Greystripe has been embedding full-screen adverts in mobile games for a while now, enabling them to be offered to consumers for free. However, the company has just announced a new initiative extending its offering for advertisers.

It's called Mobile Engagement Platform, and besides offering ads before and after games are played, it also includes web and mobile website sponsorship, and a richer in-game 'on-device portal' offering links to the advertiser's WAP site and branded wallpapers.

Meanwhile, the MEP also offers campaign management and reporting metrics, so advertisers can keep tabs on how efficiently their money's being spent.

Interestingly, Greystripe appears to be changing its model for gamers, too. Now, they'll only get a limited number of 'advertiser-sponsored plays' when they download a game, so will be forced to reconnect when those run out, if they want to carry on playing the game.

Alongside the announcement of MEP, Greystripe has revealed that it's partnering with Ad Infuse in the UK, with the latter company responsible for convincing brands and advertising agencies of the new platform's merits.