An article over at MobileMarketingWatch.com discusses a new trend for mobile marketing in smartphone games. With the mobile gaming industry expected to soon surpass $12 billion in revenue, it makes sense for them to be an ideal marketing target.

“Games are media, and marketers need to think about it as such,” writes ClickZ‘s Matt Kapko. “Facebook’s head of games and other executives at CBS Interactive, IGN, PaeDae, and Scopely encouraged a room full of marketers yesterday to get serious about gaming as a media channel that is on the upswing and ripe for advertising opportunities.”

A challenge, however, is using the mobile gaming medium appropriately for advertising. Matching your ad to the game you choose as a platform, in addition to advertising in a way that can interrupt a gamer's play while still maintaining their interest in your product may been trickier than is seems.

“I think targeting within the games and these overall networks matters a lot and it’s not being done very well right now,” Emrich concludes. “Unfortunately the Internet as a whole and games in particular are still moving toward direct response, and unfortunately that’s still the lowest common denominator when it comes to advertising.”

Read more about this new trend at MobileMarketingWatch.com!