NeoEdge Networks

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NeoEdge Networks
IndustryIn-game advertising/Digital distribution
HeadquartersMountain View, California
Key people
Dan Servos, CEO
Todd Kenck, CFO
Andrew Radin, CTO
Nolan Bushnell, Chairman of the Board
Steven Woods, Co-founder, Member of the Board
Michael Babiak, Co-founder, Sr. VP Advertising
ProductsVideo commercials in casual games

NeoEdge Networks was a Silicon Valley based technology and in-game advertising company that enabled casual game publishers and developers to deliver television-like commercials within their products - frequently in the context of free-to-consumer casual game play. NeoEdge powered advertising for a variety of game publishers including Yahoo.[1][2] NeoEdge provided both peer-to-peer game distribution (to reduce costs of distributing games) and in-game advertising (to help increase consumer game play and monetization). It was renamed Blue Noodle in early 2011 and shut down later that year.[3]


NeoEdge provided advertising inside online casual games.[4] The online video advertising platform provides advertisers a medium that reaches a key demographic (adults over 18 years of age) with television-like commercials in an engaged environment that casual gamers have accepted in exchange for free game play.[5]


NeoEdge was founded in 2002 by Steven Woods, Jeromy Carriere, Kelly Slough, Dave Simons, and Michael Babiak, former Netscape and America Online employees, under the name "Kinitos". While at the founders created the first consumer-based Voice Portal, acquired by America Online in 2000.[6] In 2007, Atari co-founder Nolan Bushnell joined the NeoEdge board as Chairman.[7][8]

Under the Kinitos brand, the company was a Microsoft partner in its Smart Client efforts. Smart Clients were a Microsoft initiative to help companies deliver Web 2.0 Internet services. These services were intended to help companies deliver consumer services that transcended traditional browsers - helping to provide downloadable application-style capabilities to consumer and enterprise companies without the past problems associated with installed applications.[9] Downloadable games with embedded web services are one class of such solutions, the Game Player, owned by NeoEdge, is one example of such an application - others include all manner of browser extensions and plugins, or downloadable web services applications like instant messaging, Google Earth, Bittorrent, iTunes, and many others.

In 2005, Kinitos reorganized to support game developers and distributors to deliver ad-enabled game play to consumers as an alternative to traditional "try and buy" models.[10] NeoEdge became a leader in changing the current business model of the casual game industry. According to the Casual Game Association, 200 Million people worldwide play casual games every month.[11] The industry struggled as a “hits” based business with a “Try and Buy” business model made long-term revenue generation difficult.

In 2010, the company was merged with Offspring Games and started a game studio in San Francisco, California. Titles released include Prize-O-Rama and Happy Thoughts. The game studio was unable to produce a profitable title and the company fell on hard financial times during the Great Recession. Its lender MMV Financial shut down its offices by July 2011.[12] By August the company failed to pay its employees.[3][13]


  1. ^ "Yahoo unveils ad-supported downloadable games". CNN Money. 10 July 2008. Archived from the original on September 29, 2008. Retrieved 2008-07-10.
  2. ^ "Interview: Bushnell's NeoEdge Becomes Big Player with Yahoo! Games". GameDaily. 10 July 2008. Retrieved 2008-07-10.
  3. ^ a b Dan Primack (August 17, 2011). "Investor immorality: The strange case of Blue Noodle". Fortune. Retrieved June 11, 2013.
  4. ^ "Casual Games Get a Serious Business Model: NeoEdge Launches First Open Advertising Network for a Huge, Untapped Market". MarketWire. 20 November 2007. Retrieved 2008-11-15.
  5. ^ "Video Ads Suck in Casual Gamers". RedHerring. 25 September 2006. Retrieved 2008-10-30.
  6. ^ "AOL Acquires Voice Portal". Computerworld. 2 September 2000. Archived from the original on 17 October 2008. Retrieved 2008-11-16.
  7. ^ "Nolan Bushnell Joins NeoEdge Board Of Directors". Gamasutra. 21 May 2007. Retrieved 2008-09-22.
  8. ^ "Atari co-founder Nolan Bushnell pushing ads in casual games". CNET. 21 February 2008. Retrieved 2008-10-28.
  9. ^ "Microsoft Offers Sneak Peek to Developers". DevX. 10 March 2004. Retrieved 2008-09-26.
  10. ^ "Casual Biz Models No. 4 – Try Before You Buy". Casual Gaming Biz. 22 May 2008. Retrieved 2008-10-05.
  11. ^ "Casual Games Market Report 2007" (PDF). Casual Gaming Biz. November 2007. Archived from the original (PDF) on 2008-12-21. Retrieved 2008-11-15.
  12. ^ Dan Primack (July 18, 2011). "Exclusive: MMV Financial in trouble". Fortune. Retrieved June 11, 2013.
  13. ^ "Vanedge investment in Toronto's Blue Noodle getting the wrong type of press". Retrieved June 11, 2013.

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