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New Research Says Mobile Users Prefer In-game Ads More to Web Banners

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New Research Says Mobile Users Prefer In-game Ads More to Web Banners
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New research conducted by Dentsu Data Labs and Adverty, one of the premier in-game ad platforms, has shown that the display advertising placed in natural contexts within games is the preferred ad format among mobile users.

The study also places ad-funded gaming as the cornerstone of consumers’ increasingly eager gaming habits. It also reveals that esports environments were up to 5× more preferable for advertising, compared with other gaming types.

Respondents of the study reported that in-game ad format offers a significantly more positive experience than web banners.

“It is clear from this research that ad-funded mobile gaming is only growing as a form of entertainment, and it is up to us to find the ad formats that work best for gamers and brands. We are not surprised by the positive reaction to advertising in natural contexts within games, and we think brands will be extremely interested to note the strong ad recall among gamers in this instance. In-game advertising offers a remarkable opportunity for brands to reach consumers at a highly engaged moment, which is why many are now starting to prioritise games and esports as the media channel for the future,” Niklas Bakos, CEO and Founder of Adverty, said.

“The research demonstrates that in-game ads are able to hold their own against traditional web advertising formats, and it is also interesting to note that they meet with a more favourable response among mobile users. With the development of this form of advertising, we would expect to see further strong evidence of the potential of in-game advertising,” Maria Sedlenieks, Insight Strategist of Dentsu Data Labs, said.

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Synot Attended Casino Operations Summit in Amsterdam

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The European gathering of casino operators, known as the Casino Operations Summit, attracted numerous representatives of the gaming industry to Amsterdam from 23 to 25 April. Among the significant participants was also the SYNOT Group, which attended the prestigious event as a Platinum Sponsor this year.

The Casino Operations Summit is considered as one of the most significant events in the world of the gaming industry, specifically tailored for European multi-channel casino operators (both land-based and online). The event presents the latest approaches to casino operations, as well as new trends in products, technology, marketing and customer services. The Summit also included a variety of presentations on current topics in the land-based and online business. The main theme of the three-day conference was “Think Different”.

“SYNOT Group participated in the Casino Summit Operations for the third time and we were delighted to become a Platinum Sponsor of the event this year. Previously, we were involved in this event as a Golden Sponsor. We are proud to have played a role in supporting this prestigious Summit, which provides us with a unique opportunity to exchange insights and experiences with other leaders in the European casino industry. This event also gave us the chance to meet with business partners and establish many new contacts. There was a great interest in our products, which makes us very pleased and motivated for further expansion,” Miroslav Valenta Jr, Sales Director of the SYNOT Group, said.

The event is a unique platform providing an opportunity to discuss trends in the gaming industry. SYNOT Group, a leading player in the development and supply of gaming technology, presented the most advanced products and innovations as part of the Summit.

Among the products on display was the Magic Ball Link multi-game progressive jackpot system installed in the Eclipse FL-32 cabinets with LED jackpot display. The latest version of Magic Ball Link offers eight unique linked titles, including new games The Wild Job and 88 Pearls, which join popular titles such as Aztec Jaguar and Tiki Princess.

Furthermore, visitors had the opportunity to try out the premium VLT gaming system Super Link, which offers a selection of twenty captivating linked games, each with a Pay to Win and Linked Bonus feature. The Super Link system was presented in SYNOT’s most advanced cabinets, the UP2-32.

The latest model of cabinet with 27″ monitors, the UP1-27, which made its debut at the recent ICE exhibition in London, was also exhibited in Amsterdam. The cabinet was exhibited together with the Firebird Red and Firebird Blue gaming systems, which offer six unique Hold & Respin game titles in addition to popular classic games.

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Industry News

Endorphina partners with the established StarVegas!

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The leading slot provider, Endorphina, has just announced its new partnership with the renowned StarVegas go-live. Both Endorphina and StarVegas.it have been on the market for over 10 years, providing the iGaming world with a wide range of casino games catering to many different players. With this partnership, the companies strive to create a better gaming experience for players worldwide.

Recognized for its approach to game development, Endorphina continues to strengthen its position in the iGaming market. Endorphina implemented a few new features the previous year, including Jackpot RTP+ and Bonus Pop. Furthermore, the company began experimenting with AI, which resulted in the creation of Joker Ra. In 2023, Endorphina managed to increase its total spins by 31%.

“Working closely with each operator is important for our growth to expand our number of partners in the region. Therefore, it brings us great pleasure to have our games added to StarVegas.it after a smooth collaboration that we know it will resonate in the perfect way for their customer base as we attract new players looking for fresh and quality content.” – Zdenek Llosa, Senior Partnership Manager at Endorphina.

“I’m extremely proud of this new important go-live on Starvegas. Being partners with AdmiralBet and StarVegas allows us to increase our brand awareness and is a significant step forward for our growth in the Italian market. I personally want to express my gratitude and satisfaction to Paolo Marchi, Marco Bassignano, our technical partner Tuko, and all the others who supported us in launching such an important new collaboration.” – Luca Richter, Business Development Manager at Endorphina.

StarVegas.it is a well-established online casino platform offering a diverse choice of attention-grabbing casino games to many iGaming enthusiasts. The company is distinguished for its exclusive promotions, good customer service, and constantly fresh assortment of games.

“We are very happy to announce the launch of Endorphina on Starvegas. After the release of the games on AdmiralBet a few weeks ago, we are delighted with the expansion of our partnership. We are confident that we can achieve important goals together and strengthen our collaboration with a brand that is increasingly growing in the Italian market.” – Paolo Marchi, Brand Manager StarVegas and AdmiralBet.

 

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Clarion Gaming and ExCeL London plan for the migration of iGB L!VE 2025 to the heart of igaming

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Clarion Gaming is advancing preparations for the migration of iGB L!VE to London in July 2025 establishing a roadmap of activities in partnership with the senior team at ExCeL London which will host the leading global event.

The latest meeting between the two organisations featured:

  • iGB L!VE Portfolio Director Naomi Barton,
  • Clarion Gaming Managing Director Stuart Hunter,
  • Head of Operations Richard Logan and
  • Head of Marketing Jody Frost with the senior team from ExCeL led by the venue’s
  • Chief Commercial Officer Simon Mills.

Expanding on the meeting Naomi Barton said: “This was the second senior level planning meeting that we have held with our colleagues at ExCeL London in order to move the home of the igaming community to a city which is the heart of the igaming industry in a country which is igaming’s largest market.

“The roadmap is being created in order to anticipate industry needs, address pain points and to exceed the expectations of customers. The migration of what is already a top performing Tier One igaming event is set against the backdrop of iGB L!VE’s 5-year growth plan which is focused on delivering 35,000 visitors and over 550 exhibitors and sponsors by 2029.

“Our vision is to harness the tremendous momentum created by the iGB L!VE brand and to take the event to a whole new level in a new venue, and a new exceptionally well-connected global home in the city of London.

“ExCeL London has a fantastic track record of helping events to fulfil their potential, and all of the building blocks are in place for iGB L!VE and its customers to accelerate their businesses to new heights in London.

She added: “Placing our customers at the heart of everything that we do is central plank to the iGB L!VE growth strategy, and the roadmap for 2025 is underpinned by a clear customer-focused programme that will ensure maximum cost-effectiveness as well as global growth for all of our stakeholders.

“We will be using July’s edition of iGB L!VE not only to reflect and celebrate our time in Amsterdam and say thank you to our fantastic partners for many years RAI Amsterdam, but also enable our vendors and customers to secure their presence at ExCeL London in 2025.”

 

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