Gamasutra is part of the Informa Tech Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

Gamasutra: The Art & Business of Making Gamesspacer
View All     RSS
September 23, 2020
arrowPress Releases

If you enjoy reading this site, you might also want to check out these UBM Tech sites:

Press Releases
  Share on Twitter RSS

[This unedited press release is made available courtesy of Gamasutra and its partnership with notable game PR-related resource GamesPress.]

Buenos Aires, August 6, 2020.- etermax, the international technology company that created global phenomena such as Trivia Crack and Word Crack, announced today the acquisition of Performash, a company specialized in display advertising and multiplatform video solutions, aiming to promote its technology for the purchase/sale of advertising in Gaming and establishing itself as a benchmark for AdTech from Latin America.


Consolidated in the creation and monetization of mobile video games with more than 10 years of experience, etermax takes a new strategic step in its corporate positioning. In 2018, the company presented its own In-Game Advertising business unit, flame by etermax, a pioneer in Latin America in making its knowledge of monetization and advertising optimization available to third parties in more than 1,800 video game titles owned and represented by first-rate companies.


Now, together with Performash's expertise in technology for digital advertising and thanks to their aligned visions regarding the future of the global market, etermax plans to accelerate its growth in the industry, to support the development of local AdTech talent -a global technology that is still under construction in the region- as well as to optimize processes that take user experience to the next level.


The transaction enables etermax to incorporate Performash's IT and marketing expertise and capabilities, while leveraging its AdTech area in accordance with the highest international standards. By 2020, the company plans to double its team of experts, seeking to establish itself as a hotbed of talent specialized in this technology. Performash leaders and references join the company, where they will already work on new projects.


Gonzalo García, etermax’s AdTech director, assured: “we acquired Performash within the strategic framework of our sustained growth and our consolidation as leaders in technology and innovation. With this step, we will optimize the advertising infrastructure, and we plan to boost business opportunities for our partners and the potential of digital advertising in Latin America and the world.”


"We are very excited to incorporate our capabilities, know-how and technology into a company of the scale of etermax”, affirmed Damián Bakarcic, CTO and founder of Performash. “The synergy between our teams and our Machine Learning-based technology will allow us to to more precisely optimize the entire chain of digital advertising, taking full advantage of the opportunities this generates”.


You can access etermax Media Library here.

About etermax

Founded in Argentina in 2009, etermax is an international technology company, creator of world’s leading consumer brands that entertain, connect and provide business value. Their Gaming division has surpassed 700 million downloads and stands out as a leader in Latin America in social games development with successful IPs such as Trivia Crack, Trivia Crack 2, Aworded Crack and Word Crack Mix, among others. The company also has a division of In-Game Advertising, pioneering in offering advertising services in games through both etermax’s games and a vast network of over 1,800 other titles, and an artificial intelligence division focused on implementing AI solutions for companies. With an ever-growing team, etermax has offices in Argentina, Uruguay and Germany, and commercial support in Brazil and Mexico. For further information, visit