Ad-focused social game publisher RockYou announced today that it has secured $10 million in funding from financial startup FastPay, and plans to use the money to acquire more social and mobile games it can integrate into its advertising network.
This is notable because it indicates that RockYou's new strategy of buying old games other publishers don't want
(like Playdom's Gardens of Time
and Words of Wonder
) and monetizing them via in-game ads seems to be paying off -- the company claims it has seen its revenue more than double year-over-year.
RockYou CEO Lisa Marino told Gamasutra in a recent interview
that the one-time social game developer was shifting gears to focus on a "reruns" business model that sees it acquiring moribund social games and maintaining them at minimal cost, then selling in-game static and video ads to advertisers like Universal and eHarmony.