Gaming
Bidstack secures a landmark two-year commercial deal with Azerion
Bidstack, the in-game advertising platform, today announced a landmark commercial partnership with Azerion, the leading pan-European digital entertainment and media platform, who will be the exclusive commercial partner across Bidstack’s inventory over the next two years.
The agreement, thought to be one of the industry’s largest programmatic in-game advertising deals, will give Azerion’s SSP and sales teams exclusive access to all of Bidstack’s advertising formats and will see the company become Bidstack’s sole external reseller.
The initial two-year partnership will grow Bidstack’s global sales footprint exponentially thanks to Azerion’s established team of over 1,000 employees operating across 26 offices in 18 countries. Bidstack will leverage this enhanced reach with an aligned sales strategy designed to accelerate commercial partnerships with game developers, brands and advertising agencies which will see further gaming inventory locked down and ad spend secured from respected partners. Meanwhile, Azerion will start adopting Bidstack’s SDK into their existing portfolio of games.
Azerion will have access through this partnership to approximately 40 million users and around 60 titles across a rapidly growing portfolio of AAA, independent and mobile publishers. The genres are diversified across stadium, racing, open world and life simulation titles which provide an attractive and highly engaged addressable audience. The reach of the partnership is global, including in key markets such as the US, UK, Netherlands, France and Germany.
The agreement with Azerion comes at an important strategic moment for both businesses, with 2022 expected to be a significant commercial breakthrough for in-game advertising. Since 2017 Bidstack has worked alongside advertising agency holding groups, global game developers and industry bodies to ensure that in-game advertising became recognised as an advertising category in its own right.
This education has contributed to major agency groups launching dedicated gaming divisions and products, whilst the IAB launched its first-ever guide to gaming and an industry framework for in-game advertising in 2021. With the ad channel now fully recognised and significant, recurring investment from advertisers established, further growth is expected in 2022.
Of the new partnership, James Draper, Bidstack Founder and CEO, said “This contract signals a realisation that brand advertising within the metaverse has truly arrived. Since our pivot into gaming in 2017, we have embedded a culture of no-shortcuts into the formation of in-game advertising as a new channel.
We expect this to be just the start of a long and deep relationship with Azerion as both companies have strong ambitions within the digital entertainment and media space. I want to personally thank the incredible efforts of our team, in particular Lewis Sherlock (SVP of Programmatic) and Francesco Petruzzelli (CTO), who have played a key role in securing this deal.”
Umut Akpinar, Co-Founder and Co-CEO of Azerion, added “We are delighted to strike this strategic partnership with Bidstack which strengthens our digital advertising platform.
With this exciting partnership, we allow brands to explore new advertising frontiers in premium and brand-safe inventories while connecting seamlessly with consumers through impactful and immersive experiences. At Azerion, we believe that the future is digital entertainment. This new partnership is perfectly aligned with our vision for the upcoming years.”
About Bidstack
Bidstack is the leading in-game advertising and video game monetisation platform. Their sophisticated technology allows brands to serve advertisements into natural spaces within video games whilst protecting the gaming experience.
These branded experiences can vary from trackside banners and cityscape billboards to pitchside LED boards, skins or any other contextually relevant spaces within the metaverse.
The company has more than 80 staff across five international locations and is a public company listed on the London Stock Exchange.
About Azerion
Azerion is a fast-growing and leading pan-European digital entertainment and media platform. Azerion’s integrated platform provides technology solutions to automate the purchase and sale of digital advertising for media buyers and sellers.
Content creators, publishers and advertisers work with Azerion to reach millions of people across the globe that play its games and its entertainment concepts to increase engagement, loyalty and drive e-commerce.
Founded in 2014 by two Dutch entrepreneurs, Azerion has experienced rapid expansion thanks to organic growth and strategic acquisitions.
Azerion is headquartered in Amsterdam, the Netherlands.
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Gaming
Make-A-Wish® and Lords Mobile Unite This Thanksgiving Season to Bring Hope to Children Through Mobile Charity Event
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From November 26-30, Lords Mobile players worldwide can help grant life-changing wishes for children with critical illnesses through a global in-game charity challenge.
Make-A-Wish®, the world’s leading wish-granting organization, is delighted to announce a special collaboration with IGG, the global developer and publisher of hit mobile titles.
This Thanksgiving season, the two organizations are coming together to transform the spirit of gratitude into global impact through a community charity challenge inside Lords Mobile.
From November 26 to 30, 2025, players from around the world will unite across their respective Kingdoms to combine play with purpose. By completing five days of in-game quests and collecting 30 event points, players can unlock the exclusive “Wish Upon a Star” Decoration – a special symbol of hope within the Lords Mobile world.
Once 50,000 players across the global server have claimed the Wish Upon a Star Decoration, IGG will donate $50,000 USD to Make-A-Wish to help grant life-changing wishes for children with critical illnesses. The donation will support wishes in the USA, Indonesia, Brazil, Germany, Singapore, and Korea.
Players who wish to enhance their event experience can also purchase four in-game packs priced at USD 4.99 or above to unlock premium rewards such as Mystic Carpets, Royal Coins, and more.
April Stallings, Charitable Gaming and Creators Community Manager at Make-A-Wish International said:
“Thanksgiving is a time for reflection, generosity, and connection. We’re deeply grateful to IGG and the global Lords Mobile community for harnessing their passion for play to help make life-changing wishes come true. Together, we’re turning the power of gaming into the power of hope.”
As players unite to achieve their community goals, Make-A-Wish will highlight real wish stories from participating countries, connecting the in-game achievements to the life-changing impact they help create.
Together, IGG and Make-A-Wish are showing the power of the gaming community to make a difference.
The post Make-A-Wish® and Lords Mobile Unite This Thanksgiving Season to Bring Hope to Children Through Mobile Charity Event appeared first on European Gaming Industry News.
155.io
155.io flips the script again with Coin Flip game release
Reading Time: < 1 minute
155.io, the live content studio built for a mobile-first world, has turned convention on its head with the launch of Coin Flip, a machine-run coin-flipping game.
Tossing coins is as old as time as a means to settle football matches, pub games, and everyday decisions – now 155.io has transformed that timeless ritual into a live, 24/7 digital betting experience.
Central to Coin Flip is a real coin-flipping machine, powered by a precision solenoid and monitored by an overhead camera. Every coin flip is analysed by machine learning and AI systems that record and validate results in real time, feeding the outcome directly into a secure game engine. All players have to do is correctly pick heads or tails – one side features the U.S. President and the other the American flag.
Coin Flip runs continuously, 24 hours a day, offering the world’s simplest, fastest, and totally transparent betting experience.
155.io Founder and CEO Sam Jones commented: “Tossing coins is something humans have done for millennia to decide anything from fixtures to fiefdoms. Coin Flip modernises that ancient ritual, in true 155 style, and adds a competitive layer that makes it seriously entertaining.”
The post 155.io flips the script again with Coin Flip game release appeared first on European Gaming Industry News.
Counter-Strike 2
Just Dance, MLBB and HADO Added to Lineup of Global Gaming Icons for the Games of the Future 2025
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Phygital International (PI), the exclusive rights holder and custodian of the Games of the Future (GOTF), is unveiling the final game titles set to feature in this December’s pioneering phygital sports tournament, along with a powerful line-up of new global media partners who will bring the event to fans around the world.
With 11 disciplines and the world’s best athletes ready to compete across virtual and physical challenges, the Games of the Future 2025, taking place at ADNEC in Abu Dhabi from 18-23 December, promises to deliver a groundbreaking phygital showcase that will redefine what it means to play, perform and compete.
In addition to previously announced global esports icons such as Counter-Strike 2, Dota 2, Fortnite, Fatal Fury: City of Wolves, UFL and 3on3 Freestyle, Phygital International has confirmed three new titles that further broaden the depth and dynamism of the tournament. Each game has been carefully selected to complement a unique phygital discipline, showcasing the full spectrum of speed, skill and strategy that defines the Games of the Future.
Joining the roster is Mobile Legends: Bang Bang (MLBB), the global mobile gaming phenomenon that has defined the multiplayer online battle arena (MOBA) genre for millions of players worldwide. In the MOBA Mobile discipline, MLBB will see players battle in high intensity matches that test strategy, coordination and tactical mastery.
Adding rhythm and flair to the lineup, Just Dance, the world’s best-selling dance game series, will take centre stage in the Phygital Dancing competition. Renowned for its vibrant energy and expressive gameplay, Just Dance brings one of the world’s most dynamic and community-driven gaming experiences to GOTF 2025, where athletes will be challenged to combine choreography, precision and physical stamina as digital gameplay meets live performance in a visually electrifying showcase.
In the confirmed lineup of tournament games, the addition of HADO completes the roster, serving as the core of the virtual reality (VR) gaming competition. As a pioneering augmented reality (AR) experience, HADO integrates real-world body movements with digital game scenarios through wearable AR technology. Players do not use controllers; instead, they directly “control” virtual skills with their physical movements – running, dodging and aiming in the real world – with every action directly impacting the in-game situation and instantly reflected visually. HADO promises to deliver a fast-paced, visually stunning VR competitive experience.
“These newly announced titles highlight the full range of phygital sports that people can experience at the Games of the Future 2025. From the expressive energy of dance, the global appeal of mobile esports to the groundbreaking innovation of AR gameplay, this second wave of games highlights the diversity and excitement of phygital sport,” said Nis Hatt, CEO of Phygital International.
In addition to expanding its game lineup, Phygital International is also announcing a series of major global media partnerships, ensuring that the Games of the Future 2025 will be accessible to fans around the world through both digital and broadcast platforms.
The post Just Dance, MLBB and HADO Added to Lineup of Global Gaming Icons for the Games of the Future 2025 appeared first on European Gaming Industry News.
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