There's plenty of innovation in the mobile advertising space.

One brand new start up is Hamburg, Germany-based Elblabs.

It's bringing the developers the opportunity to plug their games into advertising campaigns using the billboards typically seen around the tracks of racing games and other titles based in 3D environments.

Its GameAdTrading technology offers simple integration for Unity developers, so following up the company's Gamescom launch and the recent Unite 2012 conference, we caught up with CEO Sebastian Wendrich and CTO Björn Gawenda to find out what the initial reaction had been.

Pocket Gamer: You announced your new Unity-focused GameAdTrading technology at Gamescom and have since been at Unite 12, so what's the reaction been?

Elblabs: We got positive feedback from Unity developers. They really liked the seamless integration of our Unity plugin and the easy access to our network GameAdTrading.

They were also excited about the possibility to integrate ads directly into their gaming worlds and have full control over the placements.

What do you think it offers that's different to other ad platforms?

For developers, we have reduced the implementation effort to an absolute minimum by providing a native Unity plugin. Another advantage is the possibility to integrate advertisements into a 3D world environment. By having full control over the ad arrangement, it perfectly matches your gameplay. This reduces players' annoyance.

For advertisers, we provide an easy way to tap into game world with standards they already know from online marketing. With our support of common ad formats they can re-use their ads from online display campaigns.

What sort of games will GameAdTrading work well in?

After Gamescom, we immediately got responses from developers with sports games or racing games. Game which have a real world scenario will work best in terms of advertisments integrated into a 3D world environment.

This is because people are used to seeing adverts in their everyday life. Of course, it's not restricted to just these genres. You can adopt it to GTA-style open worlds too.

We also see great potential for 'between-times' games where you can brand a playfield or some kind of game element. Of course, putting banners into the game menu or into the loading screen will work for every game.

How easy it is for developers to integrate?

We come from a game development background and know what it is like working with third party software. So we were focusing on providing a very straightforward SDK.

We provide predefined components for Unity, which you can drag onto your GameObjects. With these components you can specify what kind of advertisements should be displayed. On GameAdTrading, you have to create a game profile and provide some details about your game. That is basically all you have to do.

What do advertisers think about the platform?

Advertisers like the possibility of bringing their brands and performance campaigns to games.

For the moment, the reach of our network is a little too small for dedicated in-game campaigns. That's why we're looking for marketing partnerships to establish an in-game advertising channel.

When should we expect the first games using GameAdTrading to be live?

VNVGamez is already using our technology in its racing game Rally Motion and Tipp-Kick from Stargush Entertainment is a mobile soccer game we expect to be available within the next weeks.

And we've had more than 20 developer sign ups in the last two weeks so we expect to have a decent games line up into the end of the year. We're quite satisfied with the results considering that we only launched GameAdTrading a month ago.

Thanks to Sebastian and Björn for their time.

Check out the company website here.