WPP Group has acquired a small stake in online computer game publisher WildTangent.

In a move intended to allow clients to tap into WildTangent's in-game advertising network, WPP has bought a 3.4 percent stake in the firm for an undisclosed sum, reports Brand Republic. WildTangent sells in-game ads for games it develops as well as for others, including Nickelodeon and the Walt Disney Internet Group, the companies said. It has also developed games on behalf of advertisers.

"Consumers are spending increasing amounts of time online, particularly the 18-34 demographic," Mark Read, WPP strategy director, is quoted as saying. "We want to get closer to this interesting new medium." In the past year, WildTangent has worked with WPP agencies on gaming initiatives with key clients such as Novartis and Unilever.

WildTangent's games are distributed via internet portals, ISPs and WildTangent software pre-installed on some 85 percent of consumer PCs in North America.