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California-based six-month old ad tech startup AppScotch helps turn games to ads

February 12
10:39 AM 2014

Ad tech startup AppScotch has exited stealth mode just six months after its founding, TechCrunch reported. The company, which holds headquarters in California and a research and development office in Russia, allows advertisers to offer their audience with a different kind of interactive ad that can be played.

TechCrunch reported that AppScotch can be more aptly described as having the ability to turn games to ads. The reason for this is that the ad is actually a streamed sample of the game itself when sent to the browser or through the startup's SDK. In essence, the ad unit of the startup allows users to first try a game to see if they like it before they will decide to download the game in the app store.

According to AppScotch, this results to an increased ROI for advertisers because users who do proceed to download the game advertised are more likely to engage with it since they have already sampled the game. The advertiser can also make the ad unit by giving AppScotch's tech with a link to the game in the app store, the report said.

While in stealth mode, AppScotch's clients include GameInsight and MiniClip. It is competing with the likes of Agawi and Voxel in the space although AppScotch has promoted its instant ad network integration, the report said.

Together with the launching, AppScotch also announced that it has obtained an undisclosed amount of seed funding from Almaz Capital and imi.vc, the report said.

It is worthy to note that two of the three co-founders of AppScotch are former venture capitalists. Alex Marquez once served as a Director at Intel Capital while AppScotch Chief Executive Officer Andrey Kazako co-founded Foresight Ventures. Marquez backed various firms related to digital media in his stint at Intel while Kazako's investments at Foresight Ventures include mobile ad firms AppStack and Jelastic, the report said. 

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