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Adverty partners with InMobi, further strengthening in-game advertising’s programmatic reach

Published

5 years ago

December 11, 2020

Reading Time: 2 minutes

Leading in-game ad platform announces partnership with mobile-first exchange to enable more advertisers to leverage market-leading programmatic offering

Adverty, the leading in-game platform for advertisers, agencies and content creators, announces partnership with global mobile-first advertising technology company InMobi to enable more advertisers to leverage market-leading programmatic in-game offering. The partnership is set to launch during Q1 2021, once the technical integration of platforms has been completed.

Adverty, the leading in-game platform for advertisers, agencies and content creators, has announced a partnership with global ad exchange, InMobi, in order to increase its programmatic reach for brands and advertisers looking to enter the increasingly important world of gaming.

Adverty delivers unobtrusive advertising which connects brands and audiences through its revolutionary and patented technology built specifically for gaming, while InMobi’s industry leading mobile marketing technology is connected to every relevant programmatic DSP allowing advertisers and publishers to engage consumers through contextual mobile advertising. The partnership will allow its buy-side clients to access innovative formats in mobile games at scale within Adverty’s platform. The partnership is set to launch during Q1 2021, once the technical integration of platforms has been completed.

”There is significant demand for Adverty’s seamless in-game inventory at scale and this development enables our team to bring it to a wider range of brands and agencies,” says Niklas Bakos, CEO of Adverty. “Advertisers are certainly waking up to the untapped potential of this burgeoning media channel.”

Earlier this year, Adverty launched a world-first In-Menu offerings.

“As the leading global independent advertising platform across mobile apps, mobile websites and connected TV, InMobi has enabled the world’s biggest brand advertisers to connect with audiences through the apps they use everyday,” said David Di Angelo, VP of Marketplace Development at InMobi. “With this new partnership with Adverty, InMobi is able to provide even more opportunities for brands to effectively reach and engage with premium gaming audiences through non-intrusive in-game ads that blend seamlessly into the gaming experience.”

Industry figures are increasingly recognising gaming’s importance as one of the most significant entertainment media channels. The latest figures from games analytics provider, NewZoo, show that the global gaming market currently comprises some 2.7 billion users, valued at USD 160 billion – and it is expected to reach 3.1 billion users and a value of over USD 200 billion by 2023.

There is therefore a huge opportunity for forward-thinking brands to leverage this market with programmatic advertising – mindful of the fact that programmatic ad transactions now make up 84.5% of the digital display ad market, with a total estimated spend of $80 billion in the US alone next year, according to eMarketer.

eyeDP

Promofy Wins This year’s Pitch ICE Award

Published

18 minutes ago

January 22, 2026

Wladimir P.

promofy-wins-this-year’s-pitch-ice-award

AI-gamification specialist Promofy emerged victorious at this year’s Pitch ICE competition. The company’s CEO and founder Irakli Davarshvili fended off competition from 11 other companies bidding to win the prize money of €15,000 provided by the competition’s lead sponsor AWS.

In a pitch lasting three minutes followed by a three-minute Q&A, Davarshvili wooed the panel of judges, consisting of Adam Rosenberg, senior adviser, gaming & leisure, Blackstone; Meir Shachar, gaming advisor and CEO at Digicode and RUNWAI, respectively; igaming adviser and gaming industry expert Paris Smith; Maxime Sbeghen, head of investment at FDJ United Ventures; and Jeff Millar, managing partner at JJK Partners.

Davarshvili emphasised how “innovative, customisable and easy to use” Promofy’s gamification engine was, highlighting its AI flow and ability to rapidly build gamified campaigns.

He described 2025 as having been a “foundational year”, outlining how the company had achieved $800,000 in revenue, had more than 20 customers and was now looking to raise $2m to support Promofy’s further growth.

Other pitch participants included eyeDP, an AI-powered solution to help operators process and analyse unstructured data and documents; Whizdom AI, designed to personalise game recommendations for players; Swiss Shufflers with its patented card-shuffling deck; and fantasy sports platform Loserball which “makes losing as cool as winning”.

The post Promofy Wins This year’s Pitch ICE Award appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Betsson Group

Betsson Group Wins Top Safer Gambling Recognition at IGA 2026

Published

18 minutes ago

January 22, 2026

Wladimir P.

betsson-group-wins-top-safer-gambling-recognition-at-iga-2026

Betsson Group has triumphed at the International Gaming Awards (IGA) 2026, winning the Safer Gambling Award, emphasizing that responsible gaming is crucial to the company’s operations. Responsible gaming is fundamental to Betsson Group’s sustainability approach and propels its goal of delivering entertainment in a responsible and sustainable way. The Group acknowledges that enduring success hinges on upholding the confidence of customers, employees, and regulators by guaranteeing that gaming stays secure, equitable, and pleasurable.

This marks the sixth consecutive year that Betsson Group has received the Safer Gambling Award at the International Gaming Awards. The recognition highlights the Group’s consistent efforts in this area, which are further strengthened through internationally recognised certifications and accreditations that externally validate its commitment to safer gambling.

Responsible gaming at Betsson Group begins internally, with mandatory training for all employees during induction, annual refresher courses for staff and contractors, and specialised training for customer-facing teams to support and protect at-risk players.

Hosted on the eve of ICE Barcelona 2026, the International Gaming Awards brought together iGaming industry leaders from across the globe. The event celebrated excellence across multiple categories, including online operators, land-based casinos, suppliers, and providers, making it a standout evening for the industry.

Betsson Group extends its heartfelt gratitude to its employees and partners who have played a pivotal role in this achievement.

The post Betsson Group Wins Top Safer Gambling Recognition at IGA 2026 appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Agrupación de Plataformas de Apuesta en Línea

BGC Enters Cooperation Agreement with Chile’s Online Operators’ Group

Published

18 minutes ago

January 22, 2026

Wladimir P.

bgc-enters-cooperation-agreement-with-chile’s-online-operators’-group

The Betting and Gaming Council (BGC) has signed a Cooperation Agreement with Chile’s Agrupación de Plataformas de Apuesta en Línea (aPAL), as part of ongoing efforts to support the development of a sustainable and well-regulated online gambling market in Chile.

The agreement brings together the BGC, which represents around 90% of the UK’s regulated betting and gaming industry, and aPAL, a group of international online betting operators that have been working since 2022, to support the introduction of modern gambling regulation in Chile.

While online gambling is currently not prohibited but also unregulated, Chile already has a land-based casino sector, horseracing and a lottery duopoly, and a draft bill to regulate online operators has been under discussion for several years. Following recent elections, a new Chilean Government is now in a position to advance with the legislation, potentially introducing a licensing regime as early as 2027.

Under the Cooperation Agreement, the two organisations will work together to share international experience and evidence, strengthen the knowledge base around gambling regulation, and engage constructively with policymakers and stakeholders on the development of a sustainable licensing framework in Chile.

Carlos Baeza, Chilean lawyer and representative of aPAL, said: “Chile has a real opportunity to introduce a modern, robust regulatory framework for online gambling that protects consumers, tackles illegal activity and delivers meaningful public benefits. At present, online gambling operates entirely outside any regulatory oversight, leaving players without safeguards and the state without visibility or control.

“By working with the BGC, we can draw on international best practice and ensure policymakers have access to high-quality evidence and experience from well-regulated markets.”

Grainne Hurst, Chief Executive of the Betting and Gaming Council, added: “The BGC is pleased to be working with aPAL at a pivotal moment for gambling reform in Chile. Well-designed regulation is essential to protect players, raise standards and drive out the harmful black market.

“The UK’s regulated market shows how robust licensing, high standards and effective oversight can support safer gambling while allowing a well-regulated industry to thrive. This agreement reflects our commitment to sharing that experience and supporting evidence-based policymaking internationally.”

The Cooperation Agreement will initially run for one year and forms part of the BGC International Committee’s ongoing programme of engagement with global partners.

The post BGC Enters Cooperation Agreement with Chile’s Online Operators’ Group appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.