Social gaming network Gree's advertising arm partnered with French mobile affiliate network MobPartner, to enable Gree Platform developers to access a range of app discovery and user acquisition tools across smartphone OSs.

The tools are intended to help developers to cost-effectively acquire users from Gree’s community of players and the wider market and enable localised targeting of app advertising.

MobPartner specialises in mobile marketing and has an international network of mobile affiliates. The partnership is expected to drive growth of the Gree social gaming platform through new user registrations.

"By matching MobPartner's mobile ad capabilities and ad network with Gree's expanding global reach, developer community and user base, we'll be able to help deliver new products faster, and to more people than ever", said Tatsuhei Asanuma, CEO of Gree Advertising.

Seperately, Gree said it is opening a UK operations and game development studio in London, as it looks to expand its global reach.

The company said the studio is part of an "agressive expansion in Europe alongside other regions such as North America". It already has around 20 employees in the country, working to support its development, developer relations, marketing and customer support functions.