WildTangent's Branded Playmaker

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Name: Dave Madden

Age: 38

Who he is: Exec VP-sales and business development for WildTangent, Redmond, WA. Founded in 1998, Wild Tangent is a leading online adver-gaming publisher.

Where he's from: Before joining WildTangent, Madden's eclectic media career included a seven-year stint as associate publisher of Runner's World as well as a brief stay as exec-VP-sales and marketing for News Digital Media, News Corp.'s interactive division.

%%PULLQUOTE_RIGHT%% What he's done: Madden and WildTangent founder Alex St. John lit out to raise $51 million in venture capital at a time when market conditions were at their worst. To date, brands like Nike, Pepsi and BellSouth have had their brands integrated in front of 45 million gaming enthusiasts, who have clicked their way to the WildTangent site.

What's next: Madden said the company is planning to expand its community of gamers into the instant-messaging world. WildTangent is also developing a product for Microsoft Xbox's live service called the Music Maker, which allows users to turn their Xboxes into entertainment consoles, allowing them to amuse friends with karaoke and slide shows.

Stock-in-trade: "WildTangent at its core is a deep technology company…what we've accomplished has turned the games media into a viable advertising medium."

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