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Adverty appoints The Scale Factory to drive commercialization in Asia Pacific

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Adverty AB (publ) has appointed Singapore-based The Scale Factory, led by former Omnicom Group and Tapad executives, to drive commercialization in Asia Pacific by bringing Adverty’s seamless in-game advertising solution to brands and media agencies in the region.

Adverty, the leading in-game platform for advertisers, agencies and game developers, today announces a new partnership with Singapore-based The Scale Factory to drive the commercialization and go-to-market strategies for Adverty’s seamless in-game advertising solution in the APAC-region.

The Scale Factory, founded and led by Lars Bjoerge, former APAC EVP for Omnicom Group TBWA and Pierre Martenson, former Head of International Expansion for Tapad, will spearhead Adverty’s footprint in Asia by establishing a growth vision, implementing go-to-market strategies and taking on the commercial leadership by directly bringing Adverty’s seamless in-game advertising solution to brands, media agencies and other stakeholders in the region.

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“We absolutely love what Adverty is doing to disrupt in-game advertising. With current in-game ad solutions, we are seeing more and more users reject brands that interrupt, and in some cases even destroy the gaming experience. Adverty has solved this elegantly by enabling brands to be present alongside gamers in this extremely valuable and rapidly growing consumer segment. We are thrilled to start building Adverty’s footprint across APAC”, says Lars Bjoerge, founder and Managing Partner at The Scale Factory.

Adverty’s industry-leading in-game advertising platform was awarded the IAB UK and IAB Sweden Gold Standard certificates in 2018 and 2020 respectively and enables access to all major programmatic buy-side platforms through partnerships with PubMatic, Smaato and BidSwitch. The company recently invented and announced a new in-game brand advertising format called In-Menu format, which allows brands to take over billboards and other virtual outdoor sites within games.

“The future of gaming is mobile, and in APAC the future is now. With an estimated number of gamers exceeding 1.5 billion people, soon crossing $100 billion in revenues, we see APAC as an integral part of our expansion in the coming years. We have had the pleasure of following the team behind The Scale Factory for quite some time and have been deeply impressed by their very hands-on approach. We are confident that we will achieve amazing things together”, explains Niklas Bakos, founder and CEO of Adverty.

The partnership is commencing on October 1st and will be rolled out in the region during Q4.

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Indian Gaming Industry Expresses Concern About Proposed Online Gaming Bill

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The real money gaming (RMG) industry has been thrown into unprecedented turmoil after the Union Cabinet approved The Promotion and Regulation of Online Gaming Bill, 2025. The proposed legislation seeks to outlaw all forms of pay-to-play online games, covering both games of skill and games of chance. If passed in Parliament, this would effectively ban the operations of legitimate RMG platforms across the country.

Industry stakeholders say the move was taken abruptly and without dialogue. “There was absolutely no consultation with the companies that have built this sector,” one executive said, adding that the decision violates multiple constitutional safeguards and will almost certainly face a legal challenge.

The industry’s pushback comes at a delicate moment. Only last week, on August 12, the Supreme Court bench of Justices J.B. Pardiwala and R. Mahadevan reserved its judgment on petitions concerning the classification of online games of skill and chance. The Court’s ruling was expected to provide clarity on a sector valued at over $3 billion. Instead, the Cabinet’s surprise approval of the bill has left companies reeling.

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Industry voices argue that the move disregards the legitimate contributions of RMG platforms to India’s economy. By their estimates, the sector contributes nearly ₹20,000 crore annually to the exchequer through taxes and compliance payments, while directly and indirectly employing more than two lakh people. A blanket ban, they argue, would wipe out this entire ecosystem overnight.

The strongest criticism has come from the government’s failure to control illegal offshore betting firms. Companies like Parimatch, 1xBet and Dafabet continue to operate in India, despite repeated reports of their involvement in money laundering, hawala transactions and illegal gambling.

“Instead of cracking down on these notorious offshore firms, the government is choosing to penalize Indian companies that follow rules, pay taxes, and create jobs. This flawed approach not only risks shutting down a legitimate industry but also allows the black market to thrive unchecked,” said an industry representative.

Industry insiders caution that if the bill becomes law, Indian users may simply shift to unregulated foreign platforms, further draining revenue away from the country and undermining consumer protections.

The government, however, has defended its proposal by highlighting the social costs of online money gaming. The draft note accompanying the bill points to the “immersive and addictive nature” of pay-to-play platforms, warning that monetary incentives have triggered rising cases of anxiety, depression and behavioural problems among young users.

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Citing clinical studies, the note claims prolonged gaming has worsened mental health issues, particularly among children and adolescents. The draft further warns of financial risks, with many players suffering losses that have, in some cases, led to suicides.

“These platforms employ predatory tactics—loot boxes, microtransactions, and reward systems—that exploit psychological triggers to encourage overspending. Such practices create cycles of debt and vulnerability,” the note says.

Despite acknowledging concerns about addiction and financial harm, industry groups insist that prohibition is the wrong path. They argue that a balanced regulatory framework—similar to models adopted in advanced markets—would provide consumer safeguards without dismantling the sector.

“Banning regulated RMG firms while letting offshore betting companies operate unchecked will only worsen the problem. The government should be working with us to build safeguards, not pushing us out,” said a gaming association leader.

The post Indian Gaming Industry Expresses Concern About Proposed Online Gaming Bill appeared first on European Gaming Industry News.

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CGMC Awards Competency Certificates to 40 Trainees

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The Commercial Gambling Management Commission (CGMC) has awarded competency certificates to 40 trainees, aiming to strengthen workforce standards and ensure compliance in the casino sector to support sustainable industry growth and economic stability.

The certificate of competency award ceremony for 40 candidates who completed the third training course on the “Foundation of Casino Special Employee Type A” was presided over by Chantha Chhoeng, Technical Advisor to the General Secretariat of the CGMC, in Phnom Penh on August 17.

According to a CGMC press release on August 18, the programme was designed to upgrade the skills of casino special employees, ensuring the workforce meets professional standards and contributes to the continued growth of Cambodia’s regulated casino industry.

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The certificate is a vital document confirming trainees’ ability to perform casino functions in line with existing laws and regulations, thereby strengthening compliance and accountability across the commercial gambling sector, the statement added.

The CGMC underlined that casino operators must use the certificate when applying for or renewing special employee licenses. This ensures only qualified personnel enter the workforce, a measure deemed critical for sustainable sector development and investor confidence.

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“Withdrawal” Symptoms to Watch Out for as E-wallets Unlink Online Gambling Platforms

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E-wallets such as GCash and Maya have removed links to online gambling platforms, complying with the order issued by the Bangko Sentral ng Pilipinas (BSP).

Both GCash and Maya stated that they will adhere to the BSP’s Memorandum No. M-2025-029, which pointed out serious concerns about the effects online gambling has on consumers.

As a result, individuals who fell into a serious addiction are now expected to exhibit symptoms related to the cessation or reduction of their online gambling use.

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Psychologist AJ Sunglao said they may experience withdrawal, which are the physical and psychological symptoms that occur when a person suddenly reduces or stops substance use, or in this case, online gambling addiction.

“It happens because the brain and body have become dependent on the repeated stimulation or chemical effects, and once the source is removed, the system struggles to re-adjust,” he said.

While he explained that there are still no reports of medically serious withdrawal states from behavioral addictions, unlike in cases of withdrawal from illegal substances, there are possible symptoms that one has to be on the lookout for.

“These include restlessness, irritability, anxiety, low mood, sleep problems, poor concentration, and even strong cravings,” Sunglao said as he stressed how these could lead to worse mental health conditions.

He pointed out that these symptoms can be addressed with an immediate “first-aid” such as replacing the behavioural void left with healthier coping strategies, like deep breathing, short walks, journaling and exercises.

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The post “Withdrawal” Symptoms to Watch Out for as E-wallets Unlink Online Gambling Platforms appeared first on European Gaming Industry News.

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