THE WISE MARKETER: Mobivity, a tech provider connecting mobile gaming audiences to real-world brands and products, announced it has reached 30+ million consumers through its Connected Rewards product. Participating brands include two of the largest fuel providers, several top 10 convenience stores, and 20+ major restaurant chains.

RESTAURANT DIVE: More popular than texting or social media, more than 200 million people play mobile games in the United States. Innovative restaurant brands are harnessing that popularity to improve their marketing results through mobile games. Here are four ways they are doing so.

RESTAURANT DIVE: Mobivity announced at the Restaurant Leadership Conference in Phoenix this week a new zero-cost media offering, which promotes brand offers in mobile games and games with brand offers in brand channels. Brands get additional traffic and orders without impacting budgets.

MARTECH SERIES: As both restaurant brands and game developers face increased budget pressure with rising competition and costs for limited audience targeting, Mobivity’s Connected Rewards enhancement is bringing much-needed relief with its zero-cost media exchange.

MARTECH SERIES: Following successful release of Mobivity’s Connected Rewards Technology, mobile ad and gaming executive, Kim Carlson, joins Mobivity to accelerate market adoption. Carlson will use her vast expertise in mobile gaming and advertising to drive Mobivity’s revenue operations.

CONVENIENCE STORE NEWS: Mobivity is integrating its cloud-based Connected Rewards™ into P97's mobile commerce platform allowing members to integrate fully customized fuel rewards into their smartphone application redeemable across P97's network of 65,000+ global convenience and fuel brands.

MARKETING DIVE: Mobivity is leveraging its reach into millions of consumers who frequent major restaurant, fuel and convenience store brands to help mobile game app marketers acquire and retain users by delivering real-world rewards to incentivize acquisition or in-game behavior.

FAST CASUAL: California Fish Grill signs up for Mobivity customer texting solution for its 47 locations to better connect with guests. Per Joanna Kan, Director of Marketing: "With consumers so connected to their mobile devices, text messaging was the next logical media channel for us to develop stronger connections with our customers."

CONVENIENCE STORE NEWS: United Dairy Farmers (UDF) is launching a text club across its 177-store network in partnership with Mobivity. "This technology will allow us to grow our U-Drive loyalty program, making it fast and simple for customers to join, and allow us to communicate offers directly to customers who have not yet joined U-Drive."

STREET FIGHT: "Connecting offline and digital audiences is the holy grail for marketers. And mobile continues to be ripe for the opportunity to do so." In part 2 of Street Fight's Mobile Madness: Expert Roundup, a panel of four industry experts, including Mobivity CEO Dennis Becker, share insights on mobile marketing today and where it's going.

STREET FIGHT: Mobile has been a hot subject for the past year as marketers figure out how to map customer behavior and orchestrate marketing in the wake of Apple’s App Tracking Transparency policy. In this roundup, experts on digital marketing and mobile weigh in on best practices for one of digital marketing’s most important devices – the mobile phone.

MODERN RESTAURANT MANAGEMENT: Many restaurant marketers have created loyalty programs to help drive customer frequency, retention, and lifetime value. However, some of the biggest challenges with loyalty programs are improving engagement and acquiring new customers from the program.

NATIONS RESTAURANT NEWS: This NRN article shows why text message marketing is radically outperforming more traditional loyalty channels when measured by metrics that matter most to brand marketers: read rates, program retention rates, visit frequency and spend per visit.