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DeNA has a new friend. And for a mobile company, the best friends are the ones that help you make more money.

The Tokyo-based mobile-gaming publisher and developer has announced a partnership with Fyber to increase the effectiveness of mobile-ad monetization strategies, including offer walls and rewarded video. DeNA began testing with Fyber’s techniques late last year in the iOS and Android apps Transformers: Age of Extinction and Super Battle Tactics. DeNA says it immediately saw results in increased engagement, video views, and revenue growth.

“The early successes we have seen from our partnership with Fyber prove the tremendous potential behind mobile-ad monetization,” said Barry Dorf, vice president of partnerships and alliances, DeNA, in a press release sent to GamesBeat. “Fyber has become a trusted partner that provides high-touch guidance and counsel around viable, practical solutions to better monetize our portfolio. Fyber will be instrumental in helping DeNA achieve our aggressive goals.”

The mobile-game industry has grown to $30 billion, with revenues expected to exceed the console industry’s this year, according to market researcher Newzoo. Optimizing in-app monetization is important for any company hoping to capitalize on the growing market.

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