Enlight Partners With Exent For In-Game Advertising

Developer Enlight Software announced that it has partnered with Israel-based Exent Technologies to include in-game advertising in several of its existing PC titles. Enlight has granted Exent and its advertising partners worldwide rights to place advertising with in Enlight's games, including Capitalism 2, Restaurant Empire, Zoo Empire, Marine Park Empire, and Joan of Arc. Exent, which is best known for its technology for digital distribution of video games, is able to integrate in-game advertising within both new and previously released titles, such as those in Enlight's existing catalog, without the need to access the game's source code or any SDK integration. According to Extent, games can be enabled for in-game advertising during development, in post-production, after being distributed or after the users have purchased and installed the games on their machines. "We've been very interested in the additional revenue avenues that in-game advertising offers but thought it would only be possible with future titles," said Trevor Chan, CEO, Enlight. "When we learned that Exent could add in-game advertising to titles that had already been hits at retail without a costly redesign and the need to redistribute, it was an easy decision to sign with them."