Zigi offers a SDK to mobile game developers that allow them to create in-game virtual items that can be unlocked at nearby retailers. According to Zigi only 3% of mobile gamers pay for in-game items in freemium games which leave 97% of users with no monetization.
Zigi's first customer is Rovio. Players of Angry Birds in China get more power (sorry I don't play that game) when they visit McDonalds. CloudMade started talking about this pivot last December on its blog.