Gaming
Innovative new AdTech provider Interact makes a splash with charity: water partnership
Interact, a pioneering new AdTech platform that offers immersive in-game advertising solutions for brands, has announced that its innovative new technology raised awareness of the ‘Clean Water Pledge’ by charity: water. The display campaign resulted in hundreds of thousands of impressions, with one in four [27.5%] users tapping on the interactive in-game billboards.
The success of this partnership marks a strong start to the year for Interact. Launched in December 2021 by leading video game publisher Playstack, Interact is a new form of advertising technology. Interact seamlessly places brands into games in a non-disruptive way, making them part of the play. Its unique approach makes in-game brand engagement easy, accessible and relevant to developers, brands and players alike.
Interact prides itself on delivering non-intrusive ads that encourage engagement without disrupting gameplay in any way. Building on years of knowledge and gaming industry experience, Interact’s SDK integrates easily into games, using simple tools to deliver advertising solutions. The expert team works with top brands, building bespoke ads with multiple touch points, that work for developers, players and brands.
The perfect partnership for Idle Aquarium and Idle Sea Park, the charity: water interactive billboards integrated seamlessly into the mobile game in locations, just like those where they would be seen in real life – such as beside exhibitions. Over the course of 15 days, the billboards were watched for over 180 hours, with an impressive 27.5% of viewers tapping to find out more.
Peter Griffin, Head of Brand Partnerships at Interact, said: “At Interact, we are really passionate about creating campaigns that really make brands part of the play – adding to in-game player experience rather than disrupting it. We focus on finding the right brand partnerships and ensuring that our ads make sense, resulting in lifelike experiences in games, that are just like you would see in the real world. We work closely with developers, making it easy for them to integrate our SDK into their games in a way that benefits everyone.
“Supporting charity: water to deliver in-game ads in Idle Aquarium and Idle Sea Park was a collaboration that just made sense. It fitted so well with the games, and was such a relatable brand for players. We are really happy with the results the campaign achieved, especially for such a worthy cause.”
The charity: water campaign, which was launched in partnership with Walk-In Media to coincide with World Water Day [Tuesday 22 March], saw groundbreaking interactive ads served in Playstack’s Idle Aquarium and Idle Sea Park mobile games. Using cutting edge new technology from Interact, interactive water-themed billboards were placed into the in-game parks, which players could then click on to find out more about charity: water and the ‘Clean Water Pledge’.
Ellie Scouller, Brand & Communications Senior Manager, charity: water, said: “It’s been a great experience working with the Playstack team to test this new form of in-game advertising. We’re always looking for innovative and engaging ways to tell more people about the water crisis and our work.
“There are currently 771million people living without access to clean water, that’s 1 in 10 or ten times the population of the UK. It’s a massive problem but one we know how to fix, we just need more people to help. A big thank you to Playstack for their support of our World Water Day campaign. We look forward to working more with them in the future!”
Interact places great importance on measurement across its campaigns, offering the best possible value for its clients. Giving prominence to accuracy, Interact calculates impressions by a number of set criteria including viewing angle, screen space and visibility duration.
With Interact, brands really are part of the play.
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Gaming
Getting ready for Xmas: SplitMetrics partnership with Wargaming helps World of Warships app sail to new heights with 15% uplift in organic conversions
The post Getting ready for Xmas: SplitMetrics partnership with Wargaming helps World of Warships app sail to new heights with 15% uplift in organic conversions appeared first on European Gaming Industry News.
Gaming
Nolimit City revisits the brutal factory life in Outsourced: Slash Game
Nolimit City takes you back to the grind with its latest release, Outsourced: Slash Game. For those who thought their consumerist cravings were a safe indulgence, think again. Following in the footsteps of Outsourced, this new addition pulls back the curtain on the sweat and sacrifice lurking behind those everyday luxuries—this time with a dash of danger. Outsourced: Slash Game is the studio’s second venture into crash-style gameplay, the first being xCrash™ in Skate or Die – but this time it’s a standalone crash game!
In Slash Game, players have to make some cutthroat decisions as a laser traces the outline of their hand, increasing the multiplier with every pass. Players hit “stop” to cash out, locking in the multiplier when they feel the timing is right. After which, they will be shown the potential winnings if they wouldn’t have stopped. But here’s the catch: if players hesitate a second too long and the laser slips, all the winnings are lost. A live scoreboard displays the Top Win, Top Miss and Last Round, so that players can keep track of their previous rounds.
Outsourced: Slash Game is not a familiar Nolimit City slot to some players but could cause some excitement with an increasing multiplier and a maximum payout of 1,500x the base bet. Outsourced: Slash Game, unlike Nolimit City’s high-volatility slots, is rated as ‘Medium Volatility’ but don’t let that fool you as it still includes the risk of losing your hand.
Per Lindheimer, Head of Product at Nolimit City, said: “Get back to work, will you? We’re bringing players back to the unrelenting factory floor of Outsourced with an all-new twist. Slash Game is a standalone take on our crash-style games, and it’s packed with plenty of heart-stopping moments (and maybe a few hand-stopping ones, too). We’re thrilled with how it turned out and we hope that our fans will be too!“
‘Outsourced: Slash Game’ will be available to all Nolimit City partners on November 5th, 2024.
The post Nolimit City revisits the brutal factory life in Outsourced: Slash Game appeared first on European Gaming Industry News.
Gaming
The mobile gaming market is growing and attracting new companies. GAMIVO is the latest example
Usually, consoles and PCs come to mind when discussing the gaming industry. The mobile sector is often treated as a child of a lesser god, even though it generates almost as much revenue as console and PC combined. Some companies can see this potential. For instance, the e-commerce platform GAMIVO has recently entered the mobile market, allowing players to buy in-game items cheaper.
Back on course
The entire video game industry has evolved incredibly, but the most spectacular has been the growth of the mobile sector. It expanded from 36.9 million dollars in 2016 to 93.2 billion in 2021. Unfortunately, the gaming market suffered from a decline that stemmed from the overoptimism of the pandemic era. As a result, the mobile gaming industry revenues dropped to 92.2 billion in 2022 and to 90.5 billion in 2023. Recent information has indicated this was a necessary correction rather than a long-term trend.
The latest Newzoo report, issued in August 2024, shows that the industry is on the right track again. According to analysts, the mobile sector will generate revenues of $92.6 billion, representing +3.0% growth year-on-year. It’s nearly half of the entire gaming industry.
Billions of players
Revenues are crucial, but they only show part of the story. To fully understand the size and potential of mobile gaming, it’s necessary to consider the number of players, which constantly grew even when revenues dropped. Newzoo estimates that it will reach 2.8 billion in 2024. It means that almost twice as many people play on mobile devices than on PCs and consoles combined. Currently, every third person on Earth plays on mobile devices, and there’s still space for further growth.
“There are emerging markets where smartphones and mobile networks can expand, providing new potential players. Furthermore, this type of entertainment has a low entry barrier because most popular games are free and don’t require high-end devices,” explains Mateusz Śmieżewski, the CEO at GAMIVO.
One hobby, different habits
GAMIVO is an example of a company that has recently joined the party to get a piece of the mobile pie. “We examined the mobile market for a very long time, trying to find a suitable place for us. It’s essential to understand that mobile gaming and mobile gamers differ from their PC or console counterparts. You can’t do the same things you do with PC and consoles and hope to replicate your success,” said Mateusz Śmieżewski.
Studies confirm this observation. Average PC and console players spend about 2.1 hours a day in virtual worlds. It’s half an hour more than mobile gamers. However, things get interesting when we take a look at playtime per week, which is the same for mobile and console (5.4 hours) and slightly longer for PC (5.7 hours). Moreover, typical PC and console owners play 2.6 and 2.7 days a week, respectively, while mobile players play 3.4 days per week.
Those statistics prove that PC and console players are more dedicated, spending more time in games’ worlds once they enter them. However, mobile gamers prefer shorter but more frequent sessions. They play while commuting or have a short amount of free time.
“Mobile players are more willing to uninstall games and give another title a chance. Hence, the gameplay has to be captivating and designed to provide quick but intense sessions.
Furthermore, even though the average weekly playtime is identical to PC players, many mobile players don’t think of themselves as gamers,” clarifies Mateusz Śmieżewski.
Another major difference regards the way in which revenue is generated. PC and console games traditionally represent the premium model, where players buy the game. Most popular mobile releases are free and generate revenue with microtransactions. Almost all titles allow players to spend their real money on virtual coins, crystals, and other items that can be used to unlock additional content or reduce cooldowns.
Entering the mobile market
Those contrasts and nuances scare most companies from the mobile market. Let’s see how GAMIVO has coped with this.
“We decided to launch a new product category dedicated to mobile gamers. Our model allows them to top up in-game accounts cheaply. As a result, they can save up to 30% on buying virtual items, upgrades, and other content. The GAMIVO offer includes the most popular mobile titles, such as Genshin Impact and PUBG Mobile, and still extends,” describes Mateusz Śmieżewski.
“We dedicated a lot of time to research and analyses. Also, the development process required a lot of work to provide GAMIVO customers with safe transactions and a user-friendly environment. The first reactions are very positive, confirming our belief that our decision was right and there is still more space in the mobile game market,” concludes the GAMIVO CEO.
The post The mobile gaming market is growing and attracting new companies. GAMIVO is the latest example appeared first on European Gaming Industry News.
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