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TalkTalk Quantifies In-gaming Advertising’s Impact on Consumer Engagement

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Broadband provider TalkTalk has revealed the findings of recent research conducted to find in-gaming advertising’s impact on consumer engagement.

TalkTalk supported by agency partner m/SIX, programmatic advertising partner and Outcome Media Company Xaxis, and in-game advertising platform Bidstack, commissioned eye-tracking specialist Lumen Research to study how ads were seen within gaming environments and how messaging for its fibre broadband service reached and resonated with gaming audiences.

Developed to explore attention, brand perception and purchase intent within the rapidly growing sector of in-game advertising, the study incorporated players on PC engaged with popular football and racing games.

Highlights from the study include:

After experiencing the in-game ads there was an uplift of 12% points in purchase intent.

Almost half (48%) of the study participants were able to spontaneously recall TalkTalk, rising to 58% when prompted. Whereas the benchmark for prompted is 33%, when looking at digital display (desktop and mobile) and Facebook Infeed (mobile).

Attention generated by the in-game ads in this study equates to 29 minutes of consumer attention per thousand impressions – a remarkable rate when compared to the industry average for online advertising (including desktop display, mobile display, and Facebook mobile Infeed) of 17.5 minutes per thousand impressions.

The study found that the average dwell time was 13% higher for the TalkTalk ads than the industry average of 1.6 seconds for online advertising (including desktop display, mobile display, and Facebook mobile Infeed).

TalkTalk’s in-game ads were viewed by up to 96% of the study participants. In comparison, an industry average of 67% of online advertising (including desktop display, mobile display, and Facebook mobile Infeed) ad impressions are viewed.

Over eight in ten (84%) felt the ads were suitable for the in-game environment.

Joe Bremend, Media Manager of TalkTalk, said: “Gaming is a large and ever-growing part of how consumers utilise their broadband services – accelerated further by the COVID-19 pandemic. Having the ability to effectively reach and engage with this growing and valuable audience, in an environment where they are increasingly spending time, and share marketing messages that drive brand awareness is a game-changer. It is particularly promising to see this campaign perform so well against some of the most relied on digital advertising KPIs, which bodes well for the future of in-game campaigns.”

Gareth Rees, Communications Planning & Strategy Director of m/Six, said: “Gaming is a fast-growing form of entertainment with an enormous global audience that spans a range of demographics, yet it’s a relatively nascent channel for advertising. This groundbreaking study proves the value of in-game advertising for brand awareness activations, with the ability to generate attention when consumers are fully immersed in gaming environments and drive positive outcomes.”

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Amusnet

Amusnet Adds Wet and Wild Fun to Crash Gaming with Hippo Splash

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Amusnet is poised to elevate the thrill in the crash game segment with the imminent launch of Hippo Splash – a lively, quick-paced game that merges fun narratives with exhilarating gameplay and a verifiably fair algorithm.

At the core of Hippo Splash is a memorable image: a playful hippo gingerly balancing on a log in the center of a lake. Every action heightens the suspense, every moment raises the stakes… until a single mistake causes the hippo to plunge into the water. That’s the moment players anticipate – and the secret to transforming clever timing into substantial victories.

Created with player enthusiasm as a priority, Hippo Splash allows gamers complete control over their tactics. They have the option to cash out early at 50% for a more secure strategy or remain in the game longer to pursue higher multipliers before the eventual drop. Each round is fast, easy to grasp, and filled with tension, allowing for immediate participation while maintaining high adrenaline.

With its colorful theme, engaging mechanics, and modern crash gameplay, Hippo Splash is poised to appeal to both seasoned crash game fans and newcomers looking for something fun, fast, and rewarding.

Get ready to watch the log, track the multiplier, and decide the perfect moment to cash out – because in Hippo Splash, every step counts, and every splash could send winnings soaring.

Gamble
Play the game and multiply your winnings through the Gambling feature!

Multipliers
The game starts with a multiplier set at 1x and rises gradually and can go up to a max coefficient of 1,000,000.
Multiplier can potentially crash at 1x, ending the game round.

50% Cash Out
Players can cash out 50% of their bet during the game round and continue playing with the remaining 50%.

Jackpot Cards
The Jackpot Cards bonus game is triggered at random during the gameplay to allow players to win impressive jackpots.

The post Amusnet Adds Wet and Wild Fun to Crash Gaming with Hippo Splash appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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155.io

155.io Breaks the Mold Again, Introducing the CCTV Game Genre via Rush Hour

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155.io, the live content studio transforming real-world games, has launched CCTV.Game, an innovative genre created entirely from live CCTV footage collected worldwide. The category debuts with its inaugural title, Rush Hour. The live game operates around the clock to convert real-life traffic into immediate viewing and wagering entertainment.

The CCTV Game signifies a new path for 155.io, broadening its chaos-oriented philosophy into completely live, real-world settings. Created using numerous live CCTV feeds from around the globe, the game transforms everyday activities into quick, engaging, and immediately bettable entertainment.

Running nonstop, Rush Hour enables players to wager on straightforward, distinct results during rounds lasting under a minute – such as the number of cars that cross a junction or the quantity that turns left or right within a specified timeframe. Each round is dynamic, spontaneous, and influenced by the organic rhythms of the world, instead of standard RNG methods.

Rush Hour’s live recordings feature diverse locations such as Sydney, Swindon, Arizona, and Taipei, as well as landmarks like Patong Beach in Thailand and Abbey Road in London. From everyday crossroads to landmark locations, the entire world transforms into the game board. Crafted for mobile devices, Rush Hour is immediately comprehensible and genuinely engaging, providing a much-needed option to conventional casino formats. CCTV Game embodies 155.io’s fundamental philosophy: chaotic reality, straightforward games, and entertainment designed primarily for mobile.

The launch enhances 155.io’s attraction to the upcoming player generation, merging live-stream culture with instant betting features.

CCTV Game and Rush Hour can now be accessed via Hub88 or through direct integration.

Sam Jones, Founder & CEO of 155.io, commented: “Rush Hour is the first expression of our CCTV Game genre – think Big Brother blended with Polymarket. It’s completely live, and the world is now our studio. CCTV.game takes real-world chaos and turns it into something instantly playable and genuinely entertaining – this is content the next generation will queue up to try.”

He added: “Once you realise the entire world can be a live game feed, there are no boundaries. Live traffic content is just the start – from live wildlife to iconic sporting locations – we’re only just setting off on our journey of what real-world chaos entertainment can be.”

The post 155.io Breaks the Mold Again, Introducing the CCTV Game Genre via Rush Hour appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Chicken X & Friends

Million Games Launches Chicken X & Friends Today Following Strong ICE Reception

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Million Games announces today the official launch of Chicken X & Friends, its real-time multiplayer crash game and the highly anticipated sequel to the award-nominated hit Chicken X.

Following a successful showcase at ICE 2026, where the game attracted strong interest and positive feedback from operators, partners, and industry professionals, Chicken X & Friends is now live and available to play.

Set across a chaotic multi-lane highway, Chicken X & Friends brings Jack Chicken back into action—this time in a shared, unlimited multiplayer environment. Unlike traditional crash games, gameplay never pauses. There are no waiting rounds or session start times. Players can jump in instantly and start playing at any moment.

Multiplayer Crash Gameplay, Evolved

Chicken X & Friends introduces unlimited, real-time multiplayer gameplay to the crash genre. Players are visible live on screen as they navigate traffic lanes, build multipliers, and decide when to cash out before the crash.

“This launch marks an important step for us,” said Thomas Nimstad, CEO of Million Games. “Chicken X & Friends builds on everything players loved about the original, but adds a social layer that fundamentally changes how crash games feel. Seeing other players make decisions in real time adds tension, strategy, and excitement—and that was very clear from the feedback we received at ICE.”

Player Choice, Progression, and Personalisation

Gameplay takes place across multiple traffic lanes, each offering a distinct risk-and-reward profile. Slower lanes provide steadier multiplier growth with lighter traffic, while faster lanes increase volatility with denser traffic and quicker multiplier escalation.

Players actively choose how and where to play—staying safe, pushing into danger, or switching lanes as conditions change. Safe zones offer a brief pause from traffic, but staying too long triggers an automatic cash-out, ensuring the pace remains high and the pressure stays on.

As players progress, they unlock levels and cosmetic customisations, including different skins and hats for Jack Chicken. These visual rewards allow players to stand out on the road and showcase their experience and performance without affecting gameplay balance.

Movement is fast and intuitive, controlled through taps or directional inputs, allowing players to react instantly as traffic patterns evolve.

Social, Competitive, and Always On

In public playgrounds, up to ten players appear live on screen. Each player is represented by Jack Chicken, while competitors appear as pigeons, creating instant visual awareness of who is still in the race. The leading player is highlighted with a unique “king” skin and a visible live multiplier.

Live leaderboards track top performances over the past hour and 24 hours, encouraging repeat play and competition. Players can also choose to play solo or create private rooms with friends, offering flexibility without compromising the core gameplay experience.

Now Live and Available

Chicken X & Friends is launching today and can be played now on the Million Games website. Operators and partners interested in integrating the game or learning more about distribution opportunities are encouraged to get in touch with the Million Games team.

“This game represents something genuinely new for our industry,” added Thomas Nimstad. “We’re pushing beyond familiar formats to create experiences that players haven’t seen before. Unlimited gameplay, visible multiplayer tension, and shared decision-making open up a new direction for crash games—and that’s exactly the kind of innovation we want Million Games to be known for.”

The post Million Games Launches Chicken X & Friends Today Following Strong ICE Reception appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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