SOURCE: NeoEdge

November 20, 2007 16:22 ET

Casual Games Get a Serious Business Model: NeoEdge Launches First Open Advertising Network for a Huge, Untapped Market

After 12-Month Beta Program, NeoAds Is Now Generally Available to Publishers, Developers, Web Portals and Aggregators -- NeoEdge Also Taps Nolan Bushnell -- the "Father of the Video Game Industry" -- to Serve as Chairman

MOUNTAIN VIEW, CA--(Marketwire - November 20, 2007) - After a 12-month beta program involving some of the industry's leading players, NeoEdge has launched the industry's first open advertising network for monetizing online and downloadable games. With NeoAds -- NeoEdge's game advertising network -- all major participants in the gaming industry ecosystem -- publishers, developers, Web portals and aggregators alike -- can monetize online and downloadable games, a market that many industry watchers say will be one of the biggest for years to come. NeoEdge also announced that it has appointed Nolan Bushnell -- the "father of the video game industry" -- to serve in the role of Chairman. Bushnell joined the company as a director last Spring. In his new role, he will advise the company as it continues to broaden its offering to the rapidly growing and complex gaming industry.

A Huge, Untapped Market Gets an Intelligent Monetization Platform

One of the fastest growing markets, the $35 billion-plus gaming industry continues to grow as one of the top consumer pastimes. Gaming is now the #3 most popular consumer activity on personal computers (behind email and Web surfing only). According to a recent survey by Parks Associates, 34% of U.S. Internet users play online games every week -- more than the number of people who visit social networks or online video-sharing sites. The opportunity is particularly great in the casual gaming market, which the industry is just learning to monetize.

"As many industry insiders have long suspected, gaming -- particularly casual gaming, where there is an immediate opportunity -- can mean serious business, if only the industry had an effective way to monetize it," said Alex Terry, CEO at NeoEdge. "The challenge for the industry is to understand that gaming might very well represent the next big ad-supported media platform. But to monetize gaming, you need an easy, open, comprehensive approach to serving an increasingly complex market."

With the new ad network, NeoEdge is delivering three innovations to the market.

1) Ease of adoption: the company uses a proprietary, patent-pending technology -- NeoARM (Advertising Rights Management) -- to create a new kind of ad inventory in and around new and back-catalog games, without any effort required from game publishers. NeoEdge also easily and seamlessly integrates with all industry leading DRM (digital rights management) solutions.

2) Open environment: the network is open to all major participants in the evolving ecosystem -- game publishers, developers, Web portals and aggregators -- enabling the network to scale wherever there is an opportunity.

3) A comprehensive solution: the ad network can be used to monetize both online and downloadable games, providing publishers with a single platform for serving multiple markets, a key feature in a market that continues to evolve globally and demographically. Having signed deals with more than 22 publishers, including PlayFirst, Mumbo Jumbo, ValuSoft and Arcade Lab, NeoEdge is already distributing more than 200 ad-supported games in more than 130 countries through multiple partners. NeoEdge also offers free-to-play ad-supported games on its own consumer site, mostfun.com.

"The gaming industry serves a huge, complex, global market," said Bushnell. "By simplifying the advertising opportunity with a single platform that's easy and open to the entire ecosystem, NeoEdge will accelerate growth. It will be a boon for the industry -- for technology, for innovation, and most of all, for consumers who will have greater access to great games which will have a broad market."

About NeoEdge Networks, Inc.

NeoEdge Networks, Inc., headquartered in Mountain View, California, is a pioneer of the ad-supported game industry. In close partnership with game publishers, portals and advertisers, NeoEdge is revolutionizing the casual gaming experience by providing safe, simple and free, ad-supported game play through its patent-pending NeoARM™ technology suite and NeoAds™ Game Advertising Network. NeoEdge has built a robust and scalable online medium that allows advertisers to target an untapped demographic with rich video game commercials and enables a new ad-supported business model for game publishers and portals. For more information about NeoEdge Networks, please visit the company's website at http://www.neoedge.com or visit the Game Network at http://www.mostfun.com.

NeoEdge Networks, NeoEdge, and PrivatePeering are trademarks of NeoEdge Networks, Inc. All other products and services mentioned are trademarks of their respective companies.

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