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Adverty appoints The Scale Factory to drive commercialization in Asia Pacific
Adverty AB (publ) has appointed Singapore-based The Scale Factory, led by former Omnicom Group and Tapad executives, to drive commercialization in Asia Pacific by bringing Adverty’s seamless in-game advertising solution to brands and media agencies in the region.
Adverty, the leading in-game platform for advertisers, agencies and game developers, today announces a new partnership with Singapore-based The Scale Factory to drive the commercialization and go-to-market strategies for Adverty’s seamless in-game advertising solution in the APAC-region.
The Scale Factory, founded and led by Lars Bjoerge, former APAC EVP for Omnicom Group TBWA and Pierre Martenson, former Head of International Expansion for Tapad, will spearhead Adverty’s footprint in Asia by establishing a growth vision, implementing go-to-market strategies and taking on the commercial leadership by directly bringing Adverty’s seamless in-game advertising solution to brands, media agencies and other stakeholders in the region.
“We absolutely love what Adverty is doing to disrupt in-game advertising. With current in-game ad solutions, we are seeing more and more users reject brands that interrupt, and in some cases even destroy the gaming experience. Adverty has solved this elegantly by enabling brands to be present alongside gamers in this extremely valuable and rapidly growing consumer segment. We are thrilled to start building Adverty’s footprint across APAC”, says Lars Bjoerge, founder and Managing Partner at The Scale Factory.
Adverty’s industry-leading in-game advertising platform was awarded the IAB UK and IAB Sweden Gold Standard certificates in 2018 and 2020 respectively and enables access to all major programmatic buy-side platforms through partnerships with PubMatic, Smaato and BidSwitch. The company recently invented and announced a new in-game brand advertising format called In-Menu, which enables contextually relevant IAB display banner ads on menu screens in between gameplay, alongside its current In-Play format, which allows brands to take over billboards and other virtual outdoor sites within games.
“The future of gaming is mobile, and in APAC the future is now. With an estimated number of gamers exceeding 1.5 billion people, soon crossing $100 billion in revenues, we see APAC as an integral part of our expansion in the coming years. We have had the pleasure of following the team behind The Scale Factory for quite some time and have been deeply impressed by their very hands-on approach. We are confident that we will achieve amazing things together”, explains Niklas Bakos, founder and CEO of Adverty.
The partnership is commencing on October 1st and will be rolled out in the region during Q4.
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 appoints The Scale Factory to drive commercialization in Asia Pacific
Latest News
Clarion Gaming film Virtual Tour showing scale of opportunity for ICE and iGB Affiliate exhibitors in Barcelona
Ahead of January 2025’s relocation to Barcelona, ICE and iGB Affiliate exhibitors can share Clarion Gaming’s ‘Vision of the possible’ courtesy of a specially commissioned virtual tour and exhibitor orientation video which can be viewed at: youtube.com
The 10-minute exhibitor film which is narrated by Clarion Gaming Managing Director Stuart Hunter takes viewers on a tour of the venue beginning with an introduction to Fira Gran Via’s integrated metro station which is located between the El Prat international airport (12km) and the historic city centre (3km) and has the capacity to take huge volumes of attendees directly to the heart of the spacious dedicated registration area at the south entrance.
Viewers are then taken on a journey along the elevated arterial walkway which provides a unique bird’s eye view of the 120,000 sqm exhibition space before accessing the contemporary designed meeting areas and plentiful break-out spaces requested by exhibitors, on to the ultra-modern and scalable conference facilities and the venue’s three ‘Sky Gardens’ which facilitate the delivery of a memorable indoor/outdoor festival experience.
The video also explains the new visitor-friendly show floor which has been designed to easily identify the gaming verticals of interest and in the process ease navigation through the five halls that the 2025 editions of ICE and iGB Affiliate will occupy.
Introducing the video Stuart Hunter said: “This is the latest in a series of orientation initiatives which we started in October 2023. This video which is aimed at ICE and iGB Affiliate exhibitors, partners and sponsors will be followed by a dedicated visitor tour to help prepare for this exciting new chapter.
“As a team we could not be more excited about the opportunities offered by our new home at Gran Via and new host city of Barcelona: the film sets-out the size of the opportunity that we have as an industry and shares a compelling vision of what’s possible.”
ICE/iGBA 2025 will use circa 120,000 gross sqm of The Gran Via (ICE 2024 utilised 100,000 gross sqm in London) across Halls 1 (iGB Affiliate) and 2-5 (ICE). An additional 160,000 sqm has been reserved exclusively for ICE/iGBA across the five-year tenancy. The Convention Centre which is located in Hall 8 comprises a modular and versatile space with seating for between 3,000 and 12,000 people.
The post Clarion Gaming film Virtual Tour showing scale of opportunity for ICE and iGB Affiliate exhibitors in Barcelona appeared first on European Gaming Industry News.
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José Garcia promoted to General Manager for Innovative Technology Spain
The Spanish branch of Innovative Technology (ITL) have announced that a long-standing member of the team has been promoted to General Manager. José (Pepe) García Escudero previously held the role of Business Development Manager for the region.
ITL Spain has had an office in Barcelona since 1996, headed up by Sales Director Mustapha Hadj-Ahmed. They provide both cash validation equipment and biometric technology to various market sectors including, gaming, amusement, kiosk and retail.
Commenting on José’s promotion Mustapha said, “I would like to congratulate José (known to most of his customers as Pepe!) on this well-deserved achievement. I have worked with him since he joined the company seven and half years ago and he is hard working, a real team player and has an excellent eye for spotting new opportunities. José will be responsible for overall operations as well as continuing his business development tasks. I am sure he will excel in his new role and I am confident he will lead our talented team to new heights! I look forward to exciting and prosperous times ahead.”
Pepe added, “I am so pleased to be given this fantastic opportunity and to play a more operational and managerial role in the business. Each member of the team here in Spain are a key part of our success, and the reason we are known for being a leading provider of cash handling equipment. I am excited to get started and see the business grow even further as we continue to serve our valued customers and develop our technology to response to the changing needs of the market.”
Concluding Mustapha said, “José will be heading up the team at the FIJMA show in Madrid on 7th – 9th May 2024 on stand A49, so if you are attending the show come and say hello!”
The post José Garcia promoted to General Manager for Innovative Technology Spain appeared first on European Gaming Industry News.
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Team ATK Oshun excels at 2024 Online Championships held on 13 April 2024
Mind Sports South Africa’s (MSSA) 2024 Online Championships held on 13 April 2024 showed sterling results.
The championship was yet another chance for many esports athletes to qualify for MSSA’s National Team Trials to be held on 25 May 2024 at which the team will be selected to officially represent South Africa at the African Qualifiers which lead up to IESF’s 16th World Esports Championships to be held in Riyadh, Saudi Arabia in October and November 2024..
All Registered Players who have finished in the top three places, or the top 20% – whichever is greater, are entitled to enter trials.
However, it must be remembered that all players must have a valid passport to participate in the National Team Trials.
It was indeed exciting to watch just how much all the female teams have improved.
Team ATK Oshun (ATK Club Sport) being a female team astounded all with their skill and sportsmanship. The team demolished all ATK Club Sport opposition to ultimately won the premier event overall and qualify for the National Team trials to be held on 25 May 2025.
IESF’s 15th World Championships will be played to the following titles:
- Counter-Strike 2
- Counter-Strike 2 – Female division
- DotA 2
- eFootball
- Mobile Legends, Bang Bang
- Mobile Legends, Bang Bang – Female division
- PUBGM
The high standard of play saw 37 Registered Players from six provinces being awarded Provincial Colours. Only Limpopo, Free State, and Northern Cape did not have Registered Players who did not earn provincial colours.
Title | Name of player/team | Club | Provincial Colours awarded |
Clash Royale – Premier | Johan Coetzee | Middies | Mpumalanga |
Clash Royale – High School | Aryan Maharaj | PR0NHS | |
Counter Strike: 2 | ATK Oshun | ||
Kaylee Ludick | ATK Club Sport | Gauteng | |
Jessica Eleez Greeff | ATK Club Sport | Gauteng | |
Christin Brazier | ATK Club Sport | Gauteng | |
Megan van der Westhuizen | ATK Club Sport | Gauteng | |
Kayhla Rose Calder | ATK Club Sport | Gauteng | |
DotA – Premier | ZAG DOTA 1 | ||
Suhail Khan | ZAG Academy | Gauteng | |
Travis John Waters | ZAG Academy | Western Cape | |
Mark Kilian Lehle | ZAG Academy | Gauteng | |
Mohammad Dhooma | ZAG Academy | Eastern Cape | |
Nicholas Dammert | ZAG Academy | Gauteng | |
eFootball – Premier | Aslam Parker | PES Society | Gauteng |
FIFA 24 – High School | Daiyaan Hendricks | PES Society | Western Cape |
Mobile Legends – Premier
|
Mavericks | ||
Matthew Tatalias | Mavericks | Gauteng | |
Damian Bransby | Mavericks | Western Cape | |
Preshan Pillay | Mavericks | Gauteng | |
Mohammad Azhar Ansari | Mavericks | KwaZulu Natal | |
Taygan Gabriel | Mavericks | KwaZulu Natal | |
Luke Green | Mavericks | Western Cape | |
Mobile Legends – Premier – Female
|
AHG | ||
Je’nielle Cavanagh | PES Society | Western Cape | |
Inez Pringle | PES Society | Western Cape | |
Salma Parker | PES Society | Western Cape | |
Ra’isha Prout | PES Society | Western Cape | |
Fatimah Prout | PES Society | Western Cape | |
Mia Anthony | PES Society | Western Cape | |
PUBGM
|
Team uEnvy | ||
Richard Henry | ZAG Academy | Eastern Cape | |
La-eeq Arendse | ZAG Academy | Western Cape | |
Kyle Dudley | ZAG Academy | Western Cape | |
Clayton Leak | ZAG Academy | Western Cape | |
Rocket League – Premier – 1 v 1 – Premier | Nathan Strange | Hoërskool Klerksdorp | |
Rocket League – Premier – 1 v 1 – High School | Luther Peens | Hoërskool Klerksdorp | |
Street Fightter V – Premier | Marnus van der Merwe | Hoërskool Klerksdorp | North West |
Tekken 8 | Stasch Cloeta | Team PlayBell | Western Cape |
Valorant – Premier
|
TuksValorant | ||
Tapiwanashe Keith Matema | TuksEsports | Gauteng | |
Kyle Halvorsen | TuksEsports | Gauteng | |
Jaden Connor Swarts | TuksEsports | Gauteng | |
Ronald James Tyler Wheeldon | TuksEsports | Gauteng | |
Alejandro Luca Sartini-Kruger | TuksEsports | Gauteng | |
Armand Pierre van der Colf | TuksEsports | Gauteng | |
Sportsmanship Award | Je’nielle Cavanagh | PES Society |
The post Team ATK Oshun excels at 2024 Online Championships held on 13 April 2024 appeared first on European Gaming Industry News.
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