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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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BetConstruct AI names Lena Yasir CEO

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Former Pragmatic Play chief commercial officer brings 20 years of iGaming experience to the role.

BetConstruct AI has appointed Lena Yasir as its new chief executive officer, the company said.

Yasir has 20 years of iGaming experience, with a background in B2B commercial strategy, international expansion, and building teams across regulated and emerging markets.

Before joining BetConstruct AI, Yasir held senior leadership roles at Play’n GO, Evolution, and OnGame Network. Most recently, she served as chief commercial officer at Pragmatic Play, where the company said she played a central role in its global B2B growth.

In a statement, Yasir said: “BetConstruct AI is a highly respected and successful company in the global iGaming industry, and I am proud to be joining the business at such an exciting time.”

BetConstruct AI said Yasir will focus on accelerating global revenue, driving innovation, and strengthening partnerships across the iGaming ecosystem.

The post BetConstruct AI names Lena Yasir CEO appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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Latam Intersect flags prime-time World Cup 2026 as a reset for LATAM sports marketing

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Firm points to more LATAM teams, heavier digital viewing and second-screen habits as key drivers for new campaign strategies.

Sports marketing in Latin America will face a different playbook during the FIFA World Cup 2026, according to a new analysis from Latam Intersect. The firm says the expanded tournament format, combined with prime-time scheduling for the region and more digital consumption, will change how brands plan media, content and real-time engagement.

The 2026 edition will feature 48 national teams, 104 matches and three host countries. FIFA projects more than 6 billion people will follow the tournament in some way, Latam Intersect said. For Latin America, the firm highlights the added weight of having 10 regional teams qualified, alongside the region’s historical performance in the competition.

Latam Intersect argues that the LATAM fan base is now younger and more active online, with a predominant age range of 22 to 33 and strong Gen Z and millennial presence. The company cites data indicating 41% of fans already watch matches via digital platforms and 51% use social media while watching on TV, turning each match into a continuous “second-screen” engagement window.

“In 2026, the fan is already in the middle of a conversation that never stops. Brands that show up with a prepared post after the match are already too late,”, said Livia Gammardella, Head of Marketing and Digital de Latam Intersect.

The firm also breaks the audience into three archetypes—casual fan, devoted fan and “fanático”—and says brands often underperform by treating the World Cup audience as one segment. It adds that women fans and fans arriving through pop culture, memes and music are growing audiences that global campaigns frequently miss.

A major difference versus the 2018 and 2022 tournaments is match timing for the region, with most games expected to land in prime time for Latin America, the company said. “A World Cup in prime time was exactly what retail needed. People will not watch the matches alone: they will gather with family, order food, buy products. The brand that uses cultural intelligence to understand the localized rituals of its fan will build far more connection than it could expect”, said Claudia Daré, socia y cofundadora de Latam Intersect.

The company said it has published a related eBook on platform behaviors across Instagram, TikTok and X, alongside market-specific audience data and planning framework

The post Latam Intersect flags prime-time World Cup 2026 as a reset for LATAM sports marketing appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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Claudia Daré partner and co-founder of Latam Intersect.

Sports marketing will change in Latin America during the 2026 World Cup

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The biggest tournament in history arrives with an unprecedented strategic window for brands: prime-time matches, more Latin American national teams, and an audience that is radically more digital and diverse.

The 2026 World Cup is not just the most ambitious edition in the tournament’s history. For Latin America, it represents a convergence of factors never seen in any previous edition: ten national teams from the region qualified, matches will air in prime time, and an audience that experiences football in ways that would have been unimaginable a decade ago.

With 48 national teams, 104 matches, and three host countries, FIFA projects that more than 6 billion people will follow the tournament in some way. For Latin America, whose national teams have won the World Cup 10 times, the competition arrives with a particularly strong emotional weight.

An audience that no longer watches football in silence

The profile of the Latin American fan has changed profoundly. The dominant age bracket today is between 22 and 33 years old, with a strong presence of Gen Z and millennials. This segment does not just consume the sport; it comments on it in real time, amplifies opinions on social media, and lives every match with a phone in hand.

The data is striking: 41% of fans already watch matches through digital platforms, and 51% use social media simultaneously while watching on television. This turns every match into a 90-minute window of continuous engagement, an opportunity that traditional communication strategies, designed for a passive consumer, are simply not built to capture.

“In 2026, the fan is already in the middle of a conversation that never stops. Brands that show up with a prepared post after the match are already too late,” says Livia Gammardella, Head of Marketing and Digital at Latam Intersect.

Three profiles, three different conversations

Not all fans are the same, and treating them as if they were is one of the most common mistakes in communication strategies for major sporting events. Audience analysis identifies three clearly different archetypes: the casual fan, who gets caught up in the spirit during important matches but disconnects if their team is eliminated; the devoted fan, loyal to their team and routines, who sees any brand opportunism as disrespect; and the fanatic, for whom football is identity and belonging, and who grants loyalty only to those who demonstrate a genuine connection to the sport.

To these three segments are added fast-growing audiences that global campaigns often ignore: women fans, whose digital engagement continues to grow steadily, and supporters who come to football through pop culture, memes, and music.

Prime time as a strategic window

One of the most significant differences from the last two World Cups is the broadcast schedule. In 2018 and 2022, the time zones of Russia and Qatar pushed matches into Latin American mornings or afternoons. In 2026, most matches will fall in prime time across the region, opening an opportunity that practically did not exist in recent editions.

“A World Cup in prime time was exactly what retail needed. People will not watch the matches alone: they will gather with family, order food, buy products. The brand that uses cultural intelligence to understand the localized rituals of its fan will build far more connection than it could expect,” says Claudia Daré, partner and co-founder of Latam Intersect.

The Latin American fan of 2026 is younger, more digital, and more diverse than in any previous edition. Digital platforms have shifted from being support channels to becoming the main stage. And while the conversation is global in scale, it is always local in content.

The tournament will unfold simultaneously on two screens. Instagram works as a visual archive and positioning channel. TikTok is where trends are born, rewarding native creativity over expensive production. X is the public square for minute-by-minute conversation, with relevance windows that close in a matter of seconds. And physical spaces, bars, fan fests, family gatherings, regain prominence that the schedules of the last two editions had reduced considerably.

Treating them as a single distribution channel is, according to specialists, the fastest way for a brand to go unnoticed.

The 2026 World Cup arrives with an architecture unlike any previous edition: more countries, more matches, more screens, and an audience that does not wait for kickoff to start the conversation. In Latin America, where football functions as a shared language across generations, social classes, and borders, the tournament promises to be a moment of cultural cohesion on a historic scale.

The post Sports marketing will change in Latin America during the 2026 World Cup appeared first on Americas iGaming & Sports Betting News.

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