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Adverty enters into exclusive partnership with Super League Gaming for In-Play advertising in Roblox

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Adverty enters into exclusive partnership with Super League Gaming for In-Play advertising in Roblox

 

Adverty AB (publ), the leading in-game advertising specialist, adds more than 150 games from Roblox into its growing portfolio of in-play advertising options for distribution in the US, the Nordics and selected in Latin America markets.

Adverty today announces an exclusive partnership with gaming and esports entertainment company Super League Gaming to sell unobtrusive, contextually relevant ads inside Roblox. As well as taking on exclusive rights in the Nordics, Adverty has also acquired rights to work with Super League in the US and Latin America.

The new deal adds Super League’s robust inventory of over 150 games in the Roblox metaverse – one of the world’s most popular gaming destinations with over 200 million monthly players – to Adverty’s portfolio of in-play ads.

The news follows Super League’s acquisition of Bloxbiz, the dynamic ad platform designed specifically for metaverse environments. Both developments further strengthen the monetisation and delivery of unobtrusive and organic brand advertising to burgeoning gaming communities, at a time when these platforms are playing a central role in the burgeoning Metaverse.

“Engagement on platforms such as Roblox is critical for brands seeking to engage with many of the world’s younger audiences – as brands such as Gucci and Disney have already recognised,” says Thorbjorn Warin, Chief Supply Officer at Adverty.

“We are delighted to be present in the most superior and largest dynamic in-game ad platform in Roblox as it becomes increasingly clear that in-game advertising will play a critical role in the Metaverse. With unparalleled advertising reach of over 60 million players every month, herein lies enormous – and largely untapped – potential for native, contextual brand advertising.”

Thorbjorn adds: “Ad offerings in the Metaverse will eventually be seen as no different than banner ads on traditional websites, or indeed ads in the physical world. Roblox is the ideal location for many brands to build presence and integrate assets into pre-existing experiences, or to build dedicated worlds within the platform. What’s more, in-game advertising enables marketers to quantify the impact of their advertising and to prove impact.”

“Brands globally now have immediate access via premier partners like Adverty, to all of Super League’ s kidSAFE metaverse inventory at their fingertips,” said Mike Wann, Chief Strategy Officer of Super League.

“In each of these regions and more, advertisers can connect with a highly desired audience of millions of passionate gamers. Whether through dynamic in-game ad units, custom metaverse integrations, immersive branded experiences, or live and social gameplay content from audience favorite creators, we’re committed to providing end-to-end metaverse marketing solutions on a global scale.”

This news catches a huge wave of interest in gaming and the wider Metaverse. As we embark on the next phase of the internet and forward-thinking brands such as Nike, Adidas and Prada begin to invest in virtual worlds, the possibilities for brands to maximize their creativity and add value to their audiences are endless. With growing numbers of brands seeking to leverage in-game executions, In Play advertising offers seamless, unobtrusive brand messaging to engaged and often hard-to-reach audiences.

eSports

North Star Network Acquires Um Dois Esportes

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North Star Network has acquired Um Dois Esportes, a sports coverage and analysis site created from the merger of Gazeta Do Povo and Tribuna do Paraná in 2020.

Julien Josset, co-founder of North Star Network, said: “Thank you to the team at GRPCOM for their faith in us to take the brand forward. Um Dois Esportes is an established and renowned site in Paraná State, and we’re excited about the challenge of developing this asset.

“We’re happy to maintain the collaboration with the existing editorial team, and look forward to working with them, bringing our unique NSN approach, to take UDE forward.”

NSN’s signing of Um Dois Esportes is the media house’s fourth acquisition of 2024, following the recent deals to purchase UK-based SportsMole and MrFixitsTips, as well as Chilean site AlAireLibre, which was announced in March.

The latest addition to the North Star media portfolio joins existing assets including Top Mercato, Afrik-Foot, and Vringe. The Paris-based company already oversees a significant Brazilian operation, delivering over 6 million sessions per month, from the likes of Trivela, Premier League Brasil and Lakers Brasil.

NSN will retain Curitiba-based journalists from the Um Dois Esportes legacy team to maintain the asset’s unique tone and popular coverage of the Paraná sports scene across site and social.

Rafael Mello, Director of GRPCOM, said: “We were surprised by the interest, and initially had no intention of selling Um Dois, but as the conversations evolved, we realised this was a serious group with good intentions. We were very happy to see our project being valued by a large international group and going global, demonstrating the quality of the content we produced.

“We’re also proud that North Star inherited our journalists, who are truly responsible for the success of the product we offer readers every day.”

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L&G esports team founded by Alona Shevtsova won the national Dragon EC Cup tournament

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The team began competing in top tournaments and almost immediately made it to the Advanced division of the ESEA League Europe competition. The team also participated in and took prizes in European tournaments such as the SCL League, WhiteBit Crypto Open, Phoenix League, and local competitions.

 

Ukrainian esports team L&G won the Dragon EC Cup tournament, held on the 20th of April by Dragon Esports Club. Four teams competed in the tournament’s final: Lazer Cats, L&G, which received a direct invitation to the final stage, EsportsBattle, and ThunderFlash, which had open qualifiers. During the Grand Final, the L&G team competed with Lazer Cats on Mirage, Anubis, and Vertigo maps.

“This victory is a testament to the exceptional talent and commitment of our players, as well as the collective effort of our coaching staff and support personnel,” said Alona Shevtsova, founder of L&G Esports. “We are immensely proud of their accomplishments and grateful for the unwavering support of our fans.”

L&G is among the top 5 Ukrainian teams in Counter-Strike: Global Offensive. It was founded in 2021. The previous name was Leogaming, and it was created on the initiative of the famous Alona Shevtsova from the fintech sector.

The team began competing in top tournaments and almost immediately made it to the Advanced division of the ESEA League Europe competition. The team also participated in and took prizes in European tournaments such as the SCL League, WhiteBit Crypto Open, Phoenix League, and local competitions. The team players are marat2k, r0ublE, kr1vda, kL1o, OneUn1que, rji (coach).

The winners received a 50,000 UAH prize. Dragon Esports Club also prepared a 15-skin giveaway for the broadcast’s viewers.

It is worth mentioning that the L&G team created its merch items, which are available for order worldwide. To get more information about the team, visit the L&G Instagram page, Twitch, or Telegram Channel.

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Introducing iSports at iCode: A Cutting-Edge Esports Program for Aspiring Gamers

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iCode, a premier coding and STEM learning program for kids, announced its latest addition to its program offerings: iSports, a one-of-a-kind esports program geared towards young gamers aged 8-13.

Starting the week of June 3, 2024, this innovative 12-week esports course will be offered across the entire iCode franchise and is dedicated to introducing students to the thrilling world of competitive gaming in a safe and secure environment. This season will revolve around the popular game Fortnite, which will feature a special iCode-only map within the platform.

“iSports will serve as a great summer activity for kids to get out of the house, but the overall goal is to foster personal development through the many dynamic skills competitive gaming requires. The iSports program places a strong emphasis on developing important life skills like sportsmanship, teamwork and strategic thinking. It will keep participants engaged and learning while school is out, and parents can rest assured knowing that their children are playing in a controlled environment,” Abid Abedi, founder and CEO of iCode, said.

Throughout the 12-week iSports season, participants will dedicate one hour per week to gameplay and skill development. All sessions are led and supervised by knowledgeable iCode coaches. Their administration along with the exclusive iCode-only map is specifically designed to provide a secure gaming experience with a safe, monitored environment. The program culminates in the opportunity to compete in a tournament-style championship to crown the best gamer across iCode national network.

iCode is partnering with MSI to supply an array of state-of-the-art gaming equipment including high-quality headsets and top-tier gaming computers equipped with speedy processors. Gamers will also have access to advanced gaming chairs for maximum efficiency and comfort. This setup will ensure that every participant enjoys a premium gaming experience, mirroring the standards of professional esports environments. In addition, MSI will provide prizes to the top iSports gamers, including one of their brand new Claw handheld gaming devices.

“MSI has been dedicated to cultivating gaming and esports for years with significant achievements. We’re thrilled and honored to partner with iCode to develop this community to another level,” David Chou, VP of Sales at MSI, said.

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