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BizReport : Ecommerce archives : August 16, 2010

Digital River, En Masse in e-comm partnership

A new ecommerce partnership is hitting the social shopping realm. Ecommerce solution Digital River has entered into an agreement with game publisher En Masse Entertainment for a social shopping platform within online games. The partnership will run through 2014.

by Kristina Knight

digitalriver.gifAccording to the agreement, Digital River will manage in-game commerce for En Masse's North American gaming platforms. The launch of the online store is expected in 2011, giving the partnership both in-game and online options for payments, subscriptions, virtual currency and fraud protection.

"We are excited to be working with En Masse and their experienced leadership team," said Jeff Hemenway, Vice President of Games, Digital River. "We have been investing heavily in our game technology, which we believe is unmatched in the industry when it comes to global scalability, and the power and flexibility of our merchandising, marketing and fraud protection tools."

En Masse Entertainment will launch a flagship action MMO game, TERA, later this year.

A recent eMarketer report forecasts that brands and advertisers will push $220 million into social gaming ads in 2010. By 2011 that number is expected to increase to $293 million. According to a Massive study in-game ads (via Bing) increased website traffic and search query volume and also push ad recall. Gamers, for their part, are said to be open to in-game advertising, making a partnership such as the one between Digital River and En Masse even more interesting.

If consumers are open to ads, for example, wouldn't they be open to actual in-game commerce options? With the ability to choose virtual payments and with global commerce options, the platform could be another changer for the ecommerce sector moving forward.

Tags: Digital River, En Masse Entertainment, social gaming, social networks, social shopping

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