Orange France has signed a new agreement with Amobee Media Systems to trial advertising within mobile games.
Under the terms of the deal, Orange's subscribers will be offered the opportunity to download mobile games either at a discount price or for free - on the understanding that they will feature adverts.
The ads won't appear during gameplay, but in between levels and while games are loading. Users will be able to get more information about the advertised brands by visiting a WAP site, or can click to ignore the ads and continue playing.
The games will be supplied by mobile publisher Filao, and advertisers already signed up to take part in the trial include Coca-Cola, Saab, Travelski, Societe General and Mobifun.
The service will use Amobi's Handset Application Programming Interface, and the trial will run for two months.
"The mobile industry is willing to test the role that ad-funding could play in growing the mobile entertainment market," said Amobee's Patrick Parodi
"Similar trials in other territories have shown high levels of user acceptance - provided that the model is opt-in and controlled by the user. We are confident that this trial will further demonstrate a willingness among mobile customers to accept advertising in exchange for discounts or additional value."
Jerome Le Feuvre, head of mobile games and music at Orange France, added, "The objectives for Orange France are to understand how mobile users will respond to in-game advertising, and to engage with advertisers and agencies to better understand their expectations.
"The trial should enable us to gather live usage data about the impact and acceptance of advertising within a mobile game, and test the potential of new business models around mobile content."