Chinese Mobile Marketing Comes into Focus with Rovio and Madhouse

Mobile marketing in China is perhaps the next major frontier for advertising and marketing titans to conquer.

And Rovio and Madhouse are hot on the trail. On Monday, the mobile-centric firms announced their strategic partnership to drive the development of mobile marketing in China.

Rovio, the company behind red-hot mobile game Angry Birds, and Madhouse, the top mobile advertising network in China, are hitting the ground running in their mutual endeavor.

According to a joint press release issued Monday, as part of this partnership, Madhouse will enable and deliver ads to Rovio properties across China – including placement of in-application banners and rich media ads as well as fully customized marketing solutions tailored to the needs of brand advertisers.

Now advertisers on the Madhouse SmartMad Ad network can reach Angry Birds users whenever and wherever they play.

“In-app advertising is the future of mobile marketing, as well as a key development area for Madhouse,” says Joshua Maa, the founder and CEO of Madhouse. “I am very pleased to work closely with Rovio, one of the leading mobile game and media companies in the world, and contribute to the development of mobile marketing in China. I trust this partnership will attract attention from brands, which will further boost the growth of the mobile marketing industry in China.”

“With 900 million mobile users, China is the second largest market for Angry Birds downloads, just after the United States,” adds Henri Holm, Senior Vice President, Rovio Entertainment Asia. This indicates the huge potential for mobile advertising, which is still to be recognized by brands. We value Madhouse for its technology advantage and brand resources. By working with Madhouse, we hope to develop products specialized for the China market and further contribute to the growth of the mobile marketing industry in China.”