With gaming the second most popular application on mobile devices among young men, one company is looking to provide advertisers a way to reach those players, according to BusinessWeek.
A company named Hovr is moving mobile game developers away from a pay-to-play revenue model and toward one that allows people to play for free in exchange for viewing ads.

It uses its AdLogic Platform to let advertisers target users and dynamically insert pre- or post-roll ads in the games those players download. It also inserts ads in the middle of the game, such as the break between levels.

Hovr also connects the people who are downloading the games into a social network called Hovr MobileSpace. Such a network not only allows gamers to find others interested in the same thing but also gives Hovr a great way to collect user data that it can then use to help advertisers target specific groups.