Gaming

Adverty appoints Jonas Söderqvist as CEO as brands wakes up to the power of in-game advertising

Published

4 years ago

April 6, 2022

Reading Time: 2 minutes

Adverty AB (publ), the leading in-game advertising specialist, has appointed industry veteran Jonas Söderqvist as CEO, as it readies itself for its next phase of growth.
Jonas will consolidate the team around a refreshed vision and enable Adverty to build upon past successes and ready itself for an incoming wave of interest in in-game ad executions.

Jonas’ career has spanned two decades, including four years as director at PubMatic, a publisher-focused, sell-side platform featuring omni-channel revenue automation technology. During his time within the media industry he has driven sales and management for both publishers and sales houses, Mediakompaniet, MTV, Smartclip, Specific Media, YuMe, TV3 and Metro to name a few.

Having been on the Adverty board for the past two years, he says: “I have always followed Adverty closely – from a client point of view, from a platform point of view, from a board member point of view – and now as CEO. I’m so proud of all the progress made. Everyone in this company is always listening and learning. Now is the time to gather our forces together, to educate those in the industry about our tools and how to use them and to move forward as a team even more efficiently.”

With over 3 billion gamers across the world, and global mobile gaming ad spend expected to hit $131bn by 2025, the in-game advertising business is drawing growing numbers of mainstream brands; its increasingly sophisticated ads yielding highly persuasive results.

For many games in Adverty’s portfolio, time in-view exceeds 25 seconds per paid impression. In addition to significant brand exposure, clients typically find click-through rates in its In-Menu™ ads to be around ten times higher than the industry standard. Adverty’s revolutionary, multi-patented ad viewability system also allows advertisers to translate CPM into cost-per-minute – an important KPI for brand advertising.

With in-game advertising under consideration by a swathe of new advertisers, Adverty is ready to show brands how to achieve the very best results with gaming inventory. In particular, Jonas aims to encourage more creative bravery from brands in order to help them tap into the enormous global audiences to be found here.

“Advertisers and brands have not yet fully grasped the true potential of the inventory that is out there,” adds Jonas. “This is where we come in. All the conversations we have with brands and buyers show that appetite is there, but so is some fear around shifting budget from traditional channels. This is a mistake, given the enormous power of in-game advertising. That power is the reason some of our clients have now run more than 15 campaigns with us. Their results justify their confidence.”

Joachim Roos, Chairman of the Adverty board, comments: “We are delighted to welcome Jonas as CEO. Having worked alongside him for the past two years, we know Jonas’s expertise in this marketplace will help us and our partners to capitalise on the huge potential in this market. We are here to help advertisers and brands grasp that potential and to seize early adopter advantage. As forward-thinking brands start to invest in gaming, the possibilities for marketers to maximise creativity and add value to audiences are immense. Brands have at their disposal the opportunity to own this space. The time is now!”

Bone Croo Studios

Tequity Publishing Launches “Cats Balls”

Published

17 hours 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.

Funding

EasyWin closes second seed round at $20m valuation

Published

6 days ago

May 6, 2026

Wladimir P.

easywin-closes-second-seed-round-at-$20m-valuation

Real-money casual puzzle tournament startup says an EU private investor backed the April 2026 round.

EasyWin, a U.S.-based real-money gaming startup, said it has closed its second seed funding round at a $20 million valuation. The company announced the round in April 2026 and said it was backed by a private investor from the European Union.

The company previously closed its first seed round in December 2025 at a $15.5 million valuation. That round included funding from Velo Partners, Vladimir Nikolsky and several private angel investors.

EasyWin was founded by Ivan Leshkevich, a former executive at mobile game publisher and developer Mamboo Entertainment. The startup, which currently has a team of eight, says it has built a global tournament platform for casual puzzle games with cash prizes and operates across major markets.

Since launching in 2025, EasyWin reported 25% month-over-month growth in user spending and a 4.9 average user rating. It also said it has expanded into 12 countries with localized legal opinions and payment infrastructure, received PayPal approval for its MCC, and completed payments-stack integrations with global providers.

The company also said it has obtained GLI certification “confirming compliance with U.S. regulations for skill-based gaming products.” Leshkevich said: “In the long term, we aim to become a leading global skill-based gaming platform. To achieve this, we focus on a strong product USP and new AI-based dev tools.”

The post EasyWin closes second seed round at $20m valuation appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.