Bolt man back with casual gaming ad network

Operating in a quiet mode for the past six calendar month, Gamers Media represents 40 casual gambling sites, including BigFishGames and Gamesville, and uses Adify's ad platform. By targeting long tail casual gaming sites, Gamers Media will have more flexibleness in the types of ads placements it can offer its client, according to Gould.

"We do advergames, homepage takeovers and all the stuff you're not going to see on the top portal sites any longer because they are doing only IAB criterion advertising," said Gould, Gamers Media CEO. "It's a very niche class. We're a much more nimble team."

Gould was antecedently with Bolt Media, a youth media web that was to be acquired by video web GoFish for about $30 million a year ago. The deal fell through, however. Bolt was sued by universal joint Music Group and others at the time for content usage misdemeanor. GoFish had a previous relationship with universal joint Music Group, and was able to agent a colony between the companies, according to Tabreez Verjee, president of GoFish. Still, GoFish was unable to arrange similar deals with the other firms suing Bolt. Bolt yet filed for bankruptcy and was dissolved.

"You have to pay everybody their piece of the pie," said Verjee. "We couldn't afford to purchase Bolt because their liability attached to the music industry was too high."

While at Bolt Media, it was Gould's business human relationship with gambling site Miniclip.com, now the Prime Minister title of GoFish's recently-launched kids ad web, that inspired him to launch Gamers Media, he said.

"We did have a lot of experience with advertising and selling gaming [at Bolt]," Gould said. "Now we help the advertisers find the hard-to-reach gamers on the nontraditional properties."