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Adverty partners with Smart to further facilitate access to its seamless in-game inventory

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Adverty today announces a partnership with Smart as it seeks to widen access to its market-leading programmatic in-game inventory for advertisers globally.

Adverty AB (publ), the leading in-game platform for advertisers, agencies and game developers, is expanding its footprint with a global partnership with Smart; a leading independent ad tech platform. The goal of this integration is to provide advertisers with easy access to a large pool of thematic advertising inventory, enabling them to increase their reach and campaign performance while respecting the user experience.

Smart is a global advertising technology company, created in 2001, that offers ad serving, programmatic monetisation and buying solutions to both publishers and advertisers. This integration will increase Adverty’s programmatic reach for brands and advertisers looking to enter the increasingly influential world of gaming. Publishers will benefit from direct access to greater demand, allowing them to better leverage and optimise the monetisation of their in-game advertising formats.

The move strengthens Adverty’s mission to be the leading in-game advertising platform to associate with the very strongest SSPs – making it easier for ad buyers to access the latest in-game advertising inventory, at a time when the market is waking up to the critical importance of gaming within media.

Tobias Knutsson, CEO of Adverty, explains: “With this integration, we are adding a new, best-in-breed vertically integrated SSP to our programmatic infrastructure, further cementing our position in the market. With all the talk of the Metaverse in the market right now, we are on the front foot and delighted to offer the most compelling advertising inventory in this burgeoning media frontier. Furthermore, we are resolved to ensuring that every brand and every agency in every corner of the world can access our market-leading, innovative and non-intrusive in-game ad inventory.”

Pierce Cook-Anderson, Country Manager Northern Europe at Smart, adds: “Our advanced programmatic solution gives buyers first look at premium inventory, on every screen and for every format. This enables them to create personalised deals according to their communication strategy and campaign KPIs. We are well aware of the importance of the gaming environment and are delighted to partner with Adverty to widen access to its powerful gaming technology. We look forward to watching ground-breaking campaigns take shape within the gaming environment and have buyers explore, measure and leverage these formats whilst providing customers with a non-intrusive ad experience.”

Adverty helps brands to deliver unobtrusive advertising which engages audiences in immersive environments, thanks to its revolutionary and patented technology, built specifically for gaming. Its In-Play and In-Menu formats enable highly contextual and unobtrusive brand communications and the in-game advertising specialist was recently awarded its third US patent for its viewability technology BrainImpression; a ground-breaking method for determining ad viewability and impressions within complex gaming environments. This covers every screen used in traditional gaming and the ‘Metaverse’ – from mobile phones, tablets and TVs to next-generation devices used for virtual and augmented reality.

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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GoldenRace strengthens its presence in the online Greek market

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GoldenRace, the leading Virtual Sports provider, has recently signed a partnership deal with Betsson, becoming the first and only Virtual Games provider of Betsson Group in Greece.

Thanks to this agreement, Betsson’s online players in Greece will be able to enjoy GoldenRace’s Virtual Sports and Games through an aggregator platform.

Thanos Marinos, managing director at Betsson Greece, said: “At Betsson, we are always listening to our customers’ needs and wants and we constantly strive to provide the very best entertainment to our clients. Bringing in new and fresh content is a big part of what we do, and I would like to welcome GoldenRace to our product portfolio, which I am sure our customers will find as a great addition to our existing offering.”

Martin Wachter, GoldenRace CEO and Founder, highlighted: “The Greek gambling market is growing fast and offers exciting opportunities. We knew that when we first started operations in the country, and it is amazing to join forces with Betsson, to keep offering Greek players our leading virtuals.”

This new partnership contributes to GoldenRace’s growth in the Greek online market, where the company has been operating with great success since they obtained their licence in 2021.

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PRAGMATIC PLAY SIGNS SIGNIFICANT BET365 DEAL

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Pragmatic Play, a leading content provider to the iGaming industry, has launched its complete slot portfolio with the global operator giant, bet365. 

The important milestone deal sees bet365 customers gain access to award-winning titles such as Gates of Olympus™ and Wolf Gold™, as well as latest releases Drill That Gold and Chicken Chase™.  

In addition, bet365 will participate in the hugely popular Drops and Wins promotion, which sees Pragmatic Play give away £1,000,000 a month to players through its operator network across both its slots and Live Casino offerings. 

The deal will see Pragmatic Play further strengthen its footprint in the United Kingdom regulated market, as well as many other key territories. 

It comes off the back of a number of major partnerships agreed by the supplier in recent months, including 888casino and Romanian market leader Superbet. 

Julian Jarvis, CEO at Pragmatic Play, said: “bet365 is a brand that needs no introduction. As the largest operator in our industry, taking our slots live with them is a hugely important moment for us as we continue to expand. 

“We pride ourselves on our premium, multi-vertical offering and this deal gives us significant scope to grow together with bet365.” 

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Apex Legends Mobile version Launched in India | Quotes From ESFI, Qlan & Alpha Zegus

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As per the recent announcement by EA, the Apex Legends Mobile version launched in India. The battle royale game is finally ready to be unleashed for smartphone gamers on Android and iOS from today. Apex Legends is a free-to-play battle royale-hero shooter game developed by Respawn Entertainment and published by Electronic Arts.

 

Some statistics around the game globally:

On April 14, 2021, Respawn announced that Apex Legends has hit100 million players in total. This will have been boosted largely thanks to the release of the game on Steam and Nintendo Switch. The milestone is an important achievement for the battle royale over two years after it launched on Feb. 4, 2019.

In regards to their announcement, please find below the quotes of our clients, we request you to add this to your story if you are planning any around it.

Mr Lokesh Suji, Director, Esports Federation of India & Vice President of the Asian Esports Federation (AESF):

The launch of the mobile version of the free-to-play battle royale-hero shooter game Apex Legends is going to be a game-changer for the esports title in our country. The battle royale genre games have a huge player base in India and the title gets a major boost with more than 300 million mobile gamers in India. The first reactions from both professionals and casual gamers will be critical as this will reflect on the overall acceptance of Apex Legends mobile in India. Also, publishers need to look at the Indian market seriously by hosting major tournaments for our esports athletes.

Mr Sagar Nair, Co-Founder & CEO, Qlan, The Gamer’s Social Network:

Apex Legends Mobile launch is a very significant step towards tapping the Indian gaming ecosystem as mobile titles are big in India as they facilitate easier connectivity and accessibility for users and leverage the power of the mobile-first ecosystem of the country. With more than 100 million players already playing this battle royale game globally, the publisher needs to aggressively tap the Indian esports industry by hosting multiple tournaments and get it accessible easily for the third party tournament organisers which will fuel the game’s popularity in the region. The battle royale genre is among the favourites in the Indian esports circuit and as per the latest Newzoo report, India is among the emerging market which dominates mobile esports titles.

Rohit Agarwal, Founder & Director, Alpha Zegus, the next-gen marketing agency specializing in the domains of gaming & lifestyle:

With the launch of Apex Legend Mobile Version, it’s clear that companies that initially made AAA titles for PC/Console are now seeing the need to adapt to the rapidly growing mobile gaming market. It’ll also help bridge a critical gap, where mobile players would want to try out the PC version for a more immersive experience after playing the mobile version, and vice versa. Lastly, if this game becomes cross-platform play, it’ll be a game-changer.

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