PocketGamer reports Hovr, a mobile media company, has taken the wraps off a new mobile gaming community and an advertising-funded mobile games service. The company has signed deals with over 15 developers and publishers, including Kiloo, Ozura and Robotube Games. (However, PocketGamer points out, the big names – like EA Mobile, Gameloft and Glu – are conspicuous by their absence.)

The service already counts more than 100 games on offer, all subsidized via advertising and available to users at no cost. Hovr uses its AdLogic platform to insert dynamic and interactive ads. The company can also deliver targeted advertising – but the segmentation is rather broad. Vipul Sawhney, Hovr’s president is quoted as saying: “We can use this to target you in the manner that’s most relevant to you. We don’t share your personal data with advertisers, but for example an advertiser like a beer company might come to us and say they want to target people who are 21 years or older, and who can buy beer in the U.S.”

So far, Hovr hasn’t revealed the names of the brands likely to advertise on its service. But Sawhney hinted the mix will include companies that are keen to reach the company’s 12-29 year-old demographic, as well as providers of content, such as ringtones and wallpapers.

In addition to letting users download free games, the site also has ambitions to become a social network. Users can join MobileSpace, where they can set up profiles, invite friends to join and compete against each other. Press release