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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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Brazil

Evoplay adds F12.bet.br deal to grow in Brazil

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Evoplay has signed a content partnership with Brazilian operator F12.bet.br, expanding the supplier’s footprint in Brazil’s regulated online gambling market.

Under the deal, F12.bet.br will roll out a selection of Evoplay titles on its online casino, including Penalty Shoot Out: Cup Mania and Hot Triple Sevens.

Alex Malchenko, Head of Sales, said: “Brazil is one of the most exciting markets in global iGaming right now. The pace and scale of its growth, mixed with the passion for sports and gaming amongst its players, makes it a unique opportunity for us.

“This partnership allows us to bring a carefully selected mix of our most engaging titles to an audience that values both entertainment and authenticity. We see huge potential here and this is another step of our journey in the market.”

Carlos Artur, Сasino Manager Specialist at F12.bet.br, added: “Our goal is to provide content that truly reflects what Brazilian players are looking to engage with.

“Evoplay’s games bring a fresh perspective to our offering, combining strong visuals with intuitive gameplay. We’re confident their titles will resonate strongly with our audience.”

The post Evoplay adds F12.bet.br deal to grow in Brazil appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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BETER

BETER to make US exhibition debut at SBC Summit Americas 2026

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BETER, one of the award-winning providers of live streams, live data, and odds for esports and sports betting content, will exhibit at SBC Summit Americas for the first time.

The company will be attending at Stand 813, marking a major milestone in the company’s expansion across the United States.

SBC Summit Americas 2026 takes place from June 9–11 at the Broward County Convention Center in Fort Lauderdale, Florida, bringing together more than 10,000 industry professionals and over 400 exhibitors.

BETER will be welcoming delegates interested in enhancing their sportsbook offerings with fast-paced content and cutting-edge solutions at Stand 813.

Since entering the regulated US market in 2025, BETER has secured regulatory approvals and licenses in nine states, including Florida, New Jersey, Colorado, Arizona, Indiana, Iowa,  North Carolina, Illinois, and Kentucky.

BETER exclusively delivers 24/7 live streaming, real-time data, and hyper-accurate odds for more than 700,000 fast-paced esports and sports events annually to operators worldwide, offering up to 50 markets per event and an average operator margin of 7.5%+.

Its esports portfolio includes the ESportsBattle product featuring eFootball, eBasketball, eHockey, and eTennis. Its sports portfolio features the Setka Cup table tennis content and the BSKT Cup basketball league.

In addition, BETER provides its Esports Odds Feed, offering market-leading odds with the  highest uptime across 450+ tournaments globally, covering more than 40,000 pre-match and live events annually, all powered by a team of in-house expert traders.

All of BETER’s exclusive content is underpinned by its Integrity team, ensuring strict adherence to fair play standards through 24/7 monitoring and close collaboration with key sports integrity bodies, including IBIA and ESIC, and sports federations.

The company’s rapid impact across the US market, alongside the strong performance of its products and the quality of its data, has earned it two nominations at the prestigious SBC Awards Americas 2026 – Rising Star in Sports Betting and Live Gaming & Betting Product.

Gal Ehrlich, CEO of BETER, said: “We have made significant progress in establishing BETER as a trusted provider in the United States over the past 12 months.

Our participation in this exhibition marks an important milestone as we make our official debut in the region, showcasing the strength and scalability of products that are already proven globally.

“We are excited to present our full product suite to a US audience for the first time and warmly invite all attendees to visit us at Stand 813 to meet the team and explore partnership opportunities.”

Chuck Robinson, CRO at BETER, added: “Our presence at SBC Summit Americas reflects the strong momentum behind our content and solutions, as well as the growing demand from operators for high-performance esports and sports betting products.

“As we expand further across regulated US markets, we see significant opportunities to deepen partnerships and drive innovation in fast-betting experiences. We look forward to connecting with both existing partners and new ones at our stand.”

“Book a meeting with BETER team”, says the company.

The post BETER to make US exhibition debut at SBC Summit Americas 2026 appeared first on Americas iGaming & Sports Betting News.

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Brazil

Evoplay accelerates Brazilian expansion with F12.bet.br partnership

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Evoplay, the award-winning game development studio, has partnered with F12.bet.br, further expanding its presence in Brazil’s fast-evolving regulated market. 

The partnership will see the selection of Evoplay’s popular titles, including Penalty Shoot Out: Cup Mania and Hot Triple Sevens, made available to Brazilian players via F12.bet.br’s online casino. 

F12.bet.br is an emerging force in Brazil’s online gaming and sports betting sector. The company delivers a range of digital betting and interactive entertainment services, aligning with the country’s developing regulatory framework and growing demand for licensed online gaming experiences.

 By partnering with local operators such as F12.bet.br, Evoplay continues to strengthen its position in one of the industry’s most promising regions, reinforcing its commitment to delivering engaging, localised content to players across Latin America. 

Alex Malchenko, Head of Sales, said: “Brazil is one of the most exciting markets in global iGaming right now. The pace and scale of its growth, mixed with the passion for sports and gaming amongst its players, makes it a unique opportunity for us.

“This partnership allows us to bring a carefully selected mix of our most engaging titles to an audience that values both entertainment and authenticity. We see huge potential here and this is another step of our journey in the market.”

 Carlos Artur, Сasino Manager Specialist at F12.bet.br, added: “Our goal is to provide content that truly reflects what Brazilian players are looking to engage with. 

“Evoplay’s games bring a fresh perspective to our offering, combining strong visuals with intuitive gameplay. We’re confident their titles will resonate strongly with our audience.”

The post Evoplay accelerates Brazilian expansion with F12.bet.br partnership appeared first on Americas iGaming & Sports Betting News.

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