• by Tanya Gazdik , January 19, 2009

An announcement that GoFish Corp. is changing its name to Betawave in order to shift its emphasis to attention-based engagement metrics is expected today.

Matt Freeman, 39, who joined digital media and entertainment company GoFish in June, remains CEO of Betawave. Company headquarters will remain in San Francisco.

Freeman previously was CEO at Omnicom's Tribal DDB Worldwide. A self-proclaimed entrepreneur, Freeman founded that company in 1998 when it launched as the digital arm of DDB. He was recruited from Modem Media by Ken Kaess and Keith Reinhard, who were DDB's CEO and chairman at the time.

GoFish secured $22.5 million in private placement financing in December led by Panorama Capital, Rustic Canyon Partners and Rembrandt Venture Partners. The company provides online services including virtual worlds, advergames, and safe communities for youth and their parents by aggregating and distributing online content across a network of Web sites for which GoFish is the exclusive brand advertising partner.