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.

Arcade

Pragmatic Play Elevates Arcade Roster with the Im-Peck-Able Chicken+

Published

2 days ago

March 26, 2026

Wladimir P.

pragmatic-play-elevates-arcade-roster-with-the-im-peck-able-chicken+

Pragmatic Play, a prominent content provider for the iGaming sector, has enhanced its arcade collection with the debut of Chicken+, a retro-themed game showcasing fast-paced action and significant winning opportunities.

Brought to existence with retro 8-bit visuals, the game tests players to evade approaching vehicles and various dangers, leading the chicken safely over the road.

With each lane successfully cleared, the win multiplier increases. Players can withdraw their earnings whenever they choose or try to navigate all lanes for the top reward, but a single random mishap concludes the round as a defeat. Players are able to view the possible winnings and the likelihood of success in reaching each lane to aid in their decision-making.

There are four levels of risk – Easy, Mid, Hard, and Daredevil. Raising the level reduces the number of lanes per round and increases the volatility, enhancing the maximum win potential from 24x in Easy mode to over 3,000,000x in Daredevil.

Blending nostalgic visuals with an eccentric theme, a user-friendly interface, and rapid betting rounds, Chicken+ meets the increasing demand for engaging, fast-paced games.

The title signifies the newest entry in Pragmatic Play’s continually growing arcade collection, succeeding the launches of Plinko+, Spire+, and Mines+.

Sharon McHugh, Director of Public Relations at Pragmatic Play, said: “Chicken+ blends retro charm with simple, high-engagement mechanics. With configurable risk levels and significant win potential, it stands out as another compelling addition to Pragmatic Play’s diverse arcade portfolio, inviting players to test their nerve and cross the road.”

The post Pragmatic Play Elevates Arcade Roster with the Im-Peck-Able Chicken+ appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Brazil

LOUD and SuperGaming Launch Prime Rush in Brazil, Bringing Battle Royale and Extraction Gameplay for Mobile

Published

5 days ago

March 23, 2026

Wladimir P.

loud-and-supergaming-launch-prime-rush-in-brazil,-bringing-battle-royale-and-extraction-gameplay-for-mobile

Prime Rush, a new mobile shooter blending battle royale survival with extraction-style mechanics, has officially launched in Brazil on the Google Play for Android and the App Store for iOS. Developed by SuperGaming in collaboration with Spacecaps—the parent company of LOUD—the game has been shaped by direct input from Brazilian players and creators throughout its Closed Beta and Early Access phases.

Prime Rush introduces a fresh twist on the traditional battle royale formula. Beyond simply being the last squad standing, players can secure victory early by extracting Cosmium, a rare resource that appears during the final circle. This dual win condition forces squads to choose between outlasting opponents or adopting a more tactical approach to secure extraction.

The game also features a dynamic tactical ability system designed for fast-paced mobile combat. Active abilities such as DeadEye, Shield Dome, Super Speed, and Hunter’s Instinct allow players to approach matches with different strategies, focusing on precision, defense, mobility, or intelligence.

Bruno Bittencourt, CEO of LOUD, said:
“We’ve always believed Brazil has one of the most passionate gaming communities in the world, yet for years we’ve been playing games that weren’t built with us in mind. Prime Rush is a game created for Brazilian players, shaped daily by the communities we’ve built over the past decade. We’ve been listening to them every single day. It’s a game that finally feels like home.”

Roby John, CEO and Co-founder of SuperGaming, added:
“Brazil has one of the most competitive mobile shooter audiences we’ve seen, and from the beginning we wanted Prime Rush to be both authentic and accessible. That meant building a game that feels true to Brazil while ensuring it runs smoothly across a wide range of devices, so more players can experience it as intended.”

Set on the island of Maré, the game’s main battlefield supports its battle royale extraction format. It also introduces a Mini TDM mode (Favela)—a fast-paced 4v4 mode designed for quick, high-intensity firefights on the go.

At launch, players can choose from a roster of Brazilian heroes including Juliana, Rafael, Miguel, Rogério, Dos Santos, Julia, and Gustavo, with deep customization options available. Weapon personalization is enhanced through Evo-X skins, featuring upgradeable visuals, multiple Chromas, unique animations, custom sound effects, and distinctive combat feedback elements.

Prime Rush also debuts with several limited-time modes such as DeadEye Rush, Pants in the Air, and Weapon Roulette, offering short, action-packed sessions beyond the core gameplay.

The game launches alongside its first Ranked Season, where players can progress through tiers including Bronze, Silver, Gold, Platinum, Diamond, Champion, Legend, and Cosmic.

Check out the launch trailer right here: https://www.youtube.com/watch?v=Op5KreKoLmY

Season 1 Battle Pass: Street Legends introduces a range of rewards, including:

New Avatars: Laura, Juliana, Rafael
Weapon Skins: Subliminar, Grafitada, Suavidade, Firmeza, Raiz, Brabo, AK-BR7
Melee Weapon: Chinela (Slipper)
Vehicle Skin: Lenda Urbana
Additional items such as stickers, dive trails, emotes, and portraits

Powered by SuperGaming’s in-house SuperPlatform, the game supports Android 7+ devices with 4GB RAM and iOS 15+. Early Access data shows stable performance at 40 FPS on lower-end devices, with up to 60 FPS on mid- to high-end hardware, ensuring accessibility across a broad range of devices in Brazil.

SuperGaming continues to optimize Prime Rush for additional devices, with performance and visual quality varying depending on hardware and player settings.

The post LOUD and SuperGaming Launch Prime Rush in Brazil, Bringing Battle Royale and Extraction Gameplay for Mobile appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Brazil

LOUD and SuperGaming Launch Prime Rush in Brazil, Bringing Battle Royale and Extraction Gameplay for Mobile

Published

5 days ago

March 23, 2026

GamingAmericas.com

Prime Rush, a new mobile shooter combining battle royale survival with extraction-style gameplay, has officially launched in Brazil on the Google Play Store for Android and the App Store for iOS. Developed by SuperGaming in partnership with Spacecaps, the parent company of LOUD, the game has been built with direct feedback from Brazilian players and creators during its Closed Beta and Early Access phases.

Prime Rush introduces a unique twist to the traditional battle royale format. In addition to surviving until the end of the match, squads can secure an early victory by extracting Cosmium, a rare resource that spawns during the final circle. This dual win condition creates a match environment where squads must decide whether to outlast opponents in a final-circle finish or take a more tactical route to win through Cosmium extraction.

The game also features a flexible tactical ability system built for high-tempo mobile combat. Active Abilities such as DeadEye, Shield Dome, Super Speed, and Hunter’s Instinct allow players to approach matches through precision, defence, mobility, and intel respectively.

Speaking on this development Bruno Bittencourt, CEO of LOUD said, “Brazil has one of the most passionate gaming communities in the world, yet we’ve spent years playing games that weren’t built with us in mind. Prime Rush is a game created for Brazilian players, shaped daily by the communities we’ve built over the past decade. We’ve been listening to them every single day. It’s a game that finally feels like home.”

“Brazil has one of the most competitive mobile shooter audiences that we have seen, and from the start we wanted Prime Rush to be both authentic and accessible,” said Roby John, CEO and Co-founder of SuperGaming. “For us, that meant building a game that feels true to Brazil while also making sure it runs smoothly across a broad range of devices so more players can experience it the way it was meant to be played.”

The battle takes place on the island of Maré, the setting for Prime Rush’s battle royale extraction experience. Prime Rush also includes a Mini TDM mode (Favela). This is a quick 4v4 mode designed for shorter, high-intensity firefights on the go.

At launch, the game introduces a lineup of new Brazilian heroes including Juliana, Rafael, Miguel, Rogério, Dos Santos, Julia, and Gustavo, with character customization allowing players to personalize their experience. Players can also customize their weapon experience with the new Evo-X skins. These are upgradeable gun skins featuring three switchable Chromas, enhanced visuals and VFX, unique inspect and reload animations, custom fire SFX, unique kill feed treatment, and distinct muzzle and tracer effects.

Prime Rush goes live with multiple limited-time modes including DeadEye Rush, Pants in the Air, and Weapon Roulette, offering players shorter duration matches for quick jump-in and jump-out between sessions beyond its core battle royale extraction gameplay.

The game launches with its first Ranked Season, allowing players to climb through Bronze, Silver, Gold, Platinum, Diamond, Champion, Legend, and Cosmic.

Check out the launch trailer right here: https://www.youtube.com/watch?v=Op5KreKoLmY

Season 1 Battle Pass: Street Legends

The Season 1 Battle Pass: Street Legends is also here, bringing a new lineup of rewards for players as they progress through the season. These include:

New Avatars: Laura, Juliana, Rafael
Weapon Skins: Subliminar, Grafitada, Suavidade, Firmeza, Raiz, Brabo, AK-BR7
Melee Weapon: Chinela (Slipper)
Vehicle Skin: Lenda Urbana
Additional Rewards: Stickers, Dive Trails, Emotes, and Portraits

Prime Rush System Requirements

Powered by SuperPlatform, SuperGaming’s in-house tech-stack, Prime Rush currently supports Android 7 and above with 4GB RAM, as well as iOS 15 and above. Based on Early Access performance reports, the game delivers a stable 40 FPS on lower-end devices with recommended graphics settings, while mid to high-end devices can achieve up to 60 FPS.

This makes Prime Rush playable across a wide range of mobile devices, helping ensure that more players in Brazil can access the game on both Android and iOS.

SuperGaming is continuously optimizing Prime Rush to support more devices over time. Performance and visual fidelity may vary depending on hardware and user-selected graphics settings.

The post LOUD and SuperGaming Launch Prime Rush in Brazil, Bringing Battle Royale and Extraction Gameplay for Mobile appeared first on Americas iGaming & Sports Betting News.