In-game advertising never quite turned out to be the money making juggernaut it was promised to be, and a lot of larger companies have abandoned those efforts or taken them internal. Still, there’s some potential in the space with mobile games and Brian Wong’s new start-up Klip.me just go $4 million in funding to explore what he says is a unique idea.
“I know a lot of people have a bitter taste in their mouths over Massive,” Wong said. “But that was more about the failure of the acquirer. We’re nothing like Massive. We’re about in-game engagement. We’re really coming out of nowhere with a new category.”
“We’re not about sticking banners in games,” Wong added. “That’s a great way to annoy a lot of people. A lot of mobile advertising right now is very Web 1.0, and it’s about taking a piece of your screen. That’s an attention exchange. We are trying to provide a value exchange. And we want brands to be part of that exchange.”
Source: AdWeek {link no longer active}
