Yahoo has unveiled plans to launch an ad-supported downloadable games
service.
The firm promised to offer more than 400 ad-supported games by the end of the
year through its Yahoo Games offering.
Yahoo claims that in-game advertising provides advertisers with access to a
"coveted demographic" of gamers.
Technology providers Double Fusion and NeoEdge will sell and integrate
pre-roll, mid-roll and post-roll video ads into the Yahoo Games catalogue.
Double Fusion will lend its fusion.runtimetm technology and its ad salesforce
to enable ad-supported Yahoo games.
Yahoo will also use NeoEdge's NeoARM ad enabling technology along with the
NeoAds advertising network and NeoEdge ad sales team to deliver advertising
supported casual games.
Paid downloads without advertising will also be available to users on Yahoo
Games.
The service will "safely and simply monetise" Yahoo's games offering,
according to Kyle Laughlin, head of games at Yahoo.
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