Global enters mobile gaming arena with investment in Odeeo

Global has taken a share in Odeeo, a tech start-up that delivers audio ads in mobile games.

Global’s digital advertising platform DAX (Digital Ad Exchange) will become the company’s exclusive sales partner in the UK and in the US, expanding DAX’s existing podcast, digital audio, audio articles and programmatic outdoor offering for advertisers and creators.

Odeeo serves mobile game developers and publishers, helping them to monetise and grow their gaming products. Its technology provides advertisers with access to 2.8 billion mobile gamers across the globe, promising ads that respect player experience and privacy whilst offering advertisers advanced audience targeting.

The company is based in Israel and was founded by Amit Monheit (CEO) and Elad Stern (COO) in 2021.

Amit Monheit said: “There’s huge potential to improve how brands advertise in games so Elad and I are delighted to be partnering with Global and DAX. Together, we can help brands explore new opportunities and reach target audiences.

“Mobile gaming is immensely popular and audio ads in this space are unique as they don’t interrupt the experience. By combining our expertise, we’ll be able to keep innovating and growing the in-game audio world.”

Stephen Miron, Group CEO at Global said: “We have been following the mobile gaming sector and particularly Odeeo’s growth for some time, and are pleased to announce both this strategic investment and Odeeo’s appointment of Global, through DAX, to be their exclusive sales partner in the UK and US.

“This reinforces our strategy of being the market leader for all forms of audio advertising, across live radio, podcasts, audio articles and now mobile gaming. We’re looking forward to partnering with Amit and Elad to help the gaming creator community make the most of audio advertising opportunities.”

Les Hollander, CEO DAX, North America, said: “Audio advertising in mobile gaming presents a unique opportunity to reach gamers with immersive, non-intrusive marketing. Partnering with Odeeo not only provides us with high quality games for our advertisers to utilise but also an opportunity for them to connect with highly engaged audiences. I’m thrilled that DAX is joining Odeeo on this new and exciting journey.”