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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Financial
Playtech Raises its Full-year 2026 Adjusted EBITDA Forecast to €270 Million
Playtech PLC on Thursday said it expects 2026 results to beat market expectations, with its first half supported by an “excellent performance in the US”.
Playtech shares jumped 18% to 378.60 pence each in London on Thursday morning. It is up around 3% over the past 12 months but had been around 10% lower prior to Thursday’s surge.
The Douglas, Isle of Man-based gambling software firm now expects adjusted earnings before interest, tax, depreciation and amortisation of EUR270 million, “significantly above the current analyst consensus”. It puts the current consensus range at EUR205 million to EUR225 million.
Playtech’s current forecast represents a 37% rise from the EUR197.0 million achieved in 2025.
“Playtech’s trading has delivered results significantly ahead of market expectations, driven by excellent performance in the US and continued strength in Mexico, Colombia and certain European markets. The performance in the Americas, as consistently flagged since the start of the year, continued to accelerate through May and June,” the firm said.
It expects a first half adjusted Ebitda of over EUR155 million, rising at least 69% from EUR91.6 million a year prior.
Chief Executive Officer Mor Weizer said: “We achieved an excellent performance in the first half of 2026, reflecting continued momentum in regulated markets, notably the Americas and certain European markets. Performance in the US, driven by our partnership with Hard Rock Digital, has been exceptionally strong, and we are delighted to see returns on our investments over recent years accelerate and contribute significantly to profitability and cash flow.
“Playtech continues to further establish itself in regulated and regulating markets going into the second half of the year, and we are pleased with the progress towards our medium-term targets.”
Playtech releases half-year results on September 10.
Looking ahead, it expects second half earnings to decline from the first, with UK regulatory measures partly to blame.
“Hard Rock Digital has become one of Playtech’s largest customers and is expected to remain so going forward, albeit Playtech’s revenue with the operator is likely to continue at a lower but more sustainable level in H2 2026 and into 2027. Elsewhere, the company has been investing into a significant partnership in Brazil, ahead of expected signing and launch, which is likely to begin contributing to growth in 2027. In addition, in H2 2026 Playtech will also absorb the full impact of increased remote gaming duty in the UK, which became effective in April 2026,” the firm explained.
From April 2026 there was an increase in UK remote gaming duty 40% from 21%. Remote gaming duty is a levy applied on online casino offerings, poker and slots.
The post Playtech Raises its Full-year 2026 Adjusted EBITDA Forecast to €270 Million appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
Balkans
Imagine Live Goes Live with MaxBet Bringing Live Casino to the Balkans
Imagine Live, the live casino provider, has partnered with MaxBet, one of the leading sports betting and gaming operators in the Balkans.
The partnership extends Imagine Live’s presence across regulated markets, bringing its live dealer games and game show content to MaxBet’s player base.
Now agreed and rolling out, the collaboration will go live first in Montenegro, followed by Serbia and then Bosnia & Herzegovina.
MaxBet serves around 95,000 online players each month, holding a leading position in its core Serbian market. The business has been majority-owned by Flutter Entertainment – the global operator behind brands including Paddy Power and Betfair – since 2023.
Its players will gain access to Imagine Live’s portfolio of live dealer tables and game shows, streamed from the provider’s studios in Armenia, Romania and Spain.
Launched in 2022, Imagine Live operates more than 200 tables and holds licences with the UKGC, MGA, ONJN, HGC and other regulators, extending its footprint in a region where regulated online play continues to grow.
Nadiya Attard, Chief Commercial Officer at Imagine Live, said: “Going live with MaxBet reflects the strength of our content and our focus on partnering with established operators across regulated markets.
“MaxBet is one of the most respected names in the Balkans, and starting in Montenegro before expanding into Serbia and Bosnia & Herzegovina gives us a strong platform in a region we know well.”
Tornike Tordia, Head of Gaming at MaxBet, said: “Bringing Imagine Live’s live casino content to our players reflects our commitment to offering a varied, high-quality gaming experience.
“Their live dealer games and game shows add real depth to our offering, and we look forward to rolling them out across our markets as the partnership grows.”
The post Imagine Live Goes Live with MaxBet Bringing Live Casino to the Balkans appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
Conferences
Responsible Gaming Strategy Contributes to TaDa’s Success at iGB L!VE 2026
TaDa’s commitment to responsible gaming and sustainable growth was rewarded with a successful appearance at this year’s iGB L!VE in London, where quality conversations with Tier One operators, strong interest in its latest releases and demand for trusted, UKGC-licenced content validated the company’s strategic direction.
In light of the evolving UK regulation, this year’s exhibition saw a shift in operator priorities. As revised acquisition strategies place greater emphasis on compliance, player retention and long-term value, operators are increasingly seeking certified and established suppliers like TaDa that are capable of delivering engaging content within robust responsible gaming frameworks.
With impressive foot traffic to the stand, TaDa’s account management and business development teams also received highly positive feedback from meetings with regulated market clients, gaining valuable insights for future strategic direction.
Focusing on UK market leading releases, TaDa highlighted Gold Mine Express which continues to generate considerable interest following its strong retention metrics.
Visitors were equally enthusiastic about the Hit the Cash slot Leprechaun Gold Streak which is engineered for stability and Fortune Hook Antarctic which is aimed at diversifying TaDa’s player base while maintaining accessibility across all levels.
In addition to core European markets, the teams engaged with numerous clients from the African market, securing more resources and strategic alignments to further accelerate TaDa’s expansion into Africa.
For TaDa, whose portfolio is certified across multiple regulated markets and supported by a strong reputation for safe gaming practices, the evolving landscapes represent an opportunity to contribute more to both operators and the industry.
Ray Lee, Director of Business Development, TaDa Gaming, said: “iGB L!VE showed how operators are looking beyond acquisition and placing greater value on sustainable growth through responsible gaming, player retention and trusted partnerships. Those priorities have always been central to our business, so it was encouraging to see our approach resonate strongly with both existing partners and prospective new customers.”
The post Responsible Gaming Strategy Contributes to TaDa’s Success at iGB L!VE 2026 appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
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