Latest News
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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1xBet
HLTV Awards returns to Belgrade on January 9, 2027, adding Lifetime Achievement honor
HLTV will stage the HLTV Awards presented by 1xBet in Belgrade, Serbia on January 9, 2027, returning to the Sava Center. The company said more than 1,000 players, industry professionals, creators, and fans are expected to attend.
HLTV also confirmed Dust2 creator David Johnston will feature as an award announcer. HLTV linked the booking to the 25th anniversary of Dust2.
For 2026, HLTV is updating its Hall of Fame process and eligibility rules. Four players will be inducted again, with “at least two and up to three” slots reserved for players from the Counter-Strike 1.6 and early eras. HLTV also removed the former “neo rule,” allowing players to be inducted for their playing careers even if they remain active in other roles such as coaching.
HLTV is adding a Lifetime Achievement Award, which will be decided by the Hall of Fame Board. The ceremony will also move Community Awards onto the main stage show for the first time, rather than the pre-show segment.
Separately, HLTV will kick off the 2027 Awards season with an invite-only “HLTV Awards by 1xBet Launch Party x GRID” in Cologne during the Major. HLTV said industry members can apply for an invite to the ceremony via its awards page.
The post HLTV Awards returns to Belgrade on January 9, 2027, adding Lifetime Achievement honor appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
Benjamin Bradtke Co-Founder of ThrillTech
ThrillTech lands Gibraltar B2B supplier licence
Approval from HM Government of Gibraltar’s Gambling Division lets the supplier serve Gibraltar-licensed iGaming operators.
ThrillTech has been granted a Gambling Services (B2B) Licence by the Gambling Division of HM Government of Gibraltar, allowing the supplier to provide its opt-in jackpot and mystery reward products to regulated iGaming operators licensed in Gibraltar.
The company said the licence supports its international expansion plans and will enable it to deploy its ThrillPots
product with additional operators in the jurisdiction, which hosts a number of tier-one betting and gaming brands.
Benjamin Bradtke, Co-Founder of ThrillTech, said: “Securing a B2B licence in Gibraltar is an important step for ThrillTech and a testament to our market-leading jackpots technology. Gibraltar is home to some of the industry’s most prestigious operators. This approval not only accelerates our global expansion strategy but now allows us to provide these major operators with new layers of player engagement which generate incremental revenue.”
ThrillTech said it seeks market-specific licences and certifications because its side-bet jackpots operate independently of operators’ core casino games and betting products. The company added that its jackpots are powered by a proprietary, certified RNG and do not alter core game RTP, with funding coming from opt-in player contributions.
According to ThrillTech, its regulated market licences and certifications also include the United Kingdom, Sweden, the Netherlands, Romania, Malta, Peru, and Brazil.
The post ThrillTech lands Gibraltar B2B supplier licence appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
Asia
S8UL’s League of Legends roster qualifies to represent India at Asian Games 2026
S8UL Esports’ League of Legends roster has qualified to represent India at the Asian Games 2026 in Aichi-Nagoya, Japan, running from September 19 to October 4. The organisation said the team secured qualification through the regional qualifiers after winning the National Esports Championships (NESC) 2026, described as the official national qualification tournament for the Asian Games.
S8UL said the roster competing under India’s banner is Akshaj Shenoy (Kat Bot), Aakash Shandilya (Infi), Sanindhya Malik (Deadcorporal), Mihir Ranjan (Lotus), Ahmed Shahid (Nero), and Rahul Bisht (Bob). The regional qualifiers featured 14 teams across a group stage and a split stage, with top performers advancing to the Asian Games main event.
In Group B, the team went unbeaten against Jordan, Sri Lanka, and Kazakhstan to progress, according to S8UL. In the split stage, it lost to Vietnam, Hong Kong, and Saudi Arabia but did enough to secure a berth. India will now face opponents including Japan, Chinese Taipei, and Vietnam at the main event.
Four players—Kat Bot, Infi, Deadcorporal, and Lotus—were also part of India’s League of Legends contingent at the Hangzhou Asian Games 2023, where S8UL said the team finished fifth.
Akshaj Shenoy aka Kat Bot, captain of India’s League of Legends team, said, “Qualifying for the Asian Games is a proud moment for all of us. We knew the regional qualifiers would be extremely competitive, and every match demanded complete focus. For many of us, this will be our second Asian Games, which makes this qualification even more special because we understand the level of competition that awaits us. We are grateful to S8UL for believing in this roster and providing us with the support, stability, and opportunities needed to keep improving as a team. Representing India is always an honour, and we’ll do everything we can to make the country proud in Aichi-Nagoya.”
S8UL co-founder and CEO Animesh Agarwal aka 8Bit Thug added, “Representing India at the Asian Games is among the highest honours an athlete can achieve, and seeing our League of Legends roster earn that opportunity is incredibly special. This team has demonstrated resilience, discipline, and a willingness to continually improve, qualities that are essential for success at the international level. At S8UL, our goal has always been to create pathways for Indian athletes to compete on the biggest stages in the world. We have no doubt they will give their all when they step onto the stage in Aichi-Nagoya and compete for the nation with pride,” S8UL also noted that Gurashish Singh (Soul) and Prateek Bhaunt (B Haunt) previously qualified for the Asian Games in Tekken 8 and Street Fighter 6 after winning at NESC 2026.
The post S8UL’s League of Legends roster qualifies to represent India at Asian Games 2026 appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
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