Sega's Stolar, Gilbert To Head Adscape In-Game Ad Firm

Continuing the increased interest on in-game advertising, new in-game ad firm Adscape Media has announced that it has established headquarters in San Francisco, hired former Sega executive Chris Gilbert as CEO and appointed noted video game industry veteran Bernie Stolar, former president of both Sega and Sony Computer Entertainment America, as chairman of the board. The company also is unveiling its Real World/Virtual World Gateway (RVG) technology, a proprietary two-way connection between in-game ads and the real world. RVG enables two-way text, audio and video communication for making financial transactions, receiving rewards or game secrets, entering sweepstakes, downloading game-themed ring tones and many other interactions that are relevant and important to the game itself. RVG delivers more effective reach and frequency to better serve advertisers and creates additional revenue streams for publishers. "We're entering the industry at the start of an exciting new era for in-game advertising," said Gilbert. "The playing field is wide open, and we see tremendous opportunity for Adscape Media because of our innovative technology and our valuable, first-hand knowledge of the video game industry." Adscape Media, formerly called BiDamic and based in Canada, is bringing to market an in-game advertising technology platform that has been four years in the making. In late 2005, the company established its headquarters in the San Francisco Bay Area. "The opportunity for leadership in this industry is in delivering access to and interaction with the greater gaming public through multiple channels in compelling ways that enhance, rather than detract from, the gaming experience," said Stolar. "Adscape Media can make in-game ads an integral part of the game playing experience, giving players more choices to engage in interactive experiences that are a natural extension of the game itself and a part of the game player's everyday life."