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Since being established in 1992, Exent Technologies have been involved in many areas of video game monetization, including digital distribution and digital rights management.

The company’s technology powers online distribution services like GameTap, and similar services from Verizon, Comcast, Bell Canada, Deutsche Telekom, and France Telecom – amongst others. They have recently announced their expansion into the field of in-game advertising, and have signed on to provide the service for Enlight and Merscom.

Yoav Tzruya is the COO of Exent, which places him in charge of in charge of managing the company’s global operations and activities. Gamasutra contacted Tzruya via email to discuss Exent’s plans for the advertising service, which is specific to ‘games on demand’-style technology, and its implications for publishers, gamers and advertisers alike.

What kinds of in-game advertising does Exent offer?

Exent’s In-Game advertising product line enables the embedding of advertising into new and existing games, without the need to access the games’ source code, and without the need for implementing integration or ad-spot designation at the development stage. All advertisements can be implemented at any stage – during production, post-production, after the game has already been purchased, and even after the game has been installed on users’ machines. In addition, Exent’s technology allows advertisements to be placed on essentially every object of the game. Advertisements can be put on billboards, walls, clothes, or any 2D or 3D objects.

Exent’s technology further allows embedding new objects inside the game. For example, one can put an object, such as a branded soda can, inside the game as an advertisement. We can then create a community event around that soda can, offering the first user that finds it a prize. Our technology further supports audio advertisements, meaning we can augment the game with sound tracks promoting brands, correlated to the user’s activity in the game. For example – as the user approaches a certain advertisement, we can play an audio commercial for that brand in the background.
More at: http://www.gamasutra.com/php-bin/news_index.php?story=10795

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