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World Cricket Championship inks exclusive deal with Israel-based in-game ad solution provider Anzu to bring new-age blended ad technology

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Nazara’s subsidiary, Next Wave Multimedia Pvt. Ltd., exclusively partners with Israel-based Anzu with the aim to bring advancement in blended in-game advertising for the second edition of their award-winning World Cricket Championship (WCC) franchise. The game will look to leverage Anzu’s blended in-game ad technology, bringing more opportunities for brands and advertisers in the Indian ecosystem.

Being a leader in this space, Anzu will now bring to WCC2 ad viewability, brand lift measurement, audience verification, data enrichment, and fraud detection in partnership with industry leaders such as Moat, Comscore, Kantar, and Nielsen, in addition to native ad placements with blended in-game banner ads across the game on Android and iOS devices.

The native advertising format that this collaboration brings will help advertisers reach their audiences in a seamless manner, without disrupting user experience, while integrating a brand’s message in the game’s environment.

On the exclusive partnership, Next Wave Multimedia co-founder and CEO P.R. Rajendran says, “We are glad to be able to bring more value to brands. We believe this collaboration will help us serve users and advertisers better by taking gaming and digital advertising a notch higher for enhanced experience.”

Anzu’s CEO and co-founder, Itamar Benedy, remarked, “Every region is seeing a growth in gaming, and advertisers realise that in-game ads can help them connect with a once elusive audience. We are thrilled to partner with such a well-established studio and help them achieve their goals while opening up the in-game advertising market for advertisers across India.”

The APAC region has always had a record number of players, with the current estimate at 1.5 billion. Now that Anzu has inked a deal with AdColony’s APAC division, advertisers across the region will have even more access to gamers. Amit Rathi, AdColony’s Country Manager for India, noted, “Gaming has transformed from an underground pastime to mainstream entertainment, and it is rivaling the reach of social media. Advertisers need to take note of this and treat gaming as an equal if not a more effective channel for communicating with consumers. Placing in-game ads in games like WCC 2 will allow advertisers to reach their desired audiences.”

Overall, WCC apps have garnered more than 140 million installs across devices. Earlier in 2020, WCC MAUs and Daily Active Users (“DAU”) hit a peak of 15 million and 3.5 million respectively (Next Wave Multimedia), gaining from the lockdown-induced surge in mobile gaming. WCC2 alone counts more than 50 million downloads on Google Play Store. The user engagement for the WCC games has increased considerably, evidenced by the fact that the average daily user engagement time for WCC2 was 45 minutes but this has increased to 55 minutes for the WCC3 title.

To help align in-game advertising with other media channels, Anzu has formed several strategic partnerships, including one with WPP to introduce in-game advertising standards. Through its affiliations with leading AdTech vendors, Anzu supplies in-depth measurements for campaign effectiveness and ad verification. It is these types of technologies that give big-name advertisers such as Vodafone, Samsung, and 7-Eleven the confidence they need to shift more of their budgets to in-game ads and game developers including Ubisoft, Toplitz Productions, and APB Reloaded the security to integrate ads into their games.

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Predictor by Slotegrator, a prediction market engine for iGaming brands, available for pre-order

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Predictor by Slotegrator is a prediction market engine packaged for iGaming operators that will bring the booming trend of event betting to any platform. Currently available for pre-order to a select group of Slotegrator’s clients, Predictor is a true prediction market, using a P2P model and updating odds after every bet. This model captures the appeal of the vertical while protecting operators’ margins.

Predictor by Slotegrator, a prediction market engine developed by leading iGaming software and business solution provider Slotegrator, is available for pre-order. By integrating Predictor, operators will allow their players to buy binary contracts on real-world events using a P2P exchange model. Odds are updated automatically, and operators earn a fixed commission on bets, providing zero-risk revenue.

“Predictor is a natural extension of our product philosophy. At Slotegrator, we believe that technology doesn’t follow trends but shapes them,” said Olga Ivanchik, COO. “The prediction market model is still in its early stages in iGaming, and we are among the first to package this mechanism for casino and sportsbook operators in a scalable, product-ready format. It marks a step toward a more adaptive and diversified operator offering.”

Prediction markets are a massive global trend. Bloomberg reported in February that Kalshi was handling more than $2 billion per week in bets, with Polymarket close behind. Players can bet on everything from sporting events to politics, the price of crypto, and celebrity tweets.

Sportsbook operators who are losing bettors to Polymarket, and want to bring them back by offering unorthodox bets, have the perfect solution in Predictor. Additionally, while classic sportsbooks carry risk on every bet, the P2P exchange model means they will earn on commission. It’s also fast and flexible, with new bets going live in 30 seconds.

Predictor is also ideal for online casino operators looking to increase retention by offering their players betting opportunities beyond traditional casino games, and new operators seeking to capitalize on the global prediction market trend will also benefit from the solution.

Predictor operates on an AMM/LMSR protocol, making it a true prediction market. The pressure created when increasing numbers of bettors select “yes” or “no” directly influences the odds, just like major platforms like Polymarket or Kalshi — and quite different from fixed-odds betting.

Prediction markets are popular not only for the vast array of bets available, but for their real-time data collection; more often than not, the favored outcome on Polymarket or Kalshi in fact comes to pass. This so-called “wisdom of the crowd” has a huge draw for bettors, and carries a huge part of prediction markets’ appeal.

“With Predictor, we are going beyond the usual ways of betting to a model where users actively shape the market. We are giving operators a new way to offer dynamic, event-driven experiences via a single iframe, and completely risk-free,” explained Product Owner Maksym Shtun. “Operators can also create completely unique betting experiences tailored to their own platform — the possibilities are endless.”

Slotegrator will present a demo of the solution at this year’s iGB L!VE, on 1-2 July.

ABOUT THE COMPANY

Since 2012, Slotegrator has been one of the iGaming industry’s leading software and business solution providers for online casino and sportsbook operators.

The company’s main focus is software development and support for online casino platforms, as well as the integration of game content and payment systems.

The company works with licensed game developers and offers a vast portfolio of casino content: slots, live casino games, poker, virtual sports, table games, lotteries, casual games, and data feeds for betting.

Slotegrator also provides consulting services in gambling license acquisition and business incorporation.

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Peter & Sons signs Relum deal to widen distribution via aggregator

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Peter & Sons has partnered with Relum to expand distribution for its slots portfolio through Relum’s aggregation platform.

Under the agreement, Peter & Sons’ games will be integrated into Relum’s ecosystem. Relum said its platform offers access to more than 20,000 games from over 360 providers and supports operator tools including jackpots, free spins and tournaments via a single API and unified back office.

Yann Bautista, Founder and Commercial Director at Peter & Sons, said: “Relum offers a highly flexible and well-structured platform that brings together content and engagement in a meaningful way. For us, it’s about placing our games in environments where they can perform and connect with players. This partnership gives us another strong route to market as we continue to expand our global footprint.”

Anna Kiselova, Head of International Relations at Relum, said: “We are excited to welcome Peter & Sons to our platform. Their games bring a distinctive artistic approach and engaging mechanics that complement the diversity of our aggregation offering. Together, we aim to provide operators with high-quality content that enhances player experience and drives performance across our network.”

The post Peter & Sons signs Relum deal to widen distribution via aggregator appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Evoplay adds bet365 to its Brazil operator lineup

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Evoplay has signed a distribution deal with bet365 to launch a selection of its casino titles on the operator’s Brazilian platform.

The rollout begins with titles including Hot Triple Sevens and Temple of Thunder II Bonus Buy, with more games planned to follow.

Alex Malchenko, Head of Sales at Evoplay, said: “Partnering with bet365 represents an important milestone for Evoplay as we continue to expand our Latin American presence and build our network of global operator brands. Brazil is a market with huge potential, and we’re excited to bring a selection of our best-performing titles to its players.

“Our focus remains on supporting operators with content that not only meets regulatory standards but also delivers strong player engagement, and this collaboration is a testament to that approach.”

A spokesperson at bet365 added: “We are pleased to partner with Evoplay as we continue to enhance our offering in Brazil. Their portfolio of localised games aligns well with our commitment to provide high-quality gaming experiences to our customers.

“We look forward to rolling out additional titles in the near future as we strengthen our collaboration with the supplier in this key market.”

The post Evoplay adds bet365 to its Brazil operator lineup appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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