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European Gaming Congress 2024
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gaming

Equativ Levels-up its Gaming Marketplace to Help Advertisers and Publishers Thrive in Fast-growing Gaming Sector

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Equativ, the leading independent ad tech platform, is growing its gaming advertising services. Offering access to quality inventory across premium apps, the company will soon release refined category targeting options and auction packages, alongside a greater range of formats.

This expansion of capabilities will better-equip advertisers and publishers to harness the continuing growth of the gaming sector. Generating $396.20 billion in global revenue, overall market value is due to reach $533 billion by 2027, climbing at a 7% annual compound growth rate (CAGR). Mobile gaming is experiencing especially rapid gains; seeing an increase of 17% CAGR over the last year, with revenues rising from $118.43 billion to $138.63 billion.

The thriving sector is also proving a particularly effective environment for driving advertising engagement. Following an extensive two-year study by in-game advertising platform Anzu and attention tech company Lumen Research, it was revealed that intrinsic in-game ads achieve up to 97% prompted recall and viewing times of 3.1 seconds – compared to the 2.9 second digital ad norm. This is in addition to fuelling high purchase intent for six in ten gamers. Gadsme, “the most sophisticated in-game advertising platform”, a company based in Paris and London, is able to measure clicks and has observed rates of 0.4% to 6% depending on the game and the quality of the creative. This click rate, much higher than the average rate of 0.5% observed in a “classic” environment, is thought to be linked to a friendly and safe perception of the gaming ecosystem on the part of players.

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European Gaming Congress 2024 (Warsaw, Poland)

Equativ’s existing solutions enable gaming app publishers to create custom auction packages covering display, standard digital video and highly interactive rewarded video formats. Using its efficient curation abilities, sell-side partners — such Anzu, AdInMo and Gadsme — can securely activate first-party player data and build valuable, bespoke audiences, in addition to making ad space directly available to media buyers manually via integrated technology.

With availability spanning more than 41,000 apps, the platform also provides significant scale for advertisers. Buy-side partners can reach qualified mobile gamers across multiple popular apps — including Candy Crush Saga, Wordscapes and Woodoku — while further enriching audiences and ad space by harnessing smart curation features to onboard owned insights.

Over 2023, Equativ plans to enhance its range of formats by adding curation support for engaging and immersive in-game ads. This will be followed by further developments aimed at improving the precision of ad delivery: including allowing targeting for specific gaming app categories and creating a broader selection of pre-configured auction packages, segmented by player and game type.

“Despite gaming’s powerful grip on mainstream consumer attention, its share of advertising spend has been unrealized by the buy-side. By facilitating simplified, secure, and customizable trading, we aim to change that,” said Emir Teffaha, Senior Vice President, Agency and Enterprise, at Equativ.

“As leading industry forces, like the IAB, help to push standards and measurement around gaming for both performance and branding campaigns, wider industry adoption will inevitably gain traction. This means those who get ahead of the curve stand to reap the greatest benefits. By providing privacy-safe mechanisms for building data-enriched deals, our offering will enable granular targeting and efficient monetization that allows all players to start driving mutually rewarding and high-value outcomes.”

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European Gaming Congress 2024 (Warsaw, Poland)

eSports

Max Verstappen to attend GAMERGY, the world’s largest esports, gaming and entertainment event

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In an exciting announcement for motorsports and gaming fans alike, three-time Formula 1 World Champion Max Verstappen will be making a special appearance at the GAMERGY event for the exciting Heineken Player 0.0 Global Final in Madrid this December. This immersive entertainment and gaming Experience promises to bring together the worlds of motorsport and gaming, offering fans a unique experience.

GAMERGY, one of the largest global gaming and esports events, will take place in Madrid this December from the 13th-15th, 2024. The 10th edition of the event will host exhilarating activities featuring cutting-edge technology, live competitions, traditional sports activations and phygital interactive experiences that cater to a wide audience.

“In the past few years, we have seen how the traditional sports and gaming ecosystems have come closer together in innovative and immersive ways. At our most recent GAMERGY México edition, we saw our tennis, football, boxing, skateboarding and paddle activations being amongst the most popular gaming fair attractions. We are very excited to partner with Heineken in adding Player 0.0 to the digital fandom,” said Cristina Carranza, Global Head of Sales at GGTech.

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Heineken® Player 0.0 Global Final featuring Max Verstappen
23 finalists from all around the world will be joining us in Madrid for a simulated racing competition with the aim of winning the title of Player 0.0 Global Champion. Expect a high-octane race where the finalists will demonstrate their skills, speed and agility. During the Player 0.0 Global Final, festival goers will also have the once-in-a-lifetime opportunity to see Max Verstappen on stage. This unique experience is expected to draw immense crowds and therefore fans are encouraged to arrive early.

Exclusive Merchandise and Memorabilia
Fans attending the event will have the opportunity to purchase exclusive GAMERGY merchandise. Limited-edition collectibles will be available for purchase. Don’t miss the chance to take home a piece of history!

The post Max Verstappen to attend GAMERGY, the world’s largest esports, gaming and entertainment event appeared first on European Gaming Industry News.

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Xsolla to Present Global Expansion Solutions at Tokyo Game Show 2024

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Xsolla, a global video game commerce company, will showcase its cutting-edge solutions at Hall 4, Booth #04-C48, during the Tokyo Game Show 2024, which will take place from September 26-27, 2024, at the Makuhari Messe Convention Center in Tokyo, Japan. Xsolla’s booth will feature live demonstrations of its latest solutions aimed at helping game developers and publishers succeed in expanding to international markets.

During the event, Jin Jeong, Regional Vice President of Xsolla Japan, will deliver a keynote session focusing on the critical role of Xsolla’s Merchant of Record (MoR) solutions in transforming the way game companies handle cross-border transactions, taxes, and regulatory complexities. This session will offer developers and publishers a comprehensive look into how Xsollasimplifies global operations, allowing studios to focus on creating games while Xsolla handles the business side.

In addition to showcasing their MoR solutions, Xsolla will demonstrate how their payment systems and cross-play/cross-pay features enhance global reach for game developers of all sizes and across all platforms. Xsolla will also showcase how they help video game companies integrate with various payment methods worldwide, allowing developers to monetize their games across different regions easily.

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European Gaming Congress 2024 (Warsaw, Poland)

David Stelzer, President of Xsolla, emphasized the significance of this event for the company: “We’re thrilled to be part of the Tokyo Game Show and to present our latest solutions designed to empower game developers and publishers to expand globally. Our mission is to support the gaming industry with the tools they need to thrive in international markets, and we are eager to showcase how Xsolla can make global expansion easier and more effective.”

Attendees are invited to visit Xsolla’s booth to meet with the team of experts, who will be available to provide insights, answer questions, and discuss how their tailored solutions can help game developers and publishers grow their businesses. For those interested in more in-depth discussions, Xsolla also offers one-on-one meetings to explore specific solutions for global market expansion.

The post Xsolla to Present Global Expansion Solutions at Tokyo Game Show 2024 appeared first on European Gaming Industry News.

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Evoplay rolls out successful third-person shooter title Star Guardians to wider operator network

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Evoplay, the award-winning game development studio, has expanded the availability of its groundbreaking skill-based title, Star Guardians to all its partners following a successful exclusive release.

Star Guardians blends the mechanics of slot games with the immersive action of third-person shooters. Players can choose from a range of unique characters, each equipped with their own special boosters and abilities, adding layers of strategy and customisation.

The game can be experienced in automatic or manual mode, where movement and shooting are controlled by the player, enhancing the skill-based element of the title.

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Released as Evoplay’s flagship title in 2021, Star Guardians was originally released on an exclusive basis for operators. Due to its exceptional performance and popularity, the game is now being rolled out to the studio’s wider partner network.

Evoplay has continued to hone in on skill-based gaming experiences, including its most recent flagship title, the 3D racing game Adrenaline Rush which is currently available as an exclusive to its partners.

Ivan Kravchuk, CEO at Evoplay, said: “By merging role playing game elements with gambling, Star Guardians delivers an innovative and unique gaming experience for players.

“As a first-of-its-kind title, Star Guardians has consistently grown in popularity since its debut. With Gen-Z and millennial audiences playing an increasingly significant role in shaping the industry, we expect this wider release to drive even greater success.”

The post Evoplay rolls out successful third-person shooter title Star Guardians to wider operator network appeared first on European Gaming Industry News.

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