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TalkTalk Quantifies In-gaming Advertising’s Impact on Consumer Engagement

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Broadband provider TalkTalk has revealed the findings of recent research conducted to find in-gaming advertising’s impact on consumer engagement.

TalkTalk supported by agency partner m/SIX, programmatic advertising partner and Outcome Media Company Xaxis, and in-game advertising platform Bidstack, commissioned eye-tracking specialist Lumen Research to study how ads were seen within gaming environments and how messaging for its fibre broadband service reached and resonated with gaming audiences.

Developed to explore attention, brand perception and purchase intent within the rapidly growing sector of in-game advertising, the study incorporated players on PC engaged with popular football and racing games.

Highlights from the study include:

After experiencing the in-game ads there was an uplift of 12% points in purchase intent.

Almost half (48%) of the study participants were able to spontaneously recall TalkTalk, rising to 58% when prompted. Whereas the benchmark for prompted is 33%, when looking at digital display (desktop and mobile) and Facebook Infeed (mobile).

Attention generated by the in-game ads in this study equates to 29 minutes of consumer attention per thousand impressions – a remarkable rate when compared to the industry average for online advertising (including desktop display, mobile display, and Facebook mobile Infeed) of 17.5 minutes per thousand impressions.

The study found that the average dwell time was 13% higher for the TalkTalk ads than the industry average of 1.6 seconds for online advertising (including desktop display, mobile display, and Facebook mobile Infeed).

TalkTalk’s in-game ads were viewed by up to 96% of the study participants. In comparison, an industry average of 67% of online advertising (including desktop display, mobile display, and Facebook mobile Infeed) ad impressions are viewed.

Over eight in ten (84%) felt the ads were suitable for the in-game environment.

Joe Bremend, Media Manager of TalkTalk, said: “Gaming is a large and ever-growing part of how consumers utilise their broadband services – accelerated further by the COVID-19 pandemic. Having the ability to effectively reach and engage with this growing and valuable audience, in an environment where they are increasingly spending time, and share marketing messages that drive brand awareness is a game-changer. It is particularly promising to see this campaign perform so well against some of the most relied on digital advertising KPIs, which bodes well for the future of in-game campaigns.”

Gareth Rees, Communications Planning & Strategy Director of m/Six, said: “Gaming is a fast-growing form of entertainment with an enormous global audience that spans a range of demographics, yet it’s a relatively nascent channel for advertising. This groundbreaking study proves the value of in-game advertising for brand awareness activations, with the ability to generate attention when consumers are fully immersed in gaming environments and drive positive outcomes.”

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Meet Dodo: The New Home for Crash Gaming Fans

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Dodo, the newest player in the iGaming space, officially launches as a dedicated network built entirely around the fast-rising crash and instant games. Created to meet rising player demand, it offers top game reviews, trusted casino listings, and free demo play—all in one place.

Dodo answers a clear market need: a centralized destination designed specifically for crash gaming enthusiasts. Dodo network spans 8 specialized verticals: CrashDodo, WheelDodo, CoinflipDodo, DiceDodo, HiloDodo, LimboDodo, MinesDodo, and PlinkoDodo—each dedicated to a specific instant game format.

“We created Dodo because it was time for a site that treats crash games as a category of their own — not a subgenre or a passing trend. With the format’s rise in popularity, players need a dedicated space where they can explore, compare, and play,” said Ethan Thompson, content lead at Dodo.

Dodo also reflects a wider trend—the growing intersection of crash mechanics and crypto gambling. As localisation and hybrid formats expand, Dodo steps in as a natural platform for discovery, guidance and connection between players and operators.

Dodo’s Key Features:

• Curated crash and instant game selections with a free play option

• Game reviews, expert tips, and easy-to-follow player guides

• Trusted casino listings tailored for crash games fans

• Designed with crypto players in mind, offers crypto-related insights.

The post Meet Dodo: The New Home for Crash Gaming Fans appeared first on European Gaming Industry News.

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Experience a unique Gacha adventure in BGaming’s Infinity Pull

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Rapidly expanding content provider takes players on a thrilling anime journey in Infinity Pull

Popular iGaming content provider BGaming invites players to embark on an enchanting anime adventure with the launch of the mesmerising Infinity Pull. Step into a vibrant realm where three captivating goddesses await, each offering unique gameplay and winning opportunities.

Infinity Pull gives players unparalleled control over their gaming experience, enabling them to choose their path from the outset. Players select one of three enchanting waifus: the Blue, Purple, or the Golden. Each waifu represents a different volatility level, with the RTP ranging from 92 to 99%.

Gacha gameplay mechanics were the main inspiration behind Infinity Pull, with the BGaming design team drawing on their love of the genre. The game asks players to wager on cards revealed by the chosen waifu. These cards can award exciting multipliers and instant cash prizes, as well as collectable characters. The game’s unique collection aspect makes it endlessly replayable, with players eager to return and complete their sets. Every 25 duplicate cards collected also reveal an additional chapter of the chosen waifu’s bio, enriching the game’s narrative experience.

Beyond its unique gameplay and mechanics, Infinity Pull also offers flexibility for operators, with the game’s reskinnable design making it perfect for seasonal promotions and themed events.

Alex Baliukonis, Game Design Team Lead at BGaming, said: “We can’t wait to see how players react to what we have achieved with Infinity Pull. What’s great about it is that you don’t need to have ever played a gacha game to enjoy it. It can be picked up and played by anyone.

At BGaming, we are always trying to push the boundaries and try something new. We believe Infinity Pull has the potential to really capture the imagination of players and inspire a whole new take on casual gaming.”

The post Experience a unique Gacha adventure in BGaming’s Infinity Pull appeared first on European Gaming Industry News.

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eWear launches aim.one – the world’s first functional gaming wear for esports athletes and gaming-fans

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From hoodies to short-sleeved jerseys: the entire collection has been developed to meet the specific needs of gamers – uncompromising, highest-quality and thought-out down to the last detail.

“There is the right functional clothing for every sport – for soccer, tennis, golf… Gaming used to have this gap. Not anymore!”, say the founders.

The debut collection features 4 products and thus offers the right piece for all gamers: hoodie, longsleeve, shirt and pants. Each combines innovative functionality with comfort and style. Smart gadgets – including special ventilation zones, padding and other features to promote reaction, focus and grip – make this clothing a real support in the game.

Developed from the ground up specifically for playing at a PC, “aim.one is for everyone who wants to take their gaming to the next level – from high-end eSports pros to hobby gamers,” say the founders. “With this collection, gamers finally get their own clothing tailored to their passion!”

 

The product launch will take place via Kickstarter on the 5th of August!

Until launch, Gamers can unlock MVP status for only a €/$1 donation. This grants up to 35% discount during the campaign — plus a free nickname print on their apparel.

The post eWear launches aim.one – the world’s first functional gaming wear for esports athletes and gaming-fans appeared first on European Gaming Industry News.

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