Product: Exent, Alawar Partner For Casual In-Game Ads

Israel-based games on demand provider Exent Technologies has announced a new partnership with casual game developer and publisher Alawar to include in-game advertising in several of Alawar's existing titles. Alawar has granted Exent and its advertising partners worldwide rights to place advertising within its considerable catalog of casual games, including arcade-style games like CheboMan and Magic Ball 2. 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 Alawar's existing catalog, without the need to access the game's source code or any SDK integration. According to Exent, 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. "The Exent in-game advertising solution offers unparalleled flexibility to us as a publisher and to our advertising partners," said Alexander Lyskovsky, CEO, Alawar. "We don't have to spend time and money going back to developers for recoding and advertisers can choose from the proven winners in our catalog to reach the audience they have targeted."