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Admix In-Play Advertising Verified for the First Time by IAS

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Admix In-Play Advertising Verified for the First Time by IAS
Admix In-Play Advertising Verified for the First Time by IASReading Time: 2 minutes

 

– Viewability of In-Play inventory now independently measured by IAS –

– Enables brands and agencies to invest in mobile gaming with confidence –

Admix, the pioneering In-Play advertising platform that bridges the gap between mobile games and brands, announces a new partnership with Integral Ad Science (IAS), a global leader in digital ad verification. This integration with IAS makes Admix the only In-Play advertising company to offer ad inventory that is measured and verified by a trusted, independent partner.

Now, the quality of Admix’ In-Play advertising is independently assessed and verified with the same rigor as wider digital inventory. This measurement is enabled by the powerful technology that IAS provides, helping to unlock significant potential across the In-Play category for the entire mobile advertising ecosystem, from brands to mobile game developers.

Admix offers the most advanced, scalable In-Play platform, empowering advertisers to programmatically target and reach highly engaged audiences across billions of hours of gameplay. Until now, however, Admix created its own measurement tools, meaning the industry was unable to invest at scale with the same confidence provided by this integration with IAS.

Samuel Huber, CEO and Co-Founder at Admix, commented:

“Admix’ new partnership with IAS is the first in a number of initiatives to standardize In-Play viewability and performance. While we have always been confident in our technology and our approach, ultimately having our solution verified by a trusted independent partner such as IAS is vital to our vision for gaming as a media channel. This announcement will be ground-breaking not just for Admix, our developers and advertisers, but for the entire category. At Admix, we regularly hear from agencies who recognize that gaming is a huge part of media consumption and want to make video gaming part of their core strategy. Until now, they have been hamstrung by a lack of third-party verification. Thanks to IAS and our technology, brands and agencies can now jump in with full confidence and put compelling, premium ad experiences in front of mobile gaming’s 2.5 billion players.”

Chance Johnson, Chief Revenue Officer at IAS, commented:

“Working with Admix, we’re delivering a critical viewability solution for In-Play advertising that gives marketers the tools they need to invest confidently. By bringing trusted measurement and greater transparency to the high-growth In-Play gaming market, we’re helping brands, agencies, and mobile game developers ensure the quality of their advertising.”

Ron Amram, Senior Director, Global Media at Mars, commented:

“Mars is committed to media innovation and its obligation to maintain brand and social safety. We need partners and solutions, like IAS’s verification of an in-game advertising partner, which allow us to strike that balance.”

Publishers have already experienced stable and sustainable income through Admix’ self-serve platform and no-code SDK, but the partnership with IAS will help increase media quality and buyer confidence. Just as crucially, Admix offers marketers access to superior inventory to gradually reduce their reliance on interruptive advertising, such as interstitials and rewarded video, thereby improving player experience and retention.

This announcement signals gaming’s transition from the most popular activity to dominant media, heralding a transformative moment for the advertising industry as it approaches mobile gaming and its 2.5 billion audience with previously unthinkable confidence. Powered by Admix’ pioneering technology, In-Play is set to become a dominant media channel for the next decade and beyond.

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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Gaming Realms Signs Licensing Agreement with Pragmatic Play

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Gaming Realms Signs Licensing Agreement with Pragmatic Play
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Gaming Realms has signed a licensing agreement with Pragmatic Play to produce Pragmatic Play-themed Slingo games.

Under the terms of the agreement, Gaming Realms is to license market-leading brands from Pragmatic Play’s expansive game portfolio, including Sweet Bonanza and Wolf Gold, to create Slingo games.

Michael Buckley, executive chairman of Gaming Realms, said: “This licensing partnership with Pragmatic Play opens up a range of cross-sell benefits to both parties. The collaboration between two organisations with a key focus on content innovation in the digital space is truly exciting.

“Pragmatic Play creates engaging and immersive gaming content that fits perfectly with Slingo; we’re hoping this announcement should excite both operators and players.”

Yossi Barzely, chief business development officer at Pragmatic Play, said: “Creating memorable gaming experiences is a priority for us and Gaming Realms has an excellent reputation through its Slingo portfolio.

“We have an extremely positive feeling about the potential for Pragmatic Play-themed Slingo games and are eager to see this partnership realise its potential.”

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Betway and Surrey CCC announce partnership

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Betway and Surrey CCC announce partnership
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Global online betting and gaming company Betway and Surrey County Cricket Club are proud to announce their new partnership agreement.

As one of the leading counties in English cricket, Surrey showcases some of the best international and English cricket talent at the globally renowned Kia Oval. Producing the likes of Rory Burns, Ollie Pope and Jason Roy, this announcement will see Betway gain access to Surrey CCC talent.

The agreement will also see venue branding at all domestic and international matches, as well as the bookmaker’s logo on all Vitality T20 Blast shirts.

Joining Betway’s impressive cricket portfolio which already includes Cricket South Africa, Cricket West Indies and Kevin Pietersen, this announcement solidifies the brand’s status as the leading online bookmaker within cricket globally.

Anthony Werkman, CEO of Betway said: “We are extremely happy to be announcing our partnership with the Surrey County Cricket Club. It enforces our continued commitment to cricket and we can’t wait to watch the team compete in the Vitality T20 Blast, LV= Insurance County Championship and Royal London One Day Cup.”

Kevin Pietersen, Brand Ambassador for Betway said: “It’s great to see Betway and my old county Surrey going into partnership. I had a great time at the Oval. The atmosphere there is fantastic and always helps to make the cricket an exciting spectacle.

“Surrey are competing for three different county titles, as well as hosting the fourth match of a blockbuster Test series between England and India. It looks set to be a memorable summer of cricket.”

George Hampson, Head of Corporate Sales at Surrey County Cricket Club and The Kia Oval, said: “As we look forward to a hugely exciting season at The Kia Oval we’re very happy to be partnering with Betway, one of the UK’s most exciting and innovative betting companies.”

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Star Entertainment Submits Proposal to Merge with Crown Resorts

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Star Entertainment Submits Proposal to Merge with Crown Resorts
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Australia’s Star Entertainment Group has submitted a conditional, non-binding, indicative proposal to merge with Crown Resorts.

According to details released via the ASX, the proposal values Crown’s shares in excess of AU$14 per share – exceeding the value put forward by competing bids in recent weeks which value Crown at closer to AU$12 per share.

Those competing bids include a revised offer from American multinational private equity and hedge fund giant The Blackstone Group, received over the weekend, which increases its bid from an original AU$11.85 per share to AU$12.35 per share.

US global asset management firm Oaktree Capital Management L.P. has also proposed a AU$3 billion offer to acquire the 37% stake in Crown currently held by James Packer’s Consolidated Press Holdings.

However, Star has outlined its case for a merger, with the offer representing a share exchange ratio of 2.68 The Star shares per Crown share with a cash alternative of AU$12.50 per Crown share for up to 25% of Crown’s issued share capital.

“Based on recent trading values of The Star and the substantial value that would be unlocked by a merger, The Star estimates its pro forma share price to be more than AU$5 per share, implying potential value of the Scrip Consideration in excess of AU$14 per Crown share,” it said.

The Star said it believes a merger represents a “compelling value proposition for all shareholders by creating a national tourism and entertainment leader with a world-class portfolio of integrated resorts with enhanced scale and geographic earnings diversification, significant balance sheet strength and free cash flow generation.”

It would also allow for AU$150 million to AU$200 million in cost synergies per annum with an estimated net value of AU$2 billion.

“A merger of The Star and Crown would result in significant scale and diversification and unlock an estimated AU$2 billion in net value from synergies,” Star Chairman John O’Neill said.

“With a portfolio of world-class properties across four states in Australia’s most attractive and populated catchment areas and tourism hubs, the combined group would be a compelling investment proposition and one of the largest and most attractive integrated resort operators in the Asia Pacific region.”

According to Star, a merger would also open the door for potential sale and leaseback opportunities on some of the group’s enhanced property portfolio – leaving the door open for the likes of Blackstone and Oaktree to acquire assets in the future.

Crown said it has not yet formed a view on the merits of the proposal and will commence an assessment process on its merits.

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