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.”
gaming
Global release of Trophy Hunter – test your skills in the next evolution of hunting games

On July 3, 2025, Trophy Hunter – the latest game developed by the Ten Square Games team – launched globally across major markets. With this title, the company expands its presence in the fast-growing hunting game segment, where it already has solid experience. Trophy Hunter is the third Ten Square Games project in this genre – this time designed as a skill-based game, offering an accessible yet competitive experience for a broad player base.
“- Ten Square Games was one of the pioneers in the mobile hunting games segment. Since the release of Hunting Clash, the market has grown significantly, and players’ expectations have evolved. Trophy Hunter is our response to those changes – a skill based game that emphasizes fast-paced gameplay, reflexes, and strategic decision-making. We’re building on a world we know well, but offering a new style of play that opens up fresh growth opportunities,” says Jakub Noganowicz, Product Owner of Hunting Clash and Trophy Hunter.
About Trophy Hunter
Trophy Hunter is a hunting game designed for players who enjoy quick, dynamic gameplay and competitive PvP action. Its core mode features three-round duels where precision, reaction time, and decision-making under pressure matter most – rather than exploration or resource management. Players can upgrade their personal base (Hunter’s Lodge), customize weapons, and compete in a structured league system.
“- The launch of Trophy Hunter is a test for both an alternative gameplay model and a more hybrid approach to monetization. We see this moment as the conclusion of the game’s first development phase. Now begins the most important stage – one driven by player feedback. The success of the project will depend not only on how the game is received but also on our ability to scale the title and consistently grow its player base,” says Andrzej Ilczuk, CEO of Ten Square Games.
Trophy Hunter follows a free-to-play model with microtransactions that let players upgrade weapons and ammo. It also features rewarded video ads**, allowing revenue generation from non-paying users. Thanks to hybrid monetization and a lower entry threshold, Trophy Hunter is aimed at a broader audience. Its lower cost per acquisition offsets the lower ARPU* compared to other Ten Square Games titles. The hybrid business model allows room for scalable growth and expanding the game’s reach.
From prototype to global release
Development on Trophy Hunter began in Q1 2024. In the final production phase, the core development team included 10 directly involved contributors.
In late June 2025, as part of pre-launch preparations, Ten Square Games removed the test version of the app from Google Play and the App Store, replacing it with the final version and opening preregistration. Over 500,000 players only on Google platform used the opportunity to ensure the fastest possible access to the game on global launch day. Those who preregistered received an exclusive in-game reward – a replica of the Beretta BRX1 rifle and 10 rounds of special ammunition. This was made possible thanks to Ten Square Games’ collaboration with the globally recognized Beretta brand, originally established for Hunting Clash.
What’s next
At launch, the game includes 9 playable arenas. The release marks the beginning of a new development chapter for Trophy Hunter. The roadmap includes progressive content expansion and ongoing testing of the game’s global scalability. If this proves successful, future updates will bring more arenas, new gameplay modes, a LiveOps system, Battle Pass, and additional features to boost player engagement and expand challenge variety.
* ARPU – average revenue per user
** Rewarded video – an ad format where players voluntarily watch a video ad in exchange for an in-game reward.
The post Global release of Trophy Hunter – test your skills in the next evolution of hunting games appeared first on European Gaming Industry News.
gaming
THE BATTLE OF POLYTOPIA ANNOUNCES GLOBAL WORLD CHAMPIONSHIPS WITH $10,000 PRIZE POOL

Midjiwan, the award-winning independent studio behind The Battle of Polytopia has today announced The Polytopia World Championship with a prize pool of $10,000 USD and a live final broadcast from Stockholm.
The Polytopia World Championship is set to launch this fall, uniting players from across the globe in an epic showdown of fast-paced strategic mastery. The tournament will be themed to Battle of the Tribes. Players will choose to compete with one of Polytopia’s 12 in-game tribes; each with a unique regional theme and skillset.
The tournament will begin with open qualifiers, giving everyone a chance to prove themselves. From there, players will advance through tribe-specific playoffs and head-to-head elimination rounds, each match bringing them one step closer to glory.
The top six players will earn a spot in the live finals in Stockholm on December 6: an in-person event streamed online for fans worldwide. In addition to live commentary of the tournament, the fan event will also provide behind-the-scenes content from the Midjiwan team.
The winner will be awarded a prize pool of $10,000; making this tournament the biggest competitive event in The Battle of Polytopia’s nine year history.
Christian Lovstedt, CEO of Midjiwan AB, commented: “This marks a major new step for Polytopia’s competitive scene, featuring a fresh tournament format and enhanced broadcasting that makes it even more exciting for viewers to watch, learn, and get inspired by the world’s top players.“
The matches will be played on the Polytopia Official Space on the Challengermode esports Platform.
The planned dates are:
September:
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Sep 13–14
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Sep 20–21
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Sep 27–28
October:
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Oct 4–5
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Oct 11–12
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Oct 18–19
November:
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Oct 25–26
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Nov 1–2
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Nov 8–9
Nov 22–23
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Faceoff
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Final Qualifier
Dec 6
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World Championship Live Event
The post THE BATTLE OF POLYTOPIA ANNOUNCES GLOBAL WORLD CHAMPIONSHIPS WITH $10,000 PRIZE POOL appeared first on European Gaming Industry News.
gaming
Polemos Announces Partnership With Guinevere Capital to Drive Monetisation and Growth Across Gaming Ecosystems

Polemos, a Web3 gaming infrastructure platform, announces a strategic partnership with Guinevere Capital, a prominent esports and gaming investment firm known for its investments and advisory roles in projects such as GiantX, iTero, Perion, Skybox, and various other projects across the industry. Guinevere Capital has established a strong reputation for its work across global Web2 gaming titles, including League of Legends, Valorant, Rocket League, and many more. This partnership aims to leverage the combined expertise of Polemos.io and Guinevere Capital to enhance and further monetise audiences across publishers, infrastructure players, gaming companies, studios, and platforms.
The collaboration will focus on integrating advanced asset management and engagement tools from Polemos.io’s Forge platform with Guinevere Capital’s extensive network and experience in both Web2 and esports ecosystems. This will create new monetisation opportunities and improve player experiences by bridging traditional gaming with blockchain-enabled innovations.
Carl Wilgenbus, CEO of Polemos.io, stated, “Partnering with Guinevere Capital marks a significant milestone in our mission to expand access to gaming rewards and unlock new revenue streams for the entire gaming industry. Together, we will empower publishers and studios to better engage their audiences and capitalize on the evolving landscape of gaming and esports.”
“Polemos has built an impressive piece of infrastructure that has plugged a huge gap in the gaming sector. We look forward to working with them to commercialise this.” said Dave Harris, a partner at Guinevere Capital. Dave’s previous experience includes investing in and operating top teams and leagues in the Riot Games and Activision Blizzard ecosystems.
Guinevere Capital’s strategic involvement will accelerate the adoption of blockchain gaming infrastructure while supporting the growth of esports and gaming communities worldwide. This alliance underscores a shared vision to drive innovation, education, and monetisation in the gaming sector by combining Web2’s reach with Web3’s potential.
Today, Polemos also started the official Token Generation Event (TGE) for the $PLMS utility token. The TGE began at 5:00 AM UTC on June 23rd, 2025, marking a step in the platform’s development to integrate blockchain technology within the gaming sector. Now available on MEXC and Uniswap, $PLMS gives users entry into the Polemos GameFi ecosystem.
The $PLMS token is designed to serve as the utility and governance token for the Polemos ecosystem. It is intended to facilitate platform functionalities, including asset management, player incentives, and participation in ecosystem governance. The TGE follows prior development phases and strategic partnerships, contributing to the framework of Polemos’ Web3 gaming offerings.
Details of the $PLMS TGE:
- Official TGE Start: June 23rd, 2025, at 5:00 AM UTC.
- Exchanges: MEXC & Uniswap.
The post Polemos Announces Partnership With Guinevere Capital to Drive Monetisation and Growth Across Gaming Ecosystems appeared first on European Gaming Industry News.
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