Gaming
Innovative new AdTech provider Interact makes a splash with charity: water partnership

Interact, a pioneering new AdTech platform that offers immersive in-game advertising solutions for brands, has announced that its innovative new technology raised awareness of the ‘Clean Water Pledge’ by charity: water. The display campaign resulted in hundreds of thousands of impressions, with one in four [27.5%] users tapping on the interactive in-game billboards.
The success of this partnership marks a strong start to the year for Interact. Launched in December 2021 by leading video game publisher Playstack, Interact is a new form of advertising technology. Interact seamlessly places brands into games in a non-disruptive way, making them part of the play. Its unique approach makes in-game brand engagement easy, accessible and relevant to developers, brands and players alike.
Interact prides itself on delivering non-intrusive ads that encourage engagement without disrupting gameplay in any way. Building on years of knowledge and gaming industry experience, Interact’s SDK integrates easily into games, using simple tools to deliver advertising solutions. The expert team works with top brands, building bespoke ads with multiple touch points, that work for developers, players and brands.
The perfect partnership for Idle Aquarium and Idle Sea Park, the charity: water interactive billboards integrated seamlessly into the mobile game in locations, just like those where they would be seen in real life – such as beside exhibitions. Over the course of 15 days, the billboards were watched for over 180 hours, with an impressive 27.5% of viewers tapping to find out more.
Peter Griffin, Head of Brand Partnerships at Interact, said: “At Interact, we are really passionate about creating campaigns that really make brands part of the play – adding to in-game player experience rather than disrupting it. We focus on finding the right brand partnerships and ensuring that our ads make sense, resulting in lifelike experiences in games, that are just like you would see in the real world. We work closely with developers, making it easy for them to integrate our SDK into their games in a way that benefits everyone.
“Supporting charity: water to deliver in-game ads in Idle Aquarium and Idle Sea Park was a collaboration that just made sense. It fitted so well with the games, and was such a relatable brand for players. We are really happy with the results the campaign achieved, especially for such a worthy cause.”
The charity: water campaign, which was launched in partnership with Walk-In Media to coincide with World Water Day [Tuesday 22 March], saw groundbreaking interactive ads served in Playstack’s Idle Aquarium and Idle Sea Park mobile games. Using cutting edge new technology from Interact, interactive water-themed billboards were placed into the in-game parks, which players could then click on to find out more about charity: water and the ‘Clean Water Pledge’.
Ellie Scouller, Brand & Communications Senior Manager, charity: water, said: “It’s been a great experience working with the Playstack team to test this new form of in-game advertising. We’re always looking for innovative and engaging ways to tell more people about the water crisis and our work.
“There are currently 771million people living without access to clean water, that’s 1 in 10 or ten times the population of the UK. It’s a massive problem but one we know how to fix, we just need more people to help. A big thank you to Playstack for their support of our World Water Day campaign. We look forward to working more with them in the future!”
Interact places great importance on measurement across its campaigns, offering the best possible value for its clients. Giving prominence to accuracy, Interact calculates impressions by a number of set criteria including viewing angle, screen space and visibility duration.
With Interact, brands really are part of the play.
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Games of the Future 2025
The Countdown is On: Less Than 3 Months to Go Until The Games of The Future 2025 Kicks Off in Abu Dhabi

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In just under three months, the world will turn its eyes to Abu Dhabi as the Games of the Future 2025 (GOTF 2025) prepare to deliver an electrifying showcase of competition, innovation and entertainment.
Set to redefine the boundaries of sport in a pioneering format where competitors must excel both in traditional sports and digital gaming arenas, the Games of the Future 2025 is set to be a sporting spectacular like no other.
For six days from 18-23 December, ADNEC will transform into a futuristic sports hub featuring sports and esports arenas, robot combat zones and drone racing tracks, as athletes and clubs from across the globe battle across 11 phygital disciplines that test speed, strategy and sporting prowess for a staggering USD 5 million prize pool.
Led by ASPIRE as the official delivery authority for the Games of the Future 2025, and supported by Ethara, the operations powerhouse behind some of the city’s key iconic events, athletes, fans and spectators can look forward to an exceptional edition that will elevate the Games of the Future into a landmark occasion on the global sporting calendar.
Residents and visitors can experience a taste of the action with an immersive roadshow at a series of locations across the UAE from October to December. Featuring live demos and interactive challenges, the tour will bring the thrill of phygital sport to life ahead of the Games of the Future 2025 in December.
Nis Hatt, CEO of Phygital International, said: “Phygital sports are rewriting the rulebooks of competition. With less than three months to go, transforming the iconic exhibition centre in the heart of Abu Dhabi into the world’s most advanced space for both digital and physical competition is no small feat. It requires the vision and dedication of hundreds of people to build bespoke digital arenas, pitches, and immersive experiences that will redefine how athletes compete and how fans engage.”
Fans will be able to follow every moment of the Games of the Future 2025 thanks to two newly confirmed media partners. Ei Nerd, Brazil’s leading entertainment platform boasting over 4 billion views, will bring the spectacle directly to its vast community, and BIGG, one of the foremost gaming and esports entertainment company in EMEA, will deliver comprehensive coverage via BIGG TV, the Middle East’s leading gaming channel, which reaches 50 million households in more than 100 countries.
The post The Countdown is On: Less Than 3 Months to Go Until The Games of The Future 2025 Kicks Off in Abu Dhabi appeared first on European Gaming Industry News.
155.io
155.io rolls out new chaos-fuelled game Survivor

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155.io, the live content studio built for a mobile-first world, has amped up the chaos in its live game portfolio with the launch of Survivor – a frenetic, last-marble-standing battle that turns physics into pure entertainment.
Brought to life from 155.io’s custom-built studio, Survivor sees 16 marbles begin on a plate that spins to make collisions in a mesmerising display of speed and chaos – ultimately leaving just one winner. Marbles are assigned to coloured teams with each featuring a different number of marbles, creating unique odds every round.
The mercurial white marble pays out over 15x, making every spin a heart-racing showdown. 155.io’s live portfolio of games stars ducks.io, Marbles.io and Stairpong.io. All of the games are recorded from a real-world studio, broadcast live, designed for the mobile user in mind.
155.io Founder and CEO Sam Jones commented: “Survivor strikes the perfect balance of real-world chaos, adrenaline, and intensity as players watch to see which marble outlasts the rest. It’s a fun, fresh twist on our original marbles game — one that players still love to this day. This is exactly what 155.io is about: simple, universal games brought to life with real-world action and designed for the next generation of players.”
The post 155.io rolls out new chaos-fuelled game Survivor appeared first on European Gaming Industry News.
Belatra
Belatra on target with debut crash game: Goose Boom Bang

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Belatra, a leading developer of innovative online slots, has set its sights on the crash game market with the launch of its hit new game, Goose Boom Bang.
Following 30 successful years of creating outstanding slot and instant games, Belatra has turned its sights on the crash game market. Goose Boom Bang stars a fearless goose whose explosive personality takes the game to new heights. As soon as the goose takes off, the multiplier begins to climb – from 1.01x up to an incredible 1000x. The longer the goose travels, the higher the potential reward.
As the journey gathers pace, the risk increases and at any moment the goose can be stopped in his tracks by a cunning Hunter, the swift Hawk, or the sly Crocodile. The prize returns to zero as soon as the goose is stopped by one of these protagonists. Players must decide the opportune moment to call time on the goose flight, but choose when to shoot and claim the winnings.
If the shot hits the mark, the bet is multiplied by the current multiplier, and the Goose drops to the water. Game round history is displayed at the top of the screen: green indicates a win, red – shows a loss. The Goose’s flight path continues to be shown even after the round, revealing how far it could have flown and the maximum possible winning total.
Misha Voinich, Head of Business Development at Belatra, commented: “Belatra has fired the starting gun on its crash game entry, bringing its signature style of humor, dynamic gameplay, and unique atmosphere. Players have the power to choose when to stop the Goose and secure the maximum multiplier before the Hunter, Hawk, or Crocodile ends the round for them!”
The post Belatra on target with debut crash game: Goose Boom Bang appeared first on European Gaming Industry News.
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