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.

Gaming

Soft2Bet Introduces MEGA11, a Football Manager Experience Designed to Elevate Sportsbook Activity

Published

2 days ago

February 20, 2026

Wladimir P.

soft2bet-introduces-mega11,-a-football-manager-experience-designed-to-elevate-sportsbook-activity

Soft2Bet has revealed the debut of MEGA11, a football management game aimed at enhancing sportsbook interaction and improving player loyalty. Acknowledging that football manager and fantasy games rank among the most favored genres with the longest typical gameplay durations, MEGA11 provides a progression-oriented and captivating football manager experience focusing on fantasy league team construction, allowing players to tactically oversee their own teams and make important choices while competing in leagues and matches.

Users of sportsbooks are inherently used to waiting before making their next wager. That inactivity naturally leads to a decrease in daily engagement, even among bettors who are very focused on football. MEGA11 addresses this issue by providing users with a football management game seamlessly connected to the sportsbook experience. Rather than waiting for the upcoming kickoff, players can remain engaged by forming their team, modifying lineups, and battling in their personal matchups or leagues. This establishes a distinctive two-way interaction cycle, effortlessly integrating real-money wagering with social, engaging gameplay, transforming these calmer times into organized activity with defined objectives, advancement, and a motivation to come back.

MEGA11 is developed as an independent game featuring its own soft-currency system, without any direct links to sportsbook deposits or casino operations. The main experience is free-to-play, enabling players to advance at their own speed. For players seeking to advance quickly or enhance their team, MEGA11 provides optional purchases, such as more powerful player cards and boosters that speed up progress and offer a strategic advantage.

The engagement of the sportsbook is fueled by a straightforward, quantifiable mechanism. Each wager allows players to accumulate points that enhance their advancement in the football manager game. This advancement, consequently, activates sportsbook bonuses, actively encouraging ongoing involvement and strengthening consistent engagement. Advancement is organized via a five-level loyalty and gamification framework that reflects a football career trajectory: Beginner, Amateur, Professional, World Class, and Legend. The tiering aims to maintain motivation over time, providing a consistent feeling of progress that fosters longer-term retention instead of brief spurts of engagement.

The new engine enhances Soft2Bet’s larger MEGA portfolio, which currently features mechanics like MEGA Chance, MEGA Round, and MEGA Clawee. It further enhances Soft2Bet’s sportsbook offering with instant payouts, 24/7 support, and over 200 pre-match football markets, by introducing a perpetual football format designed to maintain fan engagement beyond the live match calendar.

The design of the product continues to prioritize player protection and compliance. MEGA11’s soft-currency, non-deposit model promotes secure and compliant interactions, emphasizing entertainment and advancement while adhering to responsible gaming standards in regulated regions.

Yoel Zuckerberg, CPO at Soft2Bet, stated: “MEGA11 is built to keep football fans engaged between matchdays, pairing a manager-style progression loop with a soft-currency model that supports compliant, long-term sportsbook loyalty. Football manager games are renowned for having the highest player immersion and longest session times in the industry. By bringing this experience to our partners, we are combining real betting with social gameplay to deliver authentic player experiences that resonate with fans and drive sustainable engagement.”

The introduction of MEGA11 enhances Soft2Bet’s emphasis on product-driven engagement, merging game design, loyalty strategies, and a robust regulatory framework to assist operators in achieving more reliable retention during the football season. The technology has received significant industry awards and is eliciting a strong positive reaction from players, confirming its influence on engagement and long-term value generation.

The post Soft2Bet Introduces MEGA11, a Football Manager Experience Designed to Elevate Sportsbook Activity appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Gaming

58% of respondents like the“warmy” archetype. Rocket Match by RocketPlay became “ Valentine’s Tinder in Gaming”.

Published

5 days ago

February 17, 2026

Wladimir P.

58%-of-respondents-like-the“warmy”-archetype-rocket-match-by-rocketplay-became-“-valentine’s-tinder-in-gaming”.

This Valentine’s, RocketPlay tested a playful idea: players who seek thrills in gaming don’t necessarily want intensity in everything — including relationships. Instead of asking users to pick a “perfect partner,” RocketPlay launched Rocket Match, a fast, flirty quiz that matches players with a vibe: Bold, Sunny, Dreamy, or Adventurous.

Early Results Flip the Stereotype

Around 58% of participants matched with the Sunny archetype — defined by warmth, charm, and easy-going fun. The experiment suggests that when it comes to Valentine’s, RocketPlay’s community prefers light-hearted connection over drama or high stakes.

What Rocket Match Is

Rocket Match is a Valentine’s matchmaking quiz built inside the RocketPlay Universe. Players answer five simple, no-wrong-answer questions and instantly discover their match vibe.

The goal: move away from typical Valentine’s content that swings between overly serious romance or clichéd tropes. Rocket Match keeps it flirty, playful, and moment-focused, letting players discover a vibe rather than a label.

The four vibes include:

Bold – confident, high-energy, loves bigger sparks
Sunny – easy-going, playful, social, effortlessly charming
Dreamy – soft, romantic, focused on atmosphere and emotion
Adventurous – playful risk-taker, spontaneous, curious

Community Insights from Rocket Match

The quiz quickly gained traction, with 7,000+ completions, revealing a strong preference: Sunny, the archetype defined by warmth, lightness, and charm.

Alex Martin, PR Lead at RocketPlay, said:

“What we liked most about Rocket Match is how clearly it captured the mood people actually want on Valentine’s. It wasn’t about labels or big statements — it was about light energy, easy chemistry, and a feel-good kind of connection. That’s the vibe we try to build across the brand: simple to join, fun in the moment, and positive without the drama.”

Why It Matters

Rocket Match was more than a Valentine’s gimmick. It offered a snapshot of what RocketPlay’s community enjoys most: light energy, playful interaction, and feel-good connections. By turning a pop-culture moment into a small experiment, RocketPlay gained insight into player preferences, informing how the brand continues to design engaging, fun, and positive experiences.

The post 58% of respondents like the“warmy” archetype. Rocket Match by RocketPlay became “ Valentine’s Tinder in Gaming”. appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Gaming

58% of respondents like the“warmy” archetype. Rocket Match by RocketPlay became “ Valentine’s Tinder in Gaming”.

Published

5 days ago

February 17, 2026

GamingAmericas.com

This Valentine’s, RocketPlay tested a simple idea: people who come to iGaming for thrill don’t necessarily want the same intensity in everything — including relationships. Instead of asking players to choose a “perfect partner,” we launched Rocket Match, a fast, playful quiz that matches players with a vibe — bold, sweet, dreamy, or adventurous.

Early results flipped the stereotype. Around 58% of participants matched with the same vibe — built around warmth, charm, and easy fun — suggesting that when it comes to Valentine’s, our community prefers light-hearted connection over drama or risk.

What Rocket Match is

Rocket Match is a Valentine’s matchmaking quiz built as a small cosmic adventure inside the gaming RocketPlay Universe. Players answer 5 light questions — no right or wrong answers — and instantly unlock a Rocket Match that compliments themself. The idea was simple: Valentine’s content online often swings between two extremes — overly serious romance or pure cliché. Rocket Match was created to do something different: keep it flirty, keep it playful, and let players discover a vibe that feels like a moment, not a label.

There were 4 vibes to match with:
Bold — confident, high-energy, loves a bigger spark and bolder choices.
Sunny — easy-going, lighthearted, funny, good communicator
Dreamy — softer, romantic, drawn to atmosphere and emotion.
Adventurous — playful risk-taker energy; spontaneous, curious, and always up for something new.

The lightweight Valentine’s experiment quickly gained traction, with 7,000+ players completing the quiz. The unexpected value came after: the answers revealed a clear preference in what players wanted Valentine’s to feel like — and that insight became the story.

Across responses, around 58% of participants landed on the same Rocket Match vibe — the “sunny” archetype. It’s defined by warmth, lightness, and easy charm: playful, social, and effortless to be around.

What it says about RocketPlay’s community

Rocket Match offered a clear read on the kind of Valentine’s energy players gravitate toward — and it’s lighter than the usual “high-stakes romance” stereotype. As Alex Martin, PR Lead, puts it: “What we liked most about Rocket Match is how clearly it captured the mood people actually want on Valentine’s. It wasn’t about labels or big statements — it was about light energy, easy chemistry, and a feel-good kind of connection. That’s the vibe we try to build across the brand: simple to join, fun in the moment, and positive without the drama.”

What started as a fun Valentine’s experiment quickly became a snapshot of what the community enjoys most: light energy, easy chemistry, and feel-good connection. Valentine’s was simply the right moment to test a playful, pop-culture format — and see what kind of “match” people gravitate toward.

The post 58% of respondents like the“warmy” archetype. Rocket Match by RocketPlay became “ Valentine’s Tinder in Gaming”. appeared first on Americas iGaming & Sports Betting News.