Online retailer uses alternative to mobile display network to target gamers.

Firebox, an online retailer of quirky gifts originally founded by Moshi Monsters founder Michael Acton-Smith, is distributing £3 and £5 gift vouchers via mobile gaming platform Kiip’s network of up to 550 mobile games and apps including Mega Jump and Unblock Me.

The retailer, which recently redesigned its website, hopes to raise brand awareness among mobile gamers with the campaign having already conducted paid search advertising campaigns on mobile for some time.

Kiip signs up brands to promote their wares via its network of mobile games and rewards them for achievements such as completing certain levels or tally of points, see video below.

A spokesman for says: “It offers the chance to be more engaging with the user as it is offers a reward linked to actions they have taken, for example completed a certain level of a game.

“Being associated with the positive vibes of completing a level or smashing a high score was something that appealed to us when choosing this channel….especially in the run up to Christmas.”

Brands including Amazon, Disney and Yo Sushi! have also used Kiip’s model of brand promotion to gain exposure with the rapidly growing mobile gaming audience, with the San Francisco-based start-up claiming its solution is a via alternative to orthodox digital display advertising.

Kiip claims the UK is its second-largest market in terms of audience-size with – which it claims is up to 300,000 daily users – with its total global audience amounting to 15-20m unique monthly users.