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Make way for the in-game advertising revolution

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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.

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AGS details OIGA 2026 lineup, including Spectra SL75+ and Revel updates

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Supplier confirms booth 732 at the July 20-22 show in Oklahoma City and outlines new game titles plus BSX table progressives.

AGS said it will attend the 2026 Oklahoma Indian Gaming Association (OIGA) Conference and Trade Show on July 20-22 at the Oklahoma City Convention Center, where it plans to present new slot content, cabinet updates, and its table progressive platform. The company will exhibit at booth 732.

In a statement, AGS CEO and President David Lopez positioned the show as a homecoming tied to the company’s Class II history in the state. ”Oklahoma is not just another dot on the map for us. It’s where we started and where we learned how to be a true gaming supplier,” Lopez said. “You can’t fake it in Oklahoma. Tribal customers know the games, they know the math, they know service, and they know who shows up every time. That has been great for AGS, because it forced us to get better. It made us more disciplined while keeping us honest. We’ve grown a lot since then – Class III, tables, interactive, offices all over the place – but our history in Oklahoma and Class II is not something we moved on from. It’s part of the AGS engine.”

On the slots side, AGS said its showcase will include the large-format Spectra SL75+™ cabinet, which supports the Spectra game library, including premium titles when leased. The company said the cabinet will be used to highlight five new titles: Rakin’ Bacon! Fu Zhu Bao Bao™; Rakin’ Bacon! 5 Prosperity Pots™; Cash Carriage Looter™; Da Da Luo Boom™; and Frightful Fortunes Popping Pumpkins™.

AGS also outlined its mechanical stepper cabinet Revel®, available in both Class II and Class III, and said its latest Revel portfolio includes Crystal Reels® and Royal Reels®. The company added that Jackpot Legends™ and So Hot Cash® are set to debut in Class III later this year, with Class II launches following in 2027.

For tables, AGS highlighted its Bonus Spin Xtreme® (BSX) progressive platform, which the company said links table games across the pit and poker room. AGS did not disclose operator deployments, jackpot figures, or performance metrics tied to BSX in the announcement.

The post AGS details OIGA 2026 lineup, including Spectra SL75+ and Revel updates appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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Expandirse en LatAm: el costo oculto que enfrenta la industria del iGaming

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Gestionar fondos en múltiples mercados: el cuello de botella oculto que frena el crecimiento del iGaming en América Latina

Argentina, 13 de julio de 2026 – Escalar un negocio de iGaming en América Latina implica gestionar infraestructuras de pago paralelas, fondos de liquidez separados y procesos de conciliación desconectados en cada país. Para los operadores que buscan expandirse a nivel regional, esta fragmentación se ha convertido en un costo tangible: consume tiempo, inmoviliza capital, reduce los márgenes a medida que el negocio crece y aumenta la complejidad operativa con cada nuevo mercado.

Brasil marcó el ritmo con ingresos por 37.000 millones de reales en 2025, el primer año completo del mercado bajo un marco regulatorio, según datos de la Secretaría de Premios y Apuestas (SPA). Argentina, Perú, México y Chile también continuaron atrayendo operadores con estrategias de expansión regional. Sin embargo, en la práctica, estas compañías siguen enfrentándose al mismo obstáculo: infraestructuras financieras que operan de manera aislada, con poca o ninguna interoperabilidad entre sí.

Cada mercado funciona sobre rieles de pago locales sin un equivalente directo en otros países. En Brasil, Pix, incluido Pix Biométrico, representa la gran mayoría de las transacciones, especialmente tras la prohibición del uso de tarjetas de crédito y boletos bancarios para las apuestas. En Argentina, las CVU y las transferencias instantáneas cuenta a cuenta (A2A) impulsan los depósitos y retiros; en México ese rol lo cumplen las transferencias SPEI A2A, mientras que en Colombia corresponde a BRE-B. En Chile, MACH se ha convertido en el método de pago preferido por una gran parte de los jugadores y, en Perú, ese lugar lo ocupa Yape. Ninguna de estas infraestructuras de pago se integra de forma nativa con las demás, lo que significa que un operador presente en todos estos mercados termina administrando una infraestructura financiera independiente en cada uno de ellos.

El impacto va mucho más allá del procesamiento de pagos. Cuando los fondos circulan a través de sistemas desconectados entre distintas jurisdicciones, cada una con sus propias normas fiscales y ciclos de liquidación, los operadores pierden visibilidad en tiempo real sobre su posición de caja. Como consecuencia, decisiones que deberían basarse en información precisa y actualizada terminan dependiendo de consolidaciones manuales y estimaciones.

“Vimos venir este escenario antes que el mercado. A medida que la regulación maduró en Brasil, Argentina, Perú, Colombia y el resto de la región, el mayor desafío para los operadores dejó silenciosamente de ser ‘¿podemos ingresar al mercado?’ para convertirse en ‘¿podemos controlar lo que ocurre dentro de nuestra operación?’. Las operaciones financieras fragmentadas son hoy uno de los principales obstáculos para una expansión regional rentable y el problema se agrava, no se reduce, cuanto más crece una empresa. Los ganadores no se definirán por su presencia geográfica, sino por su capacidad de tener visibilidad, control y una gestión integrada. Esa es la convicción sobre la que se construyó OKTO PAYMENTS: infraestructura de pagos local en cada mercado, con una única capa de control financiero por encima, conectada mediante una sola API para todo el continente”, afirmó Filippos Antonopoulos, fundador y CEO de OKTO PAYMENTS.

Para los proveedores de servicios de pago (PSP), dar soporte a operadores presentes en múltiples mercados requiere mucho más que conectividad con los métodos de pago locales. Exige combinar infraestructura local con una capa centralizada de gestión financiera que proporcione visibilidad en tiempo real sobre los fondos, la conciliación y la liquidez entre distintas jurisdicciones. El objetivo es administrar los pagos no como integraciones independientes por país, sino como un marco unificado de control financiero distribuido en múltiples mercados.

OKTO PAYMENTS fue diseñado precisamente para responder a ese desafío. Los operadores realizan una única integración y acceden a los métodos de pago locales que los jugadores esperan en cada mercado: Pix en Brasil, CVU y A2A en Argentina, MACH en Chile, Yape en Perú, entre otros. Sobre esa infraestructura funciona una única capa de tesorería y conciliación que consolida fondos, liquidez y liquidaciones en una vista unificada y en tiempo real, permitiendo que los equipos financieros dejen de conciliar mercado por mercado para gestionar una única posición regional.

Para los operadores que están planificando o acelerando su expansión regional, OKTO PAYMENTS ofrece una evaluación de su infraestructura financiera para identificar dónde la fragmentación está generando costos hoy, ya sea por capital inmovilizado, demoras en las liquidaciones o pérdida de visibilidad financiera. Para solicitar una evaluación, los interesados pueden contactar al equipo comercial de OKTO PAYMENTS.

The post Expandirse en LatAm: el costo oculto que enfrenta la industria del iGaming appeared first on Americas iGaming & Sports Betting News.

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AGS Reflects on Their Class II Roots at OIGA 2026

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AGS today announced it will be attending the 2026 Oklahoma Indian Gaming Association (OIGA) Conference and Trade Show, taking place July 20-22 at the Oklahoma City Convention Center.

With deep seated roots in Oklahoma, where AGS was founded and where its primary warehouse and production facility is located, AGS is eager to return to OIGA with a continued commitment to serving the needs of tribal operators.

”Oklahoma is not just another dot on the map for us. It’s where we started and where we learned how to be a true gaming supplier,” said David Lopez, CEO and President of AGS. “You can’t fake it in Oklahoma. Tribal customers know the games, they know the math, they know service, and they know who shows up every time. That has been great for AGS, because it forced us to get better. It made us more disciplined while keeping us honest. We’ve grown a lot since then – Class III, tables, interactive, offices all over the place – but our history in Oklahoma and Class II is not something we moved on from. It’s part of the AGS engine.”

The Company’s product showcase will include the large-format, specialty cabinet Spectra SL75+™. Designed to support the entire Spectra game library, including premium titles when leased, Spectra SL75+ gives operators added flexibility to mix and match content to fit their unique casino floor.

The cabinet acts as the perfect canvas to highlight five new titles including Rakin’ Bacon! Fu Zhu Bao Bao™ and Rakin’ Bacon! 5 Prosperity Pots™, Cash Carriage Looter™, Da Da Luo Boom™, and Frightful Fortunes Popping Pumpkins™.

AGS’ high-performing mechanical stepper cabinet Revel® – available in both Class II and Class III – is redefining the category by blending traditional mechanical gameplay with video-inspired features, creating an engaging experience for all player types. The latest Revel portfolio includes Crystal Reels® and Royal Reels®, available in both Class II and Class III. Expanding the lineup, Jackpot Legends™ – a new cash-on-reels title featuring an exciting Jackpot Bonus Wheel – and So Hot Cash®, which delivers classic stepper gameplay and can be linked to the So Hot Grand progressive, are set to debut in Class III later this year, with Class II launches following in 2027.

On the table side, AGS’ award-winning progressive platform Bonus Spin Xtreme® (BSX) has been hugely successful in turning small side bets into massive jackpots throughout the tribal casino market. Linking all table games – from the pit to the poker room – BSX has been elemental in allowing operators to offer the flexibility at the tables to make these life-changing wins become more common.

AGS’ participation in OIGA reflects the Company’s history in Oklahoma and its longstanding commitment to the tribal gaming community. More than a trade show presence, OIGA is an opportunity for AGS to reconnect with valued partners, strengthen relationships, and reaffirm its respect for the Oklahoma Tribes that have played such an important role in the Company’s growth.

Attendees are invited to visit AGS at booth 732 throughout the show.

For more information, visit newsroom.playags.com.

©2026 AGS LLC. All® notices signify marks registered in the United States. All ™ notices signify trademarks which are currently not registered on any country-wide basis. Products referenced herein are sold by AGS LLC or its affiliates.

The post AGS Reflects on Their Class II Roots at OIGA 2026 appeared first on Americas iGaming & Sports Betting News.

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