gaming
Anzu Granted Patent For Advanced Ad Tracking Tech To Measure Viewability in 3D Environments
The global in-game advertising platform, Anzu.io, has been granted a patent for its ad tracking technology which measures viewability in 3D environments. The ground-breaking technology works across multiple gaming platforms, including consoles, of which Anzu is the only ad tracking engine to monitor ad campaigns. The patent and Anzu’s technology are also compliant with the updated MRC and IAB intrinsic in-game advertising guidelines.
The patent deals with a new mechanism for determining the viewability score of objects displayed on a screen, the key building blocks for intrinsic in-game ad measurement. Anzu’s 3D ad tracking engine measures intrinsic ads in dynamic gaming environments across all major platforms and devices multiple times per second using a combination of mathematical and geometrical calculations and physics.
In addition to measuring viewable impressions and other standard MRC metrics, the 3D ad tracking engine collects unique data points about intrinsic in-game ad placements and their lifecycle, including average screen coverage, occlusions, virtual world position, and orientation in relation to user view. This data is combined with conversion and session data to create robust data models, used to help optimize the delivery of campaigns and provide media value to advertisers.
Anzu’s Co-Founder and CPO, Ben Fenster, said: “We started developing our ad tracking engine over five years ago. We’ve continued to enhance and invest in it, as we understand that for Anzu to succeed and for gaming to become a recognized advertising category, advertisers need an efficient and transparent way of measuring intrinsic ads, as well as a means of comparing them with common ad formats. This technology is highly significant because it provides advertisers with an efficient way to calculate viewable impressions in compliance with the new guidelines while meeting the stringent technical requirements of AAA game publishers.”
The granted patent 11,260,299, named “An Object Viewability Determination System and Method,” is part of Anzu’s drive to improve viewability, attention metrics, and data available to advertisers when running in-game ads. It is also part of a wider stance from Anzu to meet the industry needs and ensure marketers have access to standardized viewability metrics in-game that can be relied upon. Anzu has several more patents pending approval as it continues to build tools that will allow more companies to take advantage of the in-game opportunity.
Thanks to partnerships with IAS and Oracle Moat, both providers can measure the data gathered from Anzu’s patented tech in real-time, efficiently giving brands 3rd-party measured data across platforms.
“Marketers are increasing their gaming ad spend as the medium continues to grow and reach new audiences,” said Tom Sharma, Chief Product Officer of IAS. “Our work with Anzu delivers in-game measurement and transparency to marketers investing in this burgeoning space, equipping advertisers with a clearer picture of the quality of their media and positioning the medium for even greater expansion in 2023.”
“Gaming is one of the fastest growing areas in media, and the rapid advancement and integration of third-party measurement and technological innovation is bringing new levels of efficiency and transparency to the space,” said Joe Cady, Executive Vice President of Advanced Advertising & Partnerships, NBCUniversal. “Anzu’s solution for 3D viewability represents another critical step toward helping marketers fully understand the impact and value of their gaming media spend.”
FlyQuest
NZXT and FlyQuest Forge Strategic Partnership Empowering Professional Gamers and Content Creators
NZXT, a leader in PC gaming components, products and prebuilts, is thrilled to announce a partnership with FlyQuest, a premier esports organization. This collaboration designates NZXT as the “Official PC Partner” for FlyQuest’s LCS, NACL, RED VALORANT, RED CS2 teams, and their content creators.
NZXT and FlyQuest share a vision that gaming is for everyone. NZXT will provide FlyQuest teams and creators with high-performance gaming desktops from their Flex gaming PC subscription service. NZXT Flex provides the flexibility of no long-term commitments, 24/7 technical support and equipment upgrades every two years at an affordable monthly rate. This collaboration guarantees that FlyQuest athletes and creators such as Fiona Nova and Basil, have access to the best technology available. It highlights their shared commitment to empowering gamers and creators to reach their full potential by providing easy access to the latest, high-performance hardware, enhancing their in-game performance.
In the spirit of enabling gamers who aspire to be the best, FlyQuest’s NACL team will be officially branded as FlyQuest NZXT. NZXT’s commitment to FlyQuest’s NACL team extends beyond branding. They are dedicated to providing the resources and support necessary to develop the talent for FlyQuest’s NACL team. NZXT and FlyQuest want to help these aspiring players advance to the LCS and achieve success by fostering an environment where players can thrive. Supporting players in the NACL is crucial for the health of the League of Legends Esports, as it ensures a strong pipeline of talent, elevating the level of competition and making it more exciting for both spectators and players alike. Investing in this talent development is an important goal for both organizations, reflecting their commitment to the future of esports.
NZXT will also lend its brand name across FlyQuest’s teams and facilities, including jersey placement for FlyQuest RED, LCS, and NACL teams. Additionally, FlyQuest’s training center and boot camp will be named the NZXT Boot Camp and the center will be outfitted with NZXT PCs, providing each of FlyQuest’s teams with the best equipment for training and competition.
“It is unique to find a partner who can help every facet of your organization,” said Brian Anderson, CEO of FlyQuest. “On top of providing top-tier gaming units for our competitive success, NZXT will allow FlyQuest to level up all aspects of our business, from creators to content.”
“We believe that anyone can be a PC gamer and strive to deliver the best gaming experience possible,” said Johnny Hou, Founder and CEO of NZXT. “Our partnership with FlyQuest is a testament to our commitment to this vision. We’re excited to support FlyQuest’s mission and look forward to achieving great things together.”
gaming
PG Soft hatches Rio-inspired Chicky Run
![pg-soft-hatches-rio-inspired-chicky-run](https://igamingradio.com/wp-content/uploads/2024/06/132491-pg-soft-hatches-rio-inspired-chicky-run.png)
PG Soft, a world-class digital mobile games company, has hatched its Rio-inspired title Chicky Run.
Set on the streets of Rio de Janeiro with the Christ the Redeemer statue looming on the horizon, Chicky Run promises players a unique gaming experience. As the game loads, players place their bet for the chick to charge down the street to avoid being squashed by cars. Each time the chick successfully dodges a car it will be joined by another furry friend until the multiplier reaches its maximum. The size of the multiplier depends on the number of successful rounds in a row.
Before running through Rio, players must choose to begin on the left hand side or the right hand side, there is also the choice to use the Random button. This is repeated for each new chick dash. After avoiding a car there is also the option to press the collect button and cash out with your returns rather than run the risk of being hit.
Players can also enjoy Chicky Run with the Extra Coins Chance feature activated. Here any winning round has a chance of awarding between one and three coins worth half of the bet amount (before the increased 50% cost).
The graphic directly below the multiplier metre indicates the directions where no vehicles appeared over the previous 10 rounds.
PG Soft’s spokesperson commented: “Chicky Run is pure joy to play, and where better place to run for riches than the fabulous Rio de Janeiro. Our designers and product team have done a wonderful job and now we finally know why the chicken crossed the road!”
The post PG Soft hatches Rio-inspired Chicky Run appeared first on European Gaming Industry News.
Africa
INCENTIVE GAMES PARTNERS WITH ODIBETS TO RELEASE NEW SUITE OF CRASH GAMES
![incentive-games-partners-with-odibets-to-release-new-suite-of-crash-games](https://igamingradio.com/wp-content/uploads/2024/06/132423-incentive-games-partners-with-odibets-to-release-new-suite-of-crash-games.png)
OdiBets, one of Africa’s largest and most trusted betting operators announces new partnership with leading B2B games provider and acquisition and retention specialists, Incentive Games.
Through this collaboration, Incentive Games will integrate their bespoke Velocity crash games system to OdiBets’ platform, launching in the summer of 2024.
The launch will encompass a dynamic mix of gaming options, including:
- Free-to-play Velocity crash game: This engaging format will allow players to experience the excitement of crash gameplay without financial risk.
- Several pay-to-play crash games: OdiBets’ customers will have access to a selection of thrilling pay-to-play crash games, offering a chance to win cash prizes.
Incentive Games’ expert developers have meticulously crafted this suite to seamlessly align with OdiBets’ platform, guaranteeing a smooth player experience. Once live, the Incentive Labs team – a dedicated group of R&D, data, and AI specialists – will work behind the scenes to analyse user behaviour and preferences. This allows for ongoing optimisation and personalisation, ensuring OdiBets’ players receive the most engaging and rewarding crash game experience.
John Gordon, CEO of Incentive Games, said, “We are delighted to partner with OdiBets, a leading force in the African gaming market. Their commitment to providing an exceptional player experience aligns perfectly with our vision at Incentive Games. We’re confident that our innovative crash games will provide an entirely new level of entertainment and help solidify their position as a top gaming destination in Africa.”
Wilson Gichuki, Head of Product at OdiBets, said, “We are thrilled to join forces with Incentive Games. Their expertise in gamification will significantly enrich our platform, offering our users more interactive and enjoyable betting experiences. This alliance aligns with Odibets’ goal to deliver cutting-edge gaming solutions and diversify its entertainment options for its customers and the gaming industry.”
The post INCENTIVE GAMES PARTNERS WITH ODIBETS TO RELEASE NEW SUITE OF CRASH GAMES appeared first on European Gaming Industry News.
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