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

Published

6 years ago

September 8, 2020

Reading Time: 3 minutes

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:

EGR B2B Awards 2026

Evoplay Wins Marketing Campaign of the Year for Uncrossable Rush

Published

37 minutes ago

June 17, 2026

Wladimir P.

evoplay-wins-marketing-campaign-of-the-year-for-uncrossable-rush

Evoplay has won at the EGR B2B Awards 2026 in the category Marketing campaign of the year. This recognition celebrates a campaign built around Uncrossable Rush, Evoplay’s first instant title co-developed with SlotCatalog.

The game combined Evoplay’s development expertise with SlotCatalog’s player insights and discovery tools, turning CrossyRun-inspired mechanics into a dynamic iGaming experience with difficulty levels, multipliers, Cash Out and customisable Autoplay.

For Evoplay, this shows how strong marketing starts long before the campaign goes live. It begins with the product idea, the player insight and the team’s creative ability to connect them into a story people notice.

This award reflects Evoplay’s work on building campaigns that support a game release by maximising the engagement moment around it.

The post Evoplay Wins Marketing Campaign of the Year for Uncrossable Rush appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

Baltics

Digitain Named Best Sportsbook Provider at HIPTHER Baltic & Nordics Gaming Awards 2026

Published

37 minutes ago

June 17, 2026

Wladimir P.

digitain-named-best-sportsbook-provider-at-hipther-baltic-&-nordics-gaming-awards-2026

Digitain has been recognised as Best Sportsbook Provider at the HIPTHER Baltic & Nordics Gaming Awards 2026, showcasing its continued commitment to delivering high-performance sportsbook technology for operators across regulated markets.

The HIPTHER Baltic & Nordics Gaming Awards celebrate the operators, suppliers, technology innovators and industry leaders shaping the gaming ecosystem across the Baltic and Nordic regions. Receiving this award reflects Digitain’s ongoing investment in product innovation, trading excellence and technology designed to support long-term operator success.

Digitain’s sportsbook combines proprietary trading, advanced risk management, flexible localisation and scalable infrastructure, enabling operators to deliver competitive betting experiences across diverse markets.

This recognition is shared with the operators who trust Digitain to power their businesses and with the teams across a company whose expertise continues to drive innovation across every product and market.

As Digitain continues to expand its global presence, their mission remains unchanged: empowering ambitious operators with technology built for performance, partnership, and sustainable growth.

The post Digitain Named Best Sportsbook Provider at HIPTHER Baltic & Nordics Gaming Awards 2026 appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

Blazing Flower

CT Interactive Strengthens its Presence in Romania with Newly Certified Games

Published

37 minutes ago

June 17, 2026

Wladimir P.

ct-interactive-strengthens-its-presence-in-romania-with-newly-certified-games

CT Interactive continues to strengthen its position in Romania’s regulated iGaming market with the certification of 25 additional game titles. Following this expansion, the company’s certified portfolio in the country now comprises 126 games, reinforcing its commitment to growth across regulated European markets.

Among the newly certified titles is Diamond Tree, CT Interactive’s latest progressive jackpot, featuring some of the company’s best-performing games. The progressive jackpot includes popular titles such as 20 Mega Slot, 20 Star Party, 40 Mega Slot, 40 Treasures, Chilli Fruits, HOT 7’s x 2, King of Clovers, Lord of Luck, Lucky Clover, Lucky Clover 20, Moon Lord, Mystic Moon, The Big Chilli, Wild Clover and Win Storm.

In addition, several standout games have also received certification for the Romanian market, including Hell’s Cherries, Happy Miner, Blazing Flower, Win Storm Deluxe and other player-favourite titles.

“Certification in Romania is an important part of our European growth strategy. This expansion not only strengthens our presence in the market but also enables us to deliver a broader and more diverse range of premium gaming content to licensed operators and their players,” said Martin Ivanov, Chief Operating Officer of CT Interactive.

Bogdan Smeu, Regional Manager Romania, added: “Romania continues to be one of the most dynamic regulated markets in the region, with increasing demand for high-quality gaming content. Expanding our certified portfolio allows us to better support our operator partners while providing players with access to proven, high-performing titles.”

With these new certifications, CT Interactive further strengthens its position in Romania, offering operators a diverse portfolio of engaging and fully compliant gaming content.

The post CT Interactive Strengthens its Presence in Romania with Newly Certified Games appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.