Google's $23 million purchase of Adscape earlier this month is the latest in-game advertising startup acquisition. Microsoft's deal for Massive last year was the biggest such purchase.
But, the deals aren't over. Sony and Electronic Arts are tapped as the next likely acquirers. And there remains plenty of startups to choose from.
The Deal's David Shabelman interviewed Michael Goodman of the Yankee Group, who pointed to six in-game advertising startups that could receive some acquisition interest in the coming months:
Double Fusion - It raised $26 million in December from Norwest Venture Partners, Accel Partners, IDG Ventures Pacific, Sedona Capital, Jerusalem Venture Partners, Time Warner and Hearst Corp.
IGA - Closed a $12 million Series A round last February from Morgenthaler Ventures, Easton Capital Group and DN Capital
Exent Technologies - The Israeli company's technology allows advertisers to insert ads into video games post-development. Comcast is an investor.
NeoEdge Networks - Enables insertion of ads casual online games. It's raised $12 million in venture financing from Jefferson Partners and VIMAC Ventures.
Eyeblaster - Raised $8 million from Insight Venture Partners and provides in-game advertising services.
Greystripe - Mobile games advertising technology company that has raised money from Incubic.
The investors that have poured in $60 million into the companies mentioned above are hoping their companies can penetrate the market better than AdScape. The $23 million price Google paid was for AdScape's technology. If it had much revenue, it could have commanded a much higher price.
Tags: google, adscape, m&a, vc, venture capital
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