PlayPhone Creates $10 Million Ad Budget to Promote Other Developers' Apps

PlayPhone says it will spend $10 million to promote other developers’ mobile games. In return, the San Jose, Calif.-based company is hoping to attract more game makers to its social platform, which provides developers tools to integrate community features and virtual goods into mobile applications, similar to offerings from Ngmoco and OpenFeint. The shift to social is important for the the eight-year-old company, which historically is known for selling ringtones and other mobile content.