Gaming
Make way for the in-game advertising revolution
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
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.
Powered by WPeMatico
155.io
155.io Breaks the Mold Again, Introducing the CCTV Game Genre via Rush Hour
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.
Chicken X & Friends
Million Games Launches Chicken X & Friends Today Following Strong ICE Reception
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.
Gaming
Greentube goes wild in the jungle with Gorilla Cash™
Greentube, the NOVOMATIC Digital Gaming and Entertainment division, is stepping into the heart of the jungle with Gorilla Cash
, an action-packed pays-anywhere slot where tumbling reels, collector tokens and free games combine for engaging feature-rich gameplay.
Set amongst the trees is the 6×5 grid, featuring a vibrant cast of jungle animal symbols, including gorillas, tigers, parrots and elephants. Winning combinations are formed by landing at least eight matching symbols anywhere on the reels, while winning symbols disappear to make way for new ones, triggering the tumble mechanic.
At the heart of the game is the dynamic Coin Stack Collector feature. At the start of any base game round, collector positions can be randomly applied across the grid.
When a coin stack lands on a collector position, its value is immediately collected and new symbols cascade into place. If additional instant cash prizes tumble into the same collector position, their values are also collected, allowing the feature to chain together multiple wins in a single round until no more coin values remain on screen.
When four or more scatter symbols land anywhere on the reels, players are awarded 10 free games, with the chance to earn five additional free games whenever four or more scatters appear during the bonus round. Throughout free games, any seeded collector symbols remain locked in place, enhancing win potential.
During the free games feature, coin stacks can also include multiplier symbols, which increase the Coin Stack Multiplier by 1x each time they are collected. This multiplier does not reset between spins and remains active for the entirety of the free spins round. Coin stack values range from 0.25x to 1.5x the bet, while high-value coin stacks can award between 5x and 100x the total bet.
Once no more coins can be gathered, the accumulated coin stack total is multiplied by the final multiplier value.
Richard Ganster, Director of Games Strategy and Games Portfolio Management at Greentube, said: “Gorilla Cash
is designed to deliver constant momentum, with tumbling reels, collector mechanics and escalating multipliers keeping players engaged from start to finish.
“The jungle theme pairs perfectly with the game’s dynamic features, creating a wild and rewarding slot experience.”
The post Greentube goes wild in the jungle with Gorilla Cash™ appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
-
Latest News5 days ago
N1 Partners Hosts the N1 Puzzle Promo Grand Final and Reveals the Helicopter Winner at iGB Affiliate 2026 in Barcelona
-
Games Global6 days agoGames Global and Stormcraft Studios extend the supernatural franchise with Immortal Romance: Sarah’s Secret Power Combo
-
Amusnet6 days agoWeek 4/2026 slot games releases
-
Anthony Dalla-Giacoma Chief Commercial Officer at Swintt7 days agoSwintt Cruises the River of Fortune in Sun Wind Cash Boat
-
ADG6 days agoArizona Department of Gaming Names Juan Carlos Estrada as Boxing and Mixed Martial Arts Executive Director
-
Anton Ivannikov CPO at Playson7 days agoPlayson’s Vegas Glitz Shines with Dual Bonus Features
-
Battle Royale6 days agoPrime Rush Goes Live in Early Access, Bringing a Brazil-First Mobile Battle Royale to Players
-
Agrupación de Plataformas de Apuesta en Línea7 days agoBGC Enters Cooperation Agreement with Chile’s Online Operators’ Group



