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Innovative new AdTech provider Interact makes a splash with charity: water partnership

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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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South Africa’s Top Gamers Crowned at 2025 MTN SHIFT Gaming Grand Finals at Canal Walk

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Massive wins, standout talent and a showdown wrapped up five months of fierce competition across the country.

After months of qualifiers and regional heats at eight Hyprop malls across South Africa, the MTN SHIFT Gaming Experience reached its electrifying conclusion at Canal Walk Shopping Centre. With hundreds of spectators and players packing the gaming arena, the national finals brought the heat and crowned South Africa’s best in EAFC 25™, Beat Saber, Call of Duty and more.

In the EAFC National Final, Hamza Moosa (17) from Sandton, proved why he’s one of the country’s most exciting young talents. A professional esports player for Goliath Gaming, Moosa outplayed the competition to take top honours. A familiar name on the international stage, he recently represented South Africa at the Esports World Cup qualifier in Saudi Arabia. Hamza left the MTN SHIFT Gaming national finals with prize money of R25000.

Beat Saber fans saw a fast-paced, high-score battle won by Michael Prange (17) from Pretoria and Garsfontein High School. Ranked #2 nationally, Prange is also a two-time Beat Saber World Cup competitor and has helped shape South Africa’s competitive VR rhythm community through coaching, mentorship, and global participation. As the 2025 MTN SHIFT Gaming Beat Saber national champion, Michael won a Gaming PC valued at R50000.

In the schools division, Ridhaa April, 15, from Cape Town’s Southern Suburbs, took the EAFC title. A prodigious talent who’s been competing since the age of 12, Ridhaa plays professionally for Goliath Gaming and already holds multiple top finishes, including 1st place at the 2025 ASL.

In the Rocket League school tournament, Curro took top spot, followed by Edgemead High in second place.

Meanwhile, Call of Duty Mobile closed out the finals with serious intensity as returning champions Nixuh held onto their title. The dominant team of Magicz (Raees Ismail), Adnaan (Adnaan Bhamjee), Raz (Rahil Bux) and Enigma (Jameen Essa) walked away with a R30 000 cash prize.

“The atmosphere at this year’s finals was absolutely electric,” said Vanessa Herbst, Marketing Manager at Canal Walk Shopping Centre. “The level of skill on display was unreal, and the crowd brought their energy every day. The bar has been set very high for the 2026 edition.”

The MTN SHIFT Gaming Experience is South Africa’s biggest mall-based gaming tournament, played over five months across Gauteng and the Western Cape. Regional heats were hosted at Rosebank Mall, Clearwater Mall, The Glen, Woodlands, Table Bay Mall, Somerset Mall and Capegate Shopping Centre, with the final week of competition culminating at Canal Walk. The tournament drew thousands of players across all skill levels, offering more than R250 000 in prizes and a platform to compete in front of live audiences.

“The SHIFT Gaming Experience is about bringing high-level competition into public spaces and giving players of all ages the opportunity to compete, connect and grow,” said Christie Stanbridge, Brand and Campaigns Marketing Manager at Hyprop. “From pros representing South Africa on global stages to young players discovering their potential, far more than being entertaining, this year highlighted gaming as a space for learning, discipline and community.”

With the 2025 tournament wrapped, planning is already underway for an even bigger return in 2026.

The post South Africa’s Top Gamers Crowned at 2025 MTN SHIFT Gaming Grand Finals at Canal Walk appeared first on European Gaming Industry News.

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TaDa Gaming Delivers Highway Thrills in Chicken Dash

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Award-winning TaDa has taken a favourite joke and transformed it into an immersive and humorous crash release. Simple mechanics, personalised risk management controls and a max win of 20,659.1x are enhanced with slick graphics and a fearless chicken.

And with an expanding bonus bag that fell off the back of a lorry, it’s easy to see why this chicken is so determined to get to the other side.

Players begin by setting their preferred gameplay parameters. Three levels of Easy, Normal and Hard will dictate the level length or number of tiles the bird has to cross and the level max multiplier value.

Strong clear colours and polished visuals set the scene for the determined chicken to make it across the motorway. Beginning on the grass verge, players click to send the bird across the lanes one multiplier tile at a time against the oncoming traffic.

Each safe step will see a safety barrier land to protect the chicken but one false move and it’s game over and back to the grass verge.

Keeping players on high alert, the Chicken Dash feature can randomly trigger multiple times in a game. The appearance and squawking of the rooster starts the bonus feature which protects the chicken from traffic throughout and allows it to pass over two or three tiles in one go.

A Bonus Bag feature can also randomly trigger. Players must land the chicken on the tile where the bag dropped to collect the prize. And the higher the risk level, the higher the prize.

A clear UI and straightforward gameplay mean players can focus on getting the chicken across the road in one piece – and hopefully with the bonus prize – while enjoying Chicken Dash’s crisp graphics and sly details in this high volatility and amusing game.

Sean Liu, Director of Product Management at TaDa Gaming, said: “Chicken Dash is a hugely entertaining crash game that will have players laughing out loud. The cartoon graphics add to the experiential play and we promise no chickens were hurt in making of this game.”

The post TaDa Gaming Delivers Highway Thrills in Chicken Dash appeared first on European Gaming Industry News.

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Cash Rain Event

TaDa Gaming Releases Cash Stack

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TaDa Gaming, a leading provider of innovative casino content, is redefining fast-play entertainment with the release of Cash Stack, an adrenaline-pumping crash game that puts timing, control and strategy directly in the player’s hands. With a max multiplier of 100x, Cash Stack delivers rapid gameplay, instant decisions and nonstop engagement.

Built for players who love simplicity and control, Cash Stack starts at a 1.01x multiplier, with the tension rising as players manually tap DROP to increase their payout potential. Every decision carries risk — one mistimed move and the round ends instantly. For those who dare, the game can soar up to 100x before the stack collapses.

The twist comes with the Cash Rain Event, a random in-game boost that can multiply winnings by 0.1x to 10x. Players must hit CASH OUT before the round ends to claim the bonus value, adding a thrilling layer of timing and anticipation. The result is a fast, skill-driven experience that rewards quick reactions and nerve.

Cash Stack embodies TaDa Gaming’s next step in the evolution of crash games — sleek visuals, simple mechanics and an emphasis on player control over automatic outcomes.

Sean Liu, Director of Product Management at TaDa Gaming, said: “Cash Stack takes the essence of crash gameplay and turns it into a true test of timing and instinct. Every round is a balance between greed and precision — do you cash out early or chase the big win? We’ve designed it to be fast, flexible, and highly engaging for players who want to feel in control.”

The post TaDa Gaming Releases Cash Stack appeared first on European Gaming Industry News.

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