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Online gaming social networking company GamerDNA Inc. reports it has launched a way to monetize the gaming audience online with its new GamerDNA Targeted Media Network.
According to officials at Cambridge-based GamerDNA, the network targets its ads toward gamers based on the games they are playing and discussing online. The company claims it is the first advertising and content delivery platform to do so.
GamerDNA says it has already landed game companies and brands such as NAMCO BANDAI Games America Inc., Dell Inc., Turbine Inc., Funcom and CCP Games as clients who will run campaigns with GamerDNA through the new network.
Officials say the new system aggregates data from a variety of sources, including actual gameplay reported from PC and game consoles, market trends and online gamer communities. The result, officials say, is that advertisers can better target gamers that have shown an interest in their products, and consumers get exposed to fewer irrelevant ads.
GamerDNA, founded in 2006 by CEO Jon Radoff as Sparkforge Entertainment Inc., is funded by Flybridge Capital Partners. In between the names GamerDNA and Sparkforge, the company was known as GuildCafe Entertainment Inc.
In the early 1990s, Radoff, a Northborough native, founded NovaLink USA Corp., which developed the online game Legends of Future Past. In 1997, he founded Framingham-based software maker Eprise Corp., which was acquired in 2001 by Divine Inc. in a stock deal worth about $43 million.
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