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TalkTalk Quantifies In-gaming Advertising’s Impact on Consumer Engagement
Broadband provider TalkTalk has revealed the findings of recent research conducted to find in-gaming advertising’s impact on consumer engagement.
TalkTalk supported by agency partner m/SIX, programmatic advertising partner and Outcome Media Company Xaxis, and in-game advertising platform Bidstack, commissioned eye-tracking specialist Lumen Research to study how ads were seen within gaming environments and how messaging for its fibre broadband service reached and resonated with gaming audiences.
Developed to explore attention, brand perception and purchase intent within the rapidly growing sector of in-game advertising, the study incorporated players on PC engaged with popular football and racing games.
Highlights from the study include:
After experiencing the in-game ads there was an uplift of 12% points in purchase intent.
Almost half (48%) of the study participants were able to spontaneously recall TalkTalk, rising to 58% when prompted. Whereas the benchmark for prompted is 33%, when looking at digital display (desktop and mobile) and Facebook Infeed (mobile).
Attention generated by the in-game ads in this study equates to 29 minutes of consumer attention per thousand impressions – a remarkable rate when compared to the industry average for online advertising (including desktop display, mobile display, and Facebook mobile Infeed) of 17.5 minutes per thousand impressions.
The study found that the average dwell time was 13% higher for the TalkTalk ads than the industry average of 1.6 seconds for online advertising (including desktop display, mobile display, and Facebook mobile Infeed).
TalkTalk’s in-game ads were viewed by up to 96% of the study participants. In comparison, an industry average of 67% of online advertising (including desktop display, mobile display, and Facebook mobile Infeed) ad impressions are viewed.
Over eight in ten (84%) felt the ads were suitable for the in-game environment.
Joe Bremend, Media Manager of TalkTalk, said: “Gaming is a large and ever-growing part of how consumers utilise their broadband services – accelerated further by the COVID-19 pandemic. Having the ability to effectively reach and engage with this growing and valuable audience, in an environment where they are increasingly spending time, and share marketing messages that drive brand awareness is a game-changer. It is particularly promising to see this campaign perform so well against some of the most relied on digital advertising KPIs, which bodes well for the future of in-game campaigns.”
Gareth Rees, Communications Planning & Strategy Director of m/Six, said: “Gaming is a fast-growing form of entertainment with an enormous global audience that spans a range of demographics, yet it’s a relatively nascent channel for advertising. This groundbreaking study proves the value of in-game advertising for brand awareness activations, with the ability to generate attention when consumers are fully immersed in gaming environments and drive positive outcomes.”

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Danes Spent More on Gambling in May 2025
In May 2025, Danes spent more on gambling compared with May 2024. Especially online casino and gaming machines contributed to the growth.
Figures from the Danish Gambling Authority’s latest monthly statistics show that the total gambling spend in May increased by 19.5% compared with May 2024.
In May 2025, the growth in the spending on online casino and gaming machines was 40.1% and 8.4%, respectively, compared with May 2024. Land-based casino achieved the same result as in May 2024, whereas betting saw a minor decrease of 6.3%. The monthly statistics also cover figures on the Register of self-excluded players (ROFUS) and the helpline StopSpillet.
The post Danes Spent More on Gambling in May 2025 appeared first on European Gaming Industry News.
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Betsson Group Obtains 3 ISO Certificates and 2 Attestations in Italy
Betsson Group, a leading global online gaming operator, has strengthened its commitment to quality, sustainability and responsible business practices through the achievement of three ISO certifications and two independent assessments in Italy. These were awarded to Azzurri Ltd, the Group’s locally licensed entity, by Bureau Veritas – a leader in testing, inspection and certification – following extensive audits of the Group’s Italian operations.
With a presence in over 25 markets and a strong focus on regulatory compliance, ESG and customer experience, Betsson Group continues to embed responsible practices across all areas of its business.
The following internationally recognised standards were awarded:
• ISO 9001 – Quality Management: Recognises effective quality management systems that consistently deliver services meeting customer and regulatory requirements.
• ISO 14001 – Environmental Management: Focuses on reducing environmental impact through responsible resource use and environmental stewardship.
• ISO 26000 – Social Responsibility: Reflects a commitment to ethical behaviour, transparency and contributing to sustainable development.
• ISO 30415 – Human Capital: Diversity and Inclusion: Validates inclusive workplace practices that respect human rights and promote equal opportunities.
• ISO 50001 – Energy Management: Acknowledges systematic efforts to improve energy efficiency and reduce consumption across operations.
“These certifications reflect our Group-wide commitment to operating responsibly, ethically and sustainably. While the audit was conducted for our Italian operations, the values underpinning these standards – from quality and environmental care to diversity and social responsibility – are deeply embedded across Betsson Group,” said Corinne Valletta, General Counsel at Betsson Group.
“Thanks to Betsson’s strong culture and drive towards operational excellence, continuous improvement and commitment towards ESG, the certification process was fairly straightforward. Kudos to the whole team for their commitment and strong knowledge across all disciplines. Their proactive approach to implementing best practices across multiple disciplines is commendable and aligns with the highest international standards,” said Peter Cain, Country Manager at Bureau Veritas Malta.
The post Betsson Group Obtains 3 ISO Certificates and 2 Attestations in Italy appeared first on European Gaming Industry News.
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Tombola and Sisal Join Forces to Enhance Online Bingo Offering in Italy
Flutter Entertainment’s online bingo brand, tombola, announced its first-ever platform partnership, bringing its innovative product and deep liquidity pool to Sisal, Flutter’s sports betting and gaming brand in Italy. The collaboration between the two leading brands represents the latest example of the Flutter Edge in action – the Group’s distinct competitive advantages across product, technology, expertise and scale, all of which are evident in this partnership.
Sisal’s bingo customers now get to enjoy tombola’s proprietary bingo product as an integrated feature on their app and website. Games will continue to be Sisal-branded to maintain consistency but will be powered by tombola’s product offering and expertise. Meanwhile, Italian tombola players will see the introduction of Super Bingo, a new playing experience involving a game of 75-ball bingo that will generate significant full house prizes well beyond what has been available in the market up to now.
Importantly, the integration and these new products allow both sets of customers to avail of a much deeper liquidity pool, giving them opportunities to play for larger prizes and bigger guaranteed jackpots.
Rosangela Robbiani, Chief Product Officer at Flutter Southern Europe and Africa (SEA), which includes Sisal, said: “We’re thrilled to see this combination happening, as Italy proves once again to be a fertile ground for collaboration across Flutter’s brands, particularly within Southern Europe and Africa. Leveraging the advantages of the Flutter Edge, we’re unlocking new ways to enhance the customer experience. Sisal has a long-standing track record in pioneering product innovation: this initiative is a clear example of how cross-brand collaboration within Flutter can accelerate innovation and deliver meaningful value for our players.”
The Sisal launch represents the first phase of an ambitious partnership. Later this year, tombola’s casino product will launch on Sisal, fully integrated with engaging player chat capabilities and tombola’s signature side-games solution as part of the enhanced bingo proposition. This multi-product approach will create a strong ecosystem that leverages the best of both brands.
Beyond Italy, the successful integration represents a new opportunity for the Group to transform its bingo proposition within existing markets, while expanding the product’s reach globally through strategic partnerships.
“This is a hugely exciting moment for tombola, as we take the next step in our evolution and bring our award-winning bingo product to Sisal’s players in Italy. The ability to seamlessly integrate and scale our platform for future partnerships represents a fantastic opportunity for Flutter to transform the bingo proposition, both within our existing markets and beyond,” said Marion Ryan, Managing Director at tombola.
The post Tombola and Sisal Join Forces to Enhance Online Bingo Offering in Italy appeared first on European Gaming Industry News.
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