UK media giant Global has entered the mobile gaming sphere by investing in Isreali in-game advertising platform Odeeo.
Odeeo has over 500 games integrated on kits platform and claims to have ‘hundreds of advertisers’ among its client list. The Tel-Aviv-based company was founded only last year by Amit Monheit and Elad Stern.
Global’s digital advertising platform, DAX (Digital Ad Exchange) will now become Odeeo’s exclusive UK and US sales partner, allowing DAX to develop its existing podcast, digital audio, audio articles and programmatic outdoor offering.
The investment comes as part of US$9 million funding round in partnership with Play Ventures.
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“We have been following the mobile gaming sector and particularly Odeeo’s growth for some time, and are pleased to announce both this strategic investment and Odeeo’s appointment of Global, through DAX, to be their exclusive sales partner in the UK and US,” Global group CEO, Stephen Miron said.
“This reinforces our strategy of being the market leader for all forms of audio advertising, across live radio, podcasts, audio articles and now mobile gaming.”
Amit Monheit added: “There’s huge potential to improve how brands advertise in games so Elad and I are delighted to be partnering with Global and DAX. Together, we can help brands explore new opportunities and reach target audiences.
“Mobile gaming is immensely popular and audio ads in this space are unique as they don’t interrupt the experience. By combining our expertise, we’ll be able to keep innovating and growing the in-game audio world.”
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