Gaming
TalkTalk Quantifies In-gaming Advertising’s Impact on Consumer Engagement
Broadband provider TalkTalk has revealed the findings of recent research conducted to find in-gaming advertising’s impact on consumer engagement.
TalkTalk supported by agency partner m/SIX, programmatic advertising partner and Outcome Media Company Xaxis, and in-game advertising platform Bidstack, commissioned eye-tracking specialist Lumen Research to study how ads were seen within gaming environments and how messaging for its fibre broadband service reached and resonated with gaming audiences.
Developed to explore attention, brand perception and purchase intent within the rapidly growing sector of in-game advertising, the study incorporated players on PC engaged with popular football and racing games.
Highlights from the study include:
After experiencing the in-game ads there was an uplift of 12% points in purchase intent.
Almost half (48%) of the study participants were able to spontaneously recall TalkTalk, rising to 58% when prompted. Whereas the benchmark for prompted is 33%, when looking at digital display (desktop and mobile) and Facebook Infeed (mobile).
Attention generated by the in-game ads in this study equates to 29 minutes of consumer attention per thousand impressions – a remarkable rate when compared to the industry average for online advertising (including desktop display, mobile display, and Facebook mobile Infeed) of 17.5 minutes per thousand impressions.
The study found that the average dwell time was 13% higher for the TalkTalk ads than the industry average of 1.6 seconds for online advertising (including desktop display, mobile display, and Facebook mobile Infeed).
TalkTalk’s in-game ads were viewed by up to 96% of the study participants. In comparison, an industry average of 67% of online advertising (including desktop display, mobile display, and Facebook mobile Infeed) ad impressions are viewed.
Over eight in ten (84%) felt the ads were suitable for the in-game environment.
Joe Bremend, Media Manager of TalkTalk, said: “Gaming is a large and ever-growing part of how consumers utilise their broadband services – accelerated further by the COVID-19 pandemic. Having the ability to effectively reach and engage with this growing and valuable audience, in an environment where they are increasingly spending time, and share marketing messages that drive brand awareness is a game-changer. It is particularly promising to see this campaign perform so well against some of the most relied on digital advertising KPIs, which bodes well for the future of in-game campaigns.”
Gareth Rees, Communications Planning & Strategy Director of m/Six, said: “Gaming is a fast-growing form of entertainment with an enormous global audience that spans a range of demographics, yet it’s a relatively nascent channel for advertising. This groundbreaking study proves the value of in-game advertising for brand awareness activations, with the ability to generate attention when consumers are fully immersed in gaming environments and drive positive outcomes.”
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The former Founder and CEO of Grover Gaming has officially launched a new brand in land-based gaming. Named by combining the names of his daughters, Valicy Gaming was unveiled during a recent company launch party held in Greenville, North Carolina.
Evolving from Grover Gaming—which was recently sold to Light & Wonder for a total consideration of $1.05 billion —Valicy will now focus on becoming a major manufacturer in land-based gaming across North America. Retaining a majority of the employees from the acquisition, Valicy will continue forward with a veteran team that will have a sharper focus on game development and hardware design.
Despite the name change, Valicy continues under the same experienced executive leadership team and remains dedicated to providing best-in-class customer service and technical support—qualities customers have come to depend on. The company’s values, represented by its CARE triangle—People, Company, and Work—are deeply rooted in its culture and will remain central to its mission moving forward.
The public debut of the Valicy brand will take place at the Global Gaming Expo (G2E) in Las Vegas, October 6–9, at the Venetian Expo, Booth #1623, where the team will showcase its new identity and game offerings to casino partners and operators from across the industry.
“This is an exciting time for our teams,” said Garrett Blackwelder, Founder and CEO of Valicy. “We have the opportunity to do big things in new markets, which gives us energy and enthusiasm. As we grow Valicy, we will focus on relationships, excellence, and innovation.”
The post Valicy Gaming Launches as New Brand in Land-Based Gaming, Evolving from Grover Gaming appeared first on Gaming and Gambling Industry in the Americas.
Call of Duty
Monster Energy and Call of Duty Unite Again with Exclusive In-Game Rewards and Expanded Program Timing
Monster Energy is teaming up once again with Call of Duty to deliver bonus in-game rewards, bonus 2XP and an expanded promotional window that gives fans even more opportunities to fuel up and power their gameplay.
Gamers and Monster fans can start collecting codes to stockpile rewards ahead of the highly anticipated release of Call of Duty: Black Ops 7 on November 14. Following the record-breaking success of the last year’s program – the 2025 campaign has been extended and will run through March 31, 2026, with code redemption available until April 30, 2026.
Players who purchase specially marked Call of Duty cans of Monster Energy, Monster Zero Sugar, or Monster Zero Ultra can find a unique code under the tab and redeem it online at callofduty.monsterenergy.com. Every can unlocks bonus in-game items and double experience points.
2025 in-game rewards include:
• 1 Can = “Energy Flash” Large Decal + 15 min 2XP
• 2 Cans = “Peacekeeper MK1 – Hyper Green” Weapon Blueprint + 15 min 2XP
• 3 Cans = “Green Fury” Operator Skin + 15 min 2XP
• 4 Cans = “VS Recon – Green Thunder” Weapon Blueprint + 15 min 2XP
• 5 Cans = “Daylight Ripper” Operator Skin Recolor + 15 min 2XP
In addition, select retailers will feature specialty bonus in-game content such as Emblems, Charms, Weapon Stickers, and Dual 2XP.
And as an added bonus, fans who create an account on callofduty.monsterenergy.com before October 31 will score a Black Ops 6 in-game skin – no purchase required.
“Monster Energy is built on fueling competitive spirit and our collaboration with Call of Duty continues to push that to new levels. With expanded timing, bonus rewards and the unmatched value of Double XP in every can, this year’s program is our biggest and most exciting yet,” said Dan McHugh, Global Chief Marketing Officer at Monster Energy.
“We’re proud to continue building on the success of our partnership with Monster Energy. Monster is the go-to fuel of gamers and they are going to drink up these exciting in-game rewards,” added Cody Neal, Associate Director of Global Partnerships, Call of Duty.
The limited-edition Monster Energy Call of Duty cans are available in 16oz in Original Monster Energy, Monster Zero Sugar and Monster Zero Ultra. Special 4, 12, and 15 can Monster Energy Call of Duty multipacks are on shelves now.
The post Monster Energy and Call of Duty Unite Again with Exclusive In-Game Rewards and Expanded Program Timing appeared first on Gaming and Gambling Industry in the Americas.
Gaming
Gamescom 2025: New Records and Important Impetus for the Games Industry in Germany and Worldwide
Gamescom 2025 ended with numerous new records and strong momentum for the games industry in Germany and worldwide. Records were once again set, particularly in terms of key figures such as internationality (70% of visitors from abroad, exhibitors from 72 countries), digital reach (more than 630 million views worldwide by 23 August evening alone), exhibition space (233,000 square metres) and the number of exhibitors (1568). On site, 357,000 fans visited the world’s largest festival of games culture. The number of trade visitors rose to 34,000, with a particularly strong increase in participants from the US, China, Canada and Japan.
“This year, gamescom 2025 is sending out a particularly positive signal. After two challenging years for the games industry, you could really feel the mood improving this year. The new record figures underline not only the global appeal of gamescom, but also the upward trend in the entire games industry. gamescom 2025 is also a milestone for the German games industry: political support for the additional tax-based games funding at gamescom was stronger than ever – from both the federal and the state level alike. This creates hope that progress will be made quickly. But there were also positive signals on many other political topics, whether for e-sports from Federal Minister Bär at the political opening or from Federal Minister for Family Affairs Karin Prien, who was just as convinced of the important work of the USK in the protection of minors as she was of the enormous potential of games for the education sector,” said Felix Falk, Managing Director of game – The German Games Industry Association, the co-organiser of gamescom.
Political interest in gamescom 2025 was greater than ever before. In total, over 600 politicians came to Cologne to see for themselves the current developments in the games industry and the enormous economic, cultural and technological potential of games. Whether from the federal states, the federal government or the EU, the political guests came from all levels. In addition, a particularly large number of international delegations travelled to gamescom, for example from this year’s gamescom partner country Thailand as well as from Brazil, Indonesia and India.
Gamescom 2026 will take place from 26 to 30 August. It will open on 25 August 2026 with the gamescom Opening Night Live.
The post Gamescom 2025: New Records and Important Impetus for the Games Industry in Germany and Worldwide appeared first on European Gaming Industry News.
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