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Make way for the in-game advertising revolution
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.

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ScatterKings Chooses Internet Vikings’ Hosting Solutions in Europe
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Internet Vikings, a licensed hosting provider for the European and U.S. iGaming and online sports betting industry, has announced a new partnership with ScatterKings, an iGaming studio that creates high-performance slot content, helping operators lead their markets across regulated jurisdictions worldwide.
As part of this collaboration, Internet Vikings is supplying ScatterKings with a tailored hosting infrastructure that includes both bare metal servers and VMware cloud solutions in Sweden and Malta.
The collaboration came about as ScatterKings looked to move away from its previous hyperscale setup in favour of a more flexible hosting environment. The company was seeking a partner that could provide greater customization and more responsive customer service.
“We’ve been genuinely impressed with the level of support from Internet Vikings,” said Steven Batchelor-Manning, CTO of ScatterKings. “They’ve helped us avoid the usual hosting headaches and given us a rock-solid base to move fast. As we continue to grow, we see them as a strategic partner for the road ahead—one that can keep pace with our ambitions.”
Internet Vikings is equally enthusiastic about the partnership. Rickard Vikström, CEO and Founder of Internet Vikings, noted the strategic fit: “ScatterKings needed a hosting solution that could adapt to their specific operational requirements. We’re committed to supporting their growth with infrastructure that evolves alongside their business.”
The post ScatterKings Chooses Internet Vikings’ Hosting Solutions in Europe appeared first on European Gaming Industry News.
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Reflex Gaming unleashes The Cursed Idol of Montezuma Treasure Hunt™ with exclusive Game Mechanic
Reflex Gaming, the UK’s largest independently owned omni-channel game supplier, is heading deep into ancient ruins with the launch of The Cursed Idol of Montezuma Treasure Hunt™, a visually stunning, Aztec-themed slot that introduces the company’s exclusive Treasure Hunt™ game mechanic.
This 6×4, 20-payline title combines mystery, tension and progressive gameplay in a setting inspired by the legends of Montezuma. At the heart of the experience is the Treasure Hunt™ game mechanic, a persistent pick-based mechanic that activates when two Scatter symbols land anywhere on the reels. Players are transported to a 30-segment treasure map where they can uncover Free Spins, cash prizes, Jackpots and Sticky Wild bonus upgrades. Unlike traditional features, the map carries over between sessions, allowing players to build progress over time. Crucially, Sticky Wilds uncovered on the map are banked and carried into the next Free Spins bonus triggered via the map itself, creating layered anticipation and meaningful long-term engagement.
Free Spins can also be triggered directly via 3 or more bonus symbols. Once active, players collect additional Scatter symbols to spin a bonus wheel that can award multipliers, more Sticky Wilds, or one of four fixed jackpots. With a maximum win potential of over 5000x, the feature is rich with excitement.
Adding to the thrill is the Montezuma Mystery Prize, a powerful feature triggered when players land full stacks of Montezuma symbols with the special Cursed Idol symbol. The game’s cinematic presentation shifts into high gear as the cursed idol unleashes a dramatic win event that transforms the reels and ramps up intensity.
The Cursed Idol of Montezuma Treasure Hunt™ also supports Golden Bet, which doubles the chance of triggering Free Spins, and includes Bonus Buy functionality in supported markets, ensuring the game caters to a wide range of player preferences and regulatory environments.
Commenting on the release, Mat Ingram, CPO at Reflex Gaming, said: “We’re incredibly proud of this one. The game introduces something truly unique with our Treasure Hunt game mechanic. It’s Reflex-built, Reflex-owned, and designed to deliver genuine progression and player investment over time. It’s a mechanic that remembers where you left off, and that’s something players will come back for.
“So far, the game has gained exceptional feedback from operators.  We believe it’s a standout release for 2025, and we can’t wait to see how the market responds.”
The Cursed Idol of Montezuma Treasure Hunt™ is available from 16 September 2025 powered by Yggdrasil Gaming.
The post Reflex Gaming unleashes The Cursed Idol of Montezuma Treasure Hunt™ with exclusive Game Mechanic appeared first on European Gaming Industry News.
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Finland’s Esports Betting Gets a Lift Through Oddin.gg and Veikkaus Partnership
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Oddin.gg, the leading B2B provider of esports betting solutions, is proud to announce a new partnership with Veikkaus, Finland’s state-owned betting operator. The agreement will see Oddin.gg’s technology and data powering Veikkaus’s growing esports offering—starting with a strong focus on Counter-Strike 2 (CS2).
Veikkaus has set ambitious goals for its esports portfolio, aiming to double related revenue within the next year. To support this growth, the operator is strengthening its focus on quality content, reliable infrastructure, and innovative engagement formats—all areas where Oddin.gg’s solutions will play a central role.
Veikkaus’s focus on CS2 made Oddin.gg a natural fit. Alongside traditional markets, Oddin.gg also brings exclusive CS2 Duels via its 24/7 Fast Betting Content offering, adding fresh engagement opportunities for bettors. This blend of data depth and product innovation supports Veikkaus’s commitment to delivering a best-in-class esports betting experience for its Finnish base.
Andreas Reimblad VP, Sports Betting at Veikkaus, commenting on the partnership said: “Esports have been an important part of Veikkaus’ portfolio for several years, but in recent years it has been challenging to deliver a truly competitive offering and experience. What we value most in Oddin.gg is their drive to continuously improve the product and customer experience, while already being in a leading position. Together, we can take esports betting at Veikkaus to the next level, and we are extremely excited to work together with Oddin.gg.”
Marek Suchar, Co-Founder and Managing Director at Oddin.gg added: “What makes this partnership exciting is the mindset Veikkaus brings. They’re serious about growing their esports offering and are already thinking beyond the basics—looking at things like local tournament data, new formats, and long-term product development. It’s the kind of collaboration where we can create something genuinely impactful—not just deliver and walk away.”
The post Finland’s Esports Betting Gets a Lift Through Oddin.gg and Veikkaus Partnership appeared first on European Gaming Industry News.
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