WildTangent Targets Social Media Games and Virtual Worlds

  |  February 23, 2010   |  Comments

New platform seeks to aggregate audiences across several online gaming experiences.

Game-based advertising company WildTangent announced the launch of BrandBoost, a platform that enables brand marketers to tap into the audience for virtual worlds, social media games, and massively multiplayer online games.

The Redmond, WA-based company said BrandBoost is already being deployed on several properties, including OutSpark.com, OMGPOP.com and Sony Online Entertainment's FreeRealms, which already has attracted 8 million registered users since its formal launch last year.

WildTangent previously focused on linking brands with downloadable games, providing consumers free access to game sessions after viewing 30-second full-screen ads. Now with BrandBoost, executive VP David Madden said the company can not only offer consumers sponsored online game sessions, but also lets them view ads in exchange for virtual goods and currency, which they can use to customize and enhance the game play.

"We already have advertisers such as Proctor & Gamble, Unilever and Kraft," said Madden. "And with BrandBoost we're able to go to the largest growth area in games, which is social media and online gaming."

Bill Clifford, WildTangent VP of global ad sales, said the company is seeking to appeal to major brands by aggregating audience segments across numerous properties. Its bundled segments include men aged 18 to 34, kids aged 6 to 12, and teens aged 13 to 17.

Clifford said WildTangent already commands $100+ CPMs, a rarity in online marketing.

WildTangent is actively negotiating with numerous game developers. It expects to announce additional partnerships at next month's Game Developers Conference in San Francisco.

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David Ward is a veteran freelance journalist based in San Diego, who currently focuses on online marketing, digital entertainment and the growth on new consumer technologies such as 3D in the home.

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