Gottaplay Interactive, a company that specializes in Netflix-like game rentals, has said it will buy Skyworks Technologies, a game development company that creates branded advergames as well as downloadable mobile and casual games. Skyworks advergames combine in-game advertising with specific brand messaging.
“We look forward to working with Gottaplay to extend the brand into the booming casual game arena. This transaction will allow us to continue our pioneering work in ‘in-game’ advertising, which happens to be one of the fastest growing media segments today,” said Skyworks CEO Garry Kitchen in a statement.
Gottaplay wants to expand the number of titles it offers to subscribers by adding Skyworks’s library of more than 100 mobile and online games to its own, while at the same time diversifying revenue streams though in-game advertising, subscriptions, and paid downloads.
Skyworks–a member of both the IAB and the International Game Developers Association (IGDA)–owns advergame.com, which brands both original and existing game content. Additionally, Skyworks is the parent of the Casual Games Network, which distributes free ad-supported casual games, and Game Development Studio, which creates games for mobile platforms like cell phones and the Nintendo DS.