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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.

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“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.

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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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Pragmatic Play Prepares for GAT Cartagena Gaming Week 2024

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Pragmatic Play is set to make another appearance at a Latin American exhibition, at GAT Expo in Cartagena de Indias, Colombia.

Taking place across three days from April 9 to 11, the event sees iGaming professionals gather at the Las Americas Convention Center for the 25th anniversary of the trade show.

GAT Expo Cartagena marks the third summit attended by the provider in Latin America this year, with “Pragmatic Play Experience”, as it keeps making headway and impressing industry delegates from across the region.

The gaming provider will be on stand A31 and A32 to showcase its diverse portfolio, including Slots, Live Casino, Virtual Sports and Bingo content, alongside its new Sportsbook offering.

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Pragmatic Play will also be a premium sponsor of the event, emphasising the significance of such industry events and the important role the leading provider plays in them.

Victor Arias, Vice President of Latin American Operations at ARRISE powering Pragmatic Play, said: “Pragmatic Play is thrilled to once again be part of the vibrant Latin American gaming community at GAT Expo Cartegena and is proud to be a premium sponsor of the event.

“With the diverse multi-product portfolio and rapid growth in LatAm, it is set to be an exciting week of iGaming showcases and opportunities.”

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Dr. Jennifer Shatley

New Trade Association Launches Unprecedented Effort to Strengthen Responsible Online Gaming, Promote Best Practices

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The Responsible Online Gaming Association (ROGA), an independent trade association launched by seven of the largest U.S. legal mobile gaming companies, will actively promote a new industry-wide best practices charter, overseen by one of the world’s foremost experts in the field of responsible gaming (RG).

This unprecedented effort will be led by Dr. Jennifer Shatley, a deeply respected responsible gaming executive with more than 25 years of experience in the industry. She will serve as ROGA’s full-time Executive Director, and her role will be to facilitate widespread education to all relevant parties on the subject of responsible gaming.

ROGA will embark on a series of initiatives under Dr. Shatley’s direction. These include research, consumer and industry responsible gaming education and awareness, promoting responsible gaming best practices, an independent data clearinghouse, and an independent certification program.

Demonstrating their commitment to this endeavor, initial member companies – who together represent more than 85% of the legalized online sports betting and iGaming industry – have pledged more than $20 million in support of ROGA’s mission in year one. ROGA’s member companies include BetMGM, bet365, DraftKings, Fanatics Betting and Gaming, FanDuel, Hard Rock Digital, and PENN Entertainment.

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“I am humbled, honored, and excited to be selected to lead ROGA during this important period of growth in legalized mobile gaming. Many of America’s largest legal mobile gaming operators will be establishing a framework that helps to aid in responsible gaming education and awareness. Together, our members will work alongside researchers, experts, regulators and stakeholders to promote responsible online gaming and maximize our efforts to support additional responsible gaming education and awareness. By coming together with a clear set of objectives, ROGA and our members will work to enhance consumer protections and help provide easier and more efficient access to responsible gaming tools for consumers to enjoy the entertainment of online gaming,” said Dr. Shatley.

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Fabián Luis Grous

Great Success for Novomatic at SAGSE Latam 2024

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Stand #158 at SAGSE was once again the center of attention, as NOVOMATIC showcased its full range of products and gaming solutions, including land-based casino products, casino and arcade management systems including biometric access and player tracking technologies, as well as sports betting products. Visitors not only took the chance to experience well-established NOVOMATIC classics, but also the newest additions to the gaming portfolio.

Hardware-Highlights Met All Operator’s Demands

The NOVOMATIC stand at SAGSE was the center of attention with its fantastic range of presented cabinets. Already well established on gaming floors worldwide, the BLACK EDITION II was showcased at the Hilton Buenos Aires Hotel in Argentina in the version BLACK EDITION II 3.27. This cutting-edge cabinet has a modern design, perfectly angled monitors, and a razor-sharp game display against the backdrop of the Black Metro finish and a contrasting LED lighting concept. This multiscreen version is equipped with two 27″ Full HD LCD screens and a topper of the same dimensions.

Another cabinet highlight for the LATAM region was the FUNMASTER 2.27 – a product with outstanding performance, excellent cost-effectiveness and a real player preference. With the DIAMOND X series, NOVOMATIC showcased x-quisite cabinets, featuring state-of-the-art Progressive content like the new GLOBE LINK. The brand-new Multi-Game Mix Impera Line HD Edition 9 comes with a selection of 72 games and was exhibited at SAGSE in the multi-screen cabinet DIAMOND X 2.32.

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Sensational Software Inspired Visitors

The PANTHERA series was one more cabinet highlight at the trade show, that has attracted numerous visitors. Introduced in the versions PANTHERA Curve 1.43 and PANTHERA 2.27, these cabinets are distinguished by sleek design and powerful performance. Visitors took the chance to experience these cabinets with the brand-new Progressive Jackpots CASH CONNECTION Edition 3 and MONEY PARTY Edition 1. Beyond these impressive products, the Group’s local subsidiaries, NOVOMATIC Argentina and Octavian de Argentina, showcased the innovative ULTRA BOOST Link, which is also integrated live with the region’s leading myACP casino management system.

Fabián Luis Grous, Managing Director of NOVOMATIC Argentina, said: “We want to thank our customers and partners for the excellent cooperation in Latin America. The success of this year’s SAGSE once again emphasizes the top performance of our products and the high quality of our gaming solutions.”

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