Latest News
Adverty invents and launches new in-game brand advertising format with seamless In-Menu™ ads

Reading Time: 3 minutes
Adverty AB (publ) has invented and launched a new in-game brand advertising format called In-Menu
, which enables contextually relevant IAB display banner ads on menu screens in between gameplay. The new ad unit, along with Adverty’s In-Play
format, completes a product suite of seamless in-game ad solutions that combine both brand awareness and performance-based advertising.
Adverty, the leading in-game platform for advertisers, agencies and game developers, today invites a new category of advertisers into the world of gaming with the invention and launch of a revolutionary new in-game brand advertising format that enables contextually relevant IAB display banner ads in between gameplay.
Deeply integrated at game design level, In-Menu
is an in-game advertising unit that brings performance-based, programmatic advertising to Adverty’s range of seamless ad solutions. In-Menu
enhances a highly innovative product suite that also includes Adverty’s current In-Play
format, which allows brands to take over billboards and other virtual outdoor sites within games.
“As the first and leading provider of seamless, programmatic in-game ad solutions, Adverty is once again showing the way to bring brands into the new world of gaming. This is a massive entertainment platform with nearly 3 billion gamers, and within it we are building the media channel of the future”, explains Niklas Bakos, CEO and founder of Adverty.
The interactive nature of Adverty’s In-Menu
ads combines unobtrusive brand exposure with a call to action, allowing advertisers to deliver brand messages and actions of their choice, including direct paths to purchase. Compared to other solutions on the market, Adverty’s proprietary, patent-pending ad technology is completely unique in its ability to keep users within the game throughout the complete ad experience – a sought-after feature among both game developers and brands.
“To date, programmatic advertising on a global scale is predominantly populated by performance-based ad campaigns built for the web, and media buyers in this space expect users to click on ads to generate conversions and fulfil KPIs. Our In-Menu
ads are 100% compatible with the traditional way of buying programmatic ad inventory, but are enabled for the new, relatively unexplored media channel of mobile gaming. The growth potential here is enormous and we expect that growth to be rapid,” adds Bakos.
Adverty is working closely with IAB, IAB Europe, IAB UK, IAB Sweden and IAB Tech Labs to establish new industry standards for in-game advertising. The company believes strongly that programmatic media buying will grow to include more opportunities for the in-app space – in which gaming is by far the largest category – alongside the current web focus. It is increasingly clear that the future of programmatic advertising is likely to include a mix of both awareness and performance-based brand demand.
“Programmatic advertising is essential if you are to run any digital ad business at scale. As we now start seeing initial commitments from brands and agencies to run in-game brand awareness campaigns using our traditional In-Play
ad placements, our complementary In-Menu
offering will allow even more brands to participate and accelerate the establishment of gaming as a substantial new media channel”, says Bakos.
Adverty’s full range of seamless in-game ad technology is now available to game developers using the company’s latest Unity-based SDK. The In-Menu
offering is expected to increase the demand for In-Play
and vice versa, and the new product launch marks an important milestone in enabling yet an additional revenue stream while boosting current sales.
The initial feedback from both leading game publishers and indie game studios around the world has been overwhelmingly positive and Adverty expects its game portfolio to include In-Menu
inventory by early 2021 at the latest. Adverty also plans to include the In-Menu
ad unit in the upcoming direct-to Unity Asset Store SDK, through a partnership announced with Unity Technologies earlier this year.
An introduction video showing the In-Play
and In-Menu
experience is available at the link below:
[youtube https://www.youtube.com/watch?v=N7X5M5lMVeM?feature=oembed&w=740&h=416]
Source: Latest News on European Gaming Media Network
This is a Syndicated News piece. Photo credits or photo sources can be found on the source article: Adverty invents and launches new in-game brand advertising format with seamless In-Menu™ ads
Latest News
GGPoker Launches Online Poker Millionaires – A New Docuseries Showcasing The High-Stakes Online Poker World Of GGPoker
Reading Time: 2 minutes
Online Poker Millionaires Episode 1 to premiere on GGPoker’s YouTube channel this Wednesday, November 12
GGPoker, the World’s Biggest Poker Room, is excited to launch Online Poker Millionaires, a new docuseries that takes viewers inside the world of high-stakes online poker. The series trailer will go live on GGPoker’s official YouTube channel on Monday, November 10, with Episode 1 featuring Alex Theologis made available on Wednesday, November 12.
Series Description
Online Poker Millionaires is produced in association with POKERfilms and reveals how the game’s most dedicated players turn a laptop, ambition, and discipline into real financial success. Online poker isn’t just a game – for some, it can be a path to financial success, where real money and real careers are built at GGPoker.
Each episode follows a different high-stakes player, uncovering the mindset, routines, and drive required to compete for life-changing prizes from behind the screen. The debut episode features Alex Theologis – a GGMillion$ and WSOP champion with over $9 million in GGPoker tournament earnings – offering an unfiltered look at the grind, preparation, and passion that define one of online poker’s most respected professionals.
Launch Week Schedule
- Monday, November 10 at 17:00 UTC | 12:00 EST: Official Trailer Launch on GGPoker’s YouTube Channel: YouTube.com/@GGPoker
- Tuesday, November 11: GGMillion$ live broadcast – Alex Theologis joins Jeff Gross as guest commentator at 18:15 UTC
- Wednesday, November 12 at 17:00 UTC | 12:00 EST: Online Poker Millionaires Episode 1 Premiere exclusively on GGPoker’s YouTube Channel
- Thursday, November 13: Reddit AMA (Ask Me Anything) with Alex Theologis on r/poker, discussing the making of the episode and his online poker journey
“Online poker let me build a life I never thought was possible when I started out,” said Alex Theologis, online poker professional. “It’s tough sometimes, but I wouldn’t trade this job for anything. I just want people who watch Online Poker Millionaires to get a real, honest look at what it means to be a professional player.”
Mike Bailey, Director of Online Poker Millionaires, added: “When GGPoker approached me to create Online Poker Millionaires, I felt empowered; I wanted to show viewers the real people living real lives behind the monitors. These high-stakes pros may not care for the limelight, but I felt it was important to be able to highlight the talent and dedication that goes on behind closed doors on a daily basis.”
To be ready to catch every moment of the upcoming Online Poker Millionaires, please subscribe to GGPoker’s official YouTube channel at GGPoker.TV.
The post GGPoker Launches Online Poker Millionaires – A New Docuseries Showcasing The High-Stakes Online Poker World Of GGPoker appeared first on European Gaming Industry News.
Latest News
19 Nations Set to Compete in MLBB at The World Esports Championships 2025 in Malaysia
Reading Time: < 1 minute
The International Esports Federation (IESF) proudly announces the 19 nations set to compete in Mobile Legends: Bang Bang (MLBB) at the 16th World Esports Championships (WEC25), hosted in Kuala Lumpur, Malaysia.
This year’s MLBB competitions will see teams from Egypt, South Africa, Dominican Republic, Peru, Colombia, Argentina, Bolivia, Kazakhstan, Mongolia, Nepal, Cambodia, Indonesia, Myanmar, Iran, Türkiye, Belarus, Romania, Uzbekistan, and host nation Malaysia come together in the spirit of unity, passion, and competition.
From South America to Central Asia, and from Europe to Southeast Asia, the World Esports family will once again gather under one banner, celebrating the values that define the IESF: inclusivity, integrity, and the joy of play.
“Each year, the World Esports Championships bring together athletes and fans who share the same dream, to connect, to compete, and to grow,” said Boban Totovski, IESF General Secretary. “We’re proud to see Mobile Legends: Bang Bang continue to bridge cultures and inspire players around the world. Malaysia will be an incredible stage for this year’s competition.”
The WEC25 MLBB tournament will shine a spotlight on both rising stars and champions, with every nation bringing its own story, its own energy, and its own pride to the world stage.
As the host country, Malaysia is ready to welcome the world with open arms, offering a unique blend of culture, passionate fans, and an esports scene that continues to grow year after year. WEC25 will once again prove that esports is more than a game, it’s a moment where nations unite, athletes rise, and communities grow stronger together.
The post 19 Nations Set to Compete in MLBB at The World Esports Championships 2025 in Malaysia appeared first on European Gaming Industry News.
Latest News
Sterling Lotteries selects Yaspa as its primary open banking payments partner
Reading Time: 2 minutes
Yaspa, the award-winning Pay by Bank fintech, today announced a new partnership with Sterling Lotteries, the UK’s market-leading External Lottery Manager (ELM). Sterling has selected Yaspa as its primary open banking payments provider for prize-led fundraising, enabling faster, safer, and more efficient supporter payments across its charity lottery programmes.
Sterling powers weekly lotteries and raffles for 800+ UK charities, from local organisations to national causes. By integrating Yaspa, Sterling can offer a streamlined Pay by Bank experience that confirms entries in real-time, reduces processing costs, and strengthens fraud protection, thereby freeing up more funds for impact.
Yaspa’s Head of Commercial, Amie Kadhim, said: “Sterling sets a high bar for reliability, security, and supporter experience. We’re proud to power their next chapter with instant bank payments that help charities move faster, enhance engagement, and achieve more with every donation.”
The partnership aligns with Sterling’s ongoing modernisation of the charity lottery model, bringing the convenience supporters expect, while improving cashflow and operational efficiency for fundraising teams. Entry confirmation is immediate and funds settle instantly, helping charities plan with confidence and reduce admin overheads.
Richard Dixon, Managing Director at Sterling, said: “We’re thrilled to be partnering with Yaspa to deliver an open banking solution that represents a true sector-first innovation. From the outset, it was clear that Yaspa shares Sterling’s vision for using technology to drive meaningful change in the charity lottery space. Open banking has transformed retail and financial services and now we’re bringing that same innovation to fundraising. It’s faster, more secure, and significantly more cost-effective for charities. By harnessing open banking, we offer charities a bold, efficient, and future-proof way to engage supporters, especially digital-first donors who expect a seamless experience.”
Key benefits for Sterling and its charity partners include:
-
Instant payment settlement and immediate entry confirmation
-
Lower processing costs compared with traditional methods i.e. debit and credit cards
-
Reduced fraud and chargeback risk, utilising bank-grade security
-
A smoother, mobile-first, user journey for supporters
The post Sterling Lotteries selects Yaspa as its primary open banking payments partner appeared first on European Gaming Industry News.
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