Telecommunications – Regional – Games publisher Kaboom Latam eyeing move into mobile advertising

Latin American mobile games publisher Kaboom Latam is planning to expand in the short term into offering video content and mobile advertising, the company’s CEO Bill Woods told BNamericas.

The company was established in May and has reached publishing deals with Glu Mobile (Nasdaq: GLUU), THQ (Nasdaq: THQI), I-play and Sonic Boom.

Woods, who used to work for Glu, set up Kaboom Latam to address the untapped market potential of Latin America which he says was not a priority for many companies.

Many companies shied away from the region given that distribution channels are highly fragmented, with content distributors having to deal with individual carriers, laws, currencies, tax issues and billing integration, which are issues that Kaboom Latam plans to facilitate.

“Our platform is gearing up for the advertising model which we think is going to be huge in Latin America,” he added.

Though the executive would not reveal a lot of details of the advertising strategy, which is due to see more news in the next two to three months, Woods said that Kaboom had a similar technology to what Google has done with AdMob and Apple with Quattro in putting advertisements in games.

“We have a similar technology but it isn’t limited to those platforms. It is going to be broad, meaning it’s going to work on all of the devices, and it’s not going to work just on games but on other types of content,” Woods said.

“We do know from our distribution business and promotions that there is huge elasticity in pricing in Latin America… I think we have a lot of the pieces to put together a proposition that works for the carriers, the content partners, the brands and more importantly for the advertisers,” he added.

Kaboom Latam has offices in Brazil, Argentina, Peru and Chile, with plans to open additional local offices in Mexico and Venezuela by year-end.

To read the full interview with Woods, see this week’s Telecommunications Perspectives, for subscribers only.

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