Social gamer SupersonicAds has raised a $4.2 million first round as the company looks to continue it international expansion and the growth of in-game ads.
The funding comes as online entertainment payment service Live Gamer has acquired video game ad network GamerDNA, and engagement advertising platform BrandPort.
It goes without saying that social gaming and advertising is a hot area for deals activity these days. A recent eMarketer report said that social gaming revenues in the U.S. were $856 million last year, but will experience explosive growth this year, hitting $1.3 billion by 2012. In terms of the shifting share, virtual goods will barely move, retaining a nearly 60 percent share of the social gaming revenue pie with $792 million next year. Advertising will grow from a 14.1 percent share of the market with $120 million spent in 2010, to 20.5 percent share with $271 million in 2012.
So SupersonicAds finds itself at the beginning of what is already a very competitive space and one that is likely to experience a great deal of growth around the world. The company, which is based in London and has outposts in San Francisco and Israel, is betting on Facebook integration to catapult it to a wider audience. Given what companies like Zynga have been able to do through Facebook, it’s not a bad gamble. In essence, SupersonicAds provides brand engagement campaigns and direct response offers in exchange for Facebook Credits.