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Make way for the in-game advertising revolution



Adverty establishes local presence in Turkey, as Istanbul emerges as the hottest new gaming and tech hub in Europe
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Nicola Halpin, Senior Director of Sales at Adverty, on why brands must wake up to the creative possibilities inherent within in-game advertising

In-game advertising remains unchartered territory for the vast majority of brands, yet a large-scale shift towards seamless and non-interruptive in-game advertising which sits alongside the immersive experience of increasingly popular virtual worlds has already begun.

Indeed, with around three billion gamers worldwide, this industry offers unlimited, lucrative opportunities for marketers looking to upgrade from traditional advertising methods.

In the mobile space, 5G is one of the most exciting developments – heralding greater creative freedom and unlimited possibilities. According to a report from games analytics company, Newzoo, there will be some 2.1 billion 5G-ready smartphones globally by 2023, accounting for 42.7% of active smartphones. The mobile market’s transition towards this fifth generation of mobile network technology has already begun, with countries around the world rolling out 5G networks, and many of the leading smartphone manufacturers having launched flagship 5G smartphones.

Meanwhile, Newzoo’s report also notes that the era of hypercasual on mobile is branching out into exciting areas with new ways to play leading to new ways to pay, including bundles, direct purchases and ad-based revenues.

With innovations such Adverty’s unobtrusive In-Play and In-Menu ad formats – designed to make in-game advertising a powerful performance as well as a branding channel – brands are starting to wake up to the possibilities. They will be pleased that they did: Our recent research into the reception of in-game advertising indicated that respondents preferred ads which blended seamlessly into the gameplay experience – compared to 30% favourability for a standard banner ad, for instance.

It is now possible to reach mobile gamers non-intrusively – to add to, rather than to detract from – the immersive experience. And with lockdowns having led to consumers engaging with mobile gaming more than ever, with Adverty’s traffic, for instance, going up 35%, this is a trend that looks set to stay. Post lockdown, rather than diminishing, this traffic plateaued.

Besides, gaming is an increasingly popular pastime for a much broader demographic than many assume, too, with Nick Sperrin, Chief Client Officer, Dentsu UK, pointing out that DGame, its specialist division set up to help brands reach and engage with gaming audiences was developed “in response to a rapidly changing marketplace which has mass, not niche, potential.”

Despite this, there remains a huge disconnect between brand investment that is pouring into social media, by way of example, versus gaming – despite both areas having broadly similar reach. Gamers are both male and female, and many are mature – with significant spending power.

So, with the technology advancing all the time and 5G offering increased sophistication and creative freedom, it’s time that brands made the most of native in-game placements. By way of example, Adverty’s formats can’t be turned off by ad blockers; they offer brand awareness and brand safety – and they can run programmatically. In-Menu represents a clickable ad unit which can lead gamers directly to offers or purchase, with even automotive brands are becoming active in this space – proving that there is increasing awareness that games are not just played by kids, but by decision makers and money makers, too.

Many play games daily, too, while the eSports category is exploding. So it should come as no surprise to learn that brand safe advertising which is well-received in this context, without disturbing game play, delivers results. For instance, for Unilever brand, Knorr, a clickable banner in the mobile casual game, Subway Surfers, delivered over 5.76 million viewable impressions and almost seven seconds in average view time per impression. Besides this, Adverty’s patented BrainImpression™ technology, which is based on research around the anatomy of the human eye and brain perception, enables us only charge the advertiser when we know the ads have been fully perceived by the consumer. There is no catch: You only get charged for ads that are seen.

What’s more, our recent brand lift study with Dentsu Data Labs highlighted the potential impact of in-game executions – with ad awareness up 84% and brand recall up 78%. Clearly there is minimal risk when it comes to putting your money in this space, with advertising that blends in well. It’s becoming increasingly evident that brands ignore the in-game revolution at their peril.


Interactive Gaming Group signs sponsorship agreement with lead Twitch female creator Nora



Interactive Gaming Group signs sponsorship agreement with lead Twitch female creator Nora
Reading Time: 2 minutes


Building on its intent to support female streamers and inspire gamers, Interactive Gaming Group announces today that it has added former professional soccer player and prolific female streamer Nora (Twitch name “NoraExplorer”), to its portfolio.
Nora, who turned to gaming after a knee injury ended her career, shares her journey travelling in Facepunch Studios’ adventure game Rust – with an audience of over 91,000 followers. The 23 year old, who has seen her audience grow rapidly in the last year, sees streaming as a significant new area of opportunity for gamers looking to monetise their talent and get more people excited about gaming.
Commenting on her new partnership with IGG, Nora said: “I’m extremely excited to be supported by IGG as I work to improve the experience I share with my audience. In the past year I’ve seen my community grow and found more and more people connecting in an online space. Being a part of this with my audience and community, makes me feel like I have a responsibility to show that anybody can be who they want to be. IGG’s support in my goals was an important factor in making the partnership.”
With over 1,000 creators and 250 brands worldwide, IGG, whose vision is to inspire the world to play, has made it the company’s focus to support up and coming creators to help them monetise their talent. IGG’s experience in building some of the most successful gaming-focused Twitch channels in the world is now being turned to connecting growing gaming and eSports creators with brands via the company’s platform.
Commenting on the partnership, CEO of Interactive Gaming Group Cristina Niculae commented:”Streaming is the new way of marketing. The new generation of adults is no longer inspired by mainstream TV but by creators sharing live, interactive experiences. However, only 2% of gaming creators on platforms such as Twitch are female. At IGG, we want to support female creators grow their channels and monetize their gaming content and through this, balance the gender gap. We are delighted to have Nora, a talented creator, joining our portfolio of streamers and are looking forward to supporting more female creators on our mission to open up streaming marketing to all upcoming creators.”
Interactive Gaming Group is a leading digital entertainment and media technology company, connecting creators, viewers and brands on a global scale. Founded in 2017 and operating out of Malta and Spain, Interactive Gaming
Group vision is ‘To inspire the world to play’ and to bring great streaming entertainment to people around the world.
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Ranked: The Highest Earning Female Gamers Per Country!



Ranked: The Highest Earning Female Gamers Per Country!
Reading Time: 2 minutes


In the wake of E3, many gamers have been left clamouring for more updates regarding their favourite games. Not every game was given the spotlight however, as many high profile fanbases (such as Animal Crossing) were left without mention.

One of the biggest turning points at this conference, however, was how diversity in gaming has been promoted to the main stage. Spurred on by talk of diversity in gaming, ManySpins decided to investigate the 500 highest earning female gamers in the world and determine which country has produced the highest number of top earning female players!

The full results, including the most popular games, can be found on the ManySpins blog post:

The Results:

ManySpins can reveal that, in first place, is the United States. Almost 2/5s of the highest earning female gamers originate from the US, at 161 gamers! Top earning players include Mystik, Emy, and Hafu, and all top U.S. players have earned a combined sum of over £1.3million.

In second place is Russia, with 38 top earning female gamers. Top gamers from Russia include CS:GO champs vilga and Ant1ka. Russian players have earned over a quarter million, with total earnings calculated at £240,061.63.

Ranking third is China, with 37 top earning female gamers. Top gamers from China include Liooon and Eloise, both Hearthstone players, and the combined wealth of all Chinese players is £349,483.77.

In fourth is Canada, home to 35 of the top earning players! The highest earning female player of all time, StarCraft II pioneer Scarlett, hails from Canada and has won more than $300,000 from the game alone! Despite ranking fourth, gamers from Canada have earned the second highest of all with a combined wealth of £610,206.

  1. Brazil = 32 female gamers
  2. France = 30 female gamers
  3. Sweden = 19 female gamers
  4. Republic of Korea = 17 female gamers

In ninth place is Germany, with 13 of the highest earning female gamers originating from the European country. Despite ranking above the UK, German female gamers have not earned as much with a combined sum of only £29,775.93.

Finally, ManySpins can reveal that in 10th place is the United Kingdom, with 12 of the 500 highest earning females living in the UK. Players from the UK have earned a combined sum of £73,849.84.

When conducting this study, Kevin Roos, spokesperson for ManySpins, had this to say;

It’s vital now that we’re in 2021 to breakdown the stereotype that gaming is a ‘boys club’; as Laila Shabir stated in the Take-Two panel at this years E3, ‘nine out of 10 kids play video games, not nine out of 10 boys, nine out of 10 kids’. This makes it incredibly important to highlight the power of female gamers and showcase that their skills and prowess is recognised around the globe.

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Gaming Ban: Signs and Tips to Combat Teen Gaming Addictions



Gaming Ban: Signs and Tips to Combat Teen Gaming Addictions
Reading Time: 2 minutes


With the Chinese government banning under-18s from playing online games for more than an hour a day, were eager to establish the primary signs that your teen is addicted to gaming.

Alongside this, in-house expert Laura O’Brien outlines top tips for weaning your teen off gaming.

Signs your teen is addicted to gaming:

  1. Increased agitation and aggression

One of the earliest signs of a gaming addiction in teenagers and young adults is increased agitation and aggression. As with most addictions, people are prone to intensified mood swings when experiencing withdrawals, making times such as the morning and coming in from school or work periods of heightened emotion. Such agitation can be amplified by the type of games your teen is playing; consistent exposure to violent games, can subconsciously promote such behaviour. Increased agitation can affect relationships both inside and outside the home environment.

  1. Lack of concentration

Struggling to concentrate or seeming consistently detached and preoccupied is another sign that your teen is addicted to gaming. As a result of the intense visual and auditory stimuli of video games, the real world and everyday interactions become dull and un-fulfilling in comparison. Such a detachment and lack of interest can quickly begin to affect performance in school and extra-curricular activities.

  1. Changes to schedule

Increased screen time is continuously linked to lack of sleep which in turns disrupts a teen’s routine. Such disruption to a teen’s schedule will amplify the other symptoms of mood swings and a lack of concentration. Alongside this with any addiction, you can become preoccupied with an activity to the point of neglecting essential daily tasks. Over time, a teenager will put less time into his or her appearance, cleanliness and overall health.

Tips to combat a gaming addiction:

  1. Positive reinforcement

Positive reinforcement is the key when trying to alter someone’s behaviour for the better. Offering consistent praise for doing exercise, working hard at school and on homework, as well as helping around the house will provide gratification and motivation to keep up productive and social activities. Negative reinforcement in this instance could cause resentment and increase urges to play video games.

  1. Alternative activities

Prompting your teen to be social and try new activities will keep them busy and over time, make them more inclined to crave social interaction as opposed to digital stimulus, promoting a healthier relationship with gaming. Even small steps within the home like having dinner together or going on a walk will offer positive distraction and interaction.

  1. No Gaming in bedroom

No gaming in the bedroom is vital when trying to combat a gaming addiction. Having 24-hour access will inevitably lead to late night gaming and disruption of schedule. Ensuring games are played in communal areas will reduce temptation and allow you to better monitor your teens gaming habits.

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