123play.com mobile games are ad-funded, using advertising before and after the game. Each time a game is launched on the handset, fresh ads are inserted around the game, meaning that consumers can watch it before the game starts, or they can click on adverts they like to be taken through to more information.
Brands advertising on the service include eBay, Britvic, NME and Pot Noodle.
As well as encouraging people to download free games to their mobiles, the partnership with Metro will see adverts for Metro in the games.
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