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Alawar's Casual Games Get In-Game Advertising

by Rainier on Oct. 31, 2006 @ 12:38 p.m. PST

Alawar announced today that it has signed an agreement with Extent to add in-game advertising to its lineup. The deal includes casual titles ranging from arcade-style games like CheboMan to 3D arkanoid-breakout games like Magic Ball 2.

Alawar is a provider of casual games in North America, Europe and Asia. The addition of the Alawar catalog to Exent’s in-game advertising enabled portfolio allows advertisers to target varied demographics from women who enjoy casual adventure and puzzle titles to men who play action and shooter games.

Exent’s unique in-game advertising solution allows ads to be placed in existing titles without any changes to the computer code. This flexibility allows advertisers to extend their reach by utilizing popular games rather than risking losses with an unproven new title.

“The Exent in-game advertising solution offers unparalleled flexibility to us as a publisher and to our advertising partners,” said Alexander Lyskovsky, CEO, Alawar. “We don’t have to spend time and money going back to developers for recoding and advertisers can choose from the proven winners in our catalog to reach the audience they have targeted.”

“Teaming with Alawar is another exciting step in the growth of in-game advertising,” said Zvi Levgoren, CEO, Exent. “Casual games are an excellent vehicle for advertising because they are the most heavily played games on the Internet. Placing advertising in proven casual hit titles, as well as exciting free ad-supported online content offerings holds a bright future.”

Exent’s solutions enable a variety of additional business opportunities such as in-game advertising for new games, ad-supported game channels, advertising for try-before-you-buy models, identifying pirated copies and creating campaigns to salvage revenue from them, ad insertion for demo games, converting titles into advergames and revitalizing older games with new interactive campaigns.

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