The holding group’s WPP Digital arm has acquired 12.82 per cent of the issued share capital of IGA, parent company of Shanghai-based InGame Ad Technology Interactive.
InGame Ad (a separate company to global in-game advertising giant IGA) focuses on ads within PC-based online gaming. China differs from Western markets in that the PC is the most popular gaming platform, as opposed to consoles such as PlayStation 3.
InGame Ad (a separate company to global in-game advertising giant IGA) focuses on ads within PC-based online gaming. China differs from Western markets in that the PC is the most popular gaming platform, as opposed to consoles such as PlayStation 3.
Scott Spirit, strategy director at WPP, described the deal as an “early-stage investment” similar to a tie-up with HDT Holdings, a Chinese rich media ad-serving company. The investments are part of a strategy to take stakes in emerging Chinese companies within the digital sphere.
“All companies in this space are a tiny at the moment,” said Spirit. “Nobody has yet made it work in China.”
Other investors in IGA include California-based venture capital firm Revolution Ventures.
