Technology

Argentine game developer etermax buys Performash to boost digital ad solutions

Known for titles such as Trivia Crack and Word Crack, etermax is seeking to expand globally and establish itself as a reference in game monetization

etermax's office in Buenos Aires.
etermax's office in Buenos Aires. Photo: etemax/Courtesy
Ler em português
  • etermax plans to accelerate its growth in advertising technology and to support the development of Latin American talent in this industry;
  • The company plans to double its team of experts, seeking to establish itself as a hotbed of talent specialized in AdTech. 

etermax, the Argentine game and A.I. developer behind global phenomena such as Trivia Crack and Word Crack, acquired Performash, a company specialized in display advertising and multiplatform video solutions. The deal, whose value was not disclosed, aims to promote etermax’s technology for the purchase/sale of advertising in gaming and be a benchmark for advertising technology (AdTech) from Latin America.

As LABS told last month, etermax, on the path to become a new “unicorn”, is seeking to expand globally and establish itself not only as a mobile games developer but as a reference in game monetization through advertising and an artificial intelligence solutions company for any type of industry.

READ ALSO: Developer of Fortnite, Epic Games reaches a $17 billion valuation with new round

Consolidated in the creation of mobile video games with more than 10 years of experience, etermax is taking a new step in its corporate positioning. In 2018, the company presented its own in-game advertising business unit, flame by etermax, a pioneer in Latin America in making monetization and advertising optimization available to third parties in more than 1,800 video game titles.

A hotbed for AdTech in Latin America

Now, together with Performash’s expertise in technology for digital advertising, etermax plans to accelerate its growth in the industry, to support the development of local AdTech talent – a global technology that is still under construction in the region – as well as to optimize processes in user experience.

READ ALSO: Twitter expresses interest in outbidding Microsoft and buying TikTok’s U.S. operations

The transaction enables etermax to incorporate Performash’s IT and marketing expertise and capabilities, while leveraging its AdTech area. The company plans to double its team of experts, seeking to establish itself as a hotbed of talent specialized in this technology. Performash leaders and references are joining the company, where they will already work on new projects.

 Gonzalo García, etermax’s AdTech director, said in a statement: “We acquired Performash within the strategic framework of our sustained growth and our consolidation as leaders in technology and innovation. With this step, we will optimize the advertising infrastructure, and we plan to boost business opportunities for our partners and the potential of digital advertising in Latin America and the world.”

READ ALSO: Almost half of Brazilian gamers are women, shows survey

“We are very excited to incorporate our capabilities, know-how and technology into a company of the scale of etermax”, affirmed Damián Bakarcic, CTO and founder of Performash. “The synergy between our teams and our Machine Learning-based technology will allow us to to more precisely optimize the entire chain of digital advertising, taking full advantage of the opportunities this generates”.