Latest News

Adverty invents and launches new in-game brand advertising format with seamless In-Menu™ ads

Published

6 years ago

September 8, 2020

Reading Time: 3 minutes

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:

Africa

QTech Games wins Leader in Online Casino at SBEA+ Eventus Awards 2026

Published

24 minutes ago

April 24, 2026

Wladimir P.

qtech-games-wins-leader-in-online-casino-at-sbea+-eventus-awards-2026

QTech Games has won the Leader in Online Casino award at the Annual Sports Betting East Africa (SBEA+) 2026 Summit in Nairobi, Kenya.

The company said it beat other shortlisted suppliers including SA Gaming, BetConstruct, and DST Gaming. The award is described by the event as recognising the “top all-round online casino platform for innovation, user engagement, and sustained growth” over the past year.

The SBEA+ Eventus Awards focus on the East African igaming and sports betting sector and were presented at a gala ceremony at the Argyle Grand Hotel. QTech Games said the judging period covered 2025/26 and that its aggregation platform performance was ranked highest by the panel.

QTech Games CEO Philip Doftvik said: “We’re thrilled to have walked off with another notable award for the best overall online-casino-platform provision in East Africa. Being shortlisted in such good company was already a result, but victory provides the real validation, particularly after running a great campaign at recent Eventus events in Africa. We’ve been promoting QTech Hybrid, our breakthrough retail solution, to great effect and it’s been fantastic to see that going live with a handful of top-tier clients on this continent has led to such overwhelmingly positive feedback and immediate success cases in the realm of genuine innovation.

“This win is testimony to our diligent team at QTech Games, and to the constantly growing group of innovative suppliers that our platform represents. It’s a truly collaborative effort. We remain committed to rolling out high-quality content that drives revenue for our worldwide partners across Africa and beyond. After all, in today’s marketplace, only premium games of the highest standard will separate you from the crowd, so we were delighted to see the panel acknowledge how our premier platform is delivering across Africa’s eclectic ecosystem. We’ve made our name as the pre-eminent aggregator in these evolving margin markets, delivering localised games that speak to a host of player proclivities. This award win will spur us on to new horizons.”

The post QTech Games wins Leader in Online Casino at SBEA+ Eventus Awards 2026 appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Brazil

Evoplay adds 24 slot titles to Oleybet in Brazil deal

Published

24 minutes ago

April 24, 2026

Wladimir P.

evoplay-adds-24-slot-titles-to-oleybet-in-brazil-deal

Evoplay has signed a content partnership with Brazilian operator Oleybet to distribute 24 slot titles on the brand’s online casino in Brazil’s regulated market.

Oleybet is operated by Lindau Gaming S.A. in Brazil and offers sportsbook, online casino and live casino products. The rollout focuses on Evoplay’s slot portfolio, with the supplier saying the content is intended to support Oleybet’s casino expansion.

The integration is delivered through Sportingtech’s platform, which the companies said is intended to support a streamlined rollout and operational efficiency as Oleybet scales its games catalogue.

Alex Malchenko, Head of Sales at Evoplay, said: “Brazil remains a key focus for Evoplay, and partnering with Oleybet is another key strategic move in strengthening our presence in this dynamic market.

“Our portfolio is designed to deliver strong engagement across diverse player demographics, and we’re confident our games will resonate well with Oleybet’s audience as they continue to grow their offering.”

Robson Salvador, Ombudsman Director at Lindau, added: “We are very pleased to partner with Evoplay, a provider known for innovation and high-quality gaming experiences.

“This collaboration reinforces Oleybet’s commitment to offering a diverse and engaging portfolio to Brazilian players, always aligned with the highest standards of compliance and responsible gaming. We see this partnership as an important step in strengthening our positioning in Brazil’s regulated market.”

The post Evoplay adds 24 slot titles to Oleybet in Brazil deal appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Africa

GoldenRace brings In-Shop Mobile and virtual sports to iGaming Afrika Summit

Published

24 minutes ago

April 24, 2026

Wladimir P.

goldenrace-brings-in-shop-mobile-and-virtual-sports-to-igaming-afrika-summit

GoldenRace will exhibit its virtual sports portfolio and mobile betting technology at the iGaming Afrika Summit in Nairobi, running 4 to 6 May. The supplier said it will present market-specific content for East Africa at Stand C09.

A key focus will be GoldenRace’s In-Shop Mobile product, which the company positions as a way for operators to offer “high-speed, digital betting experiences” on customers’ own devices while they are in a retail shop.

The stand will also feature GoldenRace content across multiple verticals, including Virtual Football, Dog Racing, and the number-draw game Spin2Win, alongside newer titles JetEscape and Arcade Heist. GoldenRace will also present the Spinmatic slot catalogue, which it said is mobile-optimised.

GoldenRace said the retail-plus-mobile approach is aimed at lowering overhead for land-based operators by supporting higher player volumes without adding hardware at the same rate. “Our goal at the iGaming Afrika Summit is to demonstrate how global technological standards can be applied to meet the specific needs of African operators,” said Martin Wachter, GoldenRace CEO & Founder. “From our In-Shop Mobile technology to our virtual sports portfolio, we provide the tools necessary for security, scalability and engagement.”

The post GoldenRace brings In-Shop Mobile and virtual sports to iGaming Afrika Summit appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.