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.

casino games

Tequity Publishing launches Mirror Image Gaming’s K-Pop Drop with Stake exclusivity

Published

2 hours ago

May 13, 2026

Wladimir P.

tequity-publishing-launches-mirror-image-gaming’s-k-pop-drop-with-stake-exclusivity

Tequity Publishing has launched K-Pop Drop, a Burst Game from Mirror Image Gaming, with an exclusive first release on Stake. The game went live on 11th May 2026 and will be available only on Stake initially, before expanding to Tequity’s wider operator network the following week.

According to the companies, K-Pop Drop is an anime-inspired Burst Game featuring escalating multipliers and interactive mechanics. The title includes potential multipliers of up to 5000x and follows a character called Sakura as she progresses through gameplay features including boosts, landing zones, bonus triggers, and hazards.

“K-Pop Drop immediately stood out to us as the type of modern, high-energy content we believe is becoming increasingly important within the market,” said Dominic Sawyer, VP Growth at Tequity. “Players today are looking for more interactive, entertaining experiences that feel highly engaging from the first second of gameplay. Mirror Image Gaming has done a fantastic job creating a game with real personality and strong replayability, and we’re excited to launch it first with Stake before rolling it out across the wider network.”

Mirror Image Gaming CEO Gray Wagner said the Stake launch is intended to broaden the game’s reach. “We wanted K-Pop Drop to feel fast, unpredictable, energetic, and memorable – something that instantly stands out both visually and through gameplay,” said Wagner. “Working with Tequity Publishing and launching first with Stake gives the game an incredibly strong platform from day one, and we’re excited to see players experience it.”

Tequity said K-Pop Drop will become available to its wider operator network from the week commencing 18th May.

The post Tequity Publishing launches Mirror Image Gaming’s K-Pop Drop with Stake exclusivity appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Bone Croo Studios

Tequity Publishing Launches “Cats Balls”

Published

1 day ago

May 12, 2026

Wladimir P.

tequity-publishing-launches-“cats-balls”

Tequity, the technology partner behind some of the industry’s most scalable and customisable gaming solutions, has announced the latest high-octane release through its Tequity Publishing vertical, Cats Balls.

Developed by Bone Croo Studios and powered by The Fortune Engine technology, Cats Balls is a high-energy, pachinko-style experience that transports players back to the 1980s – an era of loud riffs, bigger hair and alley cats with rock god ambitions.

Cats Balls breaks the traditional slot mould, trading spinning reels for a storm of steel balls dropping like a drum solo. Packed with punk attitude, the game invites players to crank the amp, unleash the balls and watch the feline cast of guitar heroes shred.

The title serves as the latest premier showcase for The Fortune Engine, highlighting the platform’s flexible maths and game templates. This technology allows studios to move beyond conventional formats and create bold, unconventional experiences that resonate with a new generation of players.

The launch of Cats Balls further solidifies the mission of Tequity Publishing, which provides a distribution and aggregation framework designed to help ambitious studios launch at speed and scale. Through its RGSaaS model, Tequity Publishing provides the full infrastructure, distribution and publishing framework, allowing studios to focus entirely on game creation. With RGS-to-RGS, Tequity offers a technology-first approach for studios already operating their own RGS, enabling them to scale more quickly and deliver through Tequity’s global operator network.

Krzysztof Opałka, CEO at Tequity, said: “The release of Cats Balls is a perfect example of why we built Tequity Publishing. By removing the technical barriers to entry, we enable studios like Bone Croo to bring their wildest creative visions to life without compromise. Seeing this punk-inspired pachinko title hit the market via The Fortune Engine proves that our infrastructure is the go-to choice for high-impact, innovative content.”

The post Tequity Publishing Launches “Cats Balls” appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Exprexion

Flexion Launches Mobile Service Suite Exprexion

Published

5 days ago

May 8, 2026

Wladimir P.

flexion-launches-mobile-service-suite-exprexion

Games marketing company Flexion has announced the launch of Exprexion. This integrated suite of services provides game developers with a single point of entry to alternative app stores, creator-led marketing and direct-to-consumer sales.

The mobile gaming industry is entering a new era. After years of market domination by Google and Apple, game studios are looking for ways to be in command of their own destiny. High store taxes and rising acquisition costs have squeezed profits for too long. The Exprexion suite of services gives developers the freedom to innovate in market engagement and express their ideas directly to users, moving beyond the traditional constraints of the major app stores.

The Exprexion suite consists of three core services:

Exprexion Markets: This service manages all the technical and operational requirements of distributing games on alternative platforms including Amazon, Samsung, Huawei, Xiaomi and ONEstore. Flexion handles everything from integration to platform relations, typically adding more than 10% in incremental revenue. By taking on these tasks, Flexion reduces upfront and operational costs for developers while reducing risk.

Exprexion Creators: This service focuses on influencer-led marketing and social media strategy. By managing the creative process and relationships with influencers, Flexion helps studios find high-value players who engage with games through organic interest. This approach allows developers to reach bigger audiences through broader market channels and innovative user acquisition.

Exprexion Direct: This service enables developers to sell to their players no matter where those players are. By moving transactions outside of the major app stores, studios can make better margins and reclaim the 30% fee typically charged by platform owners. The service uses proven payment technology from trusted suppliers, like Xsolla, to ensure the buying experience remains smooth.

“The mobile industry has reached a point where the old methods of finding and monetizing players are no longer sustainable for many game studios. For years, developers accepted high fees and limited data access as the cost of doing business. Now, the emergence of a more open market and the shift toward direct-to-consumer relationships have changed the math. We launched Exprexion because the market is finally in a place where developers can feasibly run their own stores and distribution networks without the massive operational overhead that used to hold them back,” said Jens Lauritzson, CEO and Founder of Flexion.

Flexion’s technology, people and expertise are unique in the mobile market. The Exprexion services are fully integrated with one another, meaning each service perfectly complements the others. They can be combined seamlessly or used in any combination to generate profit and grow audiences bigger than ever before.

Flexion currently manages 37 top-grossing games. Four of these titles have reached the Top 10 grossing charts on Google Play. By providing a decentralised path to growth, Exprexion serves as a vehicle for a studio’s financial freedom.

The post Flexion Launches Mobile Service Suite Exprexion appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.