[eMarketer] Sony’s mobile game acquisition is an opportunity for in-game ads

Sony has acquired European mobile game developer Savage Games, expanding its presence beyond gaming consoles to mobile devices.

There are plenty of mobile developers out there with successful games under their belt that Sony could acquire to instantly get a revenue boost. So why did it pick Savage Games, a studio that’s yet to release a title?

Interest in in-game advertising has reached a fever pitch this year and attracted the attention of major publishers. But while ads are new to console and PC gaming, they’ve been embedded in mobile games for years.

According to eMarketer, Sony may be hesitant to insert advertisements into its mobile games due to its reputation for “prestige” experiences, but its interest in ads for other video game formats means it is still likely to experiment with mobile game ads.

If Savage Games is able to produce a hit on par with other popular mobile titles, Sony will win a healthy stream of player spending while also developing a testing platform for its in-game ad efforts.

Read the full eMarketer article here

www.emarketer.com