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Adverty invents and launches new in-game brand advertising format with seamless In-Menu™ ads
Adverty AB (publ) has invented and launched a new in-game brand advertising format called In-Menu format, completes a product suite of seamless in-game ad solutions that combine both brand awareness and performance-based advertising.
Adverty, the leading in-game platform for advertisers, agencies and game developers, today invites a new category of advertisers into the world of gaming with the invention and launch of a revolutionary new in-game brand advertising format that enables contextually relevant IAB display banner ads in between gameplay.
Deeply integrated at game design level, In-Menu enhances a highly innovative product suite that also includes Adverty’s current In-Play
“As the first and leading provider of seamless, programmatic in-game ad solutions, Adverty is once again showing the way to bring brands into the new world of gaming. This is a massive entertainment platform with nearly 3 billion gamers, and within it we are building the media channel of the future”, explains Niklas Bakos, CEO and founder of Adverty.
The interactive nature of Adverty’s In-Menu
“To date, programmatic advertising on a global scale is predominantly populated by performance-based ad campaigns built for the web, and media buyers in this space expect users to click on ads to generate conversions and fulfil KPIs. Our In-Menu
Adverty is working closely with IAB, IAB Europe, IAB UK, IAB Sweden and IAB Tech Labs to establish new industry standards for in-game advertising. The company believes strongly that programmatic media buying will grow to include more opportunities for the in-app space – in which gaming is by far the largest category – alongside the current web focus. It is increasingly clear that the future of programmatic advertising is likely to include a mix of both awareness and performance-based brand demand.
“Programmatic advertising is essential if you are to run any digital ad business at scale. As we now start seeing initial commitments from brands and agencies to run in-game brand awareness campaigns using our traditional In-Play offering will allow even more brands to participate and accelerate the establishment of gaming as a substantial new media channel”, says Bakos.
Adverty’s full range of seamless in-game ad technology is now available to game developers using the company’s latest Unity-based SDK. The In-Menu and vice versa, and the new product launch marks an important milestone in enabling yet an additional revenue stream while boosting current sales.
The initial feedback from both leading game publishers and indie game studios around the world has been overwhelmingly positive and Adverty expects its game portfolio to include In-Menu ad unit in the upcoming direct-to Unity Asset Store SDK, through a partnership announced with Unity Technologies earlier this year.
An introduction video showing the In-Play experience is available at the link below:
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WinSpirit Launches Alchemy of Passion: A Birthday Campaign Combining Gamification, Rewards, and Player Engagement
This summer, WinSpirit celebrates its birthday with Alchemy of Passion, a large-scale promotional campaign designed to create deeper player engagement through gamification, storytelling, and immersive rewards.
Built around the concept of discovering the legendary Elixir of Passion, the campaign transforms traditional promotional mechanics into an interactive journey. Players are invited to collect ingredients, complete quests, unlock rewards, and explore new experiences — turning every spin and action into part of a larger adventure.
Throughout the campaign, players can access multiple engagement features, including the Gift Portal, Gift Shop, Mystery Elixirs, quests, tournaments, and exclusive bonuses created specifically for the celebration.
From a product perspective, Alchemy of Passion highlights WinSpirit’s approach to developing creative promotional solutions that help operators increase player interaction, strengthen loyalty, and deliver memorable brand experiences. By combining narrative-driven mechanics with rewarding gameplay elements, the campaign provides partners with a flexible engagement tool designed to support retention and long-term player relationships.
The campaign also reflects WinSpirit’s continued investment in innovation, exploring new ways to connect entertainment, technology, and player-focused experiences within the iGaming ecosystem.
This birthday celebration is WinSpirit’s way of thanking the community that continues to shape the brand. Instead of simply marking another milestone, the company is creating new opportunities for players to interact, discover rewards, and celebrate together.
While Alchemy of Passion is already live, another major experience is being prepared behind the scenes. Soon, players and partners will get their first look at Euphoria Lab — a brand-new concept designed to bring an entirely new level of engagement.
The celebration has begun. The formula continues to evolve, and the next chapter is about to unfold.
Beyond Bancard
SCCG Management Partners with Beyond Bancard to Bring Full-Service Payment Processing to the Global Gambling Industry
SCCG Management, a global advisory firm specializing in the gambling and sports entertainment industries, has announced a strategic partnership with Beyond Bancard, a full-service payment processing company headquartered in Orange, California. The partnership positions SCCG as Beyond Bancard’s market representation and business development channel into the gaming, sports betting, tribal gaming, and regulated entertainment sectors.
Beyond Bancard provides credit and debit card processing, POS systems, payment gateways, and merchant services to businesses across retail, e-commerce, live events, hospitality, B2B, and high-compliance verticals. The company serves thousands of merchants nationwide and holds PCI Level 1 compliance, the highest standard for payment security and has built a reputation for solving complex payment challenges in markets where compliance, scalability, and reliability are critical.
Under the partnership, SCCG will deploy its commercial network, media footprint, and industry relationships to identify, qualify, and introduce gaming and entertainment operators to Beyond Bancard’s payment processing platform. Target verticals include tribal casino operators, commercial casino groups, online gambling operators covering sports betting, online lottery, and online casino, sweepstakes platforms, sports entertainment companies, and other regulated-industry merchants that require compliant payment infrastructure.
“Payment processing is the connective tissue of every gaming operation, and most operators are underserved when it comes to finding processors who understand the compliance requirements of this industry. Beyond Bancard brings a mature infrastructure, a strong compliance posture, and real experience working with high-volume merchants. That is exactly the kind of partner our network needs.”
Stephen Crystal, Founder and CEO, SCCG Management
SCCG’s engagement with Beyond Bancard spans four service areas: industry network access and lead generation, marketing and content distribution, event sponsorship and activation, and strategic advisory on market positioning within the gaming vertical. Beyond Bancard will be featured across SCCG’s marketing channels, including the SCCG Weekly Newsletter, which reaches over 26,000 gambling industry professionals, LinkedIn amplification through Stephen Crystal’s professional network, and targeted thought-leadership content.
Beyond Bancard will also participate as a named sponsor of SCCG’s 5th Annual G2E Party on September 29, 2026 at Tom’s Watch Bar in Las Vegas, providing branding visibility and direct networking access to SCCG’s invite list of gaming industry executives and decision-makers.
“The gaming industry requires payment partners that understand far more than transaction processing. Operators need scalable infrastructure, strong banking relationships, sophisticated risk management, seamless pay-in and payout capabilities, and a deep understanding of regulatory compliance. SCCG has built one of the most respected networks in gaming, and we’re excited to partner with their team to bring our payment solutions to operators around the world. Together, we believe we can help gaming businesses navigate complexity, optimize payment performance, and unlock new growth opportunities.”
Jimmy Virk, Chief Executive Officer, Beyond Bancard
The partnership reflects a growing need among gaming operators for payment processing partners who can navigate the compliance, risk management, and regulatory demands of the gambling industry. Beyond Bancard’s experience across high-compliance verticals, combined with SCCG’s established operator network and market intelligence, creates a direct commercial pathway between operators seeking compliant payment infrastructure and a proven processing partner.
About SCCG Management
SCCG Management is a global advisory firm with more than 33 years of experience connecting clients to strategic partners across the gambling industry. With an ecosystem of over 130 gaming-related partner companies, SCCG provides market representation, business development, capital introductions, and managed services to operators, technology providers, and brands worldwide. For more information, visit sccgmanagement.com.
About Beyond Bancard
Beyond Bancard is a leading payment and merchant services company based in Orange, California. The company provides payment processing, POS technology, payment gateways, and risk management services to businesses across retail, e-commerce, hospitality, gaming, B2B, and highly regulated industries. With a focus on innovation, compliance, and long-term partnerships, Beyond Bancard helps businesses navigate complex payment environments while delivering secure, scalable, and reliable payment solutions. The company maintains PCI Level 1 compliance and operates as a registered ISO/MSP of Esquire Bank, Merrick Bank, and Mission Valley Bank. For more information, visit beyondbancard.com.
The post SCCG Management Partners with Beyond Bancard to Bring Full-Service Payment Processing to the Global Gambling Industry appeared first on Americas iGaming & Sports Betting News.
Aggregator and platform provider says it will bring a full commercial delegation to ExCeL on 1-2 July.
Groove has confirmed it will attend iGB L!VE 2026, running 1-2 July at ExCeL London. The company said it will bring a full commercial delegation to meet operators and affiliates.
The supplier positions the event as a key mid-year deal-making moment. Yahale Meltzer, Co-Founder and CEO of Groove, said: “iGB L!VE is the industry’s mid-year performance review. It is where conversations become commercial realities. We are bringing our most advanced platform yet, designed to help operators launch fast, adapt locally, and scale across complex regulatory environments.”
Meltzer also pointed to seasonality and content breadth, adding: “The timing is critical. With the European football season revenue peak approaching, operators need a partner who delivers structural resilience and content that performs. Groove delivers exactly that. Our 20,000+ games from 150+ providers, unified through a single API, give partners the agility they need to capture momentum and convert it into measurable growth.”
Rachel Tourgeman, Head of Partnerships at Groove, said: “iGB L!VE is where the industry’s most ambitious decision-makers converge. We are not here to hand out brochures. We are here to have conversations that turn into performance.” She added: “Every meaningful partnership starts with a conversation, and this event is where those conversations happen at scale. Whether it is emerging affiliates seeking new opportunities, established operators evaluating MarTech solutions, or startups seeking investor visibility through the iGB Startup Accelerator, Groove is positioned to deliver exactly what they need: speed, stability, and commercial precision.”
Giusy Campo, Business Development Director at Groove, who will lead the company’s presence on the show floor, said: “We are arriving with a clear objective: to forge strategic partnerships that unlock new markets and drive sustainable growth. Our platform’s modular architecture, combined with advanced player engagement tools and real-time analytics, gives operators a genuine competitive edge.”
The post Groove confirms iGB L!VE 2026 attendance in London appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
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