Disney, Google sign advertising deal; NBCUniversal makes use of AI; Axiomatic and March Capital invest in Nifty Games.

March Capital Partners Leads Nifty Games Raise

Santa Monica-based venture capital firm March Capital Partners announced Nov. 27 it led a $3 million funding round for San Francisco-based video game studio Nifty Games. Mid Wilshire–headquartered Axiomatic Gaming also participated in the round. NiftyGames told VentureBeat it focuses its production office in Los Angeles on developing sports games for mobile and consoles with efforts to expand the limited sports gaming genre.

NBCUniversal Adds AI Marketing

Engadget reports NBCUniversal Media, which has significant operations in Burbank, adopted a beta-test version of an artificial intelligence marketing aid. The Context Intelligence Platform analyzes closed caption, script, and visual description data to identify the ideal moment for ad placement. For example, a network show featuring a party scene would likely follow that scene with an ad for alcoholic beverages. The system is due for official release next year, and NBCUniversal reports three to five advertisers are engaged in the current beta test.

Disney Signs Advertising Deal with Google

Alphabet Inc.’s Google and the Walt Disney Co. announced Nov. 27 they have entered into a new global strategic partnership. The agreement includes moving Disney digital content and display business on Google’s’ ad management platform. According to Socaltech, Disney will now use Google as its core (and exclusive) ad technology platform. Terms of the deal were not disclosed.