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February 22, 2008 11:09 AM

RealNetworks buys another game company, doubles syndication

Posted by Brier Dudley

Rob Glaser is becoming the Larry Ellison of the casual games industry.

Today Real bought games syndicator Trymedia from Macrovision, the latest in a series of acquisitions that Glaser's done in the last few years to bulk up Real's games publishing business.

Trymedia doubles Real's game syndication business, increasing its number of partners from 250 to 500. Trymedia also gives Real A-list partners, such as AOL, Yahoo!, Telstra, IGN and T-Online.

As Real's syndication business grows, the company will presumably reach more fans, attract more game developers and increase the game advertising business that Real's emphasizing.

Still to be determined is the fate of Trymedia's 60 employees. They're based in the Bay Area with offices in Fribourg, Switzerland; in Alicante, Spain; and in Maidenhead, U.K.

A spokesman noted that Trymedia has previously been integrated into a larger company, when it was purchased by Macrovision in 2005, "so our first step will be making sure we get the right employees and bring them into the RealGames’ team."

Real didn't discuss financial details, but it sounds like that info will be disclosed, maybe after the deal closes later this quarter.

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Gadgets and games | Fun stuff I've written about lately includes Apple's iPhone, Hewlett-Packard's HDX laptop and Microsoft's Halo3. Also on the radar are new digital video boxes such as the Tivo HD and the Vudu.