In-game mobile ad specialists RockYou acquires PlayHaven to strengthen ad platform
App advertising company RockYou has purchased mobile ad network PlayHaven for an undisclosed amount. Described as the kind of “strategic acquisition deal that will become more rare,” by RockYou CEO Lisa Marino, the PlayHaven team will be integrated into RockYou. PlayHaven changed hands at the end of last year, when it was bought by Media company Science.
RockYou’s CEO Lisa Marino continued:
“We’re very excited to add such an established in-app ad network to our family. PlayHaven is a great foundation for us to build on, and for our mobile games like Kitchen Scramble and Words of Wonder, as well as future games we’ll announce soon. We also look forward to connecting PlayHaven’s network to our private market of video ads from Fortune 1000 companies.”
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Mike Jones, CEO at Science, added:
“Lisa and her team have developed a brilliant model for sustaining and monetizing great on-demand interactive content across multiple platforms. I’m confident they’ll be as successful on mobile as they already are on Facebook and the web.”
RockYou is an established player in mobile, and has been focusing on purchasing and monetizing mobile apps over recent years. Its strong line-up of freemium titles has it engaging with more than 80 million people across social networks, mobile, and the Internet.
PlayHaven is an excellent fit, given its background is in mobile gaming advertising. It has more than 18,000 games in its network, and serves a massive 254 million active users each month. You can read more about PlayHaven by visiting its company profile here.