Live Gamer Acquires BrandPort and gamerDNA
Launches "Live Gamer Media," a New Advertising Business Unit
Live Gamer's New Advertising Platform Provides Extensive Reach and Proven Engagement to Advertisers through Display, Video and Social Advertising
Live Gamer (www.livegamer.com) announced today that it has acquired New York-based video game ad network gamerDNA Media, and engagement advertising platform BrandPort. The two additions will form Live Gamer Media, a new business unit complementing Live Gamer's industry-leading microtransaction offerings.
The unique pairing of gamerDNA Media and BrandPort offers advertisers a single source for targeting gamers, including both elusive hardcore gamers, and casual/social gamers. Live Gamer Media's innovative mix of advertising products combine the reach of display, share of voice of rich media, branding of video engagement and high viral impact of social media.
"Launching Live Gamer Media through the acquisitions of two impressive companies - gamerDNA and BrandPort - offers advertisers a one-stop partner for connecting with gamers in a whole new way, "said Andrew Schneider, president and co-founder of Live Gamer, "We've brought together the reach of display with the innovation and high-engagement levels of virtual goods incentive video - both gamers and advertisers win."
"Virtual items sales and advertising are the business models driving revenue in the games industry today," said Billy Pidgeon, analyst with M2 Research. "Merging advertising and transactions creates more growth opportunity, more quickly, for both publishers and advertisers."
BRANDPORT: Newly rebranded as Ad Elements, the platform takes video engagement to a new level by creating a mutually rewarding relationship between people and brands; a gamer watches a video advertisement, engages in questions about the advertisement and is then rewarded with a desirable in-game item.
Live Gamer Ad Elements campaigns have already driven triple-digit lifts in key branding metrics, including purchase intent, brand favorability, and key message association for Fortune 500 brands. Initial metrics also include 90%+ unaided brand & key message recall one week post engagement; 5%+ click-through rates on direct response companion ads, and 90%+ completion rates on video ads.
With Ad Elements, advertisers now can:
- • Effectively engage players in popular online games both on and off Facebook
- • Add innovative, high-engagement video ads to the marketing mix
- • Reach elusive audiences in a 100% opt-in, brand-safe environment where the ad is the 'hero', not a distraction to be avoided.
GAMERDNA: gamerDNA Media is the fifth-largest gamer-focused ad network in the US, according to comScore, May 2011. Reaching over 48 million total unique monthly visitors worldwide, gamerDNA Media has helped blue chip advertisers such as Blizzard, Best Buy, KFC, Sony Computer Entertainment, Wal-Mart and Namco acquire new customers and educate audiences about their brands.
With GamerDNA, advertisers can:
- • Achieve a combination of reach, effectiveness and engagement at scale across IAB standard display units, custom rich media, video pre-roll and incentive-based social programs
- • Connect with the hard-to-reach, but coveted "true gamer" demographic: educated, web-savvy males aged 18-34
- • Capture their buying power: Nearly 25% of visitors to gamerDNA's Media network have an annual household income of more than $100,000
Live Gamer (www.livegamer.com) provides a complete monetization solution for global micro-transaction-based businesses. Spanning online games, digital entertainment, and social networks, Live Gamer's advanced offerings go beyond billing to drive core business metrics, optimize new transaction-based revenue streams, as well as drive end-user engagement. Combining its micro-transaction platform, catalog management, storefronts, merchandising and anti-fraud solutions, scalable publisher support and international payment gateways, Live Gamer's technology has been adopted by leading publishers in gaming, social and entertainment including CCR, Electronic Arts, Namco Networks, REAL Networks and THQ, supporting over 90 million users in 23 countries.
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