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Hershey Says “Game On!” As Intrinsic In-Game Ad Campaign Doubles Industry Standard for Mobile Ad Recall and Boosts Brand Likeness



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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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Bulletin from Kambi Group plc’s Annual General Meeting 2024



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Kambi Group plc (Company Registration Number C49768) having its registered address situated at Avenue 77 Complex, A4, Triq in-Negozju, Zone 3, Central Business District, Birkirkara, CBD3010, Malta (the “Company”) held its Annual General Meeting on 21 May 2024 at its registered office (the “Meeting”).

Fourteen resolutions were presented to the Meeting. Twelve ordinary resolutions (resolutions a – l) were approved:

  • Annual Report and the Financial Statements of the Company for the year ended 31 December 2023 were approved
  • Remuneration report for the year ended 31 December 2023 was approved
  • Number of Board Members 2024 was approved
  • Board Members’ fees 2024 were approved
  • Anders Ström, Patrick Clase and Marlene Forsell were re-elected as Directors
  • Kristian Nylén and Benjie Cherniak were appointed as additional new Directors
  • Anders Ström was appointed Chairman
  • Guidelines on the appointment and composition of the Nomination Committee were approved
  • Mazars Malta were re-appointed as external auditors

All two extraordinary resolutions, resolutions m and n, obtained one majority of two required in terms of Clause 135 of the Companies Act (Chapter 386 of the Laws of Malta), and in terms of Articles 48B.2(b) of the Articles of Association of the Company. To this end, an Extraordinary General Meeting is being convened within 30 days of today’s Annual General Meeting, as per proviso in same Clause and Articles, to take a fresh vote on the proposed resolutions.

The Board extends its gratitude to Lars Stugemo and Cecilia de Leeuw for their dedicated service and contributions.

By order of the Board

Sarah Fenech
Company Secretary


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UK fans able to bet on OKTAGON MMA with SkyBet after betting market debut on William Hill



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UK fans are now able to get even more involved with OKTAGON MMA, after news broke that fans can bet on Europe’s leading MMA promotion with SkyBet.

Although fans can already bet in the UK via William Hill, the move to SkyBet opens up the market even further for fans wishing to get involved with the action.

OKTAGON has made significant strides to get more involved with its ever-growing UK fanbase, with the first ever show on these shores in November 2023 at the AO Arena in Manchester.

On the back of that success, OKTAGON returned twice in 2024; the first coming at the Utilita Arena in Newcastle in January, before an enthralling night at the Resorts World Arena in Birmingham in April.

OKTAGON MMA co-owner Pavol Neruda commented: “We are really pleased that our fanbase in the UK and Ireland can now engage even further with OKTAGON MMA.

“SkyBet is an extremely well-respected platform, and this exemplifies the growth of OKTAGON MMA in the UK and Ireland, a market where we have dedicated significant effort to expand, and shine a light on up-and-coming MMA talent.”

UK fans can place their first bet via SkyBet for the next OKTAGON tournament, when the organisation lands in Prague at the spectacular Fortuna Arena for OKTAGON 58 for the blockbuster rematch between Karlos Vemola and Attila Vegh in front of 27,000 fans.


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BF Group Launches Enhanced Platform for Sports Betting and Casino Operators



BF Group Launches Enhanced Platform for Sports Betting and Casino Operators
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BF Group, a leading innovator in the gaming and betting industry, proudly announces the launch of the latest version of their comprehensive platform designed for sports betting and casino operators. This new iteration stands out with its cutting-edge design solutions, leveraging a headless approach to ensure seamless and modern operations.

The platform is already live with BF Group’s clients, including the leading Polish sportsbook operator, LV BET.

Marcin Doszczecko, CEO of LV BET Poland and Latvia, shared his enthusiasm: “After the initial tests, we are thrilled to be part of the pilot phase of BF Group’s new platform. We’ve observed significant improvements in operational flow and profitability. The feedback from our VIP players has been overwhelmingly positive, underscoring the platform’s quality and effectiveness.”

Wiktor Grabarczyk, CEO of BF Group, commented: “We continually develop our platforms and other products, but the improvements in this iteration are so significant that we present it as a new stage in our product evolution. We are pleased to provide our partners with an even better tool, ensuring operators and their players have a comfortable and enhanced experience with our sports betting products.”

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