GLOBAL | MAR '23
London, UK - Venatus, a leading provider of digital advertising solutions in the gaming industry, today announced the acquisition of AdinPlay, an AdTech business focused on monetising browser based games. The acquisition is the first since Venatus took on investment from the UK based private equity firm LivingBridge in 2021, and is part of their strategic plan to scale in the burgeoning gametech space.
AdinPlay, founded in 2013, has established itself as the premier monetisation solution for publishers of casual and social game sites, offering a range of innovative and effective ad solutions. It has doubled in size over the past two years through the addition of a number of new publishers supported by strong service levels once a publisher has been onboarded. It has forecast revenues in excess of €20m in 2023 which complements Venatus’ ambitious strategic growth agenda.
"We're thrilled to welcome AdinPlay to the Venatus team," said Rob Gay, CEO of Venatus. "AdinPlay's cutting-edge technology and commitment to delivering high-quality ad experiences make it the perfect fit for our M&A plans. With this acquisition, we believe we can help AdinPlay grow their core partner base and scale at an even faster pace."
Michal Fraczek, Co-founder of AdinPlay added, "We are excited to join forces with Venatus and combine our expertise in gaming and AdTech. Working together with Venatus will allow us to use their extensive market knowledge and experience to help AdinPlay grow. It will also help us to further strengthen our ad monetisation solutions for the benefit of our current and future publishers."
The acquisition will bring together the expertise of both companies and will enable Venatus to further enhance its product and technical offerings for gaming publishers.
Venatus is a leading provider of digital advertising solutions to the gaming and entertainment sector, offering a comprehensive suite of products and services to advertisers and publishers. The company's mission is to become the number one advertising solution in gaming through innovative technology and next-level partnerships.
About AdinPlayAdinPlay is an ad platform with a focus on monetisation solutions for browser games. The company's commitment to delivering high-quality ad experiences has made it a trusted partner for many of the top .io game publishers, particularly in the HTML5 gaming segment.
Livingbridge is a global private equity firm with offices across UK, US and Australia. The firm’s sector expertise lies in consumer, healthcare & education, technology and services, succeeding in 165+ investments over their 25 year history.
About the market
HTML5 has become the dominant technology in the browser gaming market due to its versatility across many different platforms (desktop, browser and connected TV).
Google AdSense has recently launched a specialist HTML5 offering indicating its enthusiasm for the browser segment and belief in its longevity.
Underpinning browser game revenue growth has been a rapid increase in advertising spend in gaming-based media and desktop programmatic advertising spend with PwC Entertainment and Media Outlook, IAB, eMarketer predicting annual spend topping €33 billion by 2024.
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