Jogo, a new in-game ad firm, thinks it can compete with the bigger, more established and corporate-backed firms, reports BusinessWeek.

The firm is made up of industry veterans, including CEO Jay P Drago, who helped found 24/7 Media. The issue Jogo faces is that it's going up against firms that have been doing in-game advertising longer. Also, such firms have been snatched up by major players such as Google and Microsoft.

Jogo hopes a series of features, including the ability to offer unique engagement tools, will help it gain market share in a crowded field.