Adverty Launches First Programmatic VAST Video in In-Play Ads
Adverty, a pioneering in-game advertising provider known for its programmatic In-Play ad format and multiple patents, is revolutionizing the in-game brand experience. They have introduced a groundbreaking industry first: Programmatic VAST Video for In-Play. Leveraging their history of innovation and skill in delivering non-disruptive ads in gaming, Adverty is setting new standards in the industry. This cutting-edge product is now accessible to game publishers and advertisers.
This innovation, based on the IAB’s Video Ad Serving Template (VAST), is set to transform the way brands engage with gamers. It enables genuine global video advertising within the gaming environment, marking another milestone in Adverty’s industry leadership. The introduction of programmatic VAST video for In-Play establishes Adverty as an industry leader in in-game advertising. It enables brands to connect with gamers in distinctive ways and helps game publishers optimize their revenue, especially in a challenging environment where game engine fees are rising and user acquisition is becoming more difficult and costly due to tracking limitations caused by device privacy changes.
Growth in programmatic video spend
Adverty’s In-Play advertising, invented in 2016 and patented in the US, seamlessly integrates brand messages into the gaming experience. With programmatic video now available via Adverty’s platform, advertisers can engage global audiences in real time with unprecedented ease and effectiveness.
Emarketer forecasts only in the US, programmatic video ad spend will grow $22.51 billion between 2023 and 2025, a 30.2% increase. Most US programmatic video ad spend will go to mobile in 2023 and beyond, representing 63.5% of the category’s total spend.
And that’s what the company said
Jonas Söderqvist, CEO at Adverty said,
“We are thrilled to unveil programmatic VAST video for In-Play, marking another significant milestone for Adverty and the advertising industry as a whole. his launch underscores our commitment to innovation and our dedication to providing advertisers with the most effective, immersive, and brand safe solution to engage with the massive global gaming audience.”
He further added,
“Adding programmatic video to our In-Play ad units will be a complete game changer for the industry, and for Adverty, and will enable a new, significant revenue opportunity for us.”
Interesting Read:Charting the Programmatic Frontier with Shashidhar Sharma, GroupM Nexus
Revolutionizing Philippine Gaming: Adscholars and iion’s Dynamic Partnership
The leading ad tech provider Adscholars has partnered with global gaming advertising leader iion. This collaboration aims to redefine the gaming advertising landscape in the Philippines amidst an industry boom, boasting a gamer population of 43 million, according to Newzoo. The partnership brings one-of-a-kind technology and programmatic-enabled gaming inventory solutions to the Philippine market. iion will scale immersive gaming solutions in this market, using Adscholars’ programmatic expertise. It will offer multiple activation options and unique experiences to connect with consumers on their preferred platforms.
The collaboration between Adscholars and iion arrives at a crucial juncture, as brands seek to reach the gaming audience in the Philippines. This partnership enables iion to utilize Adscholars’ market knowledge and brand collaborations, resulting in immersive and contextually fitting in-game, around the game and away from the game advertising encounters. iion’s immersiion is the first platform to connect game publishers and brands seamlessly across all digital worlds, providing a holistic targeting experience in-game, around the game, and beyond.
Gaming Boom in Philippine Market
Recent reports indicate that the Philippines is among the select group of five nations poised to emerge as a major gaming market within the Asia Pacific region. According to a comprehensive study conducted by Newzoo, a prominent provider of market intelligence within the gaming industry, the Philippines boasts a substantial gamer population of 43 million, with a projected growth rate of 14.3 percent spanning from 2020 to 2023. The growing popularity of online gaming in the country is driven by faster internet availability, more smartphone users, and the thriving eSports industry. The strategic partnership between Adscholars and iion places them at the forefront of innovative game advertising in the Philippines, ushering in a new era of industry growth amid the nation’s burgeoning gaming landscape.
Srikanth Rayaprolu, CEO of Adscholars said, “We are thrilled to announce our collaboration with iion, a prominent advertising platform that extends its reach across diverse gaming environments. As the gaming industry continues to flourish in the Philippines market, Ad Scholars, in partnership with iion Gaming, is set to provide brands with an exceptional opportunity to connect with gamers both within the gaming realm and in its periphery. This collaboration promises exciting creative possibilities that will actively engage your brand with this dynamic gaming audience.”
Yun Yip, iion’s Chief Commercial Officer says, “With AdScholars, we are poised to reshape the game advertising landscape in APAC. Our collaborative efforts and platform will empower brands and agencies to explore new ways of engaging with an ever growing audience, whilst delivering superior marketing outcomes in game advertising. A successful gaming strategy is a now possible, accessible and measurable”
Adscholars-iion Enters In A Dynamic Partnership To Transform Gaming In India
The leading ad tech provider Adscholars has partnered with global gaming advertising leader iion which aims to transform the gaming advertising landscape in India amidst an industry boom. The partnership brings one-of-a-kind technology and programmatic-enabled gaming inventory solutions to the Indian market. iion will scale immersive gaming solutions in this market, using Adscholars’ programmatic expertise. It will offer multiple activation options and unique experiences to connect with consumers on their preferred platforms.
This partnership enables iion to utilize Adscholars’ market knowledge and brand collaborations, resulting in immersive and contextually fitting in-game advertising encounters. iion’s immersiion is the first platform to connect game publishers and brands seamlessly across all digital worlds, providing a holistic targeting experience in-game, around the game, and beyond.
Leveling Up: The Online Gaming Boom Hits India
Statista reported India’s online gaming industry was valued at around INR 135 billion in 2022, up from 101 billion rupees the previous year. Projections indicated it could surpass INR 231 billion by 2025, with a robust annual growth rate of 19%. With a substantial youth population, India is poised to become a prime gaming market. With a significant youth population, India is poised to become a prime gaming market. The country’s market growth is propelled by the expansion of IT infrastructure, fueled by the increasing adoption of smartphones and high-speed internet.
Brands tap gaming’s audience engagement potential. Gameloft finds in-game ads boost brand awareness and likability. Messages over 15 seconds yield +23% purchase intent, highlighting gaming’s unique immersive impact. The strategic partnership between Adscholars and iion places them at the forefront of innovative monetization and advertising ushering in a new era of industry growth amid the nation’s burgeoning gaming landscape.
Srikanth Rayaprolu, CEO of Adscholars said, “We are delighted to announce a strategic collaboration with iion, a prominent advertising platform with a far-reaching presence in diverse gaming environments. As the gaming industry continues its rapid expansion within the Indian market, Ad Scholars, in partnership with iion Gaming, is primed to offer brands an exceptional opportunity to engage with gamers both within the gaming ecosystem and its surrounding landscape.
He further added, This partnership promises to open captivating creative avenues, actively connecting your brand with the vibrant gaming audience. Adscholars has been collaborating with brands and agencies in India. With this new partnership, we’re excited to introduce innovative gaming inventory options for our clients.”
Yun Yip, iion’s Chief Commercial Officer said, “With AdScholars, we are poised to reshape the game advertising landscape in APAC. Our collaborative efforts and platform will empower brands and agencies to explore new ways of engaging with an ever-growing audience, whilst delivering superior marketing outcomes in-game advertising. A successful gaming strategy is a now possible, accessible, and measurable”
Elevating Cricket Advertising: A New Paradigm by Adscholars’ Creative Studio
As the world eagerly anticipates the 2023 ICC Men’s Cricket World Cup, brands are gearing up for an unparalleled journey. With a colossal audience of over 650 million viewers at their fingertips, brands have a rare and thrilling chance to establish strong brand awareness on the global stage.
Adscholars’ Creative Studio stands ready to redefine cricket advertising, transforming it into an art form that captivates fans worldwide. As India proudly hosts the World Cup for an unprecedented fourth time, your brand can shine on the world’s grandest sporting spectacle.
With Adscholars Creative Studio, we’re not just breaking boundaries; we are rewriting the rules of cricket advertising. Introducing our game-changing QR code innovation! Our cutting-edge rich media gamification mechanics: a thrilling cricket game that puts YOU in the driver’s seat. Imagine this: You, as the user, are tasked with scoring 22 runs in the last over of a high-stakes match! But this isn’t just a game – it’s an experience that engulfs you in the heart-pounding thrill of the game. We’ve integrated in-ground cheering noises, live commentary, and all the immersive elements to give you the REAL feel of being on the cricket field. You’ll feel the adrenaline rush like never before in our innovative game.
Click the Image to Play the Game
Scan to Play and Win
And the big question: What sets our game apart? It’s the ingenious algorithm that powers our innovation. Each playthrough will be a unique and exhilarating experience. Every shot, every move – carefully tailored to keep you on the edge of your seat. Still not sure? Dive into the action and experience it firsthand!
But hold onto your hats, because there’s more! We’re raising the stakes with an irresistible incentive: an iPhone for the ultimate winner! Your chance to be the cricket champion AND walk away with the latest tech sensation is here!
Creative Studio can help brands create visually appealing formats and compelling narratives, establishing a strong brand presence. Adscholars’ suite of products can assist brands in placing the most appropriate ads that align with user content. By leveraging geotargeting, brands can anticipate improved ROI and reach during the 2023 ICC Men’s Cricket World Cup. Are you ready to take center stage in rewriting the rules of cricket advertising with Adscholars? Join the advertising revolution and let your brand shine brighter than ever before with us.
Read more: Disney+ Hotstar Amp Brand Outreach With CTV Targeting
Is 28% GST on Online Gaming A Setback For Gaming Industry?
The GST Council announced a decision stating that online games would be subject to 28% GST. This decision has come as a shock to the recently flourishing gaming industry in India.
The report published by the GST Council stated that 28% GST would be imposed on total winnings, including the platform fee. Finance Minister Nirmala Sitharaman commented after the GST Council meeting, “We will bring an amendment to GST law to include online gaming, and will be taxed at 28 percent on its full face value.” She also mentioned that the decision was not made under the pretext of aiming for a specific industry.
The gaming industry is currently booming, providing vast employment opportunities for youth in the field of IT and creative professionals such as streamers, e-athletes, engineers, etc. The gaming industry hosts around 500 million gamers and a report published by the All India Gaming Federation stated that it is set to increase by $8.6 million by 2027, growing at a CAGR of 27%.
Although the gaming industry has boomed in recent years but has seen its fair share of setbacks from the ban on PUBG to state governments imposing restrictions on games to curb gambling addiction. The industry has been very optimistic with the reforms and advancements brought in by the IT rules as well as the TDS administration on net wins. However, experts have concluded that all these would be in vain if the GST regime was not liberal with these changes.
And that’s what they said
Malay Kumar Shukla, secretary of the E-Gaming Federation said, “This is an extremely unfortunate decision, as charging 28% tax on full face value will lead to a nearly 1000% increase in taxation and prove catastrophic for the industry.”
He added that playing online games is quite distinct from gambling and that judgments by the Indian Supreme Court and High Court have confirmed that playing skill-based online games is a legal activity that is protected as a fundamental right under Indian law.
Roland Landers, CEO of The All-India Gaming Federation remarked, “The decision was “unconstitutional, irrational, and egregious”, ignoring 60 years of settled legal jurisprudence and lumps online skill gaming with gambling activities.”
He further added, “We hope that the government will reconsider this recommendation and not implement it, as it will be catastrophic for the 1 trillion dollar digit economy dream of the Honorable PM.”
Industry experts believe that this judgment negates all of the government’s past efforts to advance the gaming industry.
Game On: iion and MMPWW Join Forces to Revolutionize Gaming in the UAE and Middle East
Global gaming advertising leader iion and one of the region’s leading ad tech providers, MMP World Wide (MMPWW), announce a transformative partnership to reshape gaming experiences in the Middle East and North Africa (MENA) region.
The collaboration aims to unlock immersive gaming formats for brands, fueling growth in an industry projected to reach a market volume of US$449.60m by 2027, according to Statista.
MENA’s Gaming Market Boom: A Surge in Investment and Gamers
The partnership coincides with a surge in gaming and metaverse investments in the Middle East.
Global Newswire reports that growth will be fueled by mobile gaming, public and private sector investments, and esports, with an estimated 87.9 million gamers in the MENA region by the end of 2023.
Through iion’s immersion platform, MMPWW clients can now access the ever-growing gaming audience across all devices and environments.
Yasin Dabhelia, Head of Demand, US & UK, says,
The Middle East is emerging as a top market for gaming and the metaverse, with significant investment being directed towards this sector. This presents an unprecedented opportunity for brands in the region to integrate into gaming environments and leverage measurement and targeting tools to determine their return on investment. I can’t wait to showcase this alongside MMPWW.
Transforming Advertising in Gaming: Empowering Brands and Advertisers
Sanjaya Molligoda, iion co-founder, shares his enthusiasm for the partnership and its implications for the MENA region.
He states,
We are incredibly excited to join forces with MMPWW, and to enable brands in the MENA region to tap into the massive potential of game advertising. As gaming experiences rapid growth—thanks to significant investments by Middle Eastern governments and the private sector—advertisers can connect with a diverse, engaged audience. Our goal is to establish gaming as an indispensable, always-on media plan component.
Molligoda highlights the unparalleled opportunities the partnership offers to advertisers, allowing them to engage gaming audiences across multiple platforms: “Our unique, self-serve ad platform provides extensive access to inventory, including in-game, around-the-game, and away-from-the-game environments on PC, console, app, web, esports, and game influencers.”
Ultimately, Molligoda believes that this partnership will revolutionize the advertising landscape in the rapidly growing Middle Eastern gaming market.
Walid Ramadan, GM of MMP Experiences, shares his excitement:
We are delighted to be iion’s new and exclusive partner for the MENA region. Their innovative programmatic offering puts the user at the heart of the experience, while still allowing for in-depth targeting to reach these diverse audiences and create tailored messaging that best aligns with their interests. We look forward to collaborating with the team to bring these immersive solutions to our clients.
Capitalizing on the Expanding Market: Innovative Solutions for Brands
This partnership enables brands to craft captivating and immersive campaigns for gamers across all devices. With the average UAE gamer spending USD 115 per year, as reported by Mordor Intelligence, this alliance is poised to capitalize on the expanding market.
iion and MMPWW have an exciting agency roadshow in the pipeline, where they will showcase their state-of-the-art gaming solutions to brands and advertisers throughout the region. Be sure to stay tuned for further details about this upcoming event, as it promises to unveil remarkable opportunities and insights for industry professionals.
Romit Gharat, Ad Tech Director at MMPWW, adds:
Our partnership with iion will unlock new channels for brands to reach a large number of engaged audiences in a unique and fascinating environment. With the potential to revolutionize the way advertisers can reach and engage with gamers, we are thrilled to offer this innovative and effective approach to driving brand awareness, engagement, and sales in the region.
MENA Gaming Market Enters Its Growth Era
This game-changing partnership positions iion and MMPWW at the forefront of monetization and advertising innovation in the UAE and the Middle East, heralding a new era of growth for the industry.
