Instant messaging service ICQ is launching a free mobile games section, powered by mobile advertising firm innerActive.

In fact, the deal covers games, video and applications, which will be distributed via ICQ's desktop app, mobile website and mobile portal.

It's a big deal, given that ICQ has more than 42 million users around the world. The games element will include viral features allowing ICQ users to send games to friends, and there will also be online tournaments with prizes offered by advertisers.

"ICQ’s dynamic global community is the perfect audience for ad-funded mobile content, and exactly what the premium advertisers are looking for," says Ziv Elul, founder and co-CEO at innerActive.

"We are happy to provide a complete managed service solution to ICQ, generating real and instant value for both the advertisers and content publishers using our network."