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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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GGPoker to Broadcast WSOP Online 2025 Final Tables Live, Featuring GGPoker.tv Broadcast Debut of Poker Legend Phil Hellmuth
Join Jeff Gross and his legendary co-hosts on September 23 and September 30
GGPoker, the World’s Biggest Poker Room, today announced it will live stream the final table action of two of the most prestigious events from the ongoing WSOP Online 2025 tournament series. The broadcasts will be available on GGPoker.tv, the brand’s official YouTube channel, and will feature the debut of poker legend Phil Hellmuth as a live GGPoker.tv broadcast host.
The first broadcast, on September 23, will showcase the high-stakes drama from the final table of the $5,000 WSOP Online Main Event, arguably online poker’s most important annual tournament. This landmark event will be co-hosted by frequent GGPoker anchor Jeff Gross and the 17-time WSOP bracelet winner, Phil Hellmuth. Known for his “poker brat” persona and unparalleled tournament record, Hellmuth’s inclusion will provide viewers with an unprecedented look into the mind of one of poker’s greatest champions.
The action continues on September 30, with the final table of the $10,300 GGMillion$ High Rollers event. Joining Jeff Gross for this broadcast will be GGPoker Global Ambassador and fellow poker icon, Daniel Negreanu. Negreanu, with his engaging style and deep understanding of the game, will provide expert commentary and analysis, making this broadcast another must-watch for poker fans everywhere.
“We are incredibly excited to bring the WSOP Online 2025 action directly to our fans with these two live broadcasts,” said Paul Burke, Head of Public Relations at GGPoker. “Having Phil Hellmuth and Daniel Negreanu on air alongside Jeff Gross to break down the action will be a true treat. This will be more than just watching a final table; it’ll be a masterclass in poker strategy from two of the best to ever play the game.”
The post GGPoker to Broadcast WSOP Online 2025 Final Tables Live, Featuring GGPoker.tv Broadcast Debut of Poker Legend Phil Hellmuth appeared first on European Gaming Industry News.
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LiveScore Group announces transformational partnership with X and xAI to drive the future of integrated sports media and betting
- Landmark partnership will leverage X’s real-time content and xAI’s technology to advance LiveScore Group’s mission to converge sports media and betting.
- Collaboration will introduce richer media, new fan engagement features and AI-driven personalisation, setting a new benchmark for digital sports content experiences.
- With over 100 million annual users, LiveScore Group continues to lead in global sports media innovation, while driving betting growth across the UK and international markets.
LiveScore Group, a global leader in sports media and betting, has announced a pioneering partnership with X and xAI that promises to transform both the sports media and betting industries. By leveraging the vast real-time content of X and the advanced AI capabilities of xAI, LiveScore Group will accelerate its strategy of converging sports media and betting into a single, seamless experience for millions of fans worldwide.
This collaboration will allow LiveScore Group to tap into the unique scale, speed and interactivity of X to deliver richer, more engaging content experiences across its Livescore and Livescore Bet products. The integration will redefine how fans follow live sport, interact with breaking news and participate in betting, creating a new standard for fan engagement in the digital era.
The collaboration will leverage unprecedented access to X’s various data and content APIs, giving LiveScore Group the ability to capture real-time sports conversations, sentiment and breaking news at scale.
This integration will fuel innovation across LiveScore Group’s media and betting platforms, enabling:
- Richer sports media experiences with instant delivery of news, fan sentiment, and influencer commentary.
- New engagement features such as bet-slip and prediction sharing directly into X, connecting communities of fans and bettors.
- Smarter trading models that react to real-time sports developments and fan conversations, enhancing bettor value and retention.
- Faster, scalable customer support, including automated responses to fan inquiries via X.
The partnership will also leverage the power of xAI’s cutting-edge technology to develop personalised fan experiences, predictive insights and new AI-driven engagement tools across LiveScore and LiveScore Bet. From smarter trading models that adapt to real-time sentiment, to tailored content delivery that anticipates fan preferences, xAI will play a pivotal role in shaping the next generation of products within LiveScore Group’s integrated ecosystem.
Sam Sadi, CEO of LiveScore Group, said: “This is a game-changing moment for LiveScore Group and for the industries we operate in. By partnering with X and xAI, we are unlocking the ability to combine the world’s most dynamic real-time content platform with our mission to converge sports media and betting. This will redefine how fans experience live sport, empower new forms of interaction, and set a bold new direction for the future of our industry”.
Christopher Park, Director & Global Lead of Developer Platform at X Corp, commented: “We are delighted to partner with LiveScore Group as they push the boundaries of sports engagement and innovation. This partnership highlights how X and xAI can empower forward-thinking companies to harness real-time data and AI to disrupt industries and deliver transformative experiences to users around the world.”
With more than 100 million annual users, LiveScore Group has established itself as a leading force in converging sports media and betting. This new partnership with X and xAI cements its position at the forefront of industry innovation and marks a bold step in shaping the next era of fan engagement.
The post LiveScore Group announces transformational partnership with X and xAI to drive the future of integrated sports media and betting appeared first on European Gaming Industry News.
Distribution deal sees leading racing provider for the Americas extend its scope into Italy’s local pool betting via governing body for horse racing
1/ST CONTENT, the pre-eminent provider of premium North and South American horse racing content and a key division of 1/ST, has continued to grow its international footprint in a new partnership with the Italian Ministry of Agriculture, Food Sovereignty and Forestry (MASAF) in the run-up to the Breeders’ Cup World Championships, one of the true highlights on the global racing calendar.
The deal now opens a breakthrough gateway for local pool betting on North American, South American and Turkish racing in Italy – and was soft-launched over last month’s 100th edition of the Hambletonian at The Meadowlands, NJ. This milestone renewal, the pinnacle of harness racing and a format of the sport which is particularly popular with Italian racing fans, fostered immediate fan engagement, as reported by MASAF this month via https://www.grandeippicaitaliana.it/.
The agreement kicks off with the 2025 flagship finale at the Breeders’ Cup World Championships in Del Mar (31 October – 1 November) and brings many of the premier stateside races to Italy, including the Pegasus World Cup (24 January) and the Triple Crown contests of Preakness 151 (16 May) and the Belmont Stakes (6 June). In the aggregate, 1/ST CONTENT’s extensive content portfolio maps approximately 90% of all North American racetracks, alongside South American and Turkish venues, neatly complementing Italy’s domestic sporting action with a reliable source of fast-settling betting content between 18:00 and 05:00 CET.
Italian and North American horse racing currently enjoy a strong reciprocal bond, thanks to three of Italy’s leading jockeys in Frankie Dettori, Umberto Rispoli and Antonio Fresu plying their trade in North America. These three Italian ambassadors were recently introduced to a mainstream global audience via Netflix’s acclaimed Race For The Crown.
1/ST CONTENT’s worldwide experience and customer base for pools betting features the Americas, Morocco, Italy, Singapore, Australia, Turkey, Sweden, France, New Zealand and Hong Kong. As a result, by leveraging 1/ST CONTENT’s unparalleled expertise in capturing and streaming elite live-racing events, bettors across Italy can now enjoy a best-in-breed international racing experience.
Key features of the deal include but are not limited to:
- Comprehensive Coverage: exclusive signals of all racetracks in the United States, Canada, South America and Turkey, ensuring an extensive and diverse range of racing content for Italian audiences.
- Cutting-Edge Technology: high-quality, immersive broadcasts, providing viewers with an unparalleled access to live racing and informative content that both engages the seasoned viewer and educates those unfamiliar with the sport.
- Enhanced Viewer Engagement: accompanying innovative marketing strategies, promotions, and engagement initiatives, enhancing the overall viewer experience and speaking to a dedicated racing community in Italy
Simon Fraser, Senior Vice President International at 1/ST CONTENT, said: “We’re thrilled to be working as a partner with MASAF on a program to rejuvenate their horse racing audience and breathe new life into the Italian industry. Our collaboration marks a cornerstone from which we can build together to ensure that racing is competitive with other betting options and further expands 1/ST’s global reach.”
Remo Chiodi, Director General for Horse Racing at MASAF, added: “This partnership is part of a broader framework aimed at strengthening relations between Italy and the United States in the horseracing sector: it is a path that consolidates ties between the two countries, enhances both our national excellence and international achievements, and opens up new opportunities for growth and exchange. It is a step that also involves breeding and training, while highlighting the image of Italian racing excellence in the United States, represented by our most renowned jockeys competing overseas.
“Thanks to this agreement, major American racing events will be broadcast free-to-air on EQU TV, expanding the television offering and allowing betting on the races within a fully integrated system. After years of challenges, Italian racing is redefining the entire sector to restore our sport to a position of strength, both at home and abroad.”
The post 1/ST CONTENT and Italy’s MASAF form new partnership ahead of the Breeders’ Cup appeared first on Gaming and Gambling Industry in the Americas.
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