Gaming

Make way for the in-game advertising revolution

Published

5 years ago

July 14, 2021

Reading Time: 3 minutes

Nicola Halpin, Senior Director of Sales at Adverty, on why brands must wake up to the creative possibilities inherent within in-game advertising

In-game advertising remains unchartered territory for the vast majority of brands, yet a large-scale shift towards seamless and non-interruptive in-game advertising which sits alongside the immersive experience of increasingly popular virtual worlds has already begun.

Indeed, with around three billion gamers worldwide, this industry offers unlimited, lucrative opportunities for marketers looking to upgrade from traditional advertising methods.

In the mobile space, 5G is one of the most exciting developments – heralding greater creative freedom and unlimited possibilities. According to a report from games analytics company, Newzoo, there will be some 2.1 billion 5G-ready smartphones globally by 2023, accounting for 42.7% of active smartphones. The mobile market’s transition towards this fifth generation of mobile network technology has already begun, with countries around the world rolling out 5G networks, and many of the leading smartphone manufacturers having launched flagship 5G smartphones.

Meanwhile, Newzoo’s report also notes that the era of hypercasual on mobile is branching out into exciting areas with new ways to play leading to new ways to pay, including bundles, direct purchases and ad-based revenues.

With innovations such Adverty’s unobtrusive In-Play and In-Menu ad formats – designed to make in-game advertising a powerful performance as well as a branding channel – brands are starting to wake up to the possibilities. They will be pleased that they did: Our recent research into the reception of in-game advertising indicated that respondents preferred ads which blended seamlessly into the gameplay experience – compared to 30% favourability for a standard banner ad, for instance.

It is now possible to reach mobile gamers non-intrusively – to add to, rather than to detract from – the immersive experience. And with lockdowns having led to consumers engaging with mobile gaming more than ever, with Adverty’s traffic, for instance, going up 35%, this is a trend that looks set to stay. Post lockdown, rather than diminishing, this traffic plateaued.

Besides, gaming is an increasingly popular pastime for a much broader demographic than many assume, too, with Nick Sperrin, Chief Client Officer, Dentsu UK, pointing out that DGame, its specialist division set up to help brands reach and engage with gaming audiences was developed “in response to a rapidly changing marketplace which has mass, not niche, potential.”

Despite this, there remains a huge disconnect between brand investment that is pouring into social media, by way of example, versus gaming – despite both areas having broadly similar reach. Gamers are both male and female, and many are mature – with significant spending power.

So, with the technology advancing all the time and 5G offering increased sophistication and creative freedom, it’s time that brands made the most of native in-game placements. By way of example, Adverty’s formats can’t be turned off by ad blockers; they offer brand awareness and brand safety – and they can run programmatically. In-Menu represents a clickable ad unit which can lead gamers directly to offers or purchase, with even automotive brands are becoming active in this space – proving that there is increasing awareness that games are not just played by kids, but by decision makers and money makers, too.

Many play games daily, too, while the eSports category is exploding. So it should come as no surprise to learn that brand safe advertising which is well-received in this context, without disturbing game play, delivers results. For instance, for Unilever brand, Knorr, a clickable banner in the mobile casual game, Subway Surfers, delivered over 5.76 million viewable impressions and almost seven seconds in average view time per impression. Besides this, Adverty’s patented BrainImpression technology, which is based on research around the anatomy of the human eye and brain perception, enables us only charge the advertiser when we know the ads have been fully perceived by the consumer. There is no catch: You only get charged for ads that are seen.

What’s more, our recent brand lift study with Dentsu Data Labs highlighted the potential impact of in-game executions – with ad awareness up 84% and brand recall up 78%. Clearly there is minimal risk when it comes to putting your money in this space, with advertising that blends in well. It’s becoming increasingly evident that brands ignore the in-game revolution at their peril.

Exprexion

Flexion Launches Mobile Service Suite Exprexion

Published

5 hours ago

May 8, 2026

Wladimir P.

flexion-launches-mobile-service-suite-exprexion

Games marketing company Flexion has announced the launch of Exprexion. This integrated suite of services provides game developers with a single point of entry to alternative app stores, creator-led marketing and direct-to-consumer sales.

The mobile gaming industry is entering a new era. After years of market domination by Google and Apple, game studios are looking for ways to be in command of their own destiny. High store taxes and rising acquisition costs have squeezed profits for too long. The Exprexion suite of services gives developers the freedom to innovate in market engagement and express their ideas directly to users, moving beyond the traditional constraints of the major app stores.

The Exprexion suite consists of three core services:

Exprexion Markets: This service manages all the technical and operational requirements of distributing games on alternative platforms including Amazon, Samsung, Huawei, Xiaomi and ONEstore. Flexion handles everything from integration to platform relations, typically adding more than 10% in incremental revenue. By taking on these tasks, Flexion reduces upfront and operational costs for developers while reducing risk.

Exprexion Creators: This service focuses on influencer-led marketing and social media strategy. By managing the creative process and relationships with influencers, Flexion helps studios find high-value players who engage with games through organic interest. This approach allows developers to reach bigger audiences through broader market channels and innovative user acquisition.

Exprexion Direct: This service enables developers to sell to their players no matter where those players are. By moving transactions outside of the major app stores, studios can make better margins and reclaim the 30% fee typically charged by platform owners. The service uses proven payment technology from trusted suppliers, like Xsolla, to ensure the buying experience remains smooth.

“The mobile industry has reached a point where the old methods of finding and monetizing players are no longer sustainable for many game studios. For years, developers accepted high fees and limited data access as the cost of doing business. Now, the emergence of a more open market and the shift toward direct-to-consumer relationships have changed the math. We launched Exprexion because the market is finally in a place where developers can feasibly run their own stores and distribution networks without the massive operational overhead that used to hold them back,” said Jens Lauritzson, CEO and Founder of Flexion.

Flexion’s technology, people and expertise are unique in the mobile market. The Exprexion services are fully integrated with one another, meaning each service perfectly complements the others. They can be combined seamlessly or used in any combination to generate profit and grow audiences bigger than ever before.

Flexion currently manages 37 top-grossing games. Four of these titles have reached the Top 10 grossing charts on Google Play. By providing a decentralised path to growth, Exprexion serves as a vehicle for a studio’s financial freedom.

The post Flexion Launches Mobile Service Suite Exprexion appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Funding

EasyWin closes second seed round at $20m valuation

Published

2 days ago

May 6, 2026

Wladimir P.

easywin-closes-second-seed-round-at-$20m-valuation

Real-money casual puzzle tournament startup says an EU private investor backed the April 2026 round.

EasyWin, a U.S.-based real-money gaming startup, said it has closed its second seed funding round at a $20 million valuation. The company announced the round in April 2026 and said it was backed by a private investor from the European Union.

The company previously closed its first seed round in December 2025 at a $15.5 million valuation. That round included funding from Velo Partners, Vladimir Nikolsky and several private angel investors.

EasyWin was founded by Ivan Leshkevich, a former executive at mobile game publisher and developer Mamboo Entertainment. The startup, which currently has a team of eight, says it has built a global tournament platform for casual puzzle games with cash prizes and operates across major markets.

Since launching in 2025, EasyWin reported 25% month-over-month growth in user spending and a 4.9 average user rating. It also said it has expanded into 12 countries with localized legal opinions and payment infrastructure, received PayPal approval for its MCC, and completed payments-stack integrations with global providers.

The company also said it has obtained GLI certification “confirming compliance with U.S. regulations for skill-based gaming products.” Leshkevich said: “In the long term, we aim to become a leading global skill-based gaming platform. To achieve this, we focus on a strong product USP and new AI-based dev tools.”

The post EasyWin closes second seed round at $20m valuation appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Gaming

Why Some Slot Themes Perform Better in Different Markets

Published

2 days ago

May 6, 2026

GamingAmericas.com

why-some-slot-themes-perform-better-in-different-markets

A slot that breaks records in Las Vegas can flop in Stockholm. One that prints money across Macau might leave Western players scratching their heads.

It happens all the time, and it’s rarely an accident.

Player taste is shaped by culture, regulation, storytelling habits, and even the kind of phone someone uses to play. Once you start digging into why some themes win in some markets and stall in others, the patterns get pretty clear.

Cultural Influence on Slot Theme Preferences

People are drawn to what feels familiar. Mythology, history, and cultural symbols come pre-loaded with meaning, which makes recognition easier from the very first spin.

A Norse warrior slot lands differently for a player in Gothenburg than it does for one in Tokyo. The imagery taps into stories already living in their cultural memory.

That’s why certain themes punch above their weight when matched to the right region. Norse mythology peaks in Northern Europe. Dragons and koi fish dominate East Asia. Ancient Egypt, oddly enough, travels almost everywhere thanks to decades of pop-culture exposure.

Developers have noticed. They’re now drilling into culturally specific micro-niches, drawing on real historical detail rather than recycling tired clichés. Modern players spot lazy localization in seconds, and they punish it.

Visual Style and Regional Design Preferences

Aesthetic expectations also shift sharply between regions.

Some markets prefer clean, minimal interfaces with uncluttered reels and easy-to-read paytables. Others want vibrant colors, dense animation, and constant movement on screen.

Asian markets typically gravitate toward red-and-gold palettes, ornate symbol design, and celebratory sound effects. Nordic players tend to favor sleeker, video-game-quality production with restrained visuals.

The slots that travel best find a way to keep universal appeal while quietly localizing the small stuff. That might mean dialing back color saturation, swapping out the soundtrack to fit local musical tastes, or tweaking pacing so wins feel either explosive or steady depending on who’s playing.

These details look minor on paper. They often decide whether a title sticks in a market or vanishes within weeks.

Popular Slot Themes Across Global Markets

North America leans hard into entertainment-driven, jackpot-focused titles. Branded slots tied to films, TV, and music do well, alongside progressive heavyweights like Mega Moolah and Wheel of Fortune. Big-win marketing and instant brand recognition carry a lot of weight here.

American-themed slots featuring buffalo imagery, Vegas iconography, and Wild West motifs also remain strong sellers. Coverage of American-themed slots shows how patriotic visuals and classic three-reel formats keep pulling loyal audiences across regulated US states.

Asia is dominated by themes built around luck and prosperity. Titles like 88 Fortunes and Dragon Link work because their symbols — gold ingots, dragons, lanterns, festival imagery — connect directly to long-standing beliefs about fortune.

Interestingly, Asian-themed slots also perform unusually well in Latin America. A lot of that comes down to early market exposure: Asian providers entered those markets first and shaped player taste before Western developers caught up.

Europe, including Sweden and the wider Nordics, favors adventure and mythology. Book of Dead, Vikings Go Berzerk, Starburst, and Gonzo’s Quest stay popular because they hit a sweet spot between accessible gameplay and strong storytelling.

Sweden has a deeper connection to these games than most. Many of them — Starburst and Gonzo’s Quest among them — were built by Swedish studios like NetEnt and Play’n GO right out of Stockholm.

Regional Market Trends and Player Behaviour

Behavior itself varies by region, not just taste.

Some markets gravitate toward high-volatility gameplay with rare but massive payouts. Others prefer steadier, low-risk experiences that stretch session length.

North American players often chase jackpot potential and the dream of life-changing wins. Asian markets emphasize symbol-rich, visually intense gameplay where the experience itself is the reward.

Nordic markets sit somewhere in the middle. Swedish players in particular are known for analytical play. They want transparent mechanics like Megaways and Hold & Win, and they tend to stick with trusted, familiar titles rather than chasing every new release.

Industry data from Evolution, the group behind Swedish slot pioneers NetEnt and Red Tiger, points to Swedish-built slots having set the bar for production quality. That’s part of why local players hold such high expectations.

How Platforms Adapt Slot Libraries for Different Regions

Players don’t usually find their favorite slots by accident. Online casino comparison platforms do a lot of the heavy lifting.

These sites curate libraries based on local taste, regulation, and language. They cut through thousands of available titles and surface the ones that actually fit a given market.

In Sweden, this is especially noticeable. An online casino comparison site such as casinohallen.se tends to spotlight the slots that resonate most with Nordic players — Starburst for its clean design and steady low-volatility wins, Book of Dead for its Egyptian adventure framing, Gonzo’s Quest for its cascading Avalanche mechanic, and Reactoonz for its quirky character-driven gameplay.

The same logic applied in North America would push jackpot networks and branded titles to the top. An Asian-focused platform would lead with dragon and prosperity themes.

The role of these comparison sites isn’t just to list options. They act as cultural filters, surfacing the games most likely to actually click with a specific local audience.

Game Design Elements That Influence Global Success

Mechanics carry as much weight as themes.

Free spins, cascading reels, expanding wilds, bonus multipliers, and Megaways-style variable paylines all amplify theme performance when they line up with the narrative.

Book of Dead works because the expanding symbol mechanic feels like uncovering an ancient secret. An adventure slot needs progression. A prosperity slot needs symbols that feel ceremonial when they land. Mismatch the mechanic and the theme, and the whole thing feels off.

Globally successful slots tend to share a formula: simple core gameplay, a recognizable theme, and one or two distinctive mechanics. That combination travels well without losing identity.

As Slots 101 coverage on slot fundamentals points out, the genre’s real strength is how easily it adapts. A few tweaks to symbols, sound, and volatility can transform the same underlying game into something that feels native almost anywhere.

In the end, slot performance is a reflection of the player. Get the cultural fit right, match the mechanics to local risk appetite, and respect regional aesthetic expectations — and a slot can quietly become a market favorite for years.

The post Why Some Slot Themes Perform Better in Different Markets appeared first on Americas iGaming & Sports Betting News.