Demonware announces context-aware in-game advertising platform

Demonware has announced its unique in-game advertising solution, DNA, which will enable developers and publishers to implement context-aware in-game advertising and target specific audiences through player profile data.

The Dynamic Network Advertising (DNA) platform has been created to satisfy growing industry demands for precise, individually tailored advertising solutions, targeting a specific audience through the analysis of multiplayer gaming habits, player profiles and associated data.

Demonware currently provides a complete range of network tools for studios and publishers developing multiplayer titles, including its comprehensive matchmaking and lobby services. As a result, the company has access to a vast library of data, from player profiles to gaming session durations, clan and team memberships, stats and achievements and general gaming habits. The DNA platform has been developed to make use of, rather than simply discarding that data; feeding it back to the publishers and developers to create opportunities for previously unobtainable levels of precise, targeted in-game advertising.

Speaking to Gamesindustry.biz, Demonware's CEO, Dylan Collins said that the detailed gaming data was always available through the provision of its matchmaking and lobby services, and it was at the request of numerous publishers and developers that DNA was developed, to provide what the company refers to as gameplay forensics; mining, filtering and feeding back information which the developers can then utilise for future advertising strategies.

Collins referred to current in-game advertising during loading screens or through lobby areas, suggesting that instead of generic adverts which may only appeal to a tiny segment of the online audience, DNA could afford developers with the opportunity to use gameplay data and provide more specific, user relevant, targeted adverts.

The CEO confirmed that, given the DNA platform evolved at the behest of developers and publishers, there are currently several top-tier partners looking at ways in which DNA can be used in current and future titles. At this time however, Collins was unable to discuss any specific names.

In a company press release, Demonware's CEO commented: "The key to taking advertising to the next level is game-specific data. DNA allows publishers to take advantage of that contextual data through their in-house or third party advertising partners. For the first time in this industry, advertising can be delivered based on the gaming behaviour and profile of the players."

In-game advertising is viewed by many as a market segment with enormous growth potential. Particularly in light of the recent surge in popularity in subscription-based Massively Multiplayer Online games, and the transition to next generation games consoles, all of which will embrace online and multiplayer gaming.

Following a recent study by Double Fusion and Nielson Interactive Entertainment on the brand awareness benefits and revenue opportunities created by in-game adverts, Double Fusion's co-founder and executive vice president for business development, Guy Bendov said: "More and more 18-34 year olds are spending both time and money on gaming, and reaching this highly desirable audience is of the utmost importance for advertisers and marketers."