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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:

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BLAST expands into Dota 2 with five events set to be rolled out in 2024/25

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BLAST expands into Dota 2 with five events set to be rolled out in 2024/25

  • BLAST to start hosting regular Dota 2 tournaments in 2024/25
  • First studio event to take place in November 2024
  • BLAST.tv will become new home of Dota 2 esports, platform will allow fans to tailor their viewing experience, get closer to the action and impact the entertainment unfolding before their eyes

Esports entertainment company BLAST has revealed plans to enter Dota 2 with a full schedule of events to be rolled out in 2024/25. BLAST will become the new home of Dota 2 esports through arranging a tournament series focused on unparalleled production quality and game changing fan-first moments.

The tournament organiser will host a first Dota 2 studio event in November, ahead of four events taking place in 2025. The full extent of the new Dota 2 tournament series will be revealed in the summer, where further information on format, prize pool and locations will be shared.

Andrew Haworth, VP of Ecosystems, Valve & Riot Games, said: “We are delighted to be entering Dota 2 and have plans for BLAST to bring a new level of production and excitement that Dota fans haven’t seen before. It’s a game we love as fans and players, we’ve been following closely as an interested tournament organiser for the last few years. As we’ve grown as a business and expand into further titles, Dota has always been on our wish list.

With the recent changes to the Dota ecosystem we feel it’s the perfect opportunity for BLAST to come in, provide the community with the next level of tournaments and become the new home of Dota 2.

“BLAST prides itself on unparalleled production quality and game changing fan-first moments while bringing together the very best teams and biggest superstars to fight it out for glory on the server. We look forward to bringing this approach to the world of Dota 2 and providing fans with the best esports entertainment on offer.”

This strategic move marks a significant expansion of BLAST’s tournament portfolio, further diversifying its offerings beyond its successful ventures in Fortnite (FNCS), Rocket League (RLCS), Counter-Strike, and Rainbow Six Siege.

BLAST.tv, a custom made esports live viewing platform, will add Dota 2 to its offering meaning fans will be able to enjoy a tailor made competitive esports viewing experience and platform. Fans will never miss a key moment of the action with the BLAST.tv interactive timeline feature, which catalogues standout highlights to be replayed instantly on the playback timeline.

The platform has a custom built video player with 4K capabilities and a moderated live chat feature that will enable fans to connect with a like-minded community, where fans will be able to impact the events unfolding before their eyes through interactive polls.

Outside of the live experience, BLAST.tv will be a one-stop-shop for Dota 2 esports fans. Providing them with the latest player stats, team standings, mini-games, news and exclusive content and experiences.

Sign up to BLAST.tv for all the latest news, updates and BLAST’s future plans for Dota 2.

 

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Emma Shilling Receives Visionary Compliance Leader Award in the 2024 Women in Leadership Awards

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SolutionsHub’s Head of Compliance, Emma Shilling, has been recognised at the 2024 Women in Leadership Awards, winning the prestigious Visionary Compliance Leader Award. This recognition celebrates her outstanding contributions, innovation, and unwavering commitment to excellence within the compliance landscape.

The 2024 Women in Leadership Awards celebrate excellence in leadership by meticulously evaluating outstanding individuals and organisations. Through a rigorous selection process based on comprehensive standards, these awards recognise impactful contributions.

This award is a testament to Emma’s remarkable achievements and her leadership excellence, specifically in eGaming compliance. As a compliance leader, she has consistently demonstrated visionary thinking, dedication to sustainability, and a passion for responsible gambling practices within the online gambling industry.

SolutionsHub Director Nick Wright, said “We are very proud of Emma. Her strategic vision, dedication to pragmatic and ethical compliance, and pursuit of excellence underscores our commitment to fostering a culture of compliance and innovation.

“This award reinforces Emma’s reputation as a compliance leader and enhances her credibility within our industry and beyond.”

In response to receiving this award Emma said “I would like to thank those that nominated me and the judges for this honor. To be recognised with this award is immensely satisfying for me personally and a testiment to our teams collective commitment to innovation while furthering responsible gambling practices and maintaining the highest standards of compliance.”

SolutionsHub, a leading compliance consultancy, specialises in tailoring comprehensive solutions for Isle of Man-licensed eGaming businesses. With a seasoned team of industry veterans and former regulators at the helm, SolutionsHub ensures that businesses maintain the highest standards of integrity, transparency, and regulatory compliance in the often challenging online gambling sector.

Emma Shilling is Head of Compliance at SolutionsHub, where she leads the compliance team in delivering bespoke compliance solutions for Isle of Man licensed eGaming businesses.

Note: The Women in Leadership Awards are organized by EMG Publishing Group and recognise exceptional female leaders across various sectors.

 

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ESL FACEIT Group Partners with s1mple for Launch of Play Like s1mple Project

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The Legendary Counter-Strike Star’s Educational Program Will Offer 60+ Tutorials and Exclusive FACEIT Features To Help Players Up Their Game.

ESL FACEIT Group (EFG), the leading esports and video game entertainment company, and renowned Counter-Strike player Oleksandr “s1mple” Kostyliev today announced a partnership with Play Like s1mple Project – an educational video series designed to change how players approach mastering Counter-Strike 2.

The program will include more than 60 interactive sessions, with a focus on in-game skill development and strategy as well as out-of-game topics such as career advancement. The program aims to empower gamers of all levels to unlock their full potential in Counter-Strike 2.

“We’re thrilled to launch the Play Like s1mple Project and provide gamers with a unique opportunity to learn from one of the best in the business,” said s1mple. “Whether you’re a casual player looking to improve your skills, better understand the game, and achieve a champion mindset or a great pro aiming to take your game to the next level, this program has something for everyone. I wish someone could have shared these skills with me when I just started my journey in CS.”

Play Like s1mple Project will bring the comprehensive educational program to the global gaming audience in partnership with FACEIT, the leading community platform for online PvP play. FACEIT has been the home of competitive Counter-Strike for more than a decade and will now offer a suite of educational programming that supports the in-game learning experience it offers for casual players and aspiring pros alike. Through this collaboration, Play Like s1mple Project participants will gain exclusive access to FACEIT’s premium features and exclusive on-platform content.

“s1mple’s success, longevity in Counter-Strike and legacy with FACEIT, makes him uniquely qualified to help our global community learn and master their game at the highest level of competition. ” said Fabio Floris, President, Digital Platforms, ESL FACEIT Group. “Viewers will not only pick up the intricacies of top-tier CS, but also insights on what it takes to break into the industry in other ways, including as caster, talent manager, and more.”

Key features of the Play Like s1mple Project include:

  • Unmatched Talent: s1mple, possibly the greatest player in Counter-Strike history, will share his expertise and practical knowledge.
  • Legendary Experience: Comparable to legends like Jordan or Messi, s1mple will share secrets and best practices developed over more than a decade of play.
  • Career Development Resources: Gain insights into the esports industry and learn how to turn your passion for gaming into a successful career with guidance from industry experts.

FACEIT Community Support:

  • Join a community of gamers and CS enthusiasts.
  • Get tips and strategies directly from s1mple
  • Connect with like-minded individuals worldwide.

Exclusive Content and Competitions:

  • Access premium content.
  • Participate in tournaments for the community.
  • Have personal communication with s1mple and other top players, providing unparalleled insights into the world of professional gaming.

Registration for the Play Like s1mple Project will open May13 with limited spots available. Visit playlikes1mple.com for more information, and follow All Stars Promo on Twitter or Instagram. For more information on the FACEIT platform, check out eslfaceitgroup.com and follow EFG on LinkedIn.

 

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