Enlight has granted Exent and its advertising partners worldwide rights to place in-game advertising in Enlight's leading games, including "Capitalism 2," "Restaurant Empire," "Zoo Empire," "Marine Park Empire" and "Joan of Arc."
Exent's suite of solutions allows the addition of in-game advertising for new and existing titles without the need to access the game's source code or any SDK integration. SDK-based in-game advertising solutions are applicable only to new titles that represent a small percentage of the overall inventory potential. By utilizing Exent's technology, advertisers and publishers can leverage the hundreds of millions of game units already in the marketplace.
"We've been very interested in the additional revenue avenues that in-game advertising offers but thought it would only be possible with future titles," said Trevor Chan, CEO, Enlight. "When we learned that Exent could add in-game advertising to titles that had already been hits at retail without a costly redesign and the need to redistribute, it was an easy decision to sign with them."
Exent Technologies established itself as the leader in broadband-based monetization of new and existing PC and video games. Recently, Exent announced the launch of its in-game advertising technology. Exent's technology allows placing ads in games for a fraction of the cost associated with integrating the source code into the game. Games can be enabled for in-game advertising during development, in post-production, after being distributed or after the users have purchased and installed the games on their machines.
Exent's in-game advertising technology allows for the creation of a whole new release window for existing and new video games. By inserting ads into all games, and not just the ones that were originally designed and integrated with proper SDKs, a cable-TV-like model can be created including both premium and free ad-supported offerings.
"We are thrilled to welcome Enlight as an In-Game Advertising media partner," said Yoav Tzruya, COO, Exent. "Enlight has the vision to recognize that in-game advertising for new and existing titles allows the industry to create new revenue channels for all the games in a publisher's catalog of titles."
Exent's solutions enable a variety of additional business opportunities such as 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 games with new interactive campaigns.