AdMax beefs up gaming strategy

Singapore - PopCap Games, developer and publisher of computer games has appointed AdMax Network as its exclusive online advertising sales partner.

The AdMax Network is an advertising network for specialty content websites, and the news follows shortly after the company inked an exclusive partnership with MochiAds, as reported by Marketing.

"We consider advertising a key part of our Asia strategy, and we believe that it could play a larger role in this region, compared to Western markets. What better way to connect with target audiences than when they are having fun?" Giordano Constestabile, senior director of business development APAC for PopCap Games, said.

PopCaps's portfolio includes games on online sites, cell phones, PDAs, iPods, game consoles, in-flight entertainment systems and desktop computers. A recent study, titled Global Entertainment and Media Outlook: 2007-2011, published in a PricewaterhouseCoopers report revealed that Asia Pacific is the largest market for video games and is expected to maintain this leadership through 2011. The report attributed this to the regions economic growth as well as increasing internet and mobile device usage.