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Adverty invents and launches new in-game brand advertising format with seamless In-Menu™ ads

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Adverty invents and launches new in-game brand advertising format with seamless In-Menu™ ads
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Adverty AB (publ) has invented and launched a new in-game brand advertising format called In-Menu™, which enables contextually relevant IAB display banner ads on menu screens in between gameplay. The new ad unit, along with Adverty’s In-Play™ format, completes a product suite of seamless in-game ad solutions that combine both brand awareness and performance-based advertising.

Adverty, the leading in-game platform for advertisers, agencies and game developers, today invites a new category of advertisers into the world of gaming with the invention and launch of a revolutionary new in-game brand advertising format that enables contextually relevant IAB display banner ads in between gameplay.

Deeply integrated at game design level, In-Menu™ is an in-game advertising unit that brings performance-based, programmatic advertising to Adverty’s range of seamless ad solutions. In-Menu™ enhances a highly innovative product suite that also includes Adverty’s current In-Play™ format, which allows brands to take over billboards and other virtual outdoor sites within games.

“As the first and leading provider of seamless, programmatic in-game ad solutions, Adverty is once again showing the way to bring brands into the new world of gaming. This is a massive entertainment platform with nearly 3 billion gamers, and within it we are building the media channel of the future”, explains Niklas Bakos, CEO and founder of Adverty.

The interactive nature of Adverty’s In-Menu™ ads combines unobtrusive brand exposure with a call to action, allowing advertisers to deliver brand messages and actions of their choice, including direct paths to purchase. Compared to other solutions on the market, Adverty’s proprietary, patent-pending ad technology is completely unique in its ability to keep users within the game throughout the complete ad experience – a sought-after feature among both game developers and brands.

“To date, programmatic advertising on a global scale is predominantly populated by performance-based ad campaigns built for the web, and media buyers in this space expect users to click on ads to generate conversions and fulfil KPIs. Our In-Menu™ ads are 100% compatible with the traditional way of buying programmatic ad inventory, but are enabled for the new, relatively unexplored media channel of mobile gaming. The growth potential here is enormous and we expect that growth to be rapid,” adds Bakos.

Adverty is working closely with IAB, IAB Europe, IAB UK, IAB Sweden and IAB Tech Labs to establish new industry standards for in-game advertising. The company believes strongly that programmatic media buying will grow to include more opportunities for the in-app space – in which gaming is by far the largest category – alongside the current web focus. It is increasingly clear that the future of programmatic advertising is likely to include a mix of both awareness and performance-based brand demand.

“Programmatic advertising is essential if you are to run any digital ad business at scale. As we now start seeing initial commitments from brands and agencies to run in-game brand awareness campaigns using our traditional In-Play™ ad placements, our complementary In-Menu™ offering will allow even more brands to participate and accelerate the establishment of gaming as a substantial new media channel”, says Bakos.

Adverty’s full range of seamless in-game ad technology is now available to game developers using the company’s latest Unity-based SDK. The In-Menu™ offering is expected to increase the demand for In-Play™ and vice versa, and the new product launch marks an important milestone in enabling yet an additional revenue stream while boosting current sales.

The initial feedback from both leading game publishers and indie game studios around the world has been overwhelmingly positive and Adverty expects its game portfolio to include In-Menu™ inventory by early 2021 at the latest. Adverty also plans to include the In-Menu™ ad unit in the upcoming direct-to Unity Asset Store SDK, through a partnership announced with Unity Technologies earlier this year.

An introduction video showing the In-Play™ and In-Menu™ experience is available at the link below:

Compliance Updates

ClearStake awarded ISO 27001 certification cementing its position as a trusted financial risk check provider

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Real-time risk profiling tool provider ClearStake has been awarded ISO 27001 certification, the globally recognised standard for data protection and system security, cementing its position as a trusted provider to the gambling industry.

To qualify for the ISO 27001, ClearStake was required to actively demonstrate the successful deployment and adherence to a robust Information Security Management System (ISMS), as part of a rigorous two-stage accreditation process with an independent auditor.

A key endorsement when expanding across global markets, the certification proves ClearStake’s team is fully compliant with international data protection and security standards, which were most recently updated by the International Organization for Standardization and the International Electrotechnical Commission in 2022.

Martin Burt, CEO at ClearStake, said: “At the heart of what we do at ClearStake is building a secure environment for operators to handle and process data. As such, we are delighted to receive the ISO 27001 certification, which reaffirms our position as a reliable and compliant technology provider.

“This is a vital step in our growth as a company and will give clients further assurance that we operate to the highest standards.”

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ProgressPlay brings forward the future of casino management with revolutionary AI

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Once again, casino and sports platform provider ProgressPlay are ahead of their time with a new wave of technology innovation that has helped the company to attend major shows during 2023 with soaring confidence based on pioneering proprietary technological advances that have featured strongly in annual awards shows.

The company’s future-centred thinking and ambitious AI product development attracted a raft of operators and partners attending last week’s SiGMA Europe in Malta. A raft of casino operators during the show had the opportunity to see firsthand ProgressPlay’s new tech which offers a comprehensive gaming management solution across multiple channels and products.

ProgressPlay’s enhanced iGaming platform provides operators with a powerful real-time AI-driven proprietary flow tool for optimising the performance of an online casino in a dynamic data ecosystem. Real-time player interaction provides compliance teams with the information to manage and interact with players.

Last year, ProgressPlay undertook an ambitious reframe of their technology with new proprietary Responsible Gambling automation and tools at its heart. ProgressPlay’s new platform manages player accounts, payments, bonuses, loyalty programs, fraud prevention and games, using robust tools and analytics.

ProgressPlay Sales Manager Marina Nahhas said: “ProgressPlay’s innovative Responsible Gambling software covers topics like KYC, player activity, affordability levels, and a transparent audit trail. These topics resonate heavily with operators and we were delighted with the level of engagement around this revenue-critical activity during the week we spent in Malta.”

ProgressPlay’s combo sportsbook and comprehensive turnkey solution, including casino platform, player management, payments module, and affiliate software are designed to boost operators seeking to effectively drive both revenue and efficiency with the latest cutting-edge technology.

Over 150 online casino brands have partnered with ProgressPlay covering a unique combination of casino games and sports-betting. ProgressPlay’s sportsbook offers up to 40,000 live betting markets and services across 20 languages while the latest platform offers a slick AI-driven UI/UX, and extensive value-added services alongside thousands of casino games, including slots, online casino, live casino, poker, table games, and sportsbook, across all devices and currencies.

ProgressPlay CEO Itai Loewenstein said: “Commercial agreements are being driven by our breakthrough technology that enables deployment of our AI tools for greater efficiency and revenue-generation. SiGMA Europe has been the last stop in a busy year and we believe that since we first launched our new technology in London at the beginning of the year our sophisticated Responsible Gambling tool has quickly moved beyond the early-adopter stage.”

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Yggdrasil fires up festive fun with Rock Star Santa MultiMax™

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Leading iGaming publisher Yggdrasil has dialled up the Christmas cheer with a hellraising new hit, Rock Star Santa MultiMax™.

A 6×6 grid awaits players, with the cluster pays mechanic requiring five or more matching symbols to be conjoined for a winning spin. Every wining cluster is then removed from the reels, with more icons cascading down from above, and a wild also joins the party.

The multiplier at the top of the reelset will then increase, with the popular MultiMax Game Engagement Mechanic (GEM) swiftly seeing cascades cranked up in volume into massive wins. These can also combine if the cluster straddles reels, for supersonic rewards.

In addition, the Present symbol can land on any spin, awarding up to 100x, 11 free spins, or four extra wilds. This can also include an extra spin or an increased multiplier if it falls during the free spins.

Three or more Golden Ticket Free Spins icons will trigger the bonus round, giving players at least seven spins. During this, the multiplier at the top of each reel does not reset, allowing it to quickly pile up with every winning combination. Free Spins may also be gambled for the chance to win more.

The game also features two separate Buy Bonus options, depending on the jurisdiction, and a Golden Bet option, which increases the chances of a player hitting the bonus for an increased stake.

Rock Star Santa MultiMax is the latest core game developed by Yggdrasil, following recent vibrant releases Defenders of Mystica and Wild Stack Frenzy.

Mark McGinley, Chief Gaming Officer at Yggdrasil, said: “We’ve taken a different approach when it comes to festive hits and introduced the world to our showstopping Santa in our rocking new release, Rock Star Santa MultiMax.

“Incorporating a cluster-pays mechanic is an exciting addition to our portfolio, where we strive to deliver incredible experiences for our players.”

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