On a twist of the old free internet access, cell phone game provider Hovr is providing free interactive games to downlaod onto your phone in return for putting ads at the beginning and end of play.
The Hovr Promise states:
No Hidden Subscriptions
No Hidden Charges
No Selling to Third Parties
This could be popular with the huge number of children who have cell phones. Like ringtones, kids love games for their phones. To make them interactive uses part of the popularity of the PSP - beating your friends online. Which advertisers can monetize the space will be the test.