Founded 6 months ago but running in stealth mode until now, ad tech startup AppScotch is pulling back the curtain today. Based in California, with an R&D office in Russia, the company has developed technology to enable advertisers to offer a new kind of interactive ad unit that turns the humble banner ad into something that is actually playable.
In fact, a more accurate description might be that AppScotch turns games into ads. That’s because, similar to technology used by Steam, the ad is a fully virtualised, streamed sample of the game itself, delivered to the browser or natively via the startup’s SDK. Thus, AppScotch’s ad unit lets users try out a game before committing to an app store download.
The end result, says the company, is that those users who do go on to download the advertised game are much more likely to engage with it, having already…
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