Gaming
Equativ Levels-up its Gaming Marketplace to Help Advertisers and Publishers Thrive in Fast-growing Gaming Sector
Equativ, the leading independent ad tech platform, is growing its gaming advertising services. Offering access to quality inventory across premium apps, the company will soon release refined category targeting options and auction packages, alongside a greater range of formats.
This expansion of capabilities will better-equip advertisers and publishers to harness the continuing growth of the gaming sector. Generating $396.20 billion in global revenue, overall market value is due to reach $533 billion by 2027, climbing at a 7% annual compound growth rate (CAGR). Mobile gaming is experiencing especially rapid gains; seeing an increase of 17% CAGR over the last year, with revenues rising from $118.43 billion to $138.63 billion.
The thriving sector is also proving a particularly effective environment for driving advertising engagement. Following an extensive two-year study by in-game advertising platform Anzu and attention tech company Lumen Research, it was revealed that intrinsic in-game ads achieve up to 97% prompted recall and viewing times of 3.1 seconds – compared to the 2.9 second digital ad norm. This is in addition to fuelling high purchase intent for six in ten gamers. Gadsme, “the most sophisticated in-game advertising platform”, a company based in Paris and London, is able to measure clicks and has observed rates of 0.4% to 6% depending on the game and the quality of the creative. This click rate, much higher than the average rate of 0.5% observed in a “classic” environment, is thought to be linked to a friendly and safe perception of the gaming ecosystem on the part of players.
Equativ’s existing solutions enable gaming app publishers to create custom auction packages covering display, standard digital video and highly interactive rewarded video formats. Using its efficient curation abilities, sell-side partners — such Anzu, AdInMo and Gadsme — can securely activate first-party player data and build valuable, bespoke audiences, in addition to making ad space directly available to media buyers manually via integrated technology.
With availability spanning more than 41,000 apps, the platform also provides significant scale for advertisers. Buy-side partners can reach qualified mobile gamers across multiple popular apps — including Candy Crush Saga, Wordscapes and Woodoku — while further enriching audiences and ad space by harnessing smart curation features to onboard owned insights.
Over 2023, Equativ plans to enhance its range of formats by adding curation support for engaging and immersive in-game ads. This will be followed by further developments aimed at improving the precision of ad delivery: including allowing targeting for specific gaming app categories and creating a broader selection of pre-configured auction packages, segmented by player and game type.
“Despite gaming’s powerful grip on mainstream consumer attention, its share of advertising spend has been unrealized by the buy-side. By facilitating simplified, secure, and customizable trading, we aim to change that,” said Emir Teffaha, Senior Vice President, Agency and Enterprise, at Equativ.
“As leading industry forces, like the IAB, help to push standards and measurement around gaming for both performance and branding campaigns, wider industry adoption will inevitably gain traction. This means those who get ahead of the curve stand to reap the greatest benefits. By providing privacy-safe mechanisms for building data-enriched deals, our offering will enable granular targeting and efficient monetization that allows all players to start driving mutually rewarding and high-value outcomes.”
Gaming
58% of respondents like the“warmy” archetype. Rocket Match by RocketPlay became “ Valentine’s Tinder in Gaming”.
This Valentine’s, RocketPlay tested a playful idea: players who seek thrills in gaming don’t necessarily want intensity in everything — including relationships. Instead of asking users to pick a “perfect partner,” RocketPlay launched Rocket Match, a fast, flirty quiz that matches players with a vibe: Bold, Sunny, Dreamy, or Adventurous.
Early Results Flip the Stereotype
Around 58% of participants matched with the Sunny archetype — defined by warmth, charm, and easy-going fun. The experiment suggests that when it comes to Valentine’s, RocketPlay’s community prefers light-hearted connection over drama or high stakes.
What Rocket Match Is
Rocket Match is a Valentine’s matchmaking quiz built inside the RocketPlay Universe. Players answer five simple, no-wrong-answer questions and instantly discover their match vibe.
The goal: move away from typical Valentine’s content that swings between overly serious romance or clichéd tropes. Rocket Match keeps it flirty, playful, and moment-focused, letting players discover a vibe rather than a label.
The four vibes include:
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Bold – confident, high-energy, loves bigger sparks
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Sunny – easy-going, playful, social, effortlessly charming
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Dreamy – soft, romantic, focused on atmosphere and emotion
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Adventurous – playful risk-taker, spontaneous, curious
Community Insights from Rocket Match
The quiz quickly gained traction, with 7,000+ completions, revealing a strong preference: Sunny, the archetype defined by warmth, lightness, and charm.
Alex Martin, PR Lead at RocketPlay, said:
“What we liked most about Rocket Match is how clearly it captured the mood people actually want on Valentine’s. It wasn’t about labels or big statements — it was about light energy, easy chemistry, and a feel-good kind of connection. That’s the vibe we try to build across the brand: simple to join, fun in the moment, and positive without the drama.”
Why It Matters
Rocket Match was more than a Valentine’s gimmick. It offered a snapshot of what RocketPlay’s community enjoys most: light energy, playful interaction, and feel-good connections. By turning a pop-culture moment into a small experiment, RocketPlay gained insight into player preferences, informing how the brand continues to design engaging, fun, and positive experiences.
The post 58% of respondents like the“warmy” archetype. Rocket Match by RocketPlay became “ Valentine’s Tinder in Gaming”. appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Gaming
58% of respondents like the“warmy” archetype. Rocket Match by RocketPlay became “ Valentine’s Tinder in Gaming”.
This Valentine’s, RocketPlay tested a simple idea: people who come to iGaming for thrill don’t necessarily want the same intensity in everything — including relationships. Instead of asking players to choose a “perfect partner,” we launched Rocket Match, a fast, playful quiz that matches players with a vibe — bold, sweet, dreamy, or adventurous.
Early results flipped the stereotype. Around 58% of participants matched with the same vibe — built around warmth, charm, and easy fun — suggesting that when it comes to Valentine’s, our community prefers light-hearted connection over drama or risk.
What Rocket Match is
Rocket Match is a Valentine’s matchmaking quiz built as a small cosmic adventure inside the gaming RocketPlay Universe. Players answer 5 light questions — no right or wrong answers — and instantly unlock a Rocket Match that compliments themself. The idea was simple: Valentine’s content online often swings between two extremes — overly serious romance or pure cliché. Rocket Match was created to do something different: keep it flirty, keep it playful, and let players discover a vibe that feels like a moment, not a label.
There were 4 vibes to match with:
Bold — confident, high-energy, loves a bigger spark and bolder choices.
Sunny — easy-going, lighthearted, funny, good communicator
Dreamy — softer, romantic, drawn to atmosphere and emotion.
Adventurous — playful risk-taker energy; spontaneous, curious, and always up for something new.
The lightweight Valentine’s experiment quickly gained traction, with 7,000+ players completing the quiz. The unexpected value came after: the answers revealed a clear preference in what players wanted Valentine’s to feel like — and that insight became the story.
Across responses, around 58% of participants landed on the same Rocket Match vibe — the “sunny” archetype. It’s defined by warmth, lightness, and easy charm: playful, social, and effortless to be around.
What it says about RocketPlay’s community
Rocket Match offered a clear read on the kind of Valentine’s energy players gravitate toward — and it’s lighter than the usual “high-stakes romance” stereotype. As Alex Martin, PR Lead, puts it: “What we liked most about Rocket Match is how clearly it captured the mood people actually want on Valentine’s. It wasn’t about labels or big statements — it was about light energy, easy chemistry, and a feel-good kind of connection. That’s the vibe we try to build across the brand: simple to join, fun in the moment, and positive without the drama.”
What started as a fun Valentine’s experiment quickly became a snapshot of what the community enjoys most: light energy, easy chemistry, and feel-good connection. Valentine’s was simply the right moment to test a playful, pop-culture format — and see what kind of “match” people gravitate toward.
The post 58% of respondents like the“warmy” archetype. Rocket Match by RocketPlay became “ Valentine’s Tinder in Gaming”. appeared first on Americas iGaming & Sports Betting News.
A leading gaming brand in Ukraine has launched a collection of ads featuring the tagline “Keep it GG” as part of an extensive communications initiative. The videos are currently being broadcast on Ukrainian TV, online platforms, and the brand’s social media accounts.
“GG” (Good Game) started in video game culture, yet its significance has far surpassed the literal meaning of “well played.” Currently, it symbolizes a worldwide sign of honor and gratitude for the feelings exchanged following a match, no matter the outcome. This concept served as the basis for GGBET UA’s latest marketing campaign. The video series embodies a unique GG atmosphere: rather than using a conventional voiceover, it incorporates complete audio tracks; the narrative features both literal and metaphorical allusions to sports and esports terms, alongside in-game and casino aspects; and prominent Ukrainian footballers are among the main characters.
“Every game, every match, every tournament is a moment that brings people together. For us, it’s important that every interaction with GGBET gives users that good game feeling — an experience that outlives the result and leaves vivid emotions behind, just like after watching a match,” comments CEO of GGBET UA, Serhii Mishchenko.
Going beyond the traditional view of GG also signifies a more profound implication — the brand’s strategic focus. The international brand, which has concentrated on esports for several years and attained significant success in esports betting and collaborations, is now adopting best practices to enhance traditional sports in regional markets. GGBET UA showcases a wider strategy for Good Game via collaborations (FC Dynamo Kyiv, FC Polissya, and the Ukrainian Basketball Federation), by organizing its own events and special projects, including initiatives that blend sports with esports, like the Match of LeGGends: Derby showmatch on the server featuring esports athletes and football players.
The brand’s creative team collaborated with a Ukrainian advertising agency and a Ukrainian production company to develop the commercials. GGBET UA made this choice to assist the local creative sector amid the war.
The post GGBET UA kicks off the “Keep it GG” promotional campaign appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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