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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!”

eSports

Esports Foundation names Faker Game Ambassador for EWC and ENC through 2028

Published

5 hours ago

July 15, 2026

Wladimir P.

esports-foundation-names-faker-game-ambassador-for-ewc-and-enc-through-2028

Lee “Faker” Sang-hyeok joins Cristiano Ronaldo and Magnus Carlsen in the Esports Foundation’s Ambassador Program.

The Esports Foundation (EF) has appointed Lee “Faker” Sang-hyeok as a Game Ambassador for the Esports World Cup (EWC) and Esports Nations Cup (ENC) through 2028, the organization said on July 15, 2026 in a statement issued from Riyadh and Paris.

EF said Faker joins Cristiano Ronaldo, listed as the Foundation’s Global Ambassador, and Magnus Carlsen as part of the Esports Foundation Ambassador Program. The Foundation said Faker will represent “the perspective of esports players” across its international events, athlete initiatives, media engagements and leadership forums.

“You can’t talk about esports without mentioning Faker. He is the defining athlete of competitive gaming: a champion whose excellence, discipline and longevity have inspired an entire generation,” said Ralf Reichert, Chief Executive Officer of the Esports Foundation. “As our Game Ambassador, Faker represents something fundamental to the Ambassador Program: esports creates its own global sporting icons. Across EWC, ENC and NGSC, he will help ensure that the players who built this sport have a voice in shaping where it goes next.”

Faker said: “Competition has shaped my life, and I am proud to join the Esports Foundation as Game Ambassador. I want to continue competing for the biggest titles with T1 while representing the players and fans who have helped esports grow worldwide. Through the Esports World Cup, Esports Nations Cup and the Foundation’s wider platforms, I hope to inspire the next generation to pursue excellence, remain resilient and believe in how far competitive gaming can take them. There is still much more to achieve.”

EF highlighted Faker’s competitive record, describing him as a six-time League of Legends World Champion, EWC 2024 winner, two-time MSI champion and ten-time domestic champion with T1. The Foundation also said Faker became the first esports athlete to receive the Blue Dragon Medal in 2026, describing it as the Republic of Korea’s highest sporting honor awarded by President Lee Jae-myung.

The post Esports Foundation names Faker Game Ambassador for EWC and ENC through 2028 appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

Brand Partnerships

Midnite signs as Middlesbrough FC principal partner for 2026/27 season

Published

12 hours ago

July 15, 2026

Wladimir P.

midnite-signs-as-middlesbrough-fc-principal-partner-for-2026/27-season

Midnite has agreed a partnership with Middlesbrough FC that will see the UK bookmaker become the club’s principal partner and front-of-shirt sponsor for the 2026/27 campaign, which Middlesbrough describes as its landmark 150th season.

The companies announced the deal alongside a fan activation at Riverside Stadium on Thursday, July 9, branded “This Season’s On Us”. The initiative offered supporters prizes including 2026/27 season tickets, 2026/27 shirts, match tickets, or a £25 club shop voucher, with fans required to answer Middlesbrough trivia and complete a football challenge.

Middlesbrough former players Craig Hignett and David Wheater attended the event, and, according to the company, took bonus attempts on behalf of participants who missed out.

Andrew Mook, Midnite’s Head of Brand Marketing, said:

“Middlesbrough have a storied history and we’re delighted to announce this partnership during such a monumental year with the club celebrating their 150th anniversary.

“It was great to see so many Middlesbrough fans at the “This Season’s On Us” activation, we hope they enjoyed taking part and meeting club legends, with David Wheater hitting top bins on several occasions and allowing fans to win big with season tickets.

“We can’t wait to get to Riverside Stadium in August to kick-off a new season and we’re excited to say that we have plenty of new and captivating campaigns planned.”

Lee Fryett, Middlesbrough FC Chief Commercial Officer, added:

“We’re delighted to welcome Midnite as our new Principal Partner.

“We’re looking forward to working closely with Midnite to develop engaging campaigns, content and unique experiences that bring our fans even closer to the club.

“We’re confident this partnership will provide real value for our supporters while supporting our ambitions both on and off the pitch.”

The post Midnite signs as Middlesbrough FC principal partner for 2026/27 season appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

AGCO

ThrillTech secures AGCO supplier licence for Ontario launch

Published

12 hours ago

July 15, 2026

Wladimir P.

thrilltech-secures-agco-supplier-licence-for-ontario-launch

ThrillTech has been awarded a Gaming-Related Supplier licence by the Alcohol and Gaming Commission of Ontario (AGCO), clearing the company to launch in Ontario’s regulated market.

The licence allows ThrillTech to deploy its opt-in side bet jackpots technology with regulated online casino, sports betting and lottery operators across the province.

Benjamin Bradtke, Co-Founder of ThrillTech, said: “Securing our AGCO licence is a major step in our mission to transform how jackpots are delivered at scale across regulated markets. This latest certification is testament to our robust technology and trusted compliance frameworks, allowing us to continue our global growth trajectory. We are thrilled to bring our proven, compliant jackpot technology to Ontario, empowering locally licensed operators to uplift revenue without cannibalising existing spend.”

The company said its “ThrillPots” mechanics sit as an independent, player-funded side bet and do not alter the underlying game’s return-to-player mathematics.

ThrillTech said the Ontario approval enables its existing multinational partners that also operate in the province to launch its side bet jackpots locally, while it also holds talks with potential new operator partners. The company lists its regulated footprint as including the United Kingdom, Sweden, the Netherlands, Romania, Malta, Gibraltar, Brazil and Peru.

The post ThrillTech secures AGCO supplier licence for Ontario launch appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.