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Adverty invents and launches new in-game brand advertising format with seamless In-Menu™ ads

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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 format, which allows brands to take over billboards and other virtual outdoor sites within games.

“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 ads combines unobtrusive brand exposure with a call to action, allowing advertisers to deliver brand messages and actions of their choice, including direct paths to purchase. Compared to other solutions on the market, Adverty’s proprietary, patent-pending ad technology is completely unique in its ability to keep users within the game throughout the complete ad experience – a sought-after feature among both game developers and brands.

“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 ads are 100% compatible with the traditional way of buying programmatic ad inventory, but are enabled for the new, relatively unexplored media channel of mobile gaming. The growth potential here is enormous and we expect that growth to be rapid,” adds Bakos.

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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Groupe Partouche Publishes its Consolidated Turnover for the First Quarter of Fiscal Year 2026

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Groupe Partouche has published its consolidated turnover for the 1st quarter of fiscal year 2026 (November 2025 to January 2026).

The Gross Gaming Revenue (GGR) totalled €189.0M at 2026 1st quarter compared to €182.9M a year earlier, up by +3.4%.

In France, the 1st quarter 2026 GGR increased by +2.2 % to €166.4M compared to €162.8M a year earlier, driven by all forms of gaming: +0.5 % for slot machines, +3.1 % for non-electronic table games and +11.8 % for electronic forms of gaming.

Abroad, the GGR is up +12.3 % compared to the 2025 1st quarter, at €22.6M, compared to €20.1M in N-1. The GGR of Swiss online games continues to grow reaching €8.1M (+23.6% over one year).

At a constant scope of consolidation, excluding the acquisition of Casino Partouche Cannes 50 Croisette that took place on 28th February 2025 together with the opening of Casino Cotonou (Benin) on 28th January 2025, GGR increased by 1.1 % at €185.0M (compared to €182.9M in 1st quarter 2025).

In total, after levies, Net Gaming Revenue (NGR) increases by +3.2 % to €105.5M in 1st quarter of 2026 (compared to €102.2M in Q1 2025).

The 1st quarter 2026 turnover reached a satisfactory increase of + 3.5 % over the year, reaching €130.8M compared to €126.4M a year earlier. This includes casinos turnover for €122.1M (+3.8 %), hotels for €6.4M (-1.4 %) and other activities for €2.3M (+1.7 %).

Furthermore, the city of Berck-sur-Mer has taken possession of the casino building, in the context of ongoing asset-protection litigation.

At the Annual General Meeting to approve the financial accounts for 2025 fiscal year, to be held on Wednesday 25th March at 10:00 a.m., shareholders will be able to vote on the distribution of a dividend of 12,033,793 € (i.e. €1.25 per share). Said dividend will be paid no later than 31st July 2026.

The post Groupe Partouche Publishes its Consolidated Turnover for the First Quarter of Fiscal Year 2026 appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Pragmatic Play Earns a Spot in Cult’s Inner Circle

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Pragmatic Play, a top content provider for the iGaming sector, has launched CULT., allowing players to discover winnings of up to 10,000x via potent multiplier wilds.

Loyal adherents congregate around their wise leader on the 5×4 grid, where aligning five symbols on a payline can yield base game victories of up to 20x, and multiplier wilds reaching 100x can enhance winnings.

Obtaining 3-5 all-seeing eye scatter symbols activates the bonus game, granting an initial 10-20 free spins. In this feature, multiplier wilds that help create winning combinations are accumulated into a total multiplier, enhancing all following wins that involve a multiplier wild.

In certain markets, unique wagers allow players to personalize their gaming experience, with a 5x Ante Bet enhancing the chances of triggering free spins and a 10x Super Spin ensuring a multiplier wild on each spin.

Two bonus purchases offer instant access to either Free Spins or Super Free Spins, with the latter enhancing the probability of landing a multiplier wild on each spin.

CULT. indicates a fresh thematic shift for Pragmatic Play’s premium collection, succeeding the recent launch of the mining-themed slot Rolling in Treasures and the arcade game Spire+.

Sharon McHugh, Director of Public Relations at Pragmatic Play, said: “There is a growing appetite for more unconventional themes in iGaming. CULT. leans into that trend with a bold theme and exciting gameplay, delivering special bets, multiplier wilds, and 10,000x win potential for the initiated.”

The post Pragmatic Play Earns a Spot in Cult’s Inner Circle appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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BETBY Expands E-Sim Portfolio with Three Industry-First Titles: eHockey, eMMA and eTeqball

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Tier 1 sportsbook supplier BETBY has expanded its proprietary esports feed, Betby.Games, with the launch of three industry-first e-sim titles: eHockey, eMMA and eTeqball. The new releases further strengthen BETBY’s high-frequency betting content portfolio, introducing new sports verticals while continuing to deliver fast-paced, always-on content designed to maximise engagement for operators and players worldwide.

Each of the new titles debuts as a first-of-its-kind esports simulation in the betting industry, reinforcing BETBY’s reputation as a pioneer in developing original betting content.

eHockey launches with four tournaments representing the NHL’s divisions: Atlantic, Metropolitan, Central, and Pacific. Each match follows a format of three periods lasting three minutes each, delivering uninterrupted action with no stoppages. Designed to replicate the intensity of real hockey, the title offers 15+ betting markets and is expected to generate over 11,000 matches per month, ensuring a constant flow of high-frequency betting opportunities. Arriving just ahead of the Stanley Cup playoffs next month, the new title allows hockey fans to stay immersed in the sport 24/7, extending engagement beyond real-world fixtures.

eMMA introduces a fast-paced combat sports experience featuring two tournaments: UFC Legends and UFC Women Legends, where some of the sport’s most iconic fighters face off in simulated matchups. By bringing together well-known names from MMA history, the title creates an instantly familiar environment for fans and bettors alike. The format focuses on quick fights, with each matchup consisting of a single round lasting around one to two minutes on average. Events begin every five minutes, ensuring continuous action throughout the day. Betting markets focus on the fight winner, creating a simple yet highly engaging wagering experience. Combined, the two tournaments are expected to deliver around 15,000 events per month.

Completing the trio is eTeqball, which introduces a brand-new sport to the Betby.Games portfolio. Combining elements of football and table tennis, the rapidly growing discipline brings a unique dynamic to esports simulations. The title launches with the TQX Cup Hungary – Double Mixed tournament, generating around 1800 matches per month. Each match consists of two games played up to 12 points, with over 20 betting markets available.

Kirill Nekrasov, Head of Innovation & R&D at BETBY, said: “Creating original content has always been at the core of the Betby.Games vision. With Hockey, MMA, and Teqball, we’re introducing three industry-first titles that further diversify our portfolio and bring new experiences to esports betting. Each of these games offers fast gameplay, clear betting mechanics, and a constant stream of events, helping operators keep players engaged 24/7.”

The post BETBY Expands E-Sim Portfolio with Three Industry-First Titles: eHockey, eMMA and eTeqball appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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