Israeli Startup ReachPlayers Revolutionizes In-Game Advertising
Translated & summarized from Calcalist by baba
Israeli startup ReachPlayers has developed a platform to integrate branded content into video games as a scalable advertising solution. CEO Michael Ano presented the system, which simplifies and measures in-game advertising by connecting brands with content creators and game developers. The platform significantly reduces campaign development time and costs, enabling targeted reach for advertisers. ReachPlayers operates without external funding and has partnered with major companies.
The story in 5 lines · by baba
- ReachPlayers offers a platform for scalable, measurable branded content integration within video games.
- CEO Michael Ano presented the solution at the Game Changers competition finals.
- The system connects brands with over 340 content creators and game developers.
- It reduces campaign development time and costs significantly compared to previous methods.
- ReachPlayers is a bootstrapped company that has worked with 20 Fortune 500 firms.
ReachPlayers, an Israeli startup, is transforming branded content within video games into a scalable advertising product. Co-founder and CEO Michael Ano presented the company's platform at the Game Changers competition finals during the Calcalist, Google, and Playtika gaming conference. The platform allows advertisers to seamlessly integrate brands and products into games as part of the player experience.
Ano recalled his childhood fascination with how commercial content was integrated into games like MapleStory, noting that while the potential was evident, widespread adoption of in-game advertising was hindered by complex negotiations, lengthy development and legal processes, and a lack of data for measurement. "To do this, you had to be the marketing VP of Coca-Cola and call your American friend to create a collaboration," he explained.
ReachPlayers' solution is a system designed to make branded content integration systematic and measurable. Instead of custom development for each campaign, the platform connects brands with players through a network of over 340 content creators and game developers, including GTA private server operators and Unity-based mobile game developers. The system offers performance measurement, audience targeting, and adaptable ad formats across various games.
Ano highlighted a campaign for Samsung that aimed to reach iPhone users, demonstrating the platform's ability to connect specific brand needs with the right player demographics. He also noted significant cost and time savings, stating that a campaign previously requiring a NIS 30,000 budget and two weeks of development can now be executed much faster through their systems.
ReachPlayers operates as a bootstrapped company with six employees, having already worked with 20 Fortune 500 companies. Ano emphasized that even small startups not reliant on external funding can build substantial businesses in the gaming industry.