US-based mobile games developer TinyCo unveiled a revenue sharing and brand integration initiative for third party developers.

By taking part in the Tiny Partners programme, developers will be able to include branded promotional spots for TinyCo titles within their games– in return for "at least 50 percent" of the lifetime net revenue generated by TinyCo from resulting installations.

The proportion of revenue shared will depend on the "depth of the brand integration".

The company said that its new model allows developers to expand their revenue without impacting their own current banner or interstitial ad inventory.

Revealing the thinking behind the programme, TinyCo director of business development Andrew Green said user acquisition costs are rising as consumers often tune out from banner ad formats on mobile devices.

“Web advertising evolved over time with better targeting, rich media and branded content, and we want mobile to evolve faster. TinyCo can provide our partners with the ability to create better performing promotions for our games and then share in the success," Green said.