UBM Buying In To Game Ads With Small GAO Acquisition

When you look at the booming popularity of online games – from World Of Warcraft to FarmVille – it’s hard not to say “let’s have a bit of that”.

That’s what CEO David Levin’s B2B publisher United Business Media (LSE: UBM) (UBM) is saying – it’s buying Game Advertising Online (GAO), a New Zealand-based indie ad agency that serves ads in to free-to-play, web-based massively multiplayer online (MMO) games.

The price is $1 million, with earnout of up to $7 million conditional on targets. UBM is housing GAO in TechWeb, its business technology publishing division that accommodates InformationWeek and Web 2.0 Summit. The aim: to “diversify UBM TechWeb