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ESPORTS & GAMING
“ADVERTISING WITHIN GAMING WAS ALWAYS THOUGHT OF AS BEING INTRUSIVE”
is happy. It could be that the ad doesn’t fit the context, or it’s an unwanted alcohol brand. Perhaps it doesn’t look right for the gaming environment, or creative specs haven’t been adhered to. “We’re very much handholding during that process. We want to have a close relationship – everything is done on a deal, not an open marketplace – and we want to make sure it’s built in the right way.” Bidstack can dynamically insert, change and target advertising, based on the playing audience. As soon as it has loaded, the targeted ad is delivered within seconds. “We grab information from the SDK about the gaming environment,
and all the elements happening in the game, so when the ad renders, it looks very natural,” Dabhelia explains. “In a racing game, for example, the ad will flap in the wind, or if it’s raining and you’re in a racing car, mud splashes against the ad and drips down – it looks real. No one else does that. We care about the authenticity and environment of the game, as well as the ad.” Bidstack has started to branch into VR, too, working with sports technology company Rezzil on a football game that’s also being used as rehabilitative training for players. “We’ve had access to that in terms of placing billboards in various
different spaces within the training facilities, in the VR headsets that they are using,” he says. “We want to go a little bit further, and think about native and intrinsic value-add. How we can offer the advertising, so it actually gives some sort of value for the player.”
Total immersion: In-game advertising can be bespoke and non-disruptive
FEED:XTREME MAY/JUNE 2022
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