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Ocean Outdoor UK & Admix take brands into the metaverse with NFT billboards

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Gameloft partners with Admix to bring In-Play to flagship mobile IP
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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.

 

Gaming

MainStreaming Announces Appointment of Nicola Micali as Chief Customer Officer

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MainStreaming, an iMDP INTELLIGENT MEDIA DELIVERY COMPANY, which is redefining the CDN market with its innovative Edge Network services, announced the appointment of Nicola Micali as its new Chief Customer Officer (CCO).

With a track record of improving processes and efficiency and creating go-to-market strategies, Harvard alumnus and former Akamaite, Nicola Micali joins MainStreaming with the goal of solidifying a customer-centric organisation that prioritises long-term relationships, customer experience (CX) and satisfaction, ensuring MainStreaming’s continued business growth and market leadership.

Nicola brings a wide range of professional experience as a Leader of Customer Success & Professional Services at Akamai for over 10 years, where he was responsible for services and overall revenue. He developed the services strategy for the Americas’ media & entertainment, gaming and partners verticals exceeding all revenue targets year after year. Nicola’s expertise in leading technical customer-facing teams has resulted in higher customer satisfaction and successful worldwide streaming events.

With a Master’s degree in Business Administration and Management from Harvard, Micali’s educational background further enhances his capability to lead and innovate in the Edge video technology sector. As Nicola steps in as CCO, he will play a pivotal role in guiding the entire customer lifecycle journey. His expertise in customer success positions him perfectly to lead MainStreaming’s efforts in providing world-class service to a global clientele.

MainStreaming’s CEO, Antonio G. Corrado, said: “QoS for our customers and QoE for end users are at the core of our streaming business. It is the best proxy for customer satisfaction for us. We are happy to welcome Nicola Micali, who demonstrates his expertise in customer success. Together, we are set to strengthen our commitment to being a customer satisfaction-oriented company, leveraging our world-class services directed to broadcast-quality standards that are requested by industry players.”

MainStreaming’s video delivery technology is meticulously developed in-house, offered as managed private Edge Network to help broadcasters, OTT TVs and content owners overcome the toughest challenges of live streaming at scale, addressing the limitations of classic CDN and enabling new application solutions on the Edge.

“I am honored to join a team that is on a mission to write a new chapter in video streaming delivery, setting new standards, and paving the way for the future of TV. I am ready to contribute to MainStreaming’s innovative approach and customer-centric philosophy. Together, we are set to revolutionize how the streaming industry approaches Edge Network architecture for live streaming, emphasizing a more distributed, ultra-low-latency, energy-efficient, and globally scalable design,” Nicola Micali said.

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Gaming

Illuvium: Fastest Gaming Studio in History?

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Mark your calendars: Illuvium’s triple-title debut is set for the 25th of July, full of endless exploration, material harvesting, and conquest. With the studio boasting world wide talent, such as Jaco Herbst – previously Blizzard Entertainment, and Kostiantyn Bondar – previously Ubisoft, Samsung, and Gunzilla Games, Illuvium is guaranteed to cater to a wide audience with its various mechanics and gameplay across one singular universe offering three separate games.

Key Links:

– Epic Store Page
– Official Release Date Trailer
– Website
– Twitter

Most gaming studios take years to build their debut title; Illuvium, a non-existent studio four years ago, is on the cusp of releasing three interconnected gaming titles developed simultaneously. Founded by three brothers from Sydney, Australia, the studio quickly grew to over 250 people, boasting talent from Ubisoft, Activision, CD Project Red, and many other AAA studios. The studio is on a mission to develop the fastest AAA gaming universe in history. Armed with over USD 100 million in funding and 1 million eager fans, the universe opens on the 25th of this month.

Kieran Warwick, CEO of Illuvium, reflects on this journey, “Our original intention was to build one title, but being brothers and highly competitive, we couldn’t agree on the genre and ended up building three games in different genres. We’ve probably wiped a collective 30 years off our lifespan, so we hope it’s worth it.”

Beyond being a single game, Illuvium is part of an expansive ecosystem, where in-game progress and items carry over into the studio’s other games, Illuvium: Arena and Illuvium: Zero. This interconnected universe allows for a more rewarding and beginner friendly experience, where nothing players earn or learn goes to waste, and enhances gameplay with each new adventure.

Illuvium: Overworld

This is not the paradise promised.

Explore a breathtaking alien world, gathering vital resources to repair a stranded ship. Hunt and capture magnificent creatures known as Illuvials, harnessing their reality-bending powers. As you venture across diverse and perilous landscapes, uncover the mysteries of this enigmatic planet—and your own forgotten past.

With a companion drone at your side, you’ll brave harsh environments, craft advanced gear, and forge bonds with the Illuvials you encounter. But survival is just the beginning. Every discovery brings new questions: What secrets does this world hold? Why did your ship really crash here? And what role will you play in shaping destiny?

In Illuvium, your choices ripple across an entire ecosystem of gameplay. Traverse seven stunning regions teeming with otherworldly flora and fauna. Encounter Illuvials, mythical creatures that defy reality, and engage in heart-pounding battles to build your collection. Harvest exotic resources to craft essential tools and equipment for survival. Jump from region to region through arcane gateways, your world limited to these scattered, habitable zones—piece together the fragments of an expanding narrative hidden within this dying alien landscape.

Illuvium: Arena and Illuvium: Zero

So, what are Illuvium: Arena and Illuvium: Zero, and how are these connected with Illuvium: Overworld?

Illuvium: Arena allows you to bring your captured Illuvials and showcase your tactical prowess. Begin by honing your skills in the Survival arena, and when ready, enter our multiplayer game modes featuring ranked, casual, and custom matches. With a deep and strategic combat system, you can train your Illuvials to gain an edge in competitive multiplayer battles and tournaments. Customisable battle tactics and team formations add layers of strategy, while the upcoming 8-player round-robin auto-battler will provide a fresh and exciting challenge. Whether engaging in PvE Survival Mode against AI or competing in PvP with ranked, casual, and custom matches, every battle will test your tactical skills.

Illuvium: Zero: A mobile city-building game combining resource management and strategic growth. In Zero, you play as a reconnaissance drone jettisoned from the ship before impact, tasked with developing your land, extracting valuable resources, and managing your operations to thrive in the Illuvium economy. Your mission is to reconnect with the crew and provide them with the fuel they need. The game integrates seamlessly with the broader Illuvium economy, supporting your adventures in Overworld and Arena. Strategic planning will be crucial as you optimise resource extraction and engage in collaborative and competitive interactions with other players. Available across PC, Mac, and Android, players can grow their digital industrial complex on the go.

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Gaming

AdInMo Launches InGamePlay SDK 3.0 with Clickable Ad Units

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AdInMo Launches InGamePlay SDK 3.0 with Clickable Ad Units
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AdInMo, the most innovative and player-centric monetization platform for mobile game developers, has announced the beta release of its InGamePlay SDK 3.0.

InGamePlay 3.0 builds on AdInMo’s existing tech stack which offers multi-format non-interruptive immersive advertising. The latest SDK launches clickable in-game ad units designed with the player experience at the forefront, driving better monetization for free-to-play developers and higher engagement for advertisers.

One of the unique ways AdInMo’s SDK drives intentional clicks is through the ‘InGamePlay Magnifier’, which spotlights an advert within the game environment to improve its viewability. The SDK also features customisable visual options, such as a glowing or pulsing placement border to signify to the player whether an ad is clickable. Gameplay is not affected because the game is paused as soon as the player chooses to interact with the ad, and then is frictionlessly returned to the game.

Players are familiar with the idea that objects are interactive in a game world, AdInMo has harnessed this mechanic to integrate advertising in an immersive and non disruptive way. Engaging with the advert will always be the player’s choice, making clicks intentional which is highly valuable for both advertisers and developers.

AdInMo CEO and Co-Founder Kristan Rivers, explains: “Making a game that generates sustainable revenue while still being joyful for players is the perennial balancing act for developers. Our latest SDK offers a frictionless way to increase the effectiveness of in-game advertising without impacting the player experience and crucially gives developers more ways to make money.”

InGamePlay 3.0 SDK utilises AdInMo’s data-led PlayerPersonaFramework™, to target the right player audiences with the right message which could be a brand awareness, direct response or in-app campaign using AdInMo’s new hybrid-monetization solutions.

Kristan Rivers, continues: “The games industry is gearing up to a future where free-to-play is dominated by hybrid-monetization. Our new clickable ad placements can already be used to advertise a developer’s portfolio in-game with our CrossPromo feature and that’s just the start of AdInMo’s hybrid-monetization roll out this summer.”  

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