Online virtual goods marketplace company Live Gamer has purchased video game ad network GamerDNA and engagement advertising platform BrandPort. Financial terms of these deals were not disclosed.
The core of Live Gamer’s business is its e-commerce platform which provides virtual goods merchandising, analytics, virtual item gifting, support for earned in-game currencies, item storefronts, catalog management, payments gateways, cash-in flows, and more for publishers. Live Gamer has a number of partnerships to handle micropayments including EA, THQ, Sony, and Real Networks.
GamerDNA is the fifth largest games-focused advertising network in the U.S. and Europe, and claims to reach over 48 million total unique visitors per month worldwide. GamerDNA claims that it connects advertisers to popular gaming sites, much like UGO does. Customers include Blizzard, Best Buy, KFC, Ubisoft, Sony Online and Namco Bandai. The company was purchased by Crispy Gamer is 2009 and later changed its name several times - first to Crispy Gamer Media and then GamerDNA Media.
BrandPort, which has already been renamed Live Gamer Ad Elements, provides media and publisher partners with video ad serving, targeting, optimization, and reporting infrastructure.
We were told by a company representative that its recent acquisitions will not see any of the operations under the control of GamerDNA - such as Crispy Gamer and 360Voice - shut down.