Merscom is going to have Exent Technologies help it insert in-game ads in six of its casual and action games: Buku Sudoku, Buku Kakuro, Bode Miller Alpine Skiing, eXtinction, Space Interceptor and Terrorist Takedown.
Exent’s technology allows both game developers and game deliverers to insert ads in new and existing titles without changes to the computer code, at any point in their lifespan, from development to post-production to distribution, and even – the company said – on pirated copies of the game.
Exent says its technology enables 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.
The company recently announced Enlight would be the first publisher to use its in-game advertising technology. Other companies using Exent’s technologies and services are Comcast, Verizon, Intel, Turner Broadcasting, Bell Canada, Telefonica, Deutsche Telecom, France Telecom, Portugal Telecom, KPN, Telstra, and others.