Latest News
Hershey Says “Game On!” As Intrinsic In-Game Ad Campaign Doubles Industry Standard for Mobile Ad Recall and Boosts Brand Likeness
![](https://europeangaming.eu/portal/wp-content/uploads/2022/11/Hershey-Says-Game-On-As-Intrinsic-In-Game-Ad-Campaign-Doubles-Industry-Standard-for-Mobile-Ad-Recall-and-Boosts-Brand-Likeness.jpg)
GumGum, a contextual-first, global digital advertising platform, with Frameplay, the global leader in enabling intrinsic in-game advertising, announced their partnership in June of this year to provide brands and agencies with scalable, creative advertising units that are privacy-forward, contextually relevant, brand safe, and non-disruptive. Today, the two platforms announced the successful results of their intrinsic in-game advertising campaign for Hershey’s OH HENRY! candy bar.
Hershey is an early adopter of the critical in-game environment to reach audiences and consumers across mobile with non-intrusive ads that blend seamlessly into a gamer’s experience. Together with GumGum, Frameplay served OH HENRY! ad creative within premium sports, simulation, racing, and casual games by targeting audiences over 18 in a six-week campaign and exceeded original goals set by Hershey. Hershey saw success across major categories like fit as a game sponsor (13.3 points), likeness of the brand’s sponsorship of games (+18 points) and mobile ad recall (+15.9 points) – twice as high as the industry average and standard.
“There are at least 2.5 billion gamers who are immersed in virtual worlds where no ads are present and at Hershey, we wanted to find a way to reach these consumers without disrupting the gaming experience,” said Susanne Hartkorn, Associate Marketing Manager, OH HENRY! at The Hershey Company. “By partnering with GumGum and Frameplay, we were able to test out intrinsic in-game advertising and found that the key to success is optimising the creative and making the ad as immersive as possible. This campaign unlocked a whole new segment of customers and based on the results, we see intrinsic in-game advertising as an important strategy to meet new audiences where they are as we enter 2023.”
GumGum and Frameplay utilised Comscore to measure overall campaign performance through a brand lift study. The results of the study not only show the efficacy of intrinsic in-game advertising from a brand awareness perspective, but also proved that ads that contextually align with their environments have a positive impact on the gamer, which results in an increase in purchase intent. This also further proves that aligning ads with the environment and meeting people when they are in the right frame of mind is key to garnering attention today and in the future.
Other notable results from the campaign include:
- 21,870,161 delivered impressions
- 6.9 point lift in “likely to purchase OH HENRY!”
- “Satisfies My Hunger” saw a 7.6 point lift after a user viewed a GumGum ad
- “Provides a Boost of Energy” saw an 8.4 point lift as users directly correlated OH HENRY! with high energy
“In-game advertising is here and it’s here to stay, offering brands the opportunity to reach gamers during the 3 billion hours of gaming played across the world,” said GumGum CEO Phil Schraeder. “Our goal with Frameplay was to help Hershey start to understand how to deliver immersive and contextually relevant advertising that optimises creative in a non-disruptive way and the results prove what we’ve been saying for years. Context and creative must be an integral part to advertising strategies that will result in increased attention, boost brand favorability and ultimately change how people view digital advertising all together.”
“The gaming audience is larger than all of the top streaming sites combined, which underscores how critical in-game advertising is for brands. It’s clear that by combining Frameplay’s platform of engaged audiences with GumGum’s high-impact ad products, advertisers can be extremely successful in reaching consumers within cinematic and interactive video games,” said Jonathon Troughton, Chief Executive Officer at Frameplay. “The early success of this campaign is crucial because it shows how intrinsic in-game advertising paves the way for both time and attention without distracting the player from the environment itself.”
Both GumGum and Frameplay will continue to pilot intrinsic in-game advertising with brands to understand the power and impact of gaming on digital advertising throughout the rest of 2022 and will be publishing more insights and results in upcoming months. GumGum will be making contextually relevant, intrinsic in-game ad units widely available for brands and agencies globally in the first half of 2023.
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Win tickets to the BLAST Premier Fall Final: GG.BET is running a MEGA BLAST Competition for fans of СS2
![](https://europeangaming.eu/portal/wp-content/uploads/2024/07/fvfdgsadgareabvaaa.jpg)
From 26 July, all GG.BET users can get involved in the new MEGA BLAST Competition with a €10,000 prize fund. The winner will receive two tickets to the BLAST Premier Fall Final CS2 tournament, taking place from 27-29 September in Copenhagen. To enter, you need to place bets on Counter-Strike 2 matches.
BLAST Premier Fall is a major series of Counter-Strike 2 tournaments which draws in millions of viewers from all over the world every year. The series consists of three stages: Groups, Showdown, and Finals. The Groups stage sees 16 Tier-1 teams duke it out. Only 6 of these can go on to compete in the final, while the rest will battle it out in the Fall Showdown for two additional spots in the final. BLAST Premier Fall Finals will be the concluding stage of the Fall series, and fans can look forward to electrifying action, heart-stopping twists and turns, and an epic $425,000 prize fund.
From 26 July to 4 August, as the Groups stage rages on, GG.BET will be holding its MEGA BLAST Competition. The winner will get their hands on two tickets to attend every day of the BLAST Premier Fall Finals. As well as these tickets, the bookmaker is also giving away a whopping €10,000 prize fund to the top 40 participants in the MEGA BLAST Competition.
How to take part in the MEGA BLAST Competition:
- Register an account with GG.BET or log in to an existing account.
- Go to the tournament page and press “Participate”.
- Place bets on Counter-Strike 2 matches. Every bet you place will earn you a certain number of points, based on the odds.
- Rack up points, keep an eye on the leaderboard, and wait for your winnings to roll in.
Bet on your favorites and get ready for some unforgettable fun! Head over to GG.BET right now so you don’t miss your chance to enjoy a festival of Counter-Strike action in Copenhagen.
Latest News
MANCHESTER CITY TO MARK GLOBAL PARTNERSHIP WITH SUPER GROUP-OWNED BETWAY AT THE NEW YORK STOCK EXCHANGE
![](https://europeangaming.eu/portal/wp-content/uploads/2024/07/mcyjksadljoisajdasndkl.jpg)
Manchester City has today announced a new multi-year partnership with leading global online betting and gaming brand, Betway.
As part of the club’s pre-season tour of the United States, and to mark this significant deal, leading figures from Manchester City and Super Group will be on-site for the iconic NYSE bell-ringing ceremony later today. Ferran Soriano, CEO of City Football Group, along with Neal Menashe, Super Group CEO, will ring The Opening Bell at 9:30am EDT.
The agreement will see Betway become the club’s Official Global Betting Partner from the start of the 2024/25 season, as Manchester City joins the brand’s extensive sports sponsorship portfolio which includes teams from across the Premier League, La Liga, NBA and more.
Ferran Soriano, City Football Group CEO, said: “We are pleased to announce Betway as our Official Global Betting Partner today. As a globally recognised brand, Betway has a strong pedigree and history of working with high-profile brands within the sports space and we’re excited to work together throughout the partnership.”
Super Group CEO, Neal Menashe, commented: “We are absolutely delighted to become Manchester City’s Official Global Betting Partner. This agreement cements our place in the top tier of Premier League partners, ensuring that our Betway brand reaches fans in all corners of the globe.”
Throughout the duration of the partnership, Manchester City and Betway will collaborate on a number of activations and exclusive content opportunities, in addition to the brand featuring across digital and in-stadia assets.
Manchester City and Betway will also work together to provide all players, coaches, management and staff in-depth, industry leading training on all relevant codes of conduct relating to betting integrity and responsible gambling. This is in addition to the work Manchester City already does to support players and staff in this area.
The Opening Bell ceremony can be viewed live.
Compliance Updates
Acquiring a Curacao Online Gaming License in 2024: Comprehensive Analysis of Financial & Procedural Aspects with Costs & Timelines Detailed
![](https://europeangaming.eu/portal/wp-content/uploads/2024/07/curacaduioapdj.jpg)
The “Acquiring a Curacao Online Gaming License, 2024: Comprehensive Analysis of Financial & Procedural Aspects with Costs & Timelines Detailed” report has been added to ResearchAndMarkets.com’s offering.
This report includes valuable insights into the financial and procedural aspects, including detailed information on costs and timelines associated with acquiring a Curacao license.
In 2023, Curacao introduced the “Landsverordening op de kansspelen” (Ordinance on Games of Chance) to modernize and regulate gambling legislation. Since March 2020, the Gambling Control Board (GCB) has been authorized to regulate offshore gambling games and oversee the issuance of Curacao licenses. As of 2023, there are 16 companies providing legal services for registration and licensing in the territory of Curacao. The license fee, as per GCB regulations, is 36,000 ANG or 19,800 USD, payable upon license issuance.
Research Timeline and Data Relevance
The research was conducted in two stages. The first stage, studying the regulator and Open Data Search, took place in December 2023. The second stage, writing the report and partially updating the data from the first stage, took place from the end of April to the end of May 2024.
Goals and Objectives
- Describe the information about the Curacao license and the issuing regulator.
- Describe the requirements and conditions for obtaining a Curacao license.
- Describe the costs and timelines for obtaining a Curacao license.
- Briefly study the market, find and suggest the following lists:
- Legal companies offering services for company registration and obtaining a Curacao license;
- Communication agents and integrators working with the Curacao license;
- Suppliers and vendors working with the Curacao license;
- Payment systems working with the Curacao license.
Key Topics Covered:
1. Goals and Objectives
2. Research Timeline and Data Relevance
- Document Markup
- Raw and Combined Data
- Terms & Glossary
3. General Information
- The Regulator
- Registration of Operators With Sublicense
- Application for an Online Gaming License
4. Requirements and Conditions for Obtaining a License
License Conditions
- General Prohibitions
- Safe and Secure Environment
- Equipment and Application Software
- Player Registration
- Payment Transactions
- Games
- Terms of Use
- Resolution of Complaints
- Administrative Responsibilities
- Publicly Available Information
- Reports
- Policies and Procedures
- Suspension and Revocation of License
- Additional Conditions
- Supervision
Recommendations or Minimum Requirements for the Business Plan
5. The Cost of the License
6. Decision Term and the Validity of the License
7. Application Method and Forms
8. Contact Information
9. Companies for Registration and Licensing
10. Integration Companies
11. Suppliers and Vendors
12. Payment Systems
13. META
14. Appendix: Terms & Glossary
For more information about this report visit researchandmarkets.com/r/izeo6g
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