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IAS and Anzu Partner to Provide Media Quality Measurement for In-Game Advertising Environments

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IAS and Anzu Partner to Provide Media Quality Measurement for In-Game Advertising Environments
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The collaboration equips brand and agency ad buyers with added transparency for display and video ad formats in mobile gaming environments

Integral Ad Science, a leader in digital media quality, today announced a partnership with Anzu, an in-game advertising leader. This partnership enables global brands and agencies to effectively monitor the quality of their in-game media investments in mobile gaming environments. Through this collaboration, IAS provides advertisers with Invalid Traffic (IVT) measurement and reports on Viewability through the IAS Signal platform.

“Gaming continues to emerge as a medium with broad appeal and growing reach. By partnering with Anzu, we now deliver in-game measurement and transparency for advertisers within gaming environments,” said Tom Sharma, Chief Product Officer of IAS. “This integration sets the platform for quality standards within ad-supported gaming and allows advertisers to better understand and control the quality of their media on Anzu.”

In-game environments have posed various challenges for verification measurement throughout the ad tech industry, such as multiple forms of device types, game developers, and platforms, all of which make it difficult to use a single tech suite for verification coverage. This strategic collaboration further delivers ad transparency into mobile gaming environments, continuing IAS’s progress related to in-game brand safety, suitability, IVT, and viewability measurement everywhere in the digital advertising ecosystem.

“Anzu’s new partnership with IAS is the next step in standardizing in-game viewability and performance in the mobile gaming industry, which is projected to reach $136 billion worldwide this year,” said Itamar Benedy, Co-Founder and CEO of Anzu. “This new partnership means advertisers can now get enhanced visibility into the effectiveness of their campaigns. This further strengthens the already robust metrics and reporting advertisers benefit from when running in-game ad campaigns with Anzu.”

“This important measurement advancement will help accelerate advertisers’ ability to scale their in-game media investments by further demonstrating the high performance of the Anzu platform,” said Joe Cady, EVP Advanced Advertising & Partnerships, NBCUniversal. “We are excited to see Anzu and IAS partner to expand insights and streamline measurement operations for marketers as they evaluate their in-game media effectiveness.”

Cryptocurrency

BetGames Will Start Accepting Fasttoken (FTN) as a Supported Cryptocurrency

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BetConstruct is pleased to announce that BetGames, the leading provider of premium gaming solutions, is planning to add FTN to the list of supported cryptocurrencies.

FTN is the official cryptocurrency of the Fastex ecosystem as well as the adopted cryptocurrency of the leading betting and gaming software provider BetConstruct.

The inclusion of FTN in BetGames’s supported cryptocurrencies will start from January 26th.

To learn more details about FTN, feel free to visit the website www. fasttoken .com.

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Gaming

Game Wave Festival invites everyone to watch the live broadcast of Nordic Game Discovery Contest Grand Finals!

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Game Wave Festival invites everyone to watch the live broadcast of Nordic Game Discovery Contest Grand Finals!
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Game Wave Festival announces that it will broadcast Nordic Game Discovery Contest (NGDC) Grand Finals November 28 at 19:00 – EET (18:00). Everyone can join for free on Nordic Game Vimeo channel and Game Wave Festival YouTube channel.

Three days left to the Game Wave Festival and those who are not in the travel mood, can join online sessions as well as have the opportunity for one-on-one meetings. Register with Black Friday 30% off promo code (WHITEFRIDAY) at https://www.gamewave.eu/ and meet 35+ speakers who will share the knowledge on various gaming industry relevant topics.

In addition to that, on-site and online participants will be able to join Panel Discussions, Workshops and Nordic Game Discovery Contest Grand Finals. Right after NGDC Grand Finals kicks off the Game Night – Open Microphone event. Everyone will have a chance to go in front and present a game, service or talk about actual topics! See the full agenda here: https://www.gamewave.eu/agenda

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SuperGaming and Google Cloud Collaborate to Empower Game Developers with a SuperPlatform

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Leading Indian game developer SuperGaming has chosen Google
Cloud to bring its best-in-class live-ops engine, SuperPlatform, to game developers the world
over. This will empower game developers to make better games with battle-tested cloud
infrastructure that currently powers all of SuperGaming’s efforts. This includes PAC-MAN, which
has more than one billion downloads across all storefronts, and its multiplayer shooter
MaskGun, which has more than 65 million players.

SuperPlatform will run on Google Cloud and will enable game developers to manage live ops,
matchmaking, player progression, player data, analytics, monetization systems, server scaling,
sales, and merchandising. It also integrates with popular game development platforms.

“The SuperPlatform is at the core of what makes our games tick,” says Roby John, CEO and
co-founder, SuperGaming. “It’s been made by game developers, for game developers, and after
years of iteration, finesse, and supporting some marquee games like PAC-MAN, we felt it’s the
right time to share it with more game developers. Google Cloud’s reach, technical expertise, and
best-in-class infrastructure made it an obvious choice as our partner to bring this to market.”

SuperPlatform is a SaaS (software as a service) and will be an ISV (independent software
vendor) running on Google Cloud, which provides secure, scalable, and sustainable
infrastructure that will enable more game developers to access SuperPlatform at scale.

“Gaming is a big focus for Google Cloud. We have scaled our global investments in this space
and are excited about the response we are getting from the market. ” says Bikram Singh Bedi,
managing director, Google Cloud India. “Advancements like the SuperPlatform are welcome
additions to an ever-evolving ecosystem. With Google Cloud’s infrastructure that enables
developers to build at scale and SuperGaming’s pedigree in gaming, we can really drive impact
and innovation and see more games come out of India.”

“By working closely with Google Cloud engineers and SDKs, a lot of our initial friction was
eased,” says Navneet Singh Waraich, chief technology officer and co-founder, SuperGaming.
“One key for us and our SuperPlatform customers is choice, and the ability to migrate our entire
orchestration as needed for cost-effectiveness without disrupting the game client or server
integrations on the frontend. This was a major plus for choosing to build our current stack on
Google Cloud.”

In addition to this, upcoming SuperGaming titles such as Indo-Futuristic battle royale, Indus and
Tower Conquest Metaverse Edition will also run on Google Cloud.

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