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ADVERTISERS AWARE OF VIDEO GAMING AS A MEDIA CHANNEL – BUT UNSURE HOW TO UNLOCK IT

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4 years ago

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Admix, the leading In-Play advertising platform that bridges the gap between gaming content and brands, released the findings of its major research study into video gaming’s emergence as the key media channel.

Gaming is a lucrative channel, where three billion active gamers will spend almost $176 billion on games in 2021, a figure which is set to surpass $200 billion in 2023. Admix was aware, though, that brands and advertisers have only begun to capitalize on what gaming has to offer as a media channel, particularly on mobile, which is now larger than PC and console gaming combined.

To understand what brands know about the video gaming market, their experience of in-game advertising to date, and their plans for reaching a vast – and growing – gaming audience in the future, Admix commissioned independent creative market research agency Atomik Research to conduct an online survey of more than 400 respondents in the UK and US, with responsibility for media buying in their company.

The survey found that around 93% of advertisers had seen an increase in video game advertising spend over the past 12 months. But, while the prevalence of in-game advertising may have increased, it’s still considered a grey area by many.

According to Samuel Huber, CEO and Co-founder at Admix, “Just as the desktop web was the dominant media channel for the 2000s, surpassed by social media in the 2010s, video gaming is now on the cusp of claiming the crown of key media channel. However, although buyers are broadly aware of this, the survey reveals that they appear to underestimate how close we are to it becoming a reality.”

Key findings:

Games advertising growth – 81% of media buyers plan to either maintain or increase in-game advertising spend over the next 12 months, with 93% intending to run some form of in-game advertising by 2025.

Key drivers for growth – The rapidly developing infrastructure behind in-game advertising is driving its growth – with increases in the availability of programmatic options, third-party verification for in-game advertising performance and an increase in the availability of in-game inventory cited by advertisers as the most common reason for the category’s growth.

Barriers to adoption – However, a fifth of media buyers cited a lack of understanding as the biggest reason for not investing in in-game advertising, with 31% considering it a grey area.

Premium inventory – 60% of respondents felt consoles offered more premium video game inventory than mobile. However, a third identified casual mobile games as being premium – narrowly higher than any other in-game environment.

Gamer spend – Advertisers realise that video gaming is a huge market – 34% believe gamers’ average spend is between $100 and $500 billion. In fact, it’s estimated that gamers spent $165 billion in 2020 – more than half of that on mobile gaming.

Gaming audiences – Media buyers drastically underestimate the scale and diversity of gaming audiences, with a perception of the typical gamer most closely matching the profile of a male console gamer. A third believe there are between 100 and 500 million active daily gamers, while 27% think there are between 500 million and 1 billion. In reality, there are 3 billion across the world – 2.8 billion of whom play on mobile – with an even gender split.

Transatlantic differences – US brands seem to be more wary than their UK counterparts. 23% of US buyers aren’t spending on in-game advertising due to resistance from clients, compared to just 9% in the UK, while 52% of UK media buyer’s clients are asking for in-game activity in the next 12 months compared to 33% in the US.

Samuel Huber commented on the findings:

“With over three billion gamers generating hundreds of billion dollars in annual revenues, it’s impossible to ignore video gaming as the next key media channel. Indeed, it’s no surprise that Netflix sees Fortnite as a bigger competitor than other video on-demand platforms. But while media buyers are certainly aware of gaming’s potential as a media channel, it’s clear from the findings of this survey that they’re less certain about how to access it. Gaming is still a massive, intangible opportunity in the minds of many advertisers. Education is needed, therefore, to give them the knowledge and confidence they need to access it in a meaningful way with In-Play; and reap the rewards it represents.”

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Gamecity Hamburg Supports six new Digital Games with Prototype Funding

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8 hours ago

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May 19, 2025

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In the latest round of Prototype Funding, Gamecity Hamburg, part of Hamburg Kreativ Gesellschaft, supports six promising digital games with up to 80,000 euros each as a non-repayable grant. This funding enables start-ups in Hamburg and supports companies in developing marketable prototypes. In addition, start-ups and developers can apply for Gamecity Hamburg’s Games Lift Incubator until June 10: https://www.gamecity-hamburg.de/de/inkubator/

The awarding committee selected projects with the greatest market potential from the many applications. Including this seventh round of funding, the development of 37 prototypes has been supported as part of Prototype Funding since 2020. The application phase for the next Prototype Funding round will start in spring 2026.

“The high quality of the projects submitted to this funding round led to an intensive decision process within the awarding committee. The funded projects show a wide variety of genres, ideas, and teams. With the Prototype Funding, we are supporting established companies and up-and-coming start-ups in Hamburg as a games location,” commented Dennis Schoubye, Head of Gamecity Hamburg and member of the awarding committee.

The 2025 funding recipients were selected by the awarding committee, consisting of Hamburg industry experts Nina Müller (VP Publishing & Development Services, Goodgame Studios), Jonas Hüsges (Publishing Director, Daedalic Entertainment), Valentina Birke (Director Indie Arena Booth / Super Crowd Entertainment), Michael Schade (CEO & Co-Founder ROCKFISH Games) and Dennis Schoubye (Head of Gamecity Hamburg).

The Funded Projects 2025

  • NeverLight by Nightless Games – € 80,000
  • Pet Universe by Tivola Games – € 80,000
  • Space Station Manager by gameXcite – € 80,000
  • Unbreachable by Buckfish – € 72,000
  • Deep Fog Signals by Symmetry Break Studio – € 32,000
  • Cosmic Run by Zinktank Labs – € 30,000

NeverLight by Nightless Games

NeverLight is a dark, cooperative role-playing game with fantasy and extraction elements, in which up to three players act as hunters in an endless night in search of terrifying monsters and collect valuable loot. The game combines monster hunting with the excitement of having to bring each reward to safety with the team to receive it.

Pet Universe by Tivola Games

In the 3D animal shelter simulation “Pet Universe”, players build their animal shelter from the ground up, organize animal care, collect donations, and design the shelter grounds according to their own ideas. The aim is to care for the animals with their individual needs and to find them a loving home.

Space Station Manager by gameXcite

In this strategy building game with real-time space battles, players manage a space station that serves as a base for spaceships, battles, recruitment, and a strategy hub for missions. In addition to organizing the base, players manage their limited resources and various upgrades, improve crew morals, and explore the galaxy with their individual fleets.

Unbreachable by Buckfish

In the multiplayer strategy game “Unbreachable”, players build a fortress in each run that competes with ten castles of rival players. Players strategically construct the different fortress buildings to increase attack power or minimize weaknesses to climb the leaderboard in competition with other players.

Deep Fog Signals by Symmetry Break Studio

In this sci-fi horror game with puzzle mechanics, players are trapped in the communication room of a remote research station during a toxic storm. To escape, they must coordinate the various crew members, decipher cryptic transmissions, and complete the research as the threatening situation escalates over several days.

Cosmic Run by Zinktank Labs

In this humorous and fast-paced roguelite, players fight their way through space with their ship in order to escape from a capitalist alien dictatorship. Weapons, shields, upgrades for the engine, and customization of the ship determine the narrative of the game. Depending on the character chosen, the course of the game and the story told vary in several runs.

All detailed information on the teams and games can be found at: https://gamecity-hamburg.de/funding/#Funded_Projects_2025

Developers, start-ups, and companies from Hamburg were able to apply for Gamecity Hamburg’s prototype funding from March 3 to April 7. In 2024, Gamecity Hamburg introduced a diversity checklist when applying for prototype funding, the answers to which can optionally be used by the awarding committee in the evaluation process.

The next application phase for prototype funding will start in spring 2026.

Further funding opportunities through Gamecity Hamburg

Each year, the Games Lift Incubator supports five teams, developers, and start-ups in the development of digital games. In addition to € 15,000 in start-up funding, the recipients receive a comprehensive coaching and mentoring program with international experts as well as workshops and follow-up individual support. Since 2024, the program has also included a visit to an international industry event.

Teams and developers can currently apply for the Games Lift Incubator until June 10.

All information can be found at: https://gamecity-hamburg.de/incubator/apply-now/

The post Gamecity Hamburg Supports six new Digital Games with Prototype Funding appeared first on European Gaming Industry News.

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HYPROP MTN SHIFT Gaming Experience2025: South Africa’s Biggest Gaming Showdown Returns

Published

3 days ago

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May 16, 2025

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From qualifiers to finals, EAFC 25 to Beat Saber, Over R250 000 in prizes and two champions to crown – this is South Africa’s ultimate gaming experience!

South Africa’s biggest gaming tournament is back. The 2025 MTN SHIFT Gaming Experience kicks off on 18 May, bringing months of competitive energy, in-centre activations, and serious prize money to malls across the country. This year’s edition raises the stakes with the return of the EAFC 25™ National Football Tournament and the debut of the MTN Beat Saber Challenge – two national titles, one massive celebration of gaming culture.

Over five months, eight Hyprop shopping centres will play host to a mix of online qualifiers and live in-mall events, creating a national stage where gamers of all levels can test their skills, win prizes and join a fast-growing community of South African players. The top contenders will face off in the National Finals at Canal Walk from 17 to 21 September, with R50 000 on the line in the EAFC 25™ Football Final and more prizes up for grabs in the Beat Saber showdown.

Tournament Dates and Venues:

  • Rosebank Mall

Online Qualifier: 18 May | In-Centre Event: 23–25 May

  • Somerset Mall

Online Qualifier: 25 May | In-Centre Event: 30 May–1 June

  • Woodlands

Online Qualifier: 7 June | In-Centre Event: 13–16 June

  • The Glen

Online Qualifier: 22 June | In-Centre Event: 27–29 June

  • Table Bay Mall

Online Qualifier: 13 July | In-Centre Event: 18–20 July

  • Clearwater Mall

Online Qualifier: 3 August | In-Centre Event: 8–10 August

  • Capegate Mall

Online Qualifier: 31 August | In-Centre Event: 5–7 September

  • Canal Walk (National Finals & Last Qualifier)

Online Qualifier: 7 September | In-Centre Event: 17–21 September

“The SHIFT Gaming Experience is more than a tournament; it’s where South African gamers show up, show off and celebrate what they love,” says Christie Stanbridge, Brand and Campaigns Marketing Manager at Hyprop. “From football simulations to VR rhythm battles, we’ve created something that speaks to every kind of player. Whether you’re competing or just watching, there’s always something happening.”

The format combines online, and in-person play. Qualify online on the ACGL platform, then take on your opponents in-centre across malls in Johannesburg, Cape Town, and Pretoria. Each in-mall weekend features the EAFC 25™ tournament, daily Fighting Cups, a PC Gaming Zone powered by PCBuilder, Carry1st COD Mobile and the popular SuperSprint lap challenge presented by the Toyota Gaming Engine.

Gamers can also go head-to-head in Tekken, Street Fighter 6, Brawlhalla, Rocket League, Minecraft and Call of Duty: Mobile, with dozens of R1 000+ gift card prizes on offer each weekend. The Beat Saber Challenge, hosted by MTN and playable both in-mall and on MTN’s Battle+ platform, brings a high-energy VR experience into the mix. Players with the highest Beat Saber scores at each mall qualify for the National Final – and anyone who tries it stands a chance to win a gaming PC worth R50 000.

“We’re creating spaces where South Africans can compete, connect and get rewarded for their passion,” says Jason Probert, General Manager: Digital Services at MTN South Africa. “Whether it’s with Beat Saber or Battle+, we want our community to know that gaming lives here.”

The SHIFT Gaming Experience also makes space for younger players. Friday events feature tournaments designed for schools and under-18 gamers, offering dedicated Minecraft build challenges, EAFC 25™ scholars only tournament and Rocket League face-offs – all with real prizes.

The post HYPROP MTN SHIFT Gaming Experience2025: South Africa’s Biggest Gaming Showdown Returns appeared first on European Gaming Industry News.

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Physics-Based Strategy Meets Mixed Reality: Battle Orb Redefines Competitive Gaming

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2 weeks ago

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May 7, 2025

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Reading Time: 2 minutes

 

MixRift unveils brand new strategic PvP arena gaming experience

MixRift, an innovative mixed reality (MR) gaming developer, today announced the official launch of Battle Orb, a competitive strategy game which invites players to challenge each other and transform their physical surroundings into dynamic battlefields. Available now for Meta Quest platforms, Battle Orb represents the next evolution in mutli-player MR gaming.

A first PvP game for MixRift, Battle Orb allows players to step into immersive arenas where physical and digital worlds collide. Skill meets chaos in this fast-paced multiplayer strategy game, which challenges players to aim, shoot, and dominate with speed and precision across customized battlefields, combining tactical thinking with physics-based gameplay. Every hit counts as players collide, strategise and outplay opponents from around the world, from the comfort of their own homes. Players can compete in 2-player or 4-player battles, earn trophies, unlock and upgrade powerful units, and master unique arenas to climb the leaderboard.

“With Battle Orb, we’re not just launching a game, we’re basically turning your living room into a fantasy battleground.” said Bobby Voicu, CEO of MixRift. “We wanted to create something where anyone can jump in and start having fun in seconds, but that you could also master and keep replaying. I think this is what the future of gaming looks like, and it’s a blast!”

Key Features:

  • HD Graphics: Cutting-edge MR design technology creates a truly immersive gaming experience
  • Creative Character Options: Choose from tens of monsters, creatures, and cartoons to play with – each one zanier than the last
  • Real-Time PvP Action: Face-off in 2-player or 4-player matches full of high-stakes action
  • Physics Meets Strategy: Master the perfect angle, power, and timing to outmaneuver opponents, and perfect your shots to climb through the ranks
  • Unique Units & Powers: Earn wins and open loot chests to unlock and upgrade special characters and abilities
  • Environmental Integration: Scale your battlefield to fit any space, turning living rooms into competitive arenas
  • Competitive Progression: Climb global leaderboards through a rewarding rank system and prove you’re the righteous winner

The game’s intuitive controls ensure players of all skill levels can jump in immediately, while the strategic elements provide long-term engagement for competitive gamers. Battle Orb’s intuitive and quick matchmaking system means players are matched with others in similar ranks within seconds.

Battle Orb has been designed with comfort and safety in mind, earning a “Comfortable” rating and PEGI 3 classification, making it appropriate for players of all ages while still delivering compelling gameplay for serious competitors.

“We’ve created Battle Orb to be a really special mixed-reality competitive experience,” said Voicu. “The way it transforms your physical environment into a strategic battlefield creates moments of gaming magic that simply aren’t possible in traditional formats.”

Availability:
Battle Orb is available now on the Meta Quest Store for Meta Quest 3S, Meta Quest 3, and Meta Quest 2 platforms. The game requires an internet connection for its online features.

For more information, visit https://mixrift.com/ or follow MixRift on social media for updates, tournaments, and community highlights.

The post Physics-Based Strategy Meets Mixed Reality: Battle Orb Redefines Competitive Gaming appeared first on European Gaming Industry News.

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