Celltick, which turns a mobile phone’s idle screen into a marketing canvas, and ad-supported mobile game distributor Greystripe have partnered to deliver ad-funded games through Celltick’s LiveScreen Media platform.

LiveScreen Media broadcasts messages and teasers to the idle screen of mobile handsets, essentially turning the idle screen into a personal billboard. For Greystripe, the integration means a new highly targeted advertising approach for its partners. Additionally, the deal with Celltick expands Greystripe’s game distribution to include everyone who has the LiveScreen Media app on their handset.