Want a free mobile game with that burger advert?

So far, mobile operators haven't rushed to launch ad-funded game services, where they'd offer mobile games for free in return for inserting adverts into their loading screens. Expect that to change this year.

Israeli operator Cellcom has just launched an ad-funded service, for example, in partnership with technology firm innerActive. It distributes free games, funded by ads from some big companies, including Nokia, McDonalds, Diadora, Samsung, Adidas and Walt Disney.

The ads take two forms. Some are product placements within the games themselves, while in others gamers will also be able to win prizes – digital coupons sent to their phone after playing – which they can then redeem for products from the sponsors in the real world. We're thinking free Big Macs.

Israeli operators are clearly forward-thinking: Orange Israel has already run ad-funded trials with rival tech firm Amobee. But so what, you might be thinking. Will this come to the UK?

Well, Amobee is testing the waters with two unnamed UK operators, too, so watch this space. In the meantime, Cellcom's new service offers a glimpse at how ad-funded games might work for the operators here.

We've written about ad-funded mobile games here before, such as when we looked at the Hovr service, and the rival GameJump portal.