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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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Vegangster Launches а Native PvP Mechanic as a New GGR Driver

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Vegangster has introduced a native PvP mechanic, a platform-level feature designed to create competitive player interactions while generating additional revenue for operators.

Fully embedded into the platform, the mechanic can be customised to match any operator’s theme, visual identity, and positioning, making it easy to integrate into existing casino experiences

Unlike third-party game integrations, the PvP mechanic is built directly into the Vegangster platform. Operators can place it in prominent areas such as the casino homepage or other high-visibility lobby sections, ensuring players can easily discover and join active rounds. The feature is available for a fixed fee, allowing operators to generate additional GGR without relying on revenue-share models or external providers.

How the PvP Mechanic Works

  • A player starts a round by placing the first bet, creating an open battle visible to others
  • Other players join by adding their bets to the pool, with a minimum of two participants required
  • If no one joins, the initiating player automatically receives their bet back
  • Once players join, a short countdown begins before the round resolves
  • A random roll determines the winner, with probability weighted by bet size

With each round requiring multiple participants, the mechanic introduces a visible, social layer inside the casino lobby. Players are encouraged to join ongoing rounds, react in real time, and compete for shared prize pools.

The structure is designed for short, repeatable sessions, increasing player activity and creating continuous engagement loops across the platform.

Casino lobbies rarely show players interacting with each other,” said Michael Oziransky, Chief Product Officer at Vegangster. “This mechanic introduces real-time competition directly into the lobby. Players can see activity, react to it, and challenge each other instantly. Combined with chat, it turns the lobby into a more social, responsive space while creating an additional, low-cost revenue stream for operators.”

The feature is already live on JoyCasino, one of Vegangster’s operator partners, where players can experience it directly within the lobby. For this deployment, the PvP mechanic was fully adapted to JoyCasino’s visual identity and brand guidelines, demonstrating how easily the feature can be tailored to different themes, styles, and player environments without requiring structural changes to the platform.

The launch continues Vegangster’s strategy of developing platform-native engagement mechanics that complement traditional casino content. Following the introduction of native lootboxes earlier this year, the company plans to further expand its catalogue of session-based and social features.

Press contact:

Romans Kozlovskis

[email protected]

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Institute for Gambling Regulation Curates Responsible Gaming & Player Safety Day at HIPTHER Prague Summit 2026

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HIPTHER is proud to announce the Responsible Gaming & Player Safety Day of HIPTHER Prague Summit, curated by  the Institute for Gambling Regulation (IPRH). This special section is scheduled for Day 2 (25 March) of the Main Focus Stage at HIPTHER Prague Summit 2026.

The thematic day will focus on current issues related to safer gambling, player protection, regulatory trends, compliance, and illegal gambling and its emerging forms. It will bring together legal experts, regulators, safer gambling specialists, and representatives of the gaming industry to discuss how approaches to safer gambling, consumer protection, and the sustainable development of the legal market are evolving across Europe. Attention will also be given to the way new trends in illegal gambling weaken player protection and why tackling the illegal market is an essential part of the debate on a safer gambling environment.

IPRH has long been regarded as a respected voice in the field of gambling regulation, with its representatives regularly contributing to expert discussions on legislation, public policy, and practical player protection tools in the Czech Republic and across the wider Central European region. Its cooperation with HIPTHER builds on a shared ambition to connect innovation in the sector with responsible governance, regulatory dialogue, and a strong public-interest perspective.

Three Key Topics to Watch

Alongside the broader discussion on developments across Europe, the programme will also highlight several concrete topics that are currently shaping both the market and the regulatory debate.

IRIS: one player, one view, across operators

One of the main highlights of the programme will be the presentation of IRIS, a project that introduces a new perspective on player protection. What makes it unique is that it does not look at risky behaviour solely within a single operator’s environment, but through the lens of one player across multiple operators. This approach has the potential to significantly improve early risk detection and strengthen player protection in practice. The current stage of the project will be presented by Petr Rybák, Project Manager of IRIS.

How much does illegal gambling cost the Czech Republic?

Another key session will feature a new economic study by the Centre for Economic and Market Analyses (CETA) focused on illegal gambling in the Czech Republic. The study will provide data on the scale of the illegal market, the volume of money lost outside the legal sector, and the related losses in tax revenues. Its findings will be presented by Jakub Žofčák, one of the study’s authors.

Can the IPRH model expand beyond the Czech Republic?

An important part of the programme will also be a panel discussion featuring representatives of the Czech, Slovak, and newly emerging Polish institutes. The debate will focus on cross-border cooperation in addressing shared issues in regulation and player protection. It will also explore whether the IPRH model can be transferred to other countries. IPRH is not a traditional industry association, but a unique platform bringing together business, regulators, public authorities, experts, and addiction specialists into one functional ecosystem and one shared discussion.

A Programme Connecting Law, Regulation, Research, and Practice

The Responsible Gaming & Player Safety Day will offer a series of expert discussions on regulatory developments, modern player protection tools, responsible marketing, and cross-border cooperation between regulators, experts, and operators.

The programme brings together a broad range of respected professionals from the legal, regulatory, research, and operational sides of the industry. Confirmed speakers include, among others:

  • Petr Kozák, Lawyer and Secretary General at IPRH
  • Petr Rybák, Institute for Gambling Regulation (IPRH)
  • Jan Řehola, Director at IPRH and Partner at PS Legal
  • Šimon Vincze, Head of Sustainable & Safer Gambling at Casino Guru
  • Bill Pascrell III, Partner at Princeton Public Affairs Group
  • Martin Lycka, Vice President Institutional Affairs at Oddin.gg
  • Nika Gigashvili, CEO and Partner at SMH Global
  • Václav Ulrich, Co-founder of the Institute for Gambling Regulation
  • Jakub Žofčák, Centre for Economic and Market Analyses (CETA)
  • Alina Tace, Partner at WH Simion & Partners
  • Olesea Naidion, Brand Manager at Nightrush
  • Dan Illovici, Vice President at ROMBET
  • Dávid Lenčéš, Executive Director Institute for Gambling Regulation of the Slovak Republic
  • Justyna Grusza-Głębicka, Attorney-at-law and Founder at Kancelaria Adwokacka dr Justyna Grusza-Głębicka

Participants can expect practical insights from different jurisdictions as well as discussion on how regulatory requirements, innovation, and the long-term sustainable development of the legal market can be effectively aligned.

A Shared Commitment to a Safer Market

The cooperation between HIPTHER and the Institute for Gambling Regulation reflects a shared commitment to promoting safer gambling and encouraging informed dialogue between regulators, experts, and market representatives.

“As the gaming environment continues to evolve, so must our approach to player protection. This dedicated day gives us an opportunity to show how technology, data, research, and responsibility can work together in the field of safer gambling. We look forward to discussing how modern regulatory frameworks and practical tools can contribute to a safer and more sustainable environment for all stakeholders,” said Petr Kozák, Lawyer and Secretary General at IPRH.

The Responsible Gaming & Player Safety Day will form a central part of the 10-year anniversary edition of HIPTHER Prague Summit, bringing together leaders from gaming, fintech, AI, blockchain, and regulatory sectors for two days of discussions shaping the future of the industry.

🎟 Secure your place at HIPTHER Prague Summit 2026

The post Institute for Gambling Regulation Curates Responsible Gaming & Player Safety Day at HIPTHER Prague Summit 2026 appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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White Hat Studios launches all-in-one engagement ecosystem Amplify Suite

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White Hat Studios, a specialist provider for the regulated US iGaming market, has introduced Amplify Suite, a fully integrated engagement ecosystem built to give operators greater flexibility, creative control, and measurable commercial results.

Amplify brings together the company’s promotional tools and proprietary content into a single, scalable framework, offering a broad set of performance-driven solutions designed to accelerate growth across US markets.

Built on an API-first architecture, the suite incorporates White Hat Studios’ Engage promotional engine, featuring tools such as Win Spins, Super Mode, and Triggers, alongside its established Progressive Jackpot networks. The combined offering addresses rising demand for advanced gamification, enabling operators to boost player activity and sustain long-term engagement.

These capabilities are supported by the studio’s premium content portfolio. Known for delivering tailored products for tier-one operators, the new Amplify Bespoke arm expands this approach, offering custom slot development that allows for deeper brand integration and exclusive IP ownership.

Meanwhile, Amplify Franchises is designed to turn successful standalone titles into long-term game families. A key example is the popular 7s Fire Blitz™ series, which demonstrates how familiar branding and player loyalty can drive strong launch performance and ongoing engagement across a franchise.

The ecosystem is further enhanced by Amplify Omni, powered through a landmark distribution agreement with Gaming Arts. This partnership enables the distribution of White Hat Studios’ content across US land-based casinos, while also facilitating the transition of land-based titles into regulated online environments for the first time.

By enabling this two-way content flow, Amplify strengthens connections between retail and digital channels, helping operators engage players seamlessly across both spaces.

The launch marks a major step in White Hat Studios’ strategic development, unifying its entire product portfolio within a single ecosystem tailored specifically for the US market.

Daniel Lechner, SVP of Sales and Marketing at White Hat Studios, said: “Amplify will serve as the promotional and engagement backbone of White Hat Studios. Bringing our diverse offering under one cohesive ecosystem, the suite is optimised to deliver tangible impact across the entire player journey.

“By combining configurable engagement tools with premium, high-performing content, Amplify empowers US operators to differentiate and scale within competitive environments.”

The post White Hat Studios launches all-in-one engagement ecosystem Amplify Suite appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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