Yahoo Games partners with Double Fusion and NeoEdge Networks

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Yahoo Games has partnered with game ad firms Double Fusion and NeoEdge Networks to offer ad-enabled, downloadable, casual games to users of its site.

“We've never done in-game advertising before,” said Carrie Davis, a Yahoo spokeswoman. “We've had advertising around games, but not [within them].”

According to Yahoo, the offering provides “new opportunities for advertisers to reach an engaged audience.” Downloadable ad-supported games are now available on the Yahoo Games Web site from a number of publishers, including Gamemill Publishing, Alawar Entertainment and PixelStorm.

“For NeoEdge, we're very excited to be working with the industry leader here,” said Alex Terry, CEO of NeoEdge Networks.  “Traditionally, downloadable games have a time limit where you either have to buy the game or stop playing.”

 

However, only about 1% of the people who download a game end up paying for it. “What we're doing is allowing Yahoo to generate revenue on 100% of the downloads, not just the 1% who buy them,” Terry added.

Double Fusion did not respond to a request for comment by press time

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