March 11, 2010

Seattle Times

WildTangent's ad platform gets social, signs Tiki Farm

Redmond game company WildTangent is pushing its "BrandBoost" ad platform into social gaming starting with Facebook hit "Tiki Farm," where players will be able to get virtual items and premium content by watching ads instead of paying with credit cards.

WildTangent is announcing a partnership with Playdom, the Silicon Valley game company behind Tiki Farm, which has up to 7 million monthly players on Facebook.

"It's going to open up the social games arena to household brands, to big brands,'' said Dave Madden, WildTangent executive vice president.

Advertisers such as Kraft, General Mills and Microsoft have sponsored more than 100 million game play sessions using WildTangent's system over the past few years, helping the company grow sales more than 40 percent per year.

Madden said expanding the system to social games should help the company grow sales even more in 2010.

It might also make privately held WildTangent a more attractive acquisition target, if the numbers are as good as Madden expects.

"There's certainly a lot of interest," he said, "but we're loving our growth right now and the excitement [of other companies] partnering with us."

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