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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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Bets, vapes e a ilusão da proibição

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A discussão sobre a proibição de apostas online no Brasil ressurge em um momento sensível do debate público, marcado por soluções simplistas para temas complexos.

Neste artigo, Thiago Iusim, fundador e CEO da Betshield Responsible Gaming, analisa os paralelos entre o mercado de cigarros eletrônicos e o setor de ‘Bets’, destacando como a tentativa de eliminar uma atividade por decreto tende a empurrá-la para a informalidade.

Para ele, a experiência brasileira mostra que proibir não extingue mercados — apenas reduz a capacidade de controle do Estado e amplia riscos para o consumidor.

O Brasil já viu esse filme antes.

Existe uma solução mágica que sempre reaparece no debate público brasileiro, normalmente em período eleitoral, quando um tema se torna politicamente incômodo: proibir.

A lógica é sedutora. No discurso, o “problema” desaparece. Na prática, ele apenas muda de endereço.

O caso dos cigarros eletrônicos mostra isso com clareza.

Os vapes nunca foram autorizados no país. São oficialmente proibidos desde 2009. Em teoria, portanto, não deveriam existir em terras tupiniquins. Na prática, estão por toda parte, sem controle sanitário, sem fiscalização efetiva e sem qualquer garantia sobre a procedência do produto.

A proibição não eliminou o mercado. Apenas eliminou a possibilidade de cercá-lo com regras.

Uma reportagem recente da CNN sobre o avanço das apreensões de cigarros eletrônicos ajuda a dimensionar esse fenômeno. O país não acabou com os vapes. Apenas empurrou esse mercado para um ambiente onde o Estado perdeu capacidade de controle.

O Estado proibiu. O crime organizado agradeceu e aplaudiu de pé.

Essa experiência ajuda a entender o momento atual do debate sobre apostas online no Brasil.

As bets já existiam antes da Lei 14.790/2023. Durante anos, o país conviveu com um mercado ativo, acessível pela internet e operando a partir do exterior, sem arrecadação, sem supervisão e sem instrumentos efetivos de proteção ao consumidor.

A atividade não surgiu com a lei. A lei surgiu porque ela já existia.

Regular foi a forma racional de trazer esse mercado para dentro de um ambiente controlável, com licenças, outorgas, identificação de usuários, prevenção à lavagem de dinheiro, regras de publicidade, mecanismos de proteção ao jogador.

Dezesseis meses depois, o debate público volta a flertar com a mesma solução simplista aplicada aos vapes: a ideia de que proibir faria a atividade desaparecer.

A essa altura, já deveríamos saber que não funciona assim.

No caso das apostas, o Brasil havia escolhido um caminho diferente: regular para controlar. Proteger o cidadão e a economia popular.

Voltar agora a discutir proibição como resposta para um mercado que já existe seria mais do que um erro regulatório.

Seria uma contradição histórica.

Ou, talvez, apenas a manifestação mais confortável de um certo moralismo público que prefere empurrar a atividade para a clandestinidade em vez de reconhecer sua existência.

No plano do discurso, a proibição pode soar vitoriosa. Na prática, ela serve apenas como embalagem moralmente confortável para soluções apressadas e politicamente convenientes.

Isso não passa de fantasia eleitoral. E, desta vez, ninguém poderá dizer que não conhecia o roteiro.

Thiago Iusim
Fundador e CEO da Betshield Responsible Gaming

The post Bets, vapes e a ilusão da proibição appeared first on Americas iGaming & Sports Betting News.

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Sports Betting, E-cigarettes and the Illusion of Prohibition

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The debate over banning online betting in Brazil is resurfacing at a sensitive moment in the public discourse, marked by simplistic solutions to complex issues.

In this article, Thiago Iusim, founder and CEO of Betshield Responsible Gaming, analyzes the parallels between the electronic cigarette market and the ‘Bets’ sector, highlighting how attempts to eliminate an activity by decree tend to push it into informality.

According to him, the Brazilian experience shows that prohibition does not eliminate markets — it merely reduces the State’s ability to control them and increases risks for consumers.

Brazil has seen this movie before.

There is a magic solution that always seems to return to public debate, especially in election season, whenever an issue becomes politically inconvenient: ban it.

The logic is seductive. In the political narrative, the issue disappears. In real life, it simply moves elsewhere.

E-cigarettes make that point painfully clear.

Vapes have never been authorized in Brazil. They have been officially banned since 2009. In theory, they should not exist. In practice, they are everywhere, sold through social media, messaging apps, marketplaces, street vendors, and small retail shops, with no sanitary controls, no effective oversight, and no real guarantee of origin.

Prohibition did not eliminate the market.

It only eliminated the possibility of surrounding that market with rules.

A recent CNN report on the surge in e-cigarette seizures helps show the scale of the problem. Brazil did not get rid of vapes. It simply pushed the market into an environment where the state lost the capacity to control it.

The state banned it. Organized crime applauded.

That experience helps explain the current debate around online betting in Brazil.

Bets existed long before Law 14,790/2023. For years, Brazil lived with an active market operating online and from abroad, with no local tax collection, no regulatory oversight, and no effective consumer protection tools.

The activity did not emerge because of the law. The law emerged because the activity already existed.

Regulation was the rational response. It was the way to bring an already existing market into a controllable framework, with licenses, concession fees, user identification, anti-money laundering requirements, advertising rules, and player protection mechanisms.

And yet, just eighteen months later, public debate is once again flirting with the same simplistic solution applied to vapes: the fantasy that prohibition would make the activity disappear.

By now, Brazil should know better.

In the case of betting, the country had chosen a different path: regulate in order to control. Protect consumers. Protect the broader economy.

To now return to prohibition as a response to a market that already exists would be more than a regulatory mistake.

It would be a historical contradiction.

Or perhaps simply the most comfortable expression of a certain kind of public moralism that would rather push an activity into the shadows than acknowledge its existence.

In political discourse, prohibition can sound like victory.

In practice, it often functions as morally comfortable packaging for rushed and politically convenient decisions.

This is nothing more than electoral fantasy. And this time, no one will be able to say they did not know how the story would end.

 

Thiago Iusim
Founder and CEO of Betshield Responsible Gaming

The post Sports Betting, E-cigarettes and the Illusion of Prohibition appeared first on Americas iGaming & Sports Betting News.

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Bichara e Motta Advogados

Los nuevos desafíos de la industria del iGaming en 2026

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En un artículo exclusivo para Gaming Americas, Udo Seckelmann, socio de Bichara e Motta Advogados, analiza cómo el mercado brasileño de iGaming ha entrado en una nueva fase de madurez tras el BiS SiGMA South America 2026.

Dejando atrás las expectativas regulatorias, la industria ahora enfrenta presiones reales a nivel operativo, político y económico, lo que plantea interrogantes clave sobre la sostenibilidad, la fiscalización y el equilibrio entre crecimiento y protección del consumidor en uno de los mercados de apuestas más dinámicos del mundo.

En un artículo exclusivo para Gaming Americas, Udo Seckelmann, socio de Bichara e Motta Advogados, analiza cómo el mercado brasileño de iGaming ha entrado en una nueva fase de madurez tras el BiS SiGMA South America 2026. Dejando atrás las expectativas regulatorias, la industria ahora enfrenta presiones operativas, políticas y económicas reales, lo que plantea preguntas críticas sobre sostenibilidad, aplicación normativa y el equilibrio entre crecimiento y protección del consumidor en uno de los mercados de apuestas más dinámicos del mundo.

BiS SiGMA 2026 dejó en claro que la conversación en torno al sector de apuestas en Brasil ha cambiado de forma fundamental. La industria ya no se discute como una oportunidad futura moldeada por expectativas regulatorias, sino como un ecosistema en funcionamiento sujeto a presiones del mundo real. Con el marco regulatorio en vigor y operadores activos, el foco se ha desplazado hacia cómo se comporta realmente el mercado bajo regulación y en qué puntos ese marco está siendo puesto a prueba.

Este cambio fue evidente tanto en la calidad de las discusiones como en el perfil de los participantes. En ediciones anteriores, gran parte del debate se centraba en el marco regulatorio ideal, la tributación y las estrategias de entrada al mercado. En 2026, el foco se trasladó hacia temas más sofisticados y, en muchos sentidos, más desafiantes: implementación regulatoria, fiscalización y el equilibrio entre crecimiento y protección del consumidor.

Un elemento adicional que permeó muchas de las discusiones fue el reciente endurecimiento del discurso político hacia el sector. Declaraciones del Presidente que sugieren la posible eliminación del mercado regulado de apuestas, así como iniciativas en el Congreso orientadas a restringir de forma amplia la publicidad del sector, revelan preocupaciones legítimas sobre externalidades negativas, pero también un riesgo concreto de que la política pública se diseñe de forma desconectada de la nueva realidad regulatoria.

La crítica aquí no se dirige a la preocupación por la protección del consumidor, que es sin duda esencial, sino a la forma en que se ha llevado a cabo este debate. Medidas prohibitivas o excesivamente restrictivas, particularmente en el ámbito de la publicidad, tienden a producir efectos adversos ya observados en otras jurisdicciones: menor capacidad de canalización hacia el mercado regulado, fortalecimiento de operadores ilegales y debilitamiento de los propios mecanismos de protección al consumidor.

En este contexto, la publicidad no debe ser vista únicamente como un factor de riesgo, sino también como una herramienta de política pública. Es a través de la publicidad que los operadores licenciados pueden diferenciarse de entidades no reguladas, comunicar prácticas de juego responsable y operar dentro de parámetros auditables. Las restricciones desproporcionadas, en la práctica, reducen la visibilidad de quienes están sujetos a regulación, al tiempo que amplían el espacio para quienes operan fuera de ella.

Además, la inestabilidad del discurso político, especialmente cuando coquetea con escenarios de prohibición tras años de esfuerzos para estructurar un mercado regulado, genera una importante inseguridad jurídica. Las inversiones realizadas bajo un marco regulatorio reciente son reevaluadas, los costos de cumplimiento aumentan y el apetito de nuevos entrantes tiende a disminuir. En última instancia, esto afecta no solo el desarrollo del sector, sino también la recaudación del gobierno y los objetivos regulatorios originales perseguidos por el Estado.

Otro tema clave discutido durante el evento fue el impacto del aumento de la carga impositiva, particularmente tras el incremento del Gaming Tax, sobre la competitividad del mercado regulado. Existe una preocupación legítima de que un entorno excesivamente gravoso, combinado con fuertes restricciones publicitarias, pueda generar un escenario económicamente inviable para los operadores licenciados, incentivando nuevamente la migración hacia el mercado no regulado.

Otro punto destacado del evento fue el debate en torno al rol de los intermediarios tecnológicos, incluidos los market makers en segmentos emergentes como los prediction markets. La expansión de estos modelos plantea importantes interrogantes regulatorios: en qué medida los marcos existentes son suficientes para acomodar estas innovaciones y cuándo será necesario avanzar hacia regímenes regulatorios específicos, posiblemente bajo la supervisión de autoridades como el regulador del mercado de valores.

Una comparación con ediciones anteriores de BiS SiGMA demuestra claramente la creciente madurez del sector. Si Brasil alguna vez fue visto como una gran promesa, hoy es una realidad compleja que requiere ajustes finos y coordinación institucional. La agenda ha pasado de la apertura del mercado a la gobernanza, ahora bajo un escrutinio político y social mucho más intenso.

Por último, un aspecto que merece especial atención es la creciente profesionalización de todos los actores involucrados. Operadores, reguladores, proveedores de servicios e incluso el debate público han evolucionado significativamente. Hoy existe una comprensión más clara de que el éxito del mercado brasileño depende de su credibilidad y de su sostenibilidad a largo plazo.

Udo Seckelmann
Socio del área de Gambling & Crypto en Bichara e Motta Advogados

The post Los nuevos desafíos de la industria del iGaming en 2026 appeared first on Americas iGaming & Sports Betting News.

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