Kakao Games Acquires Mobile Advertising Platform Company 'AdX'

[Asia Economy Reporter Buaeri] Kakao Games announced on the 3rd that it has acquired AdX, an adtech (advertising + technology) startup.

In March last year, Kakao Games invested 17.2 billion KRW in AdX, acquiring approximately 30% of its shares. During the second quarter, it exercised a call option to secure a final stake of 53.5% and completed its incorporation as an affiliate.

AdX is a company that provides an advertising revenue optimization platform and technology to mobile apps and game developers who offer advertising space, enabling them to earn more advertising revenue. It offers a mobile advertising monetization 'one-stop' platform, including solutions utilizing self-developed advertising metrics and algorithms, advertising UX (user experience) reviews, and integrated development libraries.

In April this year, AdX attracted investments worth 8 billion KRW from Smilegate Investment, TS Investment, and others, recognizing a corporate value of about 100 billion KRW. Its sales revenue last year was 30.2 billion KRW, and it is also planning an initial public offering (IPO).

Kakao Games stated, "We expect to create synergy by applying AdX's mobile game advertising revenue solutions and expertise to our games, and to expand competitiveness in new businesses."

Kang Yulbin, CEO of AdX, said, "Along with Kakao Games, which pursues mutual growth through partnerships and strategic investments with capable companies in various fields beyond game development, we will accelerate AdX's growth."

This content was produced with the assistance of AI translation services.