimai, Ping’an Insurance, and vip.com.

Tuia (推啊) is an interactive advertising platform, comprising two parts: an advertising platform app and a platform for advertisers. Tuia announced today their interactive performance-based advertising (互动式效果广告) as a new way to engage and monetize users.

Tuia’s interactive performance-based advertising allows its users to play the game and get coupons. When a user opens an application on the phone, a game pops up on the screen. After playing the game for a few seconds, the user can get RMB 100 coupon for an e-commerce platform.

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Eva Yoo

Eva Yoo is Shanghai-based tech writer. Reach her at evayoo@technode.com