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

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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.

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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.

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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.

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Yggdrasil serves up spooktacular wins in Ghost Father

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Leading iGaming publisher Yggdrasil and YGG Masters partner Peter & Sons have called upon the spirits to deliver big wins in their latest feature-filled release Ghost Father.

The atmospheric slot can award up to 10,000x the player’s stake by way of cash symbols, a collect feature and free spins that boast multipliers, retriggers and a ghost rain feature.

Special ghost symbols can land on the reels, each displaying a cash value worth up to 1,000x. These cannot be collected unless the golden bet option has been enabled for 0.5x on top of the base bet.

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Should three or more scatter symbols land, players are awarded up to 12 free spins. During the bonus, wilds can appear and the values from all ghost symbols are automatically collected.

There are three collection meters during the bonus that award free spins, multipliers and ghost rain boosters. If three spades land, three additional spins are granted. Should three hearts land, a win multiplier is applied to the win. If three diamonds land, ghost rain occurs and extra ghost symbols are added to the game reels.

Players who wish to head straight into the action can immediately buy into the free spins bonus for a cost of 120x their stake, randomly awarding them between seven and 12 free spins.

Ghost Father is powered by GATI, Yggdrasil’s state-of-the-art technology enabling partners to employ the preconfigured, regulation-ready, standardised development toolkit to consistently produce cutting-edge content followed by rapid distribution.

Zoe Bird, Senior Product & Program Manager at Yggdrasil, said: “Peter & Sons never let us down when it comes to creating visually pleasing slots with extremely enjoyable bonus features and mechanics, and Ghost Father is another winning title that we are confident operators and players will enjoy.”

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Yann Bautista, Business Development Manager at Peter & Sons, said: “Ghost hunters and thrill-seekers after gameplay with substantial win potential will find that Ghost Father is the title for them. With striking graphics, engaging gameplay and memorable bonus features, what’s not to love?”

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SoftGamings Welcomes WM Casino Into its Fold

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SoftGamings has formally announced its partnership with WM Casino, a renowned developer of diverse live casino gaming content explicitly created for Asian markets. This collaboration signifies a strategic move to integrate WM Casino’s extensive game portfolio into SoftGamings’ platform, promising an enhanced gaming experience for operators looking to expand to Asia, particularly Southeast Asia.

This partnership aims to diversify and enrich the gaming options available to SoftGamings’ clientele, featuring a broad spectrum of WM Casino’s acclaimed games such as Baccarat, SicBo, and some more exclusive titles like Niuniu, Fantan, Se Die, and Fish-Prawn-Crab.

Anna Kiselova, the Head of Partnerships at SoftGamings, commented on the collaboration, stating, “We are thrilled to forge this partnership with WM Casino. It’s a step that not only enhances our platform’s diversity regarding live dealer games but also reaffirms our dedication to delivering top-notch gaming experiences to specific markets. WM Casino’s innovative and dynamic range of games will undoubtedly add great value to our offering.”

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Integrating WM Casino’s games into the SoftGamings platform will offer operators enhanced flexibility and variety, ensuring their players can access a richer and more engaging suite of gaming options in record times.

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Sony Group Becomes Founding Partner of Esports World Cup

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Multi-year collaboration will produce the Anthem and original documentary series of Esports World Cup 2024

The Esports World Cup Foundation (“EWCF”) and Sony Group Corporation (“Sony”) have signed a multi-year partnership agreement to collaborate on initiatives for the Esports World Cup. The collaboration leverages Sony’s acclaimed gaming products and entertainment expertise alongside the EWC’s vision to unite the global gaming and esports communities across the most popular games, and underscores a shared ambition to broaden the appeal of gaming and esports to players and fans worldwide. The inaugural Esports World Cup 2024 is slated to take place this summer in Riyadh, Saudi Arabia.

As part of this agreement, Sony Pictures Entertainment will create a behind-the-scenes documentary series showcasing the players and games of the Esports World Cup. Sony, together with Sony Interactive Entertainment, will also look to exploring additional opportunities to support promising creators and talent in the region. Sony Music Entertainment will produce the music Anthem of the Esports World Cup 2024

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“Sony is the perfect partner for the Esports World Cup,” said Ralf Reichert, CEO, Esports World Cup Foundation. “Our goal is to establish a global platform for esports and gaming that sets new standards for live esports events. Sony’s experience in creating stunning visuals, engaging music, compelling storytelling, and state-of-the-art technology will be a game-changer for the Esports World Cup. The EWC aims to take esports to the next level, and we are thrilled to count on Sony’s world class expertise in this endeavor.”

“We’re excited to make the Esports World Cup more fun and engaging for fans globally by harnessing the creativity and technology from across our diverse businesses.” said Toshimoto Mitomo, Executive Deputy President and CSO, Sony Group Corporation. “Sony has been enhancing the esports experience especially with Sony Interactive Entertainment’s initiatives such as PlayStation Tournaments and the annual EVO fighting game series. We look forward to further catering to this growing, global community of players and fans with the Esports World Cup.”

With the Esports World Cup, EWCF has created an unprecedented celebration of competitive gaming and esports fandom. This summer, top esports organizations will face off in Riyadh, to compete in a unique cross-game structure for the largest prize pool in esports history. Recently, the EWC has announced the addition of ten popular titles – Dota 2, Counter-Strike 2, Mobile Legends: Bang Bang, Honor of Kings, PUBG, PUBG Mobile, Overwatch, Free Fire, Fortnite and Rainbow Six Siege – as participating games. More games will be announced soon.

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