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Gadsme, the first In-Game AdTech Platform allowing performance advertising, raises $8m in seed round
Popular industry seed round led by Galaxy Interactive is also joined by major game publishers, including Ubisoft.
AppLovin’s ex-VP Corporate Development Co-Founds Gadsme – a platform that is set to take AdTech into the Metaverse and backed by strategic multi-million-dollar investment from games industry giants
Gadsme, the only interactive AdTech platform that offers high quality immersive brand experiences through in-game advertising, has secured an $8m seed investment just 11 months after launch. With investors including Galaxy Interactive and Ubisoft, Gadsme will use the funding to structure and invest in key people to scale the business to meet demand. With Gadsme, Immersive Ads are now dynamically served and its unique technical capabilities enable, for the first time, true performance campaigns that benefit all advertisers, across all platforms. To further enhance their potential, Gadsme focuses its development exclusively on high quality inventory and games.
With more than 3 billion players worldwide, each playing their favorite games for many hours, trillions of ad impressions are available. Unlike full screen video display or interstitial ad formats, that can interrupt the playing experience, Gadsme focuses on non-intrusive ad formats that are blended, immersed and native to the gameplay. Those ad formats run across every game genre, all devices and geographies, and are particularly sought after by brand advertisers, who demand Gadsme’s guaranteed brand-safe environments and privacy compliant targeting capabilities.
Gadsme was created in 2019 by digital media experts Guillaume Monteux and Luc Vauvillier, whose previous company miLibris was sold to the Altice Group. Making up the trinity of the founding team is ex-AppLovin VP Corporate Development, Simon Spaull, who played an important part in AppLovin’s monumental growth.
This seed investment was strategically and selectively built from a pool of gaming and digital experts that believe in the Gadsme vision, and who also bring a wealth of experience and targeted expertise to develop the product and customer experience further. For Ubisoft, they first started to work with Gadsme before securing a strategic investment into the business, confirming market quality of Gadsme’s platform and the opportunity the sector presents. The gaming market was recently valued at $134 billion, cementing games as the new media of choice for brands.
“For more than 2 years, we three co-founders bootstrapped the company to build the most technically advanced Immersive Ads solution. When some of the best game companies in the world concurred, we knew we were ready to raise the money to grow. For our seed round we wanted to find partners that could bring vast knowledge and expertise into our business. Not just provide capital, but genuine experiences and learnings in the exact industry we operate in. With Galaxy Interactive, Ubisoft and other major games company founders as shareholders, we’re now poised and ready to execute on our vision.” said Guillaume Monteux, CEO & Co-Founder.
The result of their cooperation is Gadsme: Built, tested, and reworked into an innovative core product that is grounded in market-leading technology and now has unrivaled industry support with multi-million-dollar investments from some of the most well-known games publishers in the world. Gadsme’s immersive SDK is already integrated into a number of premium game studios, including Voodoo, Ubisoft, Tilting Point, TapNation and Lion Studios, offering brand-safe and prime quality-controlled ads to a large audience.
“We’d met various companies in the in-game Ad space, but Gadsme’s product and team really resonated with our beliefs and our vision. Guillaume and his team are a natural fit with our client portfolio, and their attention to detail, unique approach, and laser-focused vision, capture what we believe to be the right path forward. We’re excited by the space and look forward to helping Gadsme on their quest to put the player experience first in connecting brands with passionate audiences. These intersections will continue to play an important role in this new digital frontier, and we believe that the Gadsme team can make true impact” said Galaxy Interactive’s CEO, Sam Englebardt.
“Our cross-platform technology has been extremely carefully crafted to provide studios with a long-term partnership to drive continuous and new incremental revenues from their games. Whilst in-game advertising has been a subject for 20+ years, today we could see a clear opportunity in the marketplace to build something pristine and different, that drives revenue and measurable brand engagement In-Game.” said Simon Spaull, CRO and Co-Founder.
“Gadsme is the only In-Game company in the world that can run performance ads inside games, giving all brands the unique opportunity to measure KPIs, whilst attracting an audience within the walled gardens of games, but also allows studios to run cross-promotion to any other game in their portfolio. This is entirely unique and an important new business opportunity for the gaming ecosystem. Our technology fully integrates brand advertising into the gameplay experience with Immersive Ads that are dynamic, content targeted and serving positive experiences to players. We’re excited to see how the AdTech industry will develop further in 2022 and to be a key player in connecting studios and brands.” Spaull adds.
Gadsme’s product offers the same high quality, positive experience to brands and studios alike. Its patented technology for ad viewability is unique to the games industry, ensuring transparency and reliable reach for brands, whilst the combination of an intuitive self-serve platform and smooth SDK integration has ensured an overwhelmingly positive experience for developers. Gadsme’s next-generation platform has been engineered in-house for over 2 years, is metaverse-ready and uniquely placed to offer a variety of solutions to maximize results for advertisers and gaming studios alike.
Luc Vauvillier, CTO and Co-Founder adds “We knew exactly how to develop our product to ensure stability and success. We heard the many tech challenges studios had faced with In-Game ad platforms previously. From inception, our goal was to ensure our product was stable, reliable and fit for purpose. Our in-house architecture is ready for any and all future gaming and metaverse advertising opportunities”.
Gadsme is known for its technical excellence, now it is laser focused on delivering unbeatable returns to gaming companies, as well as driving superior ROAS to advertisers.
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New release provides fresh twist on avalanche mechanic
Independent slots studio Thunderkick has unveiled MeJUICEa, the latest addition to its content portfolio that breathes new life into a proven popular theme, reintroducing Greek mythology’s iconic Gorgon with a modern makeover.
The 6×5 cluster pays title revolves around the Crush feature, a unique take on the fan-favourite avalanche mechanic. Every winning symbol in a cluster and each scatter on the grid becomes heavy, crushing all symbols beneath them on their reels, allowing new icons to drop into place.
All crushed symbols are collected by the Charge Meter, with a crushed wild immediately filling the progress bar. Every time the meter is filled on a single spin, a wild is accumulated, with the total number randomly distributed across the reels once no more wins remain.
A Global Multiplier boosts base game wins further, starting at 1x on every spin and increasing when multipliers up to 50x are crushed by heavy symbols.
The bonus round is triggered by landing three scatters, with 10 free spins awarded. Throughout the feature, the Global Multiplier and Charge Meter are persistent, and each extra scatter grants one additional spin, uncovering divine wins up to 5,000x.
Thunderkick has bolstered its offering with a diverse range of slots in 2025, adding titles such as Archie O’Loggins and the Enchanted Masks, The Wildos 2, Midas Golden Touch 3, and now MeJUICEa to its portfolio as it continues to champion inventive gameplay centred around its signature design style.
Mike Collins, Game Product Owner at Thunderkick, said: “Ancient mythology is a tried and tested theme that continues to garner the attention of players. While these games offer familiarity to consumers, we wanted to revitalise the classic genre to deliver a unique experience to casino lobbies.
“MeJUICEa takes an infamous mythological figure and combines it with retro fruits, cartoon-inspired artwork, and our new Crush feature that we hope will give a new lease of life to the genre.”
The post Thunderkick reimagines Greek mythology theme in MeJUICEa appeared first on European Gaming Industry News.
Galaxsys launches a more advanced and user-friendly Client Area, offering early access to key updates, multilingual demos, and an expanded asset library — all designed to deliver added value aligned with partner business growth.
Galaxsys, an award-winning provider of fast and slot games, is proud to announce the official launch of its newly enhanced Client Area — a powerful, all-in-one platform designed to guide partners while providing them with a seamless, intuitive, and content-rich experience.
The Client Area is a dedicated, secure portal designed for Galaxsys’ partners. It serves as the central hub where partners can access exclusive content, manage assets, stay informed about new releases, and gain instant access to a full suite of tools tailored to optimize their collaboration with Galaxsys.
With the latest update, the Client Area now features:
- Intuitive, Interactive Interface: A sleek, intuitive design allows partners to navigate effortlessly and find what they need faster than ever before.
- Personalized Partner Portal: The portal allows each partner to personalize their content feed by saving and liking the materials most relevant to their needs.
- Early Access to the Game Roadmap: Partners gain early insights into Galaxsys’ upcoming releases and strategic milestones—keeping them one step ahead.
- Customizable Demo Versions: Game previews are available in multiple languages, currencies, and devices to ensure seamless adaptation and localization for every market.
- One-Click License & Certification Access: All relevant licensing and certification documents are accessible and verifiable with a single click.
- Expanded Asset Library: A full range of branding assets—including logos, banners, game visuals, and Galaxsys’ brand guide—is available for instant download in various formats and sizes.
Teni Grigoryan, Chief Sales and Partner Management Officer at Galaxsys, commented on the new updates: “The new Client Area is more than a platform — it’s about giving our partners more control, more clarity, and more value. We’ve built a space that’s smart, efficient, and responsive to the real needs of the partners we work with. Whether it’s finding the right demo, downloading brand assets, or checking license documents, everything is now just a click away.”
The new Client Area is live now and accessible to all registered partners. Galaxsys encourages its partners to explore the upgraded platform and discover how it can improve their business engagement.
The post Galaxsys Launches Updated Client Area for Superior Partner Experience appeared first on European Gaming Industry News.
Allan Stone CEO at Intelitics
Movers and Shakers: Why flexibility and accountability are key to customer acquisition
“Movers and Shakers” is a dynamic monthly column dedicated to exploring the latest trends, developments, and influential voices in the iGaming industry. Powered by GameOn and supported by HIPTHER, this op-ed series delves into the key players, emerging technologies, and regulatory changes shaping the future of online gaming. Each month, industry experts offer their insights and perspectives, providing readers with in-depth analysis and thought-provoking commentary on what’s driving the iGaming world forward. Whether you’re a seasoned professional or new to the scene, “Movers and Shakers” is your go-to source for staying ahead in the rapidly evolving iGaming landscape.
Allan Stone, CEO at Intelitics, looks at recent changes to paid search ads and how a bigger budget is not the magic bullet for successful affiliate programs
Just as online sportsbook and casino operators embraced paid media and paid search as powerful and effective customer acquisition channels, the game has changed again, with new challenges to overcome.
What’s happened? At Google Marketing Live 2025, the search giant announced it will be rolling out ads inside AI-generated answers. This is going to have a seismic impact on paid search, but get it right and marketers can gain a significant advantage over their rivals.
Here’s what the change means for real money gambling brands.
1 – Placement isn’t placement anymore
Your ads won’t show up in traditional search blocks and instead will be embedded inside the AI answer itself. This changes how you write copy for sports-betting-related queries. For example, “Best odds” messaging hits differently when it’s inside an AI response.
2 – Fewer clicks but better players
AI answers will reduce total clicks, but the users who click through will be high-intent bettors. Expect click-through rates to drop, but player conversion rates to rise. In short, it will be a shift from quantity to quality.
3 – Context beats keywords
Forget exact-match keyword strategies, as now, you need to match the intent behind what the user is asking AI across a wide range of sport betting-related queries, from betting lines to game props and even deposit methods.
4 – SEO traffic is about to crater
The AI block dominates the entire screen, especially on mobile, and is likely to be the player’s first port of call. If you’ve been relying on organic search alone for player acquisition, expect fast traffic drops.
5 – Optimise for AI, not just search behaviour
Operators and their marketers will need to rethink how their sportsbook features, player reviews and betting content show up when AI crawls and indexes it. Getting into the AI result is now just as important as ranking in the top positions for competitive keywords.
For me, this is the biggest shift in paid acquisition since the iOS privacy changes hit Meta, and operators and their marketers need to respond immediately.
Those using Performance Max and Google’s AI Max program can get ads in AI Mode, and so long as they adapt their messaging and targeting to this new reality, they will capture higher intent players while their competitors scramble.
Another area where some sportsbooks continue to scramble is performance marketing, where underperforming partner programs are costing operators millions. But not for the reason they think…
It’s not about having partners; it’s about how you manage them. In our experience, the gap between top-performing programs and the rest isn’t budget, it’s the freedom given to affiliate partners.
We’ve evolved from the days when operators controlled every pixel of partner content, and this is welcome progress. But there’s still a disconnect between what we say and what we do – allow me to elaborate.
Operators talk about empowering partners but then micromanage their messaging. They say they want authentic voices but reject content that doesn’t match their corporate tone. They seek performance but restrict the very tactics that drive it.
The reality is that the best partners already understand their audience much better than the operator ever will. They’ve built trust and they know what resonates, but they need to be able to speak authentically.
This is why smart operators focus on frameworks rather than restrictions. And this should include clear brand guidelines that protect compliance, as well as consistent values that maintain brand integrity. It’s also important to provide flexible creative assets that partners can adapt.
But creative freedom is only half the equation.
Without proper measurement, the partnership program is flying blind, and, in most cases, operators can’t answer even the most basic questions like “Which partners drive actual player value beyond initial sign up?” and “What’s the true LTV of players from different channels?”.
When budgets get tight, the first things to be cut are partnerships that the operator can’t prove are working. The market leaders have figured this out and have built both flexibility and accountability into their programs.
And at Intelitics, we are proud to be working with a growing number of operators who are using our marketing-tech suite and services to streamline tracking, automate reporting and push into new customer acquisition channels, including paid media and paid search.
In short, we help them bring flexibility and accountability to their acquisition efforts.
The post Movers and Shakers: Why flexibility and accountability are key to customer acquisition appeared first on Gaming and Gambling Industry in the Americas.
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