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November 2, 2005
1 Min Read
Networking middleware company DemonWare has announced its entry into the burgeoning in-game advertisement market with Dynamic Network Advertising (DNA) platform. According to the company, as a provider of multiplayer middleware, DemonWare has unparalleled access to gamer details such as their player profile, session durations, gaming stats and team memberships. The DNA platform will mine this data and deliver real-time intelligence to advertising providers and publishers. "DNA has been designed to enhance third party advertising networks like Massive and IGA Partners", said Dylan Collins, CEO DemonWare, "The key to taking advertising to the next level is game-specific data and our Matchmaking+ lobby service already provides a sophisticated set of information for publishers about their players". Collins continued: "DNA allows publishers to take advantage of that contextual data through their in-house or third party advertising partners. For the first time in this industry, advertising can be delivered based on the gaming behavior and profile of the players". DemonWare's mission is to continue expanding and improving the range of multiplayer technology and services available for publishers, studios and gamers. DNA, it claims, is another innovation which will deliver extra functionality and additional revenue to publishers as well as bringing them even closer to their customers.
About the Author(s)
Simon Carless is the founder of the GameDiscoverCo agency and creator of the popular GameDiscoverCo game discoverability newsletter. He consults with a number of PC/console publishers and developers, and was previously most known for his role helping to shape the Independent Games Festival and Game Developers Conference for many years.
He is also an investor and advisor to UK indie game publisher No More Robots (Descenders, Hypnospace Outlaw), a previous publisher and editor-in-chief at both Gamasutra and Game Developer magazine, and sits on the board of the Video Game History Foundation.
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