Casual game firm WildTangent today announced that it has received a $3 million investment from advertising company WPP Group Plc, which it notes will be used to assist its client's ability to better utilize its video game advertising service, WildTangent Game Network (WGN).
The investment was led by Granite Global Ventures (GGV), which included existing investors Advanced Technology Ventures, Greylock, Madronna, Millenium Technology and IDG.
WildTangent has worked over the past year with WPP agencies on projects for clients such as pharmaceutical group Novartis and consumer goods marketing firm Unilever, and the two companies currently plan to collaborate on market development initiatives aimed at creating research driven standards for advertising in and around games.
WildTangent publishes over 250 1st and 3rd party casual game titles through a distribution network, that includes the WildTangent games network, Wildgames.com, leading PC Manufacturers, ISPs, and portals. These include family-friendly games like the Polar
franchise to action adventure titles such as Fate
, and the company has particularly been concentrating on OEM hardware-bundling deals with companies including Dell, HP and Toshiba in recent months.
"Our clients are increasingly looking for ways to reach their customers online, particularly the harder to reach young adult demographic, and in-game advertising is of growing interest. WildTangent's strong track record in game distribution and advertising makes them an attractive partner for us and for our clients," said Mark Read, Director of Strategy and CEO of WPP.com.
"We've been delivering leading edge online game campaigns for the biggest brands for several years and we're pleased to be recognized for our leadership in this space by WPP," said Alex St. John, CEO and Co-Founder of WildTangent. "We've had a great relationship with WPP and their agencies over the years and we're very excited to establish a partnership to dramatically grow the in-game advertising business together."