Bidstack launches new in-menu game ad offering

The AIM-traded firm said the mobile format would offer “clickable display banners”, allowing brands to deliver integrated ads into game menus, user interfaces and loading screens.

It said the ads, which blended “seamlessly” into the game's user interface, could be placed by advertisers on a programmatic basis and create a “highly viewable and interactive touchpoint” for brands looking to connect with the gaming audience.

The board said the new format opened an “entirely new” revenue stream for game developers globally.

Bidstack's gaming partners would also be able to monitor ad performance via their analytics and reporting service, AdConsole, which would track impressions, clicks and revenue generation.

A number of games publishers within Bidstack's portfolio had already signed up and integrated the in-menu SDK, including Motionlab Interactive.

The first campaigns were expected to run in the coming weeks, with brands turning their attention towards performance to drive conversion as the holiday season and new year approached.

Bidstack said it believed the development marked a “significant achievement” in implementing its development strategy, as it set out in iots 2020 annual report in March.

The build out of such programmatic technology features, and an open exchange marketplace, was a key deliverable from the company’s product development team.

“I believe the launch of our in-menu ad format is a material step change in how Bidstack is able to generate cash by having "always-on" open marketplace revenues for the first time,” said chief executive officer James Draper.

“The work our publisher acquisition and technology teams have put into this launch has meant we already have multiple game studios signed-up to this new monetisation product.

“We expect to be able to announce the release of other ad formats in the near future which we expect will further add to the significant growth in intrinsic in-game advertising revenues we are currently experiencing.”

At 1613 BST, shares in Bidstack Group were down 0.45% at 2p.