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Ocean Outdoor UK & Admix take brands into the metaverse with NFT billboards
Admix, the In-Play company that bridges the gap between brands and the metaverse, today announces a new partnership with Ocean Outdoor, the UK’s leading digital out of home (DOOH) operator, to send brands into the metaverse.
Brands are increasingly waking up to gaming and virtual worlds as a new form of ‘real’ estate on which to advertise. As the digital and physical worlds converge, consumers now spend similar amounts of time immersed in each, creating a new frontier for advertising. Virtual platforms such as Roblox, which has 220 million monthly active users, and Sandbox, which recently sold a plot of virtual real estate for USD $4.3 million, are leading this convergence via realistic experiences such as games, concerts and fashion shows.
The partnership between Admix and Ocean Outdoor UK signals a new dawn for the advertising industry as the two companies join the dots blending the physical with the virtual world. A series of activities that couple DOOH with virtual worlds are planned for the next year and beyond, aimed at maximising eyeballs for advertisers in the DOOH market, which is already projected to be worth $50bn by 2026.
The starting gun will be fired with the launch of three DOOH ad spots into the metaverse as NFT billboards. Ocean’s first drop will feature digital replicas of three bespoke DOOH locations which are similar in design and scale to its premium city centre UK assets including a spectacular tri-screen roadside location, a giant curve screen full motion location and The Loop city centre full motion network in Manchester and Birmingham.
Using Admix’s In-Play technology and Ocean Outdoor UK’s brand partnerships, the NFT billboards will synchronise with the creatives displayed on their real-world counterparts. This collaboration is an adland-first that paves the way for global brands looking to take steps into the formative metaverse.
Samuel Huber, CEO and Co-Founder at Admix, commented:
“Admix’s partnership with Ocean Outdoor UK is a watershed moment for the advertising industry, creating realistic ad experiences that merge physical and virtual worlds for the very first time. The metaverse is the perfect playground for Ocean’s creativity and its customers are making a symbolic step that will mark them out as pioneers of a new form of advertising which has unlimited reach. Of course, this is just the beginning: there will be dozens of ways for brands to engage consumers in the metaverse and Admix aims to be the gateway for brands to help shape the future of digital experiences for their audiences.”
Ocean Outdoor UK Joint Managing Director Phil Hall said: “Under this agreement, all of the elements that make Ocean a market leader in the real world – high quality builds with unmissable, unskippable ads served in an environment that people choose to be in – apply equally, if not more so, in the virtual world. This partnership is a natural evolution for the company and has an indisputable link to the core Ocean product and the wider addressable market.”
Admix has pioneered In-Play, a non-intrusive digital ad format which creates an advertising experience similar to the real-world. As an increasing number of users enter worlds such as Roblox, Sandbox and Decentraland to name but a few, brands need the infrastructure to reach and engage people in virtual worlds without disrupting their experience.
Starting from Sunday 12th December 2021, the Ocean Outdoor UK and Admix NFT billboards will be auctioned via the world’s largest NFT marketplace, OpenSea, and displayed by the successful bidders within Somnium Space. Social VR platform Somnium Space is an immersive space where users can purchase digital land and build games and experiences within it. The partnership with Admix means Ocean’s Labs division and the Ocean UK sales team will be able to sell an engaged 16 to 34 audience as a cohesive physical and virtual combined offer.
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SlotMatrix unearths ancient tomes with Shadow Summoner Egypt release
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SlotMatrix, the world’s largest casino content aggregator, invites players to step into the shadowed tombs of ancient Egypt with Shadow Summoner Egypt, an atmospheric slot adventure filled with mystical power and great win potential.
This striking new release is the second title in the Shadow Summoner series, with players tasked with awakening the plagues of Egypt through four magical tomes: the Tome of Locusts, Blood, Sacrifice and Firestorm.
Every tome unleashes a unique feature and transforms the reel in a distinct way, from spreading wilds and explosive symbol upgrades to powerful multipliers that can reach up to 100x. Collecting Golden Scarabs upgrades the tomes into multipliers, adding even greater depth and potential to each spin.
The game’s dual bonus rounds, Sun Free Spins and Moon Free Spins, invite players to gaze into the Eyes of Ra and choose their destiny, with semi-persistent multipliers that can build up to significant wins.
Exclusively available through SlotMatrix, Shadow Summoner Egypt is enhanced by EveryMatrix’s proprietary gamification tools, including free spins and leaderboards, and can be seamlessly integrated with EngageSuite, the all-in-one player loyalty solution.
Carl Gatt Baldacchino, Head of Account Management, SlotMatrix, said: “Shadow Summoner Egypt builds beautifully on the foundations laid by the previous title in this series.
“We’ve created a world where every spin feels meaningful thanks to the evolving tomes, growing multipliers, and dual bonus paths, making this a premium addition to our exclusive portfolio and a great continuation of a series with huge long-term potential.”
The post SlotMatrix unearths ancient tomes with Shadow Summoner Egypt release appeared first on European Gaming Industry News.
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Thunderkick swaps maracas for mistletoe in festive franchise addition Esqueleto Explosivo Feliz Navidead
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Independent slots studio Thunderkick has given its popular Day of the Dead series a Christmas makeover in Esqueleto Explosivo Feliz Navidead, fusing the spirit of two holidays in a vibrant festive fiesta.
Following the release of standout seasonal titles such as Hot Turkey and Midas Golden Touch Christmas Edition, the launch of Esqueleto Explosivo Feliz Navidead signifies the supplier’s commitment to creating bespoke, holiday-themed content that drives engagement around global celebrations.
Engineered to feel familiar yet fresh, the skulls are decked with holly and the streets lined with gifts in the 5×5 cluster pays slot, brought to life by the iconic mariachi band, which has replaced Latin American-inspired rancheras for Christmas jingles.
Symbols from winning combinations explode to leave behind wilds or exploding wilds for the following tumble, doubling the Mucho Multiplier up to a maximum of 1,024x. During the bonus round, triggered by three scatters, exploding wilds are collected, with every third awarding three extra spins and removing the lowest base multiplier, unwrapping 7,500x win potential.
Esqueleto Explosivo Feliz Navidead elevates a fan-favourite with festive flair, underscoring Thunderkick’s dedication to meeting its partners’ requests and delivering timely, culturally resonant products.
Mike Collins, Game Product Owner at Thunderkick, said: “Esqueleto Explosivo Feliz Navidead represents another evolution of the game brand, designed specifically for maximum appeal throughout the holidays.
“We strive to support operators with custom-built content, and by blending one of our most successful IPs with Christmas-themed audiovisual elements, we have given the franchise a new lease of life and produced a slot that is sure to stand out this festive season.”
The post Thunderkick swaps maracas for mistletoe in festive franchise addition Esqueleto Explosivo Feliz Navidead appeared first on European Gaming Industry News.
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PopOK Gaming Shortlisted for Global Gaming Awards EMEA 2026
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PopOK Gaming has been shortlisted for the Global Gaming Awards EMEA 2026 in the following two categories: “Product Launch of the Year” and “Crash Game of the Year.”
This recognition reflects the company’s continuous dedication to excellence and its growing influence within the international gaming landscape. Over the past year, PopOK Gaming has introduced a number of successful new titles and innovative features that have strengthened its position as a trusted and creative force in the industry.
The Global Gaming Awards celebrate companies that have shown strong performance, innovation and impact across the EMEA region over the past year. The shortlist is the result of a thorough selection process that highlights those setting high standards in the field.
Final winners will be chosen by a panel of senior industry executives, with KPMG monitoring the voting process to ensure transparency and fairness. The award ceremony will take place on 19 January 2026, during the opening day of ICE at Fira Barcelona Gran Via.
The post PopOK Gaming Shortlisted for Global Gaming Awards EMEA 2026 appeared first on European Gaming Industry News.
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