Jordan Bevan
Take-Two Interactive, renowned for blockbuster franchises like Grand Theft Auto and NBA 2K24, is reportedly in discussions to sell its adtech division, Chartboost. The potential sale aligns with Take-Two’s strategic shift toward focusing on high-quality, premium gaming experiences, or “AAA” titles, rather than mobile ad revenue. Major adtech players, including AppLovin and LoopMe, have emerged as possible buyers, though the negotiations are ongoing and could change, Business Insider reports.
Take-Two acquired Chartboost indirectly in 2022 as part of its $12.7 billion purchase of Zynga, the mobile gaming company best known for popular titles like Words With Friends and FarmVille. Zynga had previously acquired Chartboost for approximately $250 million, aiming to retain more control over ad revenue within its mobile games rather than relying on external vendors. Chartboost offers technology for mobile app developers to monetize apps and acquire new users, supporting advertisers with tools like its demand-side platform (DSP) and mediation technology.
AppLovin, a prominent player in mobile adtech, has shown interest in Chartboost’s DSP and mediation technology. Its acquisition could further strengthen AppLovin’s expansive adtech ecosystem, which helps developers generate revenue and attract users across both mobile and connected TV. LoopMe, another potential buyer, may seek Chartboost’s ad exchange assets to bolster its presence in the U.S. and grow the sell-side of its business. Recently, LoopMe has been eyeing acquisitions and exploring a public listing to drive its growth trajectory.
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