WPP invests in online game publisher WildTangent for in-game advertising

WPP has announced a new strategic investment in online game publisher WildTangent by recognising the development of online video games as an important communications platform for marketers and the role that in-and-around video game WildTangent plays in this emerging medium.

WPP’s investment in WildTangent hopes to enhance its global client roster’s ability to tap into the WildTangent Game Network (WGN), a video game advertising network that includes hundreds of online and downloadable games from WildTangent’s own studios in addition to titles from top publishers like Nickelodeon, The Walt Disney Internet Group, and other online game developers, informs an official release.

WPP.com director of strategy and CEO Mark Read said, “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.”

“We’ve been delivering leading edge online game campaigns for the biggest brands for several years and we’re pleased to be recognised for our leadership in this space by WPP,” said WildTangent CEO and co-founder Alex St. John. “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.”

In the past year, WildTangent has worked with WPP agencies on gaming initiatives with clients such as Novartis and Unilever. The two companies also plan to collaborate on market development initiatives aimed at creating research driven standards for advertising in and around games, adds the release.

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