Adscape
Encyclopedia
Adscape is a San Francisco in-game advertising
company that was acquired by Google
in February 2007.
Google purchased San Francisco-based Adscape, a company that specializes in in-game advertising for video games, on February 15, 2007 for US$23 million. Adscape was founded in 2002 by Dan Willis, a former Nortel
engineer. Adscape launched in February 2006 with $3.2 million in funding from HIG Ventures, a venture capital
company based in Atlanta
, Georgia
. The company has services that include delivering dynamic advertisements to video games. It has yet to form any partnerships with any game publishers as of its acquisition by Google.
Google's acquisition of the company grants it Adscape's patents, which could be useful. Google commented on the acquisition by saying in a press release, "As more and more people spend time playing video games, we think we can create opportunities for advertisers to reach their target audiences while maintaining a high quality, engaging user experience." This acquisition was in part fueled by Microsoft
's purchase of in-game advertisement company Massive Incorporated
, which already has secured deals with game publishers including UbiSoft
, THQ
, and Take-Two, for $200 million in 2006. One expert commented on the acquisition, saying, “There is a whole world of difference between the form of advertising done by Google and Madison Avenue. [...] While everyone appreciates the dollars Google can throw around, when it comes to [in-game ad] experience they just don’t have it.” Adscape moved from its offices in Atlanta to Google's headquarters in Mountain View
, California
in March 2007. The company's leadership includes Dan Willis as Chief Technical Officer
, Bernie Stolar as Chairman, and Eva Woo as vice president of marketing.
In-game advertising
In-game advertising refers to advertising in computer and video games. IGA differs from advergaming, which refers to a game specifically made to advertise a product.The IGA industry is large and growing...
company that was acquired by Google
Google
Google Inc. is an American multinational public corporation invested in Internet search, cloud computing, and advertising technologies. Google hosts and develops a number of Internet-based services and products, and generates profit primarily from advertising through its AdWords program...
in February 2007.
Google purchased San Francisco-based Adscape, a company that specializes in in-game advertising for video games, on February 15, 2007 for US$23 million. Adscape was founded in 2002 by Dan Willis, a former Nortel
Nortel
Nortel Networks Corporation, formerly known as Northern Telecom Limited and sometimes known simply as Nortel, was a multinational telecommunications equipment manufacturer headquartered in Mississauga, Ontario, Canada...
engineer. Adscape launched in February 2006 with $3.2 million in funding from HIG Ventures, a venture capital
Venture capital
Venture capital is financial capital provided to early-stage, high-potential, high risk, growth startup companies. The venture capital fund makes money by owning equity in the companies it invests in, which usually have a novel technology or business model in high technology industries, such as...
company based in Atlanta
Atlanta, Georgia
Atlanta is the capital and most populous city in the U.S. state of Georgia. According to the 2010 census, Atlanta's population is 420,003. Atlanta is the cultural and economic center of the Atlanta metropolitan area, which is home to 5,268,860 people and is the ninth largest metropolitan area in...
, Georgia
Georgia (U.S. state)
Georgia is a state located in the southeastern United States. It was established in 1732, the last of the original Thirteen Colonies. The state is named after King George II of Great Britain. Georgia was the fourth state to ratify the United States Constitution, on January 2, 1788...
. The company has services that include delivering dynamic advertisements to video games. It has yet to form any partnerships with any game publishers as of its acquisition by Google.
Google's acquisition of the company grants it Adscape's patents, which could be useful. Google commented on the acquisition by saying in a press release, "As more and more people spend time playing video games, we think we can create opportunities for advertisers to reach their target audiences while maintaining a high quality, engaging user experience." This acquisition was in part fueled by Microsoft
Microsoft
Microsoft Corporation is an American public multinational corporation headquartered in Redmond, Washington, USA that develops, manufactures, licenses, and supports a wide range of products and services predominantly related to computing through its various product divisions...
's purchase of in-game advertisement company Massive Incorporated
Massive Incorporated
Massive Incorporated is an advertising company that provides software and services to dynamically host advertisements within video games. Massive Incorporated was purchased by Microsoft in May 2006 for approximately $200 million to $400 million....
, which already has secured deals with game publishers including UbiSoft
Ubisoft
Ubisoft Entertainment S.A. is a major French video game publisher and developer, with headquarters in Montreuil, France. The company has a worldwide presence with 25 studios in 17 countries and subsidiaries in 26 countries....
, THQ
THQ
THQ Inc. is an American developer and publisher of video games. Founded in 1989 in the United States, the company develops products for video game consoles, handheld game systems, as well as for personal computers and wireless devices...
, and Take-Two, for $200 million in 2006. One expert commented on the acquisition, saying, “There is a whole world of difference between the form of advertising done by Google and Madison Avenue. [...] While everyone appreciates the dollars Google can throw around, when it comes to [in-game ad] experience they just don’t have it.” Adscape moved from its offices in Atlanta to Google's headquarters in Mountain View
Mountain View, California
-Downtown:Mountain View has a pedestrian-friendly downtown centered on Castro Street. The downtown area consists of the seven blocks of Castro Street from the Downtown Mountain View Station transit center in the north to the intersection with El Camino Real in the south...
, California
California
California is a state located on the West Coast of the United States. It is by far the most populous U.S. state, and the third-largest by land area...
in March 2007. The company's leadership includes Dan Willis as Chief Technical Officer
Chief technical officer
A chief technology officer is an executive-level position in a company or other entity whose occupant is focused on scientific and technological issues within an organization....
, Bernie Stolar as Chairman, and Eva Woo as vice president of marketing.