Yahoo today announced that Yahoo! Games will offer ad-supported downloadable games from the top casual games publishers.
"With more than 400 ad-supported games available to users by the end of the year, Yahoo! Games solidifies its commitment to providing the Internet's best gaming experience, and is creating new opportunities for advertisers to reach an engaged audience", reads the official press release.
In-game advertising allows Yahoo! Games and its publisher partners to better monetize its games offering, provide advertisers access to a coveted demographic of gamers and satisfy user demand for casual ad-supported games. Top technology providers, Double Fusion and NeoEdge, will sell and integrate pre-roll, mid-roll and post-roll video ads into the Yahoo! Games catalog. Paid downloads without advertising will also be available to users on Yahoo! Games.
"In game advertising is a win-win for Yahoo! Games, our partners and our users," said Kyle Laughlin, head of games, Yahoo!. "Yahoo! Games will safely and simply monetize our games experience while providing the best and most popular games free to game enthusiasts."
Double Fusion will lend its core expertise, fusion.runtime technology and its veteran ad sales force to enable ad-supported Yahoo! games. Known for creative integrated marketing campaigns, Double Fusion connects brands with audiences through both systematic and custom-designed programs, through the immersive medium of games. For advertisers, the partnership brings the opportunity to access highly targeted reach to one of the most important consumer demographics -- females 35 to 54 -- at a time when they are fully engaged.
"We're thrilled to be partnering with Yahoo! Games to bring our fusion.runtime technology to their large portfolio of high quality downloadable casual games," said Jonathan Epstein, President and CEO of Double Fusion. "We believe there is a game out there for everyone and our dynamic ad-serving solution and sales experience provides Yahoo! Games an opportunity to finally integrate ad campaigns on-the-fly to their mass audience of 18-49 year old game-loving consumers."
At launch, ad-supported downloadable games on Yahoo! Games will be available from top publishers including Alawar Entertainment, Anarchy, Big Fish Games, eGames, Floodgate, Freeze Tag, FreshGames, Funkitron, Gogii Games, GameHouse, Gamemill Publishing, HipSoft, I-Play, iWin, Last Day of Work, Legacy Interactive, Ludia, MumboJumbo, pixelStorm, PlayFirst, Playrix Entertainment, PopCap, Reflexive Entertainment, Sandlot Games, Sugar Games, TellTale Games, TikGames, uclick, Worldwide Biggies and Zero G Games.