Officials from Asian in-game advertising firm GameGlance have announced that the company has received a $2 million investment from a China based technology consortium.
A chief reason for the investor interest in the company, according to GameGlance, was the firm's basis within the Asian market, with representative Kyn Steetler commenting, “We have been here, and started here in Asia, whereas everyone else is transplanting their operations. Our investors particularly value and recognize commitment, and that is something that we have shown them.” GameGlance was regarded as being the first in-game advertising provider to enter the Asia market back in July 2005.
According to statement released by GameGlance, the company will use the investment “to strengthen its endeavors to increase awareness of the in-game advertising industry within the company's operating arena of Southeast Asia, Malaysia, Singapore, Taiwan, South Korea, and China.” In addition, GameGlance officials note that the extra funds will allow the company to maintain its operations, research, and to strengthen its infrastructure.
GameGlance primarily serves advertisers looking at to bring titles to the Asian market. The company also works with publishers and developers to ensure that their titles are compatible and receptive to in-game placements. In addition, the firm also operates a consulting service, which includes in-game environment surveys that officials note have been used by a number of companies, most recently NCsoft with regards to the popular MMORPG Lineage II.
“I keep waiting for another agency, or talent, to come over and share some of the work, but another year goes by, and we are still the only players on the field,” noted GameGlance founder and managing director Christopher Koster. “Sometimes you want another team on the field because it makes you leaner and more competitive.”