3 Ireland has introduced a video-on-demand offering for mobile handsets, according to Siliconrepublic.com. The new service reportedly will be funding exclusively through advertising sales.

3's VoD service, powered by Gorillabox, will be available to pre-paid and contract users and will include a range of mobile videos and games funded through advertising in the shape of ten-second ads placed at the beginning and end of each content video stream.

"Gorillabox will plan, manage and track the content across the portal and work in conjunction with 3's advertising partner Sales Online to handle all advertising inventory," Rob Langton, head of products at 3, told Siliconrepublic.com. "Gorillabox’s technology will enable us to show our strength as a leading-edge new media and e-commerce brand, and the combination of branded and user-generated content should provide something for everyone."