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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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ELA Games Celebrates “Slot Newcomer of the Year” Nomination for Tea Party of Fortune

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ELA Games’ Tea Party of Fortune has been shortlisted for Slot Newcomer of the Year at the SiGMA Africa Awards 2026, highlighting the studio’s flair for narrative-driven design as the iGaming community prepares to convene at the Grand Arena in Cape Town this March.

An Inventive Take on a Classic Fairytale
Tea Party of Fortune earned its nomination thanks to its distinctive artistic style and multi-layered approach to the Hold & Win category. The slot moves beyond conventional static gameplay, featuring the “Overflowing Teacup” progression that builds anticipation during each spin.

The game’s charm lies in keeping players invested in the journey toward the Secret Garden through a range of active features. During the bonus round, colored tea-coins activate the cups’ magic, expanding the grid from 5×3 to 5×5, multiplying wins, and awarding extra respins, creating an experience as dynamic and whimsical as its theme.

Marharyta Yerina, Managing Director of ELA Games, commented:
“Having Tea Party of Fortune recognized at SiGMA Africa is a great moment for the team. We focused on bringing the characters to life through detailed animation and a story that unfolds as you play. Having our work acknowledged by the industry in such a vibrant market is a proud achievement for everyone at ELA Games.”

Cast Your Vote
The Slot Newcomer of the Year award is now open to public voting. ELA Games invites everyone who has enjoyed their whimsical trip to Wonderland to show support by casting a vote via the link below.

Vote for ELA Games and Tea Party of Fortune here: SiGMA Africa Public Voting Form

The post ELA Games Celebrates “Slot Newcomer of the Year” Nomination for Tea Party of Fortune appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Compliance Updates

The legal view: DCMS ban on unlicensed sponsorships

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Legal commentary from Richard Bradley, partner at licensing law firm Poppleston Allen, on the most recent news from Lisa Nandy & co.

While the news that the DCMS is launching a consultation this spring on unlicensed operators’ sponsorship of sport teams in the UK may initially seem possible to have a negative impact on advertising revenue for clubs, it actually may provide fuller opportunity for British licensees to step in as sponsors.

The unlicensed sector is not necessarily illegal – if customers in the UK cannot access those websites – however, there are easy bypasses such as a VPN to do so, which takes revenue away from British operators.

Another benefit of the proposed ban is that it provides assurance for customers in the UK that marketing of gambling products via sponsorship is only for those appropriately licensed operators who are subject to the UK’s stringent regulatory standards.

This is also about customer protection as if legal advertising is only of British licensed products, there will be operational safeguards for players in GB, such as social responsibility controls and contractual protections. With the unlicensed sector, there is no guarantee of these sorts of vital player protections.

Finally, the proposed ban also provides tacit support for the licensed gambling industry in the UK and could assist in countering the black market.

The post The legal view: DCMS ban on unlicensed sponsorships appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Powering the Next Generation of Online Casinos: Inside DSTGAMING’s Scalable iGaming Ecosystem

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Interview with John Tan, Digital Marketing Analyst at DSTGAMING

Ahead of HIPTHER Prague Summit 2026, we speak with John Tan, Digital Marketing Analyst at DSTGAMING, to explore how their white label, turnkey, crypto-ready platforms, and powerful game aggregation solutions empower operators – from rapid launch and unified game integration to risk management, payments, and next-generation crypto deployment.

 

From your perspective, what are the biggest operational barriers new casino operators face today – and how does DSTGAMING address them through technology and infrastructure?

New casino operators often underestimate the complexity of launching and sustaining an iGaming operation. Beyond platform development, they face challenges related to licensing alignment, payment integrations, risk management, game provider negotiations, fraud prevention, and ongoing technical maintenance. Each of these components requires expertise, time, and significant capital investment.

DSTGAMING addresses these barriers by delivering a structured, technology-driven ecosystem that consolidates critical operational components into a single, unified infrastructure. Instead of managing multiple vendors and fragmented systems, operators gain access to a centralized platform that integrates game aggregation, payment gateways, compliance-ready frameworks, and backend management tools. This significantly reduces operational friction and allows operators to focus on market growth, branding, and player acquisition rather than technical troubleshooting.

DSTGAMING provides White Label solutions enabling casinos to go live in as little as a few weeks. What operational processes and technical frameworks make such rapid deployment possible?

Rapid deployment is made possible through a pre-configured yet flexible platform architecture. DSTGAMING’s White Label solution is built on a modular infrastructure where essential systems — player management, payment integrations, risk control, reporting dashboards, and game aggregation — are already technically optimized and tested.

Instead of building from scratch, operators plug into an established framework that supports domain setup, branding customization, provider configuration, and payment integration within a structured onboarding workflow. Automated compliance tools, ready-made back-office dashboards, and scalable cloud infrastructure further streamline the process. This approach minimizes development cycles while maintaining operational stability and performance.

The Turnkey solution focuses on full branding flexibility, user-friendly management, and extensive game libraries. How does this differ strategically from White Label in terms of operator control and long-term scalability?

Strategically, the White Label model is ideal for operators seeking speed-to-market with lower upfront investment and reduced technical responsibility. It provides a comprehensive operational framework where much of the infrastructure and maintenance is centrally managed.

The Turnkey solution, however, is designed for operators who require greater autonomy and long-term strategic control. It offers full branding flexibility, deeper system customization, independent licensing alignment, and enhanced scalability options. From a business standpoint, Turnkey allows operators to build their own technology identity while retaining access to DSTGAMING’s infrastructure backbone. This structure supports expansion into multiple jurisdictions, diversified payment ecosystems, and tailored player engagement strategies over time.

DSTGAMING’s Casino Game Aggregator provides access to more than 10,000 games from 100+ providers – how do you approach game content management, performance consistency, and provider diversity to ensure long-term player engagement?

Managing a large-scale aggregation portfolio requires structured curation rather than simple volume expansion. DSTGAMING focuses on performance analytics, regional player preferences, and technical optimization when onboarding providers.

Game content is continuously monitored for performance indicators such as session duration, retention rates, and conversion metrics. Low-performing titles can be rotated, while trending categories — whether slots, live casino, or crash games — are strategically highlighted. Provider diversity is carefully balanced to include established industry brands alongside emerging studios offering innovative mechanics.

From a technical standpoint, standardized API integration protocols and server optimization ensure latency consistency and stable gameplay across regions. This combination of analytics-driven curation and infrastructure reliability supports sustained player engagement rather than short-term spikes.

DSTGAMING also offers crypto-focused casino deployment. How is cryptocurrency reshaping payment flows, compliance considerations, and global player acquisition strategies?

Cryptocurrency is fundamentally reshaping cross-border transaction efficiency and player accessibility. Traditional payment systems often involve processing delays, regional banking restrictions, and high transaction fees. Crypto payments reduce these friction points by enabling faster settlement, lower costs, and broader global reach.

However, crypto integration also requires structured compliance frameworks. Responsible implementation includes wallet verification systems, AML alignment, transaction monitoring, and jurisdictional risk assessment. DSTGAMING integrates crypto-ready infrastructure within a controlled environment to balance operational efficiency with regulatory awareness.

From a growth perspective, crypto expands access to digitally native audiences and markets where conventional banking infrastructure may limit participation. Operators can position themselves competitively by offering both fiat and digital asset payment options within a secure and scalable ecosystem.

What key iGaming technology or business trends should operators watch most closely heading into 2026?

Heading into 2026, operators should closely monitor three primary areas: infrastructure scalability, payment diversification, and data-driven personalization.

First, scalable cloud-based architectures will become increasingly important as competition intensifies and multi-market expansion accelerates. Second, payment ecosystems will continue diversifying, including alternative payment methods, regional wallets, and cryptocurrency adoption. Third, advanced data analytics and AI-driven personalization will play a central role in player retention, segmentation, and responsible gaming monitoring.

Additionally, regulatory adaptability will remain critical. Operators must design systems that allow compliance updates without disrupting operational continuity.

DSTGAMING is joining the HIPTHER Prague Summit 2026 as the Lanyard Sponsor. What would you like operators and partners to take away from engaging with your team there?

DSTGAMING’s participation at the HIPTHER Prague Summit 2026 as Lanyard Sponsor reflects its long-term commitment to industry collaboration and technological advancement.

At the summit, the objective is not simply to present solutions, but to engage in strategic discussions with operators and partners about sustainable growth models, market expansion strategies, and infrastructure optimization. Visitors should walk away with a clear understanding that DSTGAMING provides more than a platform — it delivers a structured ecosystem designed to support rapid launch, scalable expansion, diversified payments, and long-term operational stability.

The focus remains on building partnerships grounded in technology reliability, strategic flexibility, and measurable business outcomes as the industry moves into its next phase of evolution.

The post Powering the Next Generation of Online Casinos: Inside DSTGAMING’s Scalable iGaming Ecosystem appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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