Digital Bridges, later to be renamed iplay went through lots of models of how to sell mobile games in the early 2000’s
One idea was to package them with a new phone, to get users familiar with the idea of playing games on their brand new colour mobile phone.
To do this the games were packaged into DVD boxes and sold in phone shops alongside the phones and often given away as bundles.
Inside each box was a piece of card with the URL and a code that allowed you to download the games once. To stop users returning the boxes because there was no DVD inside, a DVD was provided which contained some pretty random demo software such as digimask.
This lasted for a few years, in the end it was clearly a stupid idea, but for a while it certainly made the games more visible.