Orange has announced plans to sell advertising on behalf of some of its content publisher partners, via its previously-announced deal with mobile advertising firm Ad Infuse.

As New Media Age reports, this isn't a dedicated mobile advertising network, but more about Orange selling ads for some of its partners, including games.

Specifically, Orange's new platform will support in-game ads, as well as pre-roll and display formats.

"We're looking to work closely with partners to offer them ad opportunities," says the operator's head of third-party services Steve Ricketts.

"Many people want to do business with us but it's not just about driving traffic. We can offer free data, location-based information, billing and ad services."

The move makes Orange one of the first mobile operators to make such a strong move into ad-supported content - although whether games publishers are keen to strike deals with individual operators remains to be seen.