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.