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IAC’s Mindspark Buys VoxPop’s Gaming Platform

Mindspark Interactive Network, the IAC (NSDQ: IACI) unit that houses various online contest and gaming properties, has acquired the gaming platform created by VoxPop. The VoxPop platform, including its trivia engine, has been used to power pop culture games in genres ranging from music to news. Mindspark will attach the platform to its IWON contest and sweepstakes brand. The company plans a major rollout of new games over the next three months, with a particular focus on social gaming and mobile, said Gui Karyo, president, IWON, told paidContent.

Terms of the deal were not disclosed.

Karyo described Mindspark’s gaming properties as “digital snacks” related to personal needs. Mindspark, whose last bit of M&A activity was the stake it took in diet site majority stake in DailyBurn last May, wasn’t interested in buying Voxpop the company. “The acquisition wasn’t Voxpop writ large, we just bought the trivia platform,” he said. “They developed a business of pop culture related to gaming experiences. The trivia mechanic they created was interesting to us. Trivia games are universally appealing, in every media form, from the early days of radio to online.”

What interested Mindspark was the “gaming architecture” Voxpop has, which will allow the company easily translate its games to social nets like Facebook, as well as mobiles. “In order to grow, we need to be everywhere, and this arrangement will help us be more platform agnostic,” Karyo said. Release