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ADVERTISERS AWARE OF VIDEO GAMING AS A MEDIA CHANNEL – BUT UNSURE HOW TO UNLOCK IT
Admix, the leading In-Play advertising platform that bridges the gap between gaming content and brands, released the findings of its major research study into video gaming’s emergence as the key media channel.
Gaming is a lucrative channel, where three billion active gamers will spend almost $176 billion on games in 2021, a figure which is set to surpass $200 billion in 2023. Admix was aware, though, that brands and advertisers have only begun to capitalize on what gaming has to offer as a media channel, particularly on mobile, which is now larger than PC and console gaming combined.
To understand what brands know about the video gaming market, their experience of in-game advertising to date, and their plans for reaching a vast – and growing – gaming audience in the future, Admix commissioned independent creative market research agency Atomik Research to conduct an online survey of more than 400 respondents in the UK and US, with responsibility for media buying in their company.
The survey found that around 93% of advertisers had seen an increase in video game advertising spend over the past 12 months. But, while the prevalence of in-game advertising may have increased, it’s still considered a grey area by many.
According to Samuel Huber, CEO and Co-founder at Admix, “Just as the desktop web was the dominant media channel for the 2000s, surpassed by social media in the 2010s, video gaming is now on the cusp of claiming the crown of key media channel. However, although buyers are broadly aware of this, the survey reveals that they appear to underestimate how close we are to it becoming a reality.”
Key findings:
Games advertising growth – 81% of media buyers plan to either maintain or increase in-game advertising spend over the next 12 months, with 93% intending to run some form of in-game advertising by 2025.
Key drivers for growth – The rapidly developing infrastructure behind in-game advertising is driving its growth – with increases in the availability of programmatic options, third-party verification for in-game advertising performance and an increase in the availability of in-game inventory cited by advertisers as the most common reason for the category’s growth.
Barriers to adoption – However, a fifth of media buyers cited a lack of understanding as the biggest reason for not investing in in-game advertising, with 31% considering it a grey area.
Premium inventory – 60% of respondents felt consoles offered more premium video game inventory than mobile. However, a third identified casual mobile games as being premium – narrowly higher than any other in-game environment.
Gamer spend – Advertisers realise that video gaming is a huge market – 34% believe gamers’ average spend is between $100 and $500 billion. In fact, it’s estimated that gamers spent $165 billion in 2020 – more than half of that on mobile gaming.
Gaming audiences – Media buyers drastically underestimate the scale and diversity of gaming audiences, with a perception of the typical gamer most closely matching the profile of a male console gamer. A third believe there are between 100 and 500 million active daily gamers, while 27% think there are between 500 million and 1 billion. In reality, there are 3 billion across the world – 2.8 billion of whom play on mobile – with an even gender split.
Transatlantic differences – US brands seem to be more wary than their UK counterparts. 23% of US buyers aren’t spending on in-game advertising due to resistance from clients, compared to just 9% in the UK, while 52% of UK media buyer’s clients are asking for in-game activity in the next 12 months compared to 33% in the US.
Samuel Huber commented on the findings:
“With over three billion gamers generating hundreds of billion dollars in annual revenues, it’s impossible to ignore video gaming as the next key media channel. Indeed, it’s no surprise that Netflix sees Fortnite as a bigger competitor than other video on-demand platforms. But while media buyers are certainly aware of gaming’s potential as a media channel, it’s clear from the findings of this survey that they’re less certain about how to access it. Gaming is still a massive, intangible opportunity in the minds of many advertisers. Education is needed, therefore, to give them the knowledge and confidence they need to access it in a meaningful way with In-Play; and reap the rewards it represents.”

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Introducing Rhythm of Resistance: A Fresh Rhythm Metroidvania Where Your Playlist Is Your Weapon
Drenched in Darkwave: Innovative 2.5D Rhythm Based Metroidvania – Fueled by Forbidden Music and Gothic Soundscapes.
NetherMoon Game Studio, a small independent development studio based in Karlstad, Sweden, unveiled today Rhythm of Resistance, a shadow-draped adventure that fuses the somber tones of gothic and darkwave music with atmospheric Metroidvania exploration, creating an unforgettable game experience unlike anything you’ve seen, or heard, before.
Proudly tipped to be the world’s very first Rhythm Metroidvania, Rhythm of Resistance places explorers in the role of Aria, a hero fighting for survival in a dystopian future where music is forbidden, joy outlawed, and the skies hang heavy with cloying silence. The world is ruled by shadow and steel, until Aria discovers a relic of the old world – a cracked cassette player pulsing with forbidden power. This ancient music player unlocks a host of mysterious abilities, and allows her to navigate through labyrinthine dungeons, spectral foes, and traps as cruel as they are cursed. Each corridor hums with a forgotten melody, each enemy a sentinel of silence.
In Rhythm of Resistance, music is your key to success. As your adventure progresses, Aria discovers dusty cassettes hidden in the ruined world and expands her music library, unlocking more than 20 unique tracks, each holding the key to progression and altering the gameplay, unlocking different stats and abilities. Choose your playlist with care, in Rhythm of Resistance, your chosen beats can be your saviour or your downfall, with each track dynamically changing your surroundings, working at a different tempo to increase or devastate your chances of survival. Players will enjoy full freedom to choose the haunting songs, and will watch as the entire world around them reacts to their choices.
Expected to release in 2026 on Steam, Rhythm of Resistance offers a host of unique gameplay features, the first and only Metroidvania adventure where your playlist is your weapon! With music controlling your destiny, playlists can not only alter your surroundings, but alter enemy behaviour, reveal hidden paths, and solve the most fiendish of musical puzzles.
Music is a key factor in the title, with two early band announcements being Swedish goth sensation ABU NEIN, who took the darkwave world by storm with the release of their debut album “Secular Psalms” in 2020, and Underground Fire, a Swedish gothic rock band formed in 2015 by the aptly named Rob Coffinshaker in 2015. More musicians will be announced as the game’s development progresses, but you can be sure that they will delight any fans of the genre.
Joel Fjällsby, Founder & Creative Director at Nethermoon Game Studio commented, “I wanted the music to be real songs with lyrics and everything. Like an old track you could actually find on a forgotten cassette tape. With this in mind, I reached out to bands that felt like a great fit—and everyone so far has fallen in love with the project.”
Get your groove on and feel the beat to attack, parry, dodge, and unleash powerful abilities, all in perfect sync to your soundtrack. Be on the lookout for spare parts to upgrade your music player and unlock new powers as you traverse a vast, haunted landscape of crumbling cathedrals, rust-choked catacombs, and decaying factories echoing with the whispers of lost, solemn songs as players guide Aria to uncover clues of a long-forgotten past.
Rhythm of Resistance Feature Highlights:
- World’s first rhythm based Metroidvania where every beat defies the void, and your playlist is your weapon!
- Wield the force of music to unlock exciting features and abilities.
- Discover 20+ forbidden cassette tapes,each one distorting reality in strange and surprising ways while dynamically changing your game experience
- Choose your tracks wisely to alter enemy behaviour, reveal hidden paths, and solve musical puzzles.
- Stay on the beat to stay alive! Attack, parry, dodge, and unleash powerful abilities in sync with the dark pulse of your chosen song.
- Traverse a vast interlinked world of cathedrals, catacombs and factories to uncover clues of a long-forgotten past.
- Collect spare parts to upgrade your music player and unlock new abilities.
- Featuring a haunting gothic darkwave soundtrack from a range of underground artists.
Joel Fjällsby, Founder & Creative Director at NetherMoon Game Studio commented, “I’ve always been drawn to dark music, dystopian worlds, and of course Metroidvanias—so this project is the perfect fusion of everything I love. Honestly, I’m surprised no one’s made a game like this before. It’s a massive undertaking, especially for a new studio, but I love every hour of it. Seeing this dark, mysterious world come alive is incredibly rewarding.”
Rhythm of Resistance – Every beat, a rebellion. Every song, a revolution.
To find out more about Rhythm of Resistance and to Wishlist, please visit the Steam page here: store.steampowered.com/app/3269550/Rhythm_of_Resistance/
Find out more about the team on the Nethermoon website: nethermoon.com
Stay up to date with all the latest news by following NetherMoon Game Studio on social media: YouTube, Instagram, Facebook, TikTok, X, LinkedIn
The post Introducing Rhythm of Resistance: A Fresh Rhythm Metroidvania Where Your Playlist Is Your Weapon appeared first on European Gaming Industry News.
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Aristocrat Interactive Delivers New Player-Centric Experience to Cliff Castle Casino Hotel Through Mobile and Cashless Systems
Cliff Castle Casino Hotel Expands Long-Standing Relationship with Aristocrat Interactive Through New Products & Solutions
Aristocrat Interactive™ announced today the roll out of new player-centric solutions to Cliff Castle Casino Hotel, located in Camp Verde, Arizona, as part of a recent deal under its Gaming Systems division.
Already an Oasis™ customer for over 20 years, as part of the deal signed in December, Cliff Castle Casino Hotel will be adding Aristocrat Interactive’s player mobile app, PlayerMax™, as well as its Mobile nCompass™ cardless solution, ONE LINK progressive management solution and Oasis Loyalty™ suite of products, all rolling out over the course of the summer.
“Cliff Castle Casino Hotel has been a valued customer of Oasis™, our comprehensive casino management system, for over two decades now,” said Kristen Jones, VP of Sales of Aristocrat Interactive Gaming Systems. “We take great pride in being a trusted provider of products that support casino operations, while also keeping the player experience top of mind.”
These additional products will enable Cliff Castle Casino Hotel to push real-time progressive data to marquee video displays and electronic gaming machines (EGM) on the floor through ONE LINK. Separately, the Oasis Loyalty™ suite of products, will allow for advanced campaign management and enterprise-wide tier management – ultimately, leading to operation efficiencies and strengthened player retention.
Through PlayerMax™, Cliff Castle Casino Hotel patrons will benefit from access to a blend of immersive options, engaging features like live progressive jackpots, exciting rewards and personalized offers to stay informed through timely, location-based communications.
Players will also be able to “card-in” via their mobile device, enabling them to play an EGM without having to insert a physical players’ card.
“Aristocrat Interactive has been instrumental in our ability to provide our players with a personalized and entertaining casino experience,” said Paul Hamm, Director of Gaming for Cliff Castle Casino Hotel. “We’re confident that the addition of these products will continue to elevate the player experience and show the value we bring to players, reinforcing Cliff Castle Casino Hotel as a premier gaming destination.”
The post Aristocrat Interactive Delivers New Player-Centric Experience to Cliff Castle Casino Hotel Through Mobile and Cashless Systems appeared first on European Gaming Industry News.
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Gaming Americas Weekly Roundup – June 30-July 6
Welcome to our weekly roundup of American gambling news again! Here, we are going through the weekly highlights of the American gambling industry which include the latest news and new partnerships. Read on and get updated.
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The Alcohol and Gaming Commission of Ontario has issued monetary penalties totaling $350,000 against Great Canadian Casino Resort Toronto for multiple violations of provincial gaming standards. The penalties follow an impromptu after-party that was permitted to take place in the pre-dawn hours directly on the casino’s gaming floor. On September 27, 2024, an electronic dance music event attended by thousands of people was hosted in the theatre adjacent to the casino at Great Canadian Casino Resort Toronto. The event was marked by widespread intoxication, disorderly behaviour and numerous criminal and medical incidents – both inside and outside the venue – including alleged assaults, drug overdoses and acts of public indecency. Although paid duty officers were present, additional police and emergency services were required to manage the situation.
International Game Technology PLC, doing business as Brightstar Lottery, announced that Michelle Carney, Brightstar’s Vice President of Global Lottery Marketing, will be inducted into the Lottery Industry Hall of Fame as a member of the Class of 2025. The induction ceremony will take place this September at an industry event in Ontario, Canada hosted by the Public Gaming Research Institute (PGRI) in conjunction with the North American Association of State and Provincial Lotteries (NASPL). In her current role, Carney is responsible for the development of marketing and communications strategies that support growth for Brightstar’s Global Lottery business, including lottery product marketing, trade shows and events, thought leadership communications and B2C marketing campaign materials to support customer launches of new game content.
Partnerships
International Game Technology PLC announced that its subsidiary, IGT Canada Solutions ULC (IGT), signed an eight-year agreement with Atlantic Lottery to supply its IntelligenEVO video lottery central system technology across Atlantic Canada. The agreement includes the option for multiple extensions and positions the Atlantic Lottery to become the first World Lottery Association (WLA)-affiliated lottery operator to deploy IGT’s next-generation central management system in a game-to-system (G2S) distributed market. With peak system security, network availability and responsible gaming functionalities, IntelligenEVO is a reliable, scalable solution that can meet the needs of today and in the future. The solution will accelerate time-to-market and enables the Atlantic Lottery to benefit from the system’s suite of player-focused functionality. The technology’s G2S and open API design optimises data collection and delivery and will enable Atlantic Lottery to customise their programme for evolving player needs.
EDGE Boost by EDGE Markets, a financial platform for smart bettors and gamblers, has partnered with World Series of Poker, the premier series of worldwide poker tournaments. The EDGE Boost debit card is now the preferred payment method for WSOP, offering ease of payment, safety and several exclusive on-site perks for tournament players. In past tournaments, WSOP players were limited to $10,000 per transaction and had to complete a lengthy approval process, often resulting in frequent cash deposits. Now, those using the EDGE Boost card through PayPal checkout can bypass traditional credit card verification. They can also make entries up to $250,000, which eliminates the need to carry large sums of cash at the event and increases security measures.
The post Gaming Americas Weekly Roundup – June 30-July 6 appeared first on European Gaming Industry News.
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