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Admix In-Play Advertising Verified for the First Time by IAS

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– Viewability of In-Play inventory now independently measured by IAS –

– Enables brands and agencies to invest in mobile gaming with confidence –

Admix, the pioneering In-Play advertising platform that bridges the gap between mobile games and brands, announces a new partnership with Integral Ad Science (IAS), a global leader in digital ad verification. This integration with IAS makes Admix the only In-Play advertising company to offer ad inventory that is measured and verified by a trusted, independent partner.

Now, the quality of Admix’ In-Play advertising is independently assessed and verified with the same rigor as wider digital inventory. This measurement is enabled by the powerful technology that IAS provides, helping to unlock significant potential across the In-Play category for the entire mobile advertising ecosystem, from brands to mobile game developers.

Admix offers the most advanced, scalable In-Play platform, empowering advertisers to programmatically target and reach highly engaged audiences across billions of hours of gameplay. Until now, however, Admix created its own measurement tools, meaning the industry was unable to invest at scale with the same confidence provided by this integration with IAS.

Samuel Huber, CEO and Co-Founder at Admix, commented:

“Admix’ new partnership with IAS is the first in a number of initiatives to standardize In-Play viewability and performance. While we have always been confident in our technology and our approach, ultimately having our solution verified by a trusted independent partner such as IAS is vital to our vision for gaming as a media channel. This announcement will be ground-breaking not just for Admix, our developers and advertisers, but for the entire category. At Admix, we regularly hear from agencies who recognize that gaming is a huge part of media consumption and want to make video gaming part of their core strategy. Until now, they have been hamstrung by a lack of third-party verification. Thanks to IAS and our technology, brands and agencies can now jump in with full confidence and put compelling, premium ad experiences in front of mobile gaming’s 2.5 billion players.”

Chance Johnson, Chief Revenue Officer at IAS, commented:

“Working with Admix, we’re delivering a critical viewability solution for In-Play advertising that gives marketers the tools they need to invest confidently. By bringing trusted measurement and greater transparency to the high-growth In-Play gaming market, we’re helping brands, agencies, and mobile game developers ensure the quality of their advertising.”

Ron Amram, Senior Director, Global Media at Mars, commented:

“Mars is committed to media innovation and its obligation to maintain brand and social safety. We need partners and solutions, like IAS’s verification of an in-game advertising partner, which allow us to strike that balance.”

Publishers have already experienced stable and sustainable income through Admix’ self-serve platform and no-code SDK, but the partnership with IAS will help increase media quality and buyer confidence. Just as crucially, Admix offers marketers access to superior inventory to gradually reduce their reliance on interruptive advertising, such as interstitials and rewarded video, thereby improving player experience and retention.

This announcement signals gaming’s transition from the most popular activity to dominant media, heralding a transformative moment for the advertising industry as it approaches mobile gaming and its 2.5 billion audience with previously unthinkable confidence. Powered by Admix’ pioneering technology, In-Play is set to become a dominant media channel for the next decade and beyond.

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REEVO Enters into a New Partnership with BePlay

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REEVO has entered into a new partnership with BePlay, an innovative game studio recognised for combining handcrafted design, proprietary technologies and data-driven game mechanics to deliver engaging player experiences. This collaboration further strengthens REEVO’s aggregation ecosystem, adding a portfolio of high-performing content built to maximise engagement, retention and operator success.

Through this partnership, BePlay’s portfolio is now available on the REEVO aggregation platform, giving operators seamless access to a growing collection of distinctive slot experiences through a single integration. The addition reinforces REEVO’s commitment to continuously expanding its content offering with studios that bring originality, innovation and measurable performance.

At REEVO, building a world-class aggregation platform means partnering with providers that challenge convention and deliver content that stands out. BePlay has earned a reputation for creating games powered by custom technologies, advanced mechanics and its unique SMART DATA MODE approach, helping operators deliver experiences that resonate with players and drive commercial results.

As REEVO continues to grow its global network, partnerships like this play an important role in strengthening the diversity and quality of content available through the platform. By bringing together innovative studios under one ecosystem, REEVO empowers operators with greater choice, stronger engagement opportunities and scalable growth.

Daniel Cuc, Head of Account Management at REEVO, said: “Partnering with BePlay is another exciting step for REEVO as we continue to strengthen our aggregation platform with studios that bring a fresh perspective to game development. BePlay’s focus on innovation, technology, and player engagement aligns perfectly with our vision of delivering content that creates real value for operators. We are committed to building an ecosystem where quality content and seamless distribution come together, and BePlay is a fantastic addition to that journey.”

Sam Mamedov, Business Development Manager at BePlay, said: “Reevo has always stood out to me as an aggregator with genuinely top-tier standards, both in how they run their processes and how they do business. What really sets them apart is the warmth of their team. It’s something many companies lose as they grow, but REEVO has managed to maintain that human approach while operating at the highest level. I’m genuinely happy our partnership is taking off, and I think everyone will see the results of it very soon.”

The post REEVO Enters into a New Partnership with BePlay appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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Dagmar Händler

NOVOMATIC Takes a Strong Stand on Employee Health and Workplace Safety

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NOVOMATIC has held its annual Health Day at its Lower Austrian headquarters, underlining its consistent commitment to workplace health promotion and an attractive working environment.

The diverse range of activities focused on health, fitness and safety delighted more than 1000 employees at the 7th NOVO-Company Day at the headquarters in Gumpoldskirchen. The event is part of the “Enjoy Working With Us” initiative and underscores the international gaming technology group’s ongoing commitment to a healthy and motivated work environment.

This year’s Health Day was officially opened with a warm welcome from the entire Executive Board of the NOVOMATIC AG Group.

“The health, safety, and well-being of our employees are a central pillar of our company’s long-term success. That is why we make targeted investments in measures that promote a healthy, motivating, and supportive work environment. The NOVO-Company Day brings this commitment to life in a special way year after year and underscores the high priority NOVOMATIC places on these issues,” said Stefan Krenn, Member of the Executive Board of NOVOMATIC AG.

Dagmar Händler, Mayor of Gumpoldskirchen, said: “NOVOMATIC is a major employer and economic driver for Gumpoldskirchen as well as for the entire region. It is all the more gratifying that the company is once again sending such a clear signal this year regarding the well-being of its employees.”

The varied programme included, among other things, health screenings, blood tests, lung function tests and individual consultations on nutrition, ergonomics and smoking cessation. The offerings were complemented by various exercise and sports stations, including basketball, darts and e-bike test rides. Practical safety training sessions, such as a fire extinguisher drill and the “Coffee with Cops” event featuring police experts, rounded out the diverse programme.

The post NOVOMATIC Takes a Strong Stand on Employee Health and Workplace Safety appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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Gamingtec signs on as headline partner for Midnight Mayhem at ICE Barcelona

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Gamingtec has been named Headline Impact Partner of Midnight Mayhem Fight Night, a charity boxing event run by Behind The Gloves and scheduled alongside ICE Barcelona on 19 January 2027.

Behind The Gloves said the campaign is targeting €150,000 in fundraising and will follow 16 industry figures as they prepare to box.

According to the organisers, Gamingtec’s support will cover elements including a six-month training programme, event fundraising, fighter storytelling and post-event impact reporting. The partnership will also support a WBC Adaptive Boxing showcase and reporting on how proceeds are distributed to charities nominated by fighters and partners.

Sapar Karyagdyyev, Founder of Gamingtec, said: “At Gamingtec, we believe the strongest partnerships create value beyond business, so supporting Midnight Mayhem was a natural fit for us. The initiative brings together people from across our industry to raise money for important causes while highlighting the positive impact the sector can have when it comes together behind a shared goal.

“We’re proud to support Behind The Gloves as Headline Impact Partner and look forward to growing the event, amplifying its fundraising mission and celebrating the participants throughout their journey to ICE Barcelona.”

Lee McFarland, Founder of Behind The Gloves, said: “A target like €150,000 isn’t achieved through enthusiasm alone – it’s achieved through commitment. Gamingtec’s decision to become our Headline Impact Partner strengthens every part of Midnight Mayhem and gives us the platform to create an even greater impact for the charities and communities we’re supporting.

“But more importantly, it sends a message. When a company of Gamingtec’s standing backs an initiative like this, it shows what our industry can achieve when businesses come together behind a shared purpose. That’s how one fight night becomes something much bigger, and I couldn’t ask for a better partner to have in our corner.”

The post Gamingtec signs on as headline partner for Midnight Mayhem at ICE Barcelona appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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