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Make way for the in-game advertising revolution

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Nicola Halpin, Senior Director of Sales at Adverty, on why brands must wake up to the creative possibilities inherent within in-game advertising

In-game advertising remains unchartered territory for the vast majority of brands, yet a large-scale shift towards seamless and non-interruptive in-game advertising which sits alongside the immersive experience of increasingly popular virtual worlds has already begun.

Indeed, with around three billion gamers worldwide, this industry offers unlimited, lucrative opportunities for marketers looking to upgrade from traditional advertising methods.

In the mobile space, 5G is one of the most exciting developments – heralding greater creative freedom and unlimited possibilities. According to a report from games analytics company, Newzoo, there will be some 2.1 billion 5G-ready smartphones globally by 2023, accounting for 42.7% of active smartphones. The mobile market’s transition towards this fifth generation of mobile network technology has already begun, with countries around the world rolling out 5G networks, and many of the leading smartphone manufacturers having launched flagship 5G smartphones.

Meanwhile, Newzoo’s report also notes that the era of hypercasual on mobile is branching out into exciting areas with new ways to play leading to new ways to pay, including bundles, direct purchases and ad-based revenues.

With innovations such Adverty’s unobtrusive In-Play and In-Menu ad formats – designed to make in-game advertising a powerful performance as well as a branding channel – brands are starting to wake up to the possibilities. They will be pleased that they did: Our recent research into the reception of in-game advertising indicated that respondents preferred ads which blended seamlessly into the gameplay experience – compared to 30% favourability for a standard banner ad, for instance.

It is now possible to reach mobile gamers non-intrusively – to add to, rather than to detract from – the immersive experience. And with lockdowns having led to consumers engaging with mobile gaming more than ever, with Adverty’s traffic, for instance, going up 35%, this is a trend that looks set to stay. Post lockdown, rather than diminishing, this traffic plateaued.

Besides, gaming is an increasingly popular pastime for a much broader demographic than many assume, too, with Nick Sperrin, Chief Client Officer, Dentsu UK, pointing out that DGame, its specialist division set up to help brands reach and engage with gaming audiences was developed “in response to a rapidly changing marketplace which has mass, not niche, potential.”

Despite this, there remains a huge disconnect between brand investment that is pouring into social media, by way of example, versus gaming – despite both areas having broadly similar reach. Gamers are both male and female, and many are mature – with significant spending power.

So, with the technology advancing all the time and 5G offering increased sophistication and creative freedom, it’s time that brands made the most of native in-game placements. By way of example, Adverty’s formats can’t be turned off by ad blockers; they offer brand awareness and brand safety – and they can run programmatically. In-Menu represents a clickable ad unit which can lead gamers directly to offers or purchase, with even automotive brands are becoming active in this space – proving that there is increasing awareness that games are not just played by kids, but by decision makers and money makers, too.

Many play games daily, too, while the eSports category is exploding. So it should come as no surprise to learn that brand safe advertising which is well-received in this context, without disturbing game play, delivers results. For instance, for Unilever brand, Knorr, a clickable banner in the mobile casual game, Subway Surfers, delivered over 5.76 million viewable impressions and almost seven seconds in average view time per impression. Besides this, Adverty’s patented BrainImpression technology, which is based on research around the anatomy of the human eye and brain perception, enables us only charge the advertiser when we know the ads have been fully perceived by the consumer. There is no catch: You only get charged for ads that are seen.

What’s more, our recent brand lift study with Dentsu Data Labs highlighted the potential impact of in-game executions – with ad awareness up 84% and brand recall up 78%. Clearly there is minimal risk when it comes to putting your money in this space, with advertising that blends in well. It’s becoming increasingly evident that brands ignore the in-game revolution at their peril.

George Miller (Gyorgy Molnar) started his career in content marketing and has started working as an Editor/Content Manager for our company in 2016. George has acquired many experiences when it comes to interviews and newsworthy content becoming Head of Content in 2017. He is responsible for the news being shared on multiple websites that are part of the European Gaming Media Network.

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63 suspicious betting alerts reported by IBIA in Q1 2025

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The International Betting Integrity Association (IBIA) reported 63 alerts of suspicious betting to the relevant authorities in the first quarter (Q1) of 2025. The Q1 2025 total is 3% less than the 65 alerts in Q4 2024, and 11% more when compared to the revised Q1 2024 total of 57 alerts. IBIA monitors over $300bn per annum in betting turnover (handle) across more than 80 members with over 140 sports betting brands globally.

The 63 incidents of suspicious betting in Q1 2025 concerned six sports, across 23 countries and 5 continents. Other key data for Q1 2025 includes:

  • Football and tennis accounted for 40 of the Q1 2025 alerts (64%), a 14% increase from 35 alerts in Q4 2024.
  • Sporting events in Europe and North America, with 32 alerts combined, made up 51% of the total reported; that was a decrease of 29% compared to 45 alerts in Q4 2024.
  • Table tennis saw a notably reduction in alerts from 21 reported in Q4 2024 to 9 reported in Q1 2025, representing a 53% quarter-on-quarter fall.

Khalid Ali, CEO of IBIA, said: “The first quarter of 2025 was relatively consistent with the previous quarter and the comparable period last year. Football and tennis remain the most reported sports, albeit their combined Q1 2025 number was down 14% on Q4 2024. This quarter-on-quarter reduction was primarily due to a fall in tennis alerts, which have shown a welcome reduction in recent years. The Q4 2024 increase in table tennis alerts has not continued into Q1 2025 and has fallen back to previous levels. IBIA has taken increased precautions regarding this sport and agreed a number of new integrity partnerships and protocols in Q1 with the aim of detecting and sanctioning corrupt betting activity.”

IBIA is a leading not-for-profit dedicated to protecting the integrity of regulated sports betting markets worldwide. Its global monitoring network serves as a powerful anti-corruption tool, identifying and reporting suspicious betting activity. In late 2024, IBIA further strengthened its capabilities with a major technological upgrade, significantly enhancing its ability to detect and respond to potential match-fixing across its members’ markets.

The post 63 suspicious betting alerts reported by IBIA in Q1 2025 appeared first on European Gaming Industry News.

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Fujitsu names Sammi Abdulla as Business Development Manager for iGaming

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Fujitsu, the leading provider of infrastructure and platform solutions to businesses in the global online gambling industry and beyond, has named Sammi Abdulla as Business Development Manager for iGaming.

Sammi is a highly experienced business development manager, having held roles at major companies both inside and outside of the industry. Most recently, he was Business Development Manager at media powerhouse, Next.io.

As Business Development Manager at Fujitsu, Sammi has been tasked with driving the company’s expansion within the global online gambling industry, building meaningful relationships, understanding the unique demands of the sector and aligning Fujitsu’s solutions with client needs.

This includes delivering tailored platform and infrastructure solutions such as compute, storage and hybrid cloud. Sammi will also consult on technical requirements and compliance standards and support clients in driving digital transformation initiatives that improve scalability, uptime and security.

Over the coming months, his priority will be to engage with key stakeholders across the industry, demonstrate how Fujitsu’s technology can add real value and help clients to strengthen and futureproof their operations via scalable, secure and reliable infrastructure.

Nick McDonald, iGaming Account Director at Fujitsu, said: “Sammi is one of the most experienced Business Development Managers in the sector with a proven track record at renowned organisations both in and out of the industry. We are delighted to be able to leverage this as we look to strengthen our position in the market. 

“Fujitsu’s platform and infrastructure solutions set the standard for others to follow, and with Sammi on board, we can make more operators and suppliers aware of our suite of products and how they can help them future proof their operations. 

“This is a significant hire for Fujitsu, and I look forward to working closely with Sammi in the weeks, months and years to come.”

Sammi AbdullaBusiness Development Manager for iGaming at Fujitsu, added: “I’m thrilled to have joined Fujitsu and to be diving even deeper into the iGaming world, a space I have good knowledge of and feel passionate about. 

“With Fujitsu’s powerful tech behind us, I’m excited to help our clients level up their infrastructure, stay ahead of the game and maybe even have a little bit of fun while we do it. 

“I’m also looking forward to working with the incredible Fujitsu team, which has already made me feel incredibly welcome.”

The post Fujitsu names Sammi Abdulla as Business Development Manager for iGaming appeared first on European Gaming Industry News.

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HÖLLE GAMES STRIKE IT RICH WITH SIERRA NUGGETS

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“Sierra Nuggets” goes live today, a new 243-ways slot from Hölle Games. Evoking the spirit of the Californian gold rush in the 1800s, it features the kind of symbols you’d expect – Pickaxes, Dynamite, Gold Nuggets, and of course, a roguish Miner.

Players can get a real gold rush in the game via the Free Spins which come loaded with special Golden Nuggets. Just one Nugget will pay anywhere on the reels in free spins and award players from 1x up to an astounding 1000x EACH! Now that’s the motherlode!

Impatient players can buy the feature immediately via 10, 15 or 20 Free Spins, or else opt to double their stake with the Stake Booster feature which increases the chances to enter the free rounds.

The game is now available in MGA regions with Sweden, Romanian, Netherlands, Switzerland and others coming soon.

The post HÖLLE GAMES STRIKE IT RICH WITH SIERRA NUGGETS appeared first on European Gaming Industry News.

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