Former Sega execs launch new in-game advertising firm

Bernie Stolar, former president of both Sega and Sony Computer Entertainment America, has teamed up with ex-Sega sales and marketing exec Chris Gilbert to launch new in-game advertising company Adscape Media.

The industry veterans worked together at Sega with current Microsoft executive Peter Moore to lead the US Dreamcast launch in 1999 and Bernie Stolar was also part of the original PlayStation launch team, amongst many other notable roles within the industry.

The pair have clearly defined their ambitions for Adscape within the burgeoning in-game advertising space, aiming to extend the reach of traditional advertising methods by offering the gamer contextually appropriate advertising that can be directly translated into sales, through the availability of promotional coupons and discount incentives.

In an effort to distinguish the firm from similar services offered by companies such as Double Fusion and Massive, the company has unveiled its proprietary technology platform, known as RVG (Real World/Virtual World Gateway). RVG provides a two-way connection between in-game ads and the real world, enabling two-way text, audio and video communication for making financial transactions, entering promotional sweepstakes, unlocking rewards or game secrets, and downloading in-game music as MP3 files, or game-themed ring tones for mobile phones.

Bernie Stolar, who will assume the role of chairman of the board at Adscape Media, commented: "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. 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."

"We're entering the industry at the start of an exciting new era for in-game advertising," added CEO Chris 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."

The company has already secured a number of partnerships with interested parties, and is expected to make further announcements shortly.