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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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Amusnet Launches Golden Coins Link
Amusnet has launched its latest jackpot system – Golden Coins Link, designed to elevate player excitement and enhance operator performance. Seamlessly integrated into five popular slots, this progressive system introduces more frequent jackpot opportunities and dynamic features – an exhilarating gaming experience filled with thrills and the potential for significant rewards.
Golden Coins Link reflects Amusnet’s commitment to delivering high-quality, player-centric solutions that help its global network of partners grow and succeed in a competitive landscape. With its captivating gameplay mechanics and seamless integration, the system is set to provide a fresh layer of excitement across online casino portfolios.
At the heart of Golden Coins Link is the Hold & Spin bonus, where players collect special symbols with the chance to unlock big wins. Filling the grid activates the Multiplier Wheel, offering the opportunity to multiply winnings up to 10x or hit one of the top-tier Major or Grand jackpots. Compared to other jackpot systems, Golden Coins Link stands out with its higher frequency of triggering, delivering a more thrilling and rewarding experience.
Golden Coins Link is currently available in five fan-favourite titles:
• 40 Power Hot Golden Coins Link
• Art of Gold Golden Coins Link
• 40 Bulky Fruits Golden Coins Link
• 100 Bulky Fruits Golden Coins Link
• 40 Extra Crown Golden Coins Link
These titles combine familiar themes with the excitement of the new jackpot system, offering players a fresh take on their favourite games.
With its engaging mechanics and business-driving benefits, Golden Coins Link empowers operators to boost retention, increase playtime and maximise revenue.
The post Amusnet Launches Golden Coins Link appeared first on European Gaming Industry News.
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IGT Unveils Advanced Product and Solutions Portfolio at G2E Asia 2025
International Game Technology PLC (IGT) announced that the Company will unveil its latest portfolio of solutions for the Asia-Pacific market at G2E Asia 2025 at The Venetian Macao, May 7-9 in stand A801. IGT will display a tailored suite of regionally attuned multi-level progressive link and standalone titles, along with the IGT ADVANTAGE casino management system (CMS). IGT’s innovative G2E Asia 2025 portfolio is designed to deliver enhanced player entertainment, increase customer loyalty, drive performance and meet the needs of the local market.
“Over the past 12 months, IGT has seen clear results in our realigned focus for Asia, and at G2E Asia 2025, we will expand upon this successful strategy with a product portfolio designed to deliver even more depth and entertainment to operators and players. IGT’s global strength, paired with our localized focus, allows us to develop compelling offerings that provide variety across casino floors and will help increase our regional footprint for our electronic gaming machine and systems portfolios,” said Dallas Orchard, IGT Senior Vice President & Chief Operating Officer, Gaming APAC.
“With the recent appointment of new talent and partnerships, IGT remains focused on strengthening our commitment to the region by delivering a compelling product portfolio at G2E Asia. In addition to new multi-level progressive links, like the global sensation Tiger and Dragon and the locally developed Ying Fu Wa Fa Fa Fa, which takes our proven Ying Fu Wa to the next level, plus the revolutionary IGT ADVANTAGE CMS, we are set to write a new chapter in Asia by enabling our customers to diversify their gaming floors and drive performance,” said Charles Seo, IGT Senior Director of Commercial Strategy, Asia.
Some key highlights for G2E Asia attendees to discover in IGT’s stand will include:
• Tiger and Dragon Link: An extension of IGT’s global hit Tiger and Dragon, this regionally attuned link powers up performance and gameplay with Cash on Reels and a lock and respin bonus with a unique betting structure that unlocks larger values and more win opportunities. Available on IGT’s PeakSlant49, PeakCurve49 and CrystalCurve cabinets, Tiger and Dragon Link also offers the chance to multiply wins up to 10x and includes the popular multi-pot collection feature for an entertaining gameplay experience.
• Ying Fu Wa Fa Fa Fa Link: This innovative link takes an IGT proven performer to the next level. Building on classic and player-favorite Ying Fu Wa gameplay, this new evolution includes a revolutionary ‘888 Feature’ and the addition of a new progressive jackpot that accumulates rewards throughout gameplay. Available in two game titles, Blessing Fortune and Overflowing Joy, with free games for variety and entertainment, Ying Fu Wa Fa Fa Fa Link is available on IGT’s PeakSlant49, PeakCurve49, PeakSlant32 and PeakDual27 cabinets.
• Rising Rockets Link: This multi-level progressive link is currently boosting player entertainment and performance on casino floors across Asia. Available in two complementary game titles, Emperor and Empress, Rising Rockets Link offers three different lock and respin bonuses, scalable bonuses, multi-denomination options and multiple jackpot opportunities during the bonus features. It is available on the PeakSlant49, PeakCurve49 and CrystalCurve cabinets.
• Money Gong Link: Packed with entertainment and a variety of gameplay experiences, the new Money Gong Link offers an innovative lock and respin bonus feature that includes three different gameplay modifiers, ‘Multiplier’, ‘Vortex Pays’ and ‘Prize Boost,’ for more chances to win. With a unique Money Gong bonus play-off for the chance to win the Money Gong jackpot, this new link is available on IGT’s PeakSlant49 and PeakCurve49 cabinets.
In addition to IGT’s demonstration of the exciting gaming portfolio covering more than 60 individual game titles, the IGT Systems team will demonstrate the differentiating features of IGT ADVANTAGE, including exciting bonusing options for Asia and IGT’s award-winning Cardless Connect and Resort Wallet solutions. Offering a modular design that supports convenience-driving apps, IGT ADVANTAGE drives the player experience forward while helping optimise casino operations. Through IGT’s HTML-based M5 technology, operators can deliver personalised real-time promotions, bonuses and more to the player via the cabinet’s service window.
The post IGT Unveils Advanced Product and Solutions Portfolio at G2E Asia 2025 appeared first on European Gaming Industry News.
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TaDa Gaming reveals golden prizes in Coin Tree
Classic slot offers a fresh spin on fortune with up to 888x multipliers
Award-winning slot provider TaDa Gaming has unveiled its newest title, where the Chinese God of Wealth rewards lucky players in Coin Tree.
Set against the background of glimmering trees filled with coins, the game centres around the Golden Coin Tree symbol, which appears on the reels and can award random multipliers of up to 888x the bet.
Coin Tree is based around a classic 3×3 slot, with artfully created graphics and a simple gameplay to evoke the feel of classic machines with a modern twist. Low volatility and frequent wins make the game perfect for players who enjoy simple yet engaging action.
Landing any winning combination on the single payline awards a minimum of 8x the bet, ensuring frequent wins and consistently satisfying payouts.
Coin Tree is the latest addition to TaDa Gaming’s growing collection of engaging titles with rewarding features.
Sean Liu, Director of Product Management at TaDa Gaming, said: “Coin Tree embodies all the simplicity and excitement of a traditional slot game.
“We wanted to create a title that is easy to play but still delivers big win potential, and we think players will love the thrill of chasing the 888x multiplier.”
The post TaDa Gaming reveals golden prizes in Coin Tree appeared first on European Gaming Industry News.
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