Gaming
Exclusive Q&A w/ Antoine Jullemier, VP of Gaming at Bidstack
Tell us about your career to date and how you came to join Bidstack? (highlights and stories)
I’ve been immersed in the video games industry, digital environment and ad tech for the last 7 years, and specialise in advertising and monetisation. In 2016, I left my dear France to join the London branch of the French ad-exchange Mozoo and develop the Surikate product in Europe, which was the direct performance arm of the business (UA) for leading games and lifestyle apps. Following a period of significant growth, Mozoo acquired AdinCube in 2017, a leading ad mediation platform for game app developers. Here I was given the opportunity to join the new team, where I utilised my expertise to secure publisher partnerships across the EMEA region. A year later, in 2018, following a rapid period of expansion, AdinCube was acquired by Ogury, where I successfully built the gaming publisher portfolio from the ground up. Here I was able to onboard game studios such as Miniclip, Kwalee, Outfit7, Crazy Lab Games, Good Job Games and many more. In 2021 I was given the opportunity to join Bidstack to scale up the publisher portfolio across mobile, PC, and console and I am now responsible for the supply side of the business in Europe and in various other markets globally.
What does your role as ‘VP of Gaming’ at Bidstack entail?
Primarily it is focused on managing and working with a young and entrepreneurial team who are passionate about gaming and helping game developers and publishers to unlock a new, incremental revenue stream that protects the gaming experience for the end user.
Reporting to our US-based SVP Gaming, my role is essentially to lead business development for Europe with game developers and publishers across the UK, EMEA and other international territories.
Our mission is to educate studios on the benefits of integrating Bidstack’s monetisation technologies, regardless of platform and structuring deals with AAA publishers, leading game studios, and AAA titles.
What drew you to the games industry?
My path into gaming was carved out quite naturally. If I take a step back, I’ve always been passionate about gaming and have been a player myself for as long as I can remember. I can still see myself playing the SEGA Mega Drive with my brothers and spending hours on my Gameboy or Nintendo DS before evolving with each generation of new consoles like the PS1, PS2, the Xbox 360 etc.
When I started my career, I began in digital and advertising on mobile, first on the UA side of things at Surikate from Mozoo and then on the in-game monetisation side through various ad mediation platforms and ad networks; this gave me the opportunity to engage with game studios for the very first time.
The creativity, genuine talent, and passion surrounding these individuals really made an impression on me, and I found it amazing to discover more about programmatic exchanges and all the rules, processes and technical considerations that were happening in the background of the games themselves in order to drive revenue for those studios.
Today, I’m very grateful to work within such a fast-growing and ever-evolving industry. The gaming market is a multi-billion dollar industry that engages around 3 billion gamers yearly, and that number only looks set to grow.
The industry is no longer a niche interest; video games are now mainstream and very much a part of everyday life for billions. Advertisers have started to pay more attention to that in addition to their traditional media mix like TV, Print or Social Media, which makes it the best place to be, in my opinion.
What’s super exciting in our industry is that you can never get bored. From new user privacy and data protection laws, new monetisation formats and gaming platforms to record-breaking mergers and acquisitions, there is always something new happening.
Are you a gamer in your downtime/what do you play?
I’m still a gamer myself, mainly on console. I’m a big fan of my PS5, and if you don’t find me hitting some COD Modern Warfare 2 these days, I will probably be trying to finish Elden Ring!
Bidstack is an in-game advertising and video game monetisation platform. What does this mean in practice?
Bidstack’s mission is to empower game developers to dynamically control and monetise space within and around their gaming environments.
Our programmatic platform pioneered how brands deliver ads into natural spaces within video games – with these brand experiences varying from trackside banners and cityscape billboards to pitchside LED boards, skins and other contextually relevant surfaces within a gaming environment.
The platform was designed with performance in mind, and all of our products ensure stability and security for our partners across their in-game, rewarded video, and in-menu inventory. Our proprietary technology also ensures that the realism of a game is maintained by rendering effects on top of creatives to make them a seamless part of the experience.
Bidstack gives publishers total control over what appears in their games via our AdConsole – here; they are able to approve or reject ads in real-time before they appear in their gaming environments. We further bolstered our ad quality capabilities with the acquisition of Pubguard (a malvertising and ad quality platform) in 2019, with their suite of tools ensuring that we deliver a premium advertising experience for our partners and maintain strict category exclusions.
Bidstack delivered the world’s first programmatic in-game campaign in 2018. Since then, we have grown from a team of 4 staff to more than 80 across 5 international locations and became a public company listed on the London Stock Exchange. We also have a unique sales footprint thanks to our strategic partners and secured a strong portfolio of +150 games across Mobile, PC and Console.
However, Advertising represents just one use case for our technology, with many of our gaming partners utilising the platform as a content management tool to reduce dev cycles and manage brand licensing relationships across their titles.
What are the benefits of in-game advertising for developers and players?
The benefits are numerous. Our technology unlocks a new, sustainable route to revenue for publishers, which is non-intrusive and can work alongside existing monetisation strategies.
Developers can now authentically recreate real-world environments in which audiences have come to expect the presence of realistic advertising, including billboards, banners or product placements across in-game, in-menu and rewarded video formats.
We are the leading solution when it comes to helping developers across all platforms (Mobile, PC, Console, Metaverse) navigate the waves of the medium successfully, opening this new incremental revenue and reducing ad pressure with a better user experience.
In a world where the vast majority of gaming ads are performance-based, the brand advertising we offer reduces churn rates and increases user retention for developers, making the game a more premium and safe environment.
This leads me to the player benefits. Unlike other digital ad types, in-game advertising also sits better with consumers. Seven in 10 UK gamers feel positive or neutral towards organically embedded in-game advertising. Among console gamers, 22% are more likely to buy brands advertised in games.
While some existing and well-established ad formats can be intrusive (full-screen unskippable ads etc.), when done well, in-game advertising, fully native and blended in the environment in a non-clickable way, can really increase the immersion and make the game a more realistic experience. I would personally love to stumble across a billboard promoting the latest smartphone from a real brand when walking around Night City in CyberPunk. This would look awesome and make me feel this is kind of real!
What’s the best in-game ad you’ve seen lately?
Probably our campaign with Paco Rabanne and Starcom into Rezzil, which won the Best Regional Campaign – North America at the TheWires 2022 ceremony recently. It delivered impressive results through the use of contextual and virtual reality, leading the way for future opportunities in that space.
What are some of in-game’s challenges, and how can they be overcome?
One key challenge is the fact that every player is different, especially within the free-to-play arena, and will react to a game’s experience in their own way, so it’s important to explore different ways to monetise your titles.
Harmony between in-app purchases and in-game advertising is key. Both solutions are complementary and need to work in the right balance. As I was saying earlier, there are so many innovative formats in the market now that game developers have a real opportunity to support the development of their games whilst enhancing the experience for players.
Another challenge is keeping up with the new innovations that are driving value in a constantly evolving market. To stay ahead of the game, I think you have to build trust with your players and show them respect by leveraging quality branding ads in formats that are designed to enhance their playing experience rather than polluting the game experience with overly intrusive, non-relevant advertising that will damage the whole experience.
So with players now less accustomed to paying for accessing their favourite games and increasingly frustrated with intrusive monetisation methods, many developers are now turning to in-game advertising as an option that works for game creators and players alike.
Looking forward, what can we expect to see from Bidstack – and you – in 2023?
Bidstack is in a stage of exciting growth. We recently announced some huge hires in the US and 2023 shows no sign of slowing down. Next year, we anticipate expanding our range of products and ad formats, bringing on board more games studios and brands, and further growing our talented team. For me personally, a part of my job that I love is attending amazing technology conferences and gaming events. With the world now fully opened up again, 2023 presents amazing opportunities for us to get our technology in front of the world’s best publishers and brands.
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Association of National Olympic Committees
Spectatr.ai Partners with ANOC, ISSA to Power Real-Time Highlights for Islamic Solidarity Games
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Spectatr.ai, a Sequoia-backed innovator in AI-powered sports technology, is partnering with the Association of National Olympic Committees (ANOC) and the Islamic Solidarity Sports Association (ISSA) to deliver real-time highlight clips during the Islamic Solidarity Games in Riyadh, Saudi Arabia.
This collaboration aligns with the wider digital content partnership between ANOC and ISSA and will transform how the Games are experienced globally — bringing high-quality, real-time match, moment and daily highlights from more than 20 sports over 15 days to fans worldwide. This announcement follows news of the strategic partnership between Spectatr.ai and Triple B Media to empower sports organisations around the globe to improve the sports fan experience through the power of artificial intelligence.
Earlier this year, ANOC and ISSA signed a Memorandum of Understanding (MoU) to enhance the global visibility of the Islamic Solidarity Games, which will bring together more than 3500 athletes from 57 National Olympic Committees. Under the MoU, ANOC will broadcast the Games live via ANOC.tv, produce digital content through the ANOC.tv studio, and distribute highlights worldwide through the ANOC Digital Content Hub. Spectatr.ai’s technology will serve as the AI backbone of this initiative, ensuring every defining moment from decisive goals to emotional victories is captured and shared within seconds.
“Our collaboration with ANOC brings AI-powered storytelling to one of the world’s most unifying sporting events. We are honored to support Riyadh 2025 by showcasing every story, emotion and achievement as it happens — reaching fans everywhere in real time,” said Richa Singh, Co-Founder of Spectatr.ai.
Spectatr.ai will deploy its proprietary PULSE engine, an on-cloud, low-latency highlights system that identifies key moments such as goals, finishes, podiums and record-breaking performances. These clips will be enriched with metadata and instantly distributed to ANOC, ISSA and global partners. The system will generate both broadcast-ready and social-media-optimized formats, including vertical 9:16 videos for platforms such as Instagram Reels, TikTok and YouTube Shorts.
“This collaboration reflects ANOC’s ongoing commitment to innovation and the digital amplification of sport. By integrating real-time AI technology into the Islamic Solidarity Games, we are ensuring that every inspiring performance and emotional moment reaches fans around the world instantly,” said Gunilla Lindberg, secretary general of ANOC.
Through this partnership, each of the 57 participating NOCs will receive customised daily highlight packages, enabling equitable visibility for athletes and federations of all sizes. The system’s automated tagging and search functionality will make all footage easily discoverable, reusable and ready for archival and storytelling use.
The Games will feature traditional and emerging disciplines, including camel racing, duathlon and esports. The collaboration between Spectatr.ai, ANOC and ISSA aims to serve as a model for future multi-sport events — demonstrating how AI can drive real-time global engagement, operational efficiency and commercial value.
The post Spectatr.ai Partners with ANOC, ISSA to Power Real-Time Highlights for Islamic Solidarity Games appeared first on European Gaming Industry News.
eSports
Counter-Strike 2, Dota 2, Fortnite, Fatal Fury: City of Wolves, UFL and More to Headline at the Games of the Future 2025
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Reinforcing the momentum of the latest evolution in gaming, Phygital International (PI), the exclusive rights holder and custodian of the Games of the Future (GOTF), announced the blockbuster titles that will be part of the Games of the Future 2025 in Abu Dhabi, 18-23 December.
Merging the speed and power of traditional sport with the skill and drama of esports, the Games of the Future 2025 will showcase the pinnacle of phygital competition. Athletes and fans will experience a unique format that blends real-world challenges with some of the world’s most iconic video games across 11 disciplines.
Counter-Strike 2 , the legendary tactical shooter, will anchor the Phygital Shooter competition, where players’ precision, strategy, and teamwork will be tested under intense pressure. A global icon of competitive gaming, Counter-Strike 2 will ignite the tournament’s digital stage with its signature intensity and legacy of fast-paced action. Alongside it, Dota 2, the iconic multiplayer online battle arena, will challenge teams in the MOBAPC competition, to demonstrate tactical mastery and resilience showcasing why it remains one of the most enduring and respected esports titles of all time.
The global sensation, Fortnite, with its vast global community and culture-defining impact, will headline the Battle Royale discipline. Its dynamic blend of survival and high-intensity action ensures that Battle Royale will deliver edge-of-the-seat drama, where only one club will be left standing taking the crown. Fatal Fury: City of the Wolves, one of the most storied franchises in fighting game history, will add a different kind of spectacle, combining precision, reflexes, and tactical prowess to determine the ultimate champion during the digital phase of the Phygital Fighting competition.
Alongside these flagship titles, this year’s Phygital Football competition at the Games of the Future, will feature the high-intensity, next-generation football title of UFL. Adding to the excitement, 3on3 Freestyle will headline the Phygital Basketball discipline, bringing its trademark street-style flair and fast-paced play to the tournament. Together, these dynamic disciplines will fuse virtual gameplay with real-world action, as athletes transition seamlessly between digital matches and on-field challenges, delivering a fast-paced showcase of skill, strategy, and teamwork that redefines competition in for a phygital era.
“Having these iconic titles at the Games of the Future 2025 marks a defining moment for both gaming and sport. This is where elite athleticism meets the creativity and energy of competitive gaming to create something truly extraordinary, demonstrating that phygital sport isn’t just the next chapter, it’s the future of global competition,” said Nis Hatt, CEO of Phygital International.
By combining some of the most iconic and globally recognized video games with the energy of live athletic challenges, GOTF 2025 will deliver an unparalleled sporting spectacle. Taking place at the Abu Dhabi National Exhibition Centre (ADNEC) from 18-23 December, the world’s leading phygital sports tournament will unite the world’s top phygital athletes for six days of competition, innovation, and entertainment. Alongside the tournaments, fans can expect immersive VR experiences, cutting-edge sports technology, cultural showcases, and interactive fan zones designed to celebrate the fusion of physical and digital worlds and create an unmissable experience.
The post Counter-Strike 2, Dota 2, Fortnite, Fatal Fury: City of Wolves, UFL and More to Headline at the Games of the Future 2025 appeared first on European Gaming Industry News.
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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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