Yahoo launches ad-supported games

Double Fusion and NeoEdge will sell and integrate pre-roll, mid-roll and post-roll video ads into the Yahoo! Games catalog.

Yahoo will continue to offer paid downloads without advertising in the usual way.

Publishers supporting Yahoo's ad-supported strategy include Big Fish Games, eGames, Floodgate, Freeze Tag, FreshGames, GameHouse, HipSoft, I-Play, iWin, PopCap, Sandlot Games, uclick, Zero G Games and more.

Kyle Laughlin, head of games at Yahoo, said: “In game advertising is a win-win for Yahoo! Games, our partners and our users. Yahoo! Games will safely and simply monetise our games experience while providing the best and most popular games free to game enthusiasts.”