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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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Amusnet Italy Announces New Strategic Partnership with Admiral Bet

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Amusnet Italy has announced a new strategic partnership with Admiral Bet, marking another important milestone in the company’s expansion across key regulated European markets. By collaborating with a trusted and well-established operator, the provider continues to strengthen its presence in Italy.

Through this partnership, Admiral Bet players will gain access to a selection of Amusnet’s most iconic titles, known for their seamless gameplay, high-quality graphics and engaging mechanics. The integration is set to enhance Admiral Bet’s premium casino offering with content that has already proven highly popular among Italian players.

The initial rollout includes several flagship titles, such as the refined appeal of Shining Crown and Extra Crown, the dynamic rewards of 20 Golden Coins and the enduring favourite 20 Super Hot.

“Our collaboration with Admiral Bet represents a valuable opportunity to further strengthen our presence in Italy. It reflects our strong commitment to the market and our ambition to deliver top-tier entertainment to local players,” said Polina Nedyalkova, Director at Amusnet Italy.

“We are delighted to introduce Amusnet’s portfolio on Admiral Bet, further enhancing our content offering with a selection of titles that successfully combine the appeal of classic slot gameplay with refined visuals and intuitive mechanics. This integration represents another step forward in strengthening our product portfolio, allowing us to deliver a well-balanced and high-quality gaming experience that caters to a wide range of player preferences,” said Paolo Marchi, Managing Director of Admiral Bet.

This partnership further underscores Amusnet’s dedication to strengthening its footprint in regulated European markets, combining its leading game development expertise with Admiral Bet’s strong market reach and operational capabilities.

The post Amusnet Italy Announces New Strategic Partnership with Admiral Bet appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Damon Mercadante

ProphetX Expands Senior Leadership Team to Drive Growth

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ProphetX, America’s #1 sports prediction market, announced the appointments of three senior executives: Jesse Wachtel as Chief Financial Officer, Nathan Busscher as Chief Product Officer, and Damon Mercadante as Vice President of Growth Marketing. The hires represent a significant expansion of ProphetX’s leadership bench as the company advances its pending applications with the U.S. Commodity Futures Trading Commission (CFTC) to become the first regulated U.S. exchange and clearinghouse with a sports-native foundation, built to scale across event-driven markets.

“As the prediction market landscape continues to evolve, ProphetX is excited to welcome Jesse, Nathan, and Damon to the leadership lineup to drive innovation and accelerate our next phase of growth. Together with the regulatory and compliance leadership we have already put in place, this team is built to win,” said ProphetX CEO and Co-Founder Dean Sisun.

Jesse Wachtel — Chief Financial Officer

Wachtel is a finance and strategy executive with deep expertise in B2B software and the digital iGaming sector. He brings a unique combination of financial rigor and operational fluency, having spent his career working alongside founders, operators, and investors to scale innovative platforms and drive measurable growth. His background spans capital deployment, financial planning, and hands-on leadership within growth-stage environments — giving him a ground-level understanding of how financial strategy connects to product development and go-to-market execution. At ProphetX, Wachtel is focused on building the financial infrastructure and strategic discipline needed to accelerate the company’s position in the market, combining a clear-eyed view of market dynamics with the executional focus that category-defining companies require. Wachtel holds a BS in Entrepreneurship from the University of Southern California Marshall School of Business.

Nathan Busscher — Chief Product Officer

Busscher brings more than 20 years of experience in electronic trading and financial technology, having built trading platforms, clearing firms, retail broker-dealers, and market infrastructure across senior leadership roles at Click Capital Markets, FNZ Securities, Altruist Financial, and TradeStation. His work has spanned brokerage platform development, clearing strategies, and capital markets distribution systems — including platform redesigns, correspondent clearing initiatives, and the transition to self-clearing. His international experience includes electronic trading and market structure across Asia at Mizuho Securities and Lehman Brothers. At ProphetX, Busscher leads product strategy and execution, bringing the technical depth and institutional knowledge required to build a CFTC-regulated exchange from the ground up. Busscher holds an International MBA from the University of South Carolina and a BSBA from the University of West Florida.

Damon Mercadante — Vice President of Growth Marketing

Mercadante is a seasoned growth and marketing executive with a track record of building and scaling consumer platforms at some of the most recognizable brands in digital media and sports. Most recently he served as VP of Growth Marketing at Sleeper, one of the fastest-growing sports and fantasy apps in the country. Prior to Sleeper, he served as VP of Marketing for Streaming Services at Paramount, where he helped scale Paramount+ from launch to over 60 million global subscribers. His earlier career includes senior marketing and growth roles at CBS Interactive, MC Ventures, and eBay. Mercadante holds a BA in Biology from Yale University and an MBA from The Wharton School.

Last month, ProphetX announced the appointments of Bruce Fekrat as Chief Legal Officer and Gabriel Wong as Chief Compliance and Risk Officer as the company deepens its Washington presence and advances CFTC approval.

The post ProphetX Expands Senior Leadership Team to Drive Growth appeared first on Americas iGaming & Sports Betting News.

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Gaming Corps Secures Alberta iGaming Licence Ahead of Market Launch

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Gaming Corps has secured a conditional iGaming supplier licence from the Alberta Gaming, Liquor & Cannabis (AGLC), positioning the studio for launch in Alberta’s regulated market from day one.

Granted through its subsidiary Gaming Corps Malta Ltd, the licence allows the company to manufacture and supply gaming software in the Canadian province ahead of the market opening on 13 July 2026.

With approval now secured, Gaming Corps continues to accelerate its North American expansion strategy while strengthening its position in regulated markets.

The move gives operators in Alberta access to Gaming Corps’ portfolio of casino games and proprietary game mechanics as the province prepares to open its regulated iGaming framework.

Alex Lorimer, COO at Gaming Corps said: “Securing our Alberta licence marks another important step in Gaming Corps’ regulated market expansion strategy. Canada continues to represent a key growth region for us, and we’re excited to bring our expanding portfolio of games and unique mechanics to operators and players in Alberta.”

Alberta is set to become Canada’s second regulated open iGaming market, following Ontario, with the AGLC overseeing licensing and compliance requirements for operators and suppliers.

The post Gaming Corps Secures Alberta iGaming Licence Ahead of Market Launch appeared first on Americas iGaming & Sports Betting News.

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