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Make way for the in-game advertising revolution

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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.

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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The World of Electronic Game

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The electronic game also known as a computer game or video game is an interactive form of a game that needs electronics to create an interactive game for players to play. This machine is operated thru video game arcades, video consoles, handheld games, or personal computers. It can also be played on smartphones and a platform connected to the smart television.

Standalone systems can also be considered as video games such as slot machines. Handheld games like smartphones are part of an electronic game whether the player is playing video games online or wagering. Gambling is very common these days to people all around the world because of its convenience to wager using one’s gadget. The popularity of online casinos increases the demand for electronic games.  A lot of casino sites are also gaining popularity nowadays like Allbonuscodes from Canada. The online site usually introduces new casino games with great incentives and perks such as no deposit free spins in Canada -which is truly great for gambling enthusiasts.

Common Forms Electronic Game

1. Teletype Game

Considered the early form of computer game. This type of game became popular in the early ’70s and it prints series of characters on paper which the player reads instead of a video display.

2. Electronic Handhelds

This type of computer game is the earliest form of the dedicated console (a video game limited to one or more built-in video games distributed via ROM. Cartridges, disks, downloads, and other media). Interactive games can be played and characters are made smaller in handheld games.

3. Pinball machines

An arcade game equipment on which pinball is played. Players use paddles to control one or two balls inside a pinball machine. Pinball machines are standalone system and it is glass covered completely with lights, targets, and designs inside. Players have to score many points by hitting the ball using the paddles before the balls drain down the exit. This type of arcade game became popular in the 1990s.

4. Redemption Games

This type of machine is an arcade game that rewards the player proportionally to their score in the game. Its rewards are usually tickets and it is redeemable. The more skillful the player is, the more novelty tickets to win.

5. Slot Machines

The all type favorite casino gambling machine which is very popular to the majority and it can be played at the land-based casino or sometimes amusement parks. It has three or four reels that spin when the button is pushed. When the object in the reel matches, then the player wins.

6. Video Games

A video game is a type of game wherein the player has visual interaction towards the game that they are playing. Examples are arcade games, handheld games, or games that can be played thru a personal computer.

7. Computer Video Games

Also, refer to as PC Game, it is considered as the modern type because players can play video games thru their personal computer with the aid of a stable internet connection. The player can play internet games alone or with other players.

Final Insight:

Electronic games have gone a long way, from the Teletech Game to the kind of mobile games that we now know. E-Games will continue evolving and entertain people.

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Slotmill’s seals agreement with Vavada

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Slotmill has concluded an agreement with online casino Vavada which rapidly has secured a significant market position targeting central- and eastern Europe. Vavada offers a wide range of products and will now add the Slotmill game portfolio. Delivery of the Slotmill games will be through the partnership with Relax.

Johan Ohman, the founder of Slotmill, commented: “The addition of Vavada is very satisfying and I believe that the BURST function and rich player experience will make the Slotmill games well received by the Vavada players.

Max Petrovski, COO at Vavada, said: “At Vavada, we believe that the addition of Slotmill games fits in perfectly with our product strategy. We aim to provide games that offer quality together with a fun game experience to clients and we believe Slotmill games offer just that.

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Week 37/2021 slot games releases

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Here are this weeks latest slots releases!

Yggdrasil, the leading worldwide publisher of online gambling content, has struck gold in its newest Infinity Reels hit from Bad Dingo, supplied in partnership with ReelPlay. Bad Dingo’s Golden Haul Infinity Reels sees players follow a friendly miner deep underground in search of glittering veins of wealth, as he blasts his way to unimaginable riches. Unique to Bad Dingo, landing the new Infinity Wild symbol extends the wild symbol across multiple reels. Hitting multiple Infinity Wild symbols at once provides for an incredible visual as the dynamite cart driving miner extends across the reels, explosions in his wake.

 

Nolimit City is gearing up to release yet another one-of-a-kind slot gaming experience, this time travelling back in time with a blast from the past. Still feeling the effects from their most recent release, Mental, they are now ready to throw their players into a warzone where the battle for gold is in the harsh depths of a sea that swallows anything alive- Das xBoot. Das xBoot presents a 234432-reel set layout, with close to unlimited ways-to-win and a total simulated max payout of 55,200x. The game features the studio’s powerful mechanic, xWays®, along with the comeback of their renowned and perfectly fitting xMechanics, xBomb® and xNudge®.

 

 

AvatarUX has exclusively rolled out its eight PopWins hit, taking players to the plush world of the most glamourous pigs in town. Set in a glitzy, casino-style setting, PiggyPop sees the supplier’s iconic PopWins mechanic return, with each win ‘popping’, before the reel height increases and two more symbols take their place. The feature allows the reels to expand to up to six symbols in base play, and eight in the free spins mode.

 

 

Spearhead Studios unveils a new visual identity for one of the company’s most popular titles. The Pirates of the Mediterranean has gotten a well-deserved visual makeover and is ready to greet players with an updated look & feel. Pirates of the Mediterranean Remastered is a 5X3 videoslot with ten paylines which is set to bring entertainment levels up. Players will encounter the adventurous pirate captain and his sea maiden in their quest to recover the huge riches contained inside the pirate’s coveted treasure chest. The base game includes random Walking Wilds, which can appear on any of the five reels, and which can also re-trigger.

 

1X2 Network is taking players deep underground to a mine located at the earth’s core where a team of Dwarves are harvesting rare gems and coins in Dwarven Gems Megaways, the latest slot to leave its production line and built on the state-of-the-art GECKO framework. The long anticipated first game on Iron Dog Studio’s new framework shows the smooth gameplay and enhanced user interface that 1X2 Network’s teams have talked about in the lead up to this release. The robust and flexible framework is set to form the basis of the portfolio for a long time to come and has been built from the ground up with the end user in mind. Dwarven Gems Megaways showcases the best of the framework well and is sure to leave operators and players excited for more content built upon it.

 

On September 15, 2021, True Lab’s new circus-themed slot made its public debut.
Inspired by carnival vibes, the game is pulsing with flashy visuals, taking players into a careless atmosphere of celebration. The slot offers 243 cascading pay ways, impressive potential winnings of up to x10,000 the bet, and a variety of authentic features. Joining in cascades, the symbols disappear into thin air, like the greatest acrobats and masters of illusion, repeating the act until the last combo on the reels.

 

 

Playson has made a scorching addition to its Timeless Fruit Slots portfolio with the launch of Hot Burning Wins. This nostalgic 3×3 title features the classic five paylines which pay from left to right, delivering a relaxed and simplistic playing experience that is appealing to a wide audience. The fruit machine style slot has a premium front-end design with photorealistic fruit symbols that players are accustomed to with Playson’s Timeless Fruit Slots portfolio. The game is packed with quality drawings of watermelons, grapes, plums, lemons, oranges and cherries, along with its top-paying symbols BARs, golden bells and iconic red Sevens.

 

 

Blueprint Gaming has unveiled its latest slot Eternal Phoenix Megaways that includes the popular Power Play mode, allowing players to have more control over their Megaways experience. For an additional cost, players of this slot adventure are guaranteed a minimum number of Megaways, offering the chance to experience bigger wins, greater cascades and a higher frequency of triggering the bonus.

 

 

Yggdrasil, the leading worldwide publisher of online gambling content, has partnered with 4ThePlayer to release its latest unique YG Masters creation 10x Rewind. The title is set to blast players back to the past with the Rewind Time Win Spin mechanic, which reverses time to repeat previous wins. To trigger this unique mechanism, three Win Spin scatter symbols must land, only appearing on reels 1, 3 and 6. Past wins are taken to a new level during this feature, boosted by an increasing win multiplier. Where previous wins do not exist, random wins will be generated.

 

Fans of the Dead Series are in for a treat with Play’n GO’s latest release, Ghost of Dead. Ghost of Dead introduces us to the living spirit, Akh. Ancient Egyptians believed that, in death, vitality and soul combine to create Akh, who can take on any form and is free to roam the world. Now, Pharoah Unas’s spirit has been resurrected. Unas uses his new-found magic to guide worthy mortals to his hidden treasure. Players of the Dead Series will see familiarities throughout the game. Ghost of Dead is a classic 5×3 slot; the expanding symbol seen in previous games takes its place here too. This is a game with huge potential as players can win up to x10000 their bet.

 

BGaming starts the autumn festive season by celebrating Oktoberfest! Fruit Million – the first shapeshifter slot in the brand’s lineup – has converted into a Bavarian-style game! Arranged in the 19th century for the first time, Oktoberfest is still one of the most famous and captivative festivals on the globe! Every year it brings together millions of beer-lovers who have fun on the Munich streets. Due to a pandemic, the open-air Oktoberfest-2021 was canceled but it’s not a reason to miss a bright holiday! BGaming invites players to celebrate it with the Fruit Million slot!

 

Pragmatic Play, a leading content provider to the IGaming industry, has cast a line deeper than ever before and snagged a real catch with new release, Bigger Bass Bonanza. A continuation of its hugely popular predecessor, Bigger Bass Bonanza provides players with an extended set of reels and the opportunity to win up to 4000x their stake, virtually doubling the original game’s maximum multiplier value. Based in a neon-lit harbour with tropical surroundings resembling Miami, players will need to keep an eye out for various rewards and prizes. As before, three or more scatter symbols during base play will trigger the Free Spins feature and 10 spins, with any additional scatter symbol adding five spins to the count.

 

 

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