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Gaming is in the mainstream and it’s here to stay

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By Tobias Knutsson, CEO, Adverty

It’s taken a lot to finally rub out marketers’ lingering belief that gaming is a thing for kids, a niche media channel, a flash in the pan. The pandemic did some of the final lifting, but in a gaming business that is booming on all sides, absorbing women, older people, obsessive Esports fans, cloud gamers, monthly subscribers – you name it – the numbers are now unignorable: an estimated audience of somewhere between 2.5bn and 3bn+, with a global value of $162.32bn last year. If that’s not mainstream, what is?

Nike, Coca-Cola, Redbull, even Gucci and L’Oréal have all waded into the gaming space, and smaller brands with more modest budgets are beginning to follow. So gaming is having a moment that started some time ago and promises to last – what should its exponents do to maximise it and build strong, sustainable connections with brands?

Hold their hands

Brands that are new to gaming often lack in-house expertise and even background knowledge. As with social media, gaming needs dedicated experts on the client side, and inevitably brands will recruit their own, but until that part of the puzzle falls into place, it is incumbent on publishers and ad tech providers to explain the protocols, the opportunities and the rules of thumb in clear and accessible terms. (In brief: respect the space, add value, but don’t get in the way.)

Bring gaming ads in line with other media

Convincing marketers is one thing, but the gaming advertising business needs to give those executives the tools to win the argument with the finance people. That means the gaming world needs to work hard to standardise its metrics, its formats, its sizes, in order to bring itself into line with the wider ad industry. Gaming is a complex environment for brands, who will ultimately only invest in what they understand. So the emergence of formats that stand direct comparison with those of other media – such as  Adverty’s own In-Play branding ads and In-Menu performance ads – combined with robust metrics, strengthen gaming’s pitch for brand dollars.

Never generalise

The gaming audience is indescribably varied and ranges far beyond the young, male stereotype. More than 50% of mobile gamers are older than 34 [source: Mediakix] and 51% are women [source: MoPub]. So the question isn’t any longer about which brands could benefit from targeting ‘a gaming audience’, but exactly how to target your brand’s precise audience through gaming.

Make it worthwhile for users

The predominance of mobile games – which last year claimed $120 billion of consumer spend against home and handheld consoles’ $43 billion [source: App Annie] – indicates a need for strong mobile-friendly advertising models. A weight of research points to the fact that  free-to-play gamers understand the value exchange and are comfortable with the presence of advertisers, but tolerance turns to genuine enthusiasm when brands add value to gaming. In-game rewards such as hints and power-ups work well in exchange for watching ads and dovetail nicely with in-game purchases. Further research points to the effectiveness of in-game branding advertising as a driver of positive sentiment.

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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Paysecure wins “Best Online Payment Service 2025” at SiGMA Americas Awards

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Paysecure has been named Best Online Payment Service 2025 at SiGMA Americas Awards, held during the opening night of the SiGMA Americas event at the Transamerica Expo Center in São Paulo.  

The awards ceremony, hosted by BetConstruct and held on April 7th, brought together leading names in the iGaming, fintech, and digital payments industries to celebrate excellence and innovation. The Best Online Payment Service award, presented in association with Megaposta, recognized companies offering outstanding online payment infrastructure. Paysecure was selected among strong contenders including Online IPS, Nuvei, Payment.Center, and Payku.

Paysecure’s solutions include its unified payments hub, designed to simplify operations for merchants in various sectors, Host-2-Host integrations, cashier services, and plug-in modules for seamless deployment on external platforms. With PCI DSS certification, a focus on 360-degree user trust, and advanced tech capabilities, Paysecure empowers merchants to optimize their payment operations with full control and transparency.

“This award is a testament to our mission: delivering payment technology that is smart, secure, and scalable”, said Viktoriia Degtiarova, Co-founder and CCO of Paysecure, who attended the ceremony alongside Sridhar Sethuraman, Co-founder and COO.

“It’s an incredible honor to be recognized at SiGMA Americas, especially amongst such outstanding peers.”

This year, Paysecure exhibited at Booth N115, showcasing its orchestration platform, global PSP coverage, and market-specific solutions tailored for LATAM and beyond. To learn more about Paysecure and its payment orchestration platform, contact the team at: paysecure.net/contact-us/

 

The post Paysecure wins “Best Online Payment Service 2025” at SiGMA Americas Awards appeared first on European Gaming Industry News.

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ACR POKER’S NEXT HIGH STAKES ADVENTURE TAKES PLAYERS TO MONTENEGRO FOR PRESTIGIOUS SUPER HIGH ROLLER SERIES

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Two $110,000+ Montenegro packages available during ACR Poker’s Main Satellite on Sunday, April 27th


 The next chapter of ACR Poker’s High Stakes Adventure is taking shape. Two players are set to win their way to stunning Montenegro in Southeast Europe to compete against top poker pros and high stakes legends for huge prizes during the prestigious Super High Roller Series, scheduled for May 13th to 27th.

Through ACR Poker’s Main Satellite on Sunday, April 27th at 2:05pm ET, the High Stakes Adventure: Montenegro is guaranteeing two all-inclusive packages, each covering $110,000 in tournament buy-ins / entry fees, plus added business-class airfare, and a 5-night stay at the luxurious Maestral Resort & Casino.

“The High Stakes Adventure is all about creating opportunities for players to escape the ordinary and play alongside poker’s elite in incredible destinations,” said ACR Pro Chris Moneymaker. “I can still feel the energy from my deep run in Montenegro last year, and I’ve got a good feeling this event is going to be just as unforgettable. If you missed your chance to win a South Korea package earlier this year, this is your chance to get in the game.”

Moneymaker is no stranger to the high-stakes scene in Montenegro, having won last year’s Triton Poker Super High Roller Series $25,000 buy-in event for $903,000. Meanwhile, fellow ACR Pro Nacho Barbero also made waves this year during the Triton Poker Super High Roller Series Jeju, finishing 7th in the $100,000 buy-in Main Event, earning $946,000, plus cashing in four other events.

The High Stakes Adventure: Montenegro package winners will have the flexibility to split their $110,000 buy-in budget across multiple events or go all-in on a single high-stakes tourney. Off the felt, players can look forward to exploring Montenegro’s rich history, stunning landscapes and vibrant culture.

This latest satellite follows the success of ACR Poker’s High Stakes Adventure: South Korea earlier this year, where two $110,000 packages were awarded to players for the Super High Roller Series Jeju. Players looking to follow in their footsteps and compete for the Montenegro packages can buy into the Main Satellite for $2,650 or qualify for less through satellites running on ACR Poker this month.

For more details on the High Stakes Adventure: Montenegro, visit the promo page at ACRPoker.eu.

 

The post ACR POKER’S NEXT HIGH STAKES ADVENTURE TAKES PLAYERS TO MONTENEGRO FOR PRESTIGIOUS SUPER HIGH ROLLER SERIES appeared first on European Gaming Industry News.

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BetBrothers Introduces Platform Dedicated to Safer Betting in Regulated Markets

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BetBrothers announced the launch of its affiliate marketing platform, dedicated to providing detailed information and analysis of regulated sports betting operators. With the core mission of “Connecting Players with Safer Bets,” it will focus on developing and managing affiliate websites within regulated markets, starting with Spain and Greece.

BetBrothers sets itself apart by partnering exclusively with operators who hold valid licenses within these jurisdictions. This strategy ensures full compliance and promotes a safer betting environment for players.

“Licensing isn’t just a checkbox for us. It’s a baseline. By working only with licensed partners in each market, we not only ensure compliance. We’re taking an active role in promoting a safer betting environment and a player-friendly iGaming ecosystem,” said Borja Imbergamo, Head of Growth & Strategy at BetBrothers. “We are confident that this dedicated approach will resonate with both players and operators who value fair play and responsible experience.”

The platform is founded and managed by a team of seasoned professionals with deep expertise in sports betting, affiliate marketing, and product development. The team behind BetBrothers has 25 years of combined experience in the industry.

BetBrothers content strategy is centered around providing players with clear and reliable insights in sports betting operators and their offerings. The team aims to become a compass for players, guiding them towards betting options offered by reputable and licensed brands. This player-first approach prioritizes user safety and promotes sports betting as an enjoyable form of entertainment.

Imbergamo added, “We established BetBrothers with a clear vision. To build a trustworthy bridge between players seeking entertainment and operators committed to the highest standards of user safety and regulation. We believe that the future of affiliate marketing in this industry lies in responsibility, transparency, and a commitment to safer betting experience.”

BetBrothers adopts a strong product-centric approach. The brand’s strategy goes beyond typical formats, building features and content that are engaging and useful for the players. This commitment to product innovation aims to significantly improve the user experience and offer more than just basic operator reviews. In addition to editorials, BetBrothers will also incorporate user-generated content to highlight real player experiences. This blend of expert-driven analysis and player feedback will provide a more well-rounded view of the betting market.

The brand aims to become an authority for responsible affiliate marketing. Offering valuable resources for players to help them make informed choices while delivering high-quality, compliant traffic to its operator partners. BetBrothers team plans a steady expansion into other regulated markets in the near future.

About BetBrothers:

BetBrothers is an affiliate marketing platform operating in the sports betting industry. Founded by seasoned industry professionals, its core mission is “Connecting Players with Safer Bets.” The platform builds and manages affiliate websites that exclusively promote licensed operators within regulated markets. BetBrothers is committed to responsible gambling, transparency, compliance, and creating a safer online betting environment for players.

The post BetBrothers Introduces Platform Dedicated to Safer Betting in Regulated Markets appeared first on European Gaming Industry News.

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