Compliance Updates
Adverty wins third US patent for BrainImpression™, bringing ad viewability technology to gaming on mobile, TV screens and the wider metaverse

Adverty AB (publ) has been granted its third patent by the United States Patent and Trademark Office for its in-game ad viewability technology BrainImpression™; a ground-breaking method for determining ad viewability and impressions within complex gaming environments. The multi-patented invention is one of the core functionalities of Adverty’s leading in-game advertising platform and now covers every screen used in traditional gaming and the so-called ‘Metaverse’ – from mobile phones, tablets and TVs to next-generation devices used for virtual and augmented reality.
Adverty, the leading in-game platform for advertisers, agencies and game developers, today announces the notice of allowance for its third in-game ad viewability technology patent by the United States Patent and Trademark Office. The technology, known as BrainImpression™, is a ground-breaking method for determining ad viewability and ad impressions – such as when an ad is considered as seen by the user, within complex computer-generated graphical environments such as two-dimensional and three-dimensional games. The new patent, filed as a continuing application to the patent US 16/499.258 / US20200110262A1, granted in December 2020, now covers the full range of screens used for gaming, such as virtual reality (VR), mobile and headworn augmented reality (AR), smart glasses, mobile phones and devices, tablets, computer screens and televisions.
“It’s imperative that the media industry uses its collective knowledge and powers of innovation to help define appropriate viewability standards. This must include in-game advertising, and must cover every type of screen today. With increasing focus on gaming within the wider ecosystem, we are delighted to be leading the development and rollout of ad viewability within this critically important sector,” says Niklas Bakos, CSO and founder at Adverty.
Viewability is one of the most important metrics in brand advertising and several renowned brands tend to exclude websites and other advertising media with low viewability in their media plans. To help advertisers understand, and publishers define, how best to count an ad as seen, the media industry has established standards on how to measure web-based ad viewability. In regards to in-game advertising viewability, the industry is still in an early phase, with Adverty taking an active role in helping both the Internet Advertising Bureau (IAB) and leading third party ad verification companies, such as Oracle Moat, to define these industry-wide, sought-after standards.
The BrainImpression™ patent covers and protects a method of deciding if an advertisement, displayed in a gaming environment and shown on a display, has been seen by a user. The method of decision is based on the ad size, time in view and position on display for the user. Depending on the size and position of the ad on display, the ad is classified as seen after various time intervals, triggering an ad impression by the system.
Furthermore, the patent includes specific methodologies for ads in the three-dimensional gaming space, where viewing angles and incidence angles towards the ad and the user display determine how well the ad is visible at any given time. An ad unit viewed from the side is not detected as quickly, if at all, for instance, depending on its viewing angle, compared to an ad unit seen from a straight angle. Moreover, an advert placed in the centre of the field of view is classified as seen faster than an ad closer to the periphery with a higher angle of incidence.
The BrainImpression™ patent application was originally filed in March 2017. Today, gaming is becoming recognised as a critically important media channel and Adverty has established a leading cross-platform framework for unobtrusive, in-game brand and performance advertising, allowing brands to connect with new audiences in unique ways.
Canada
AGCO Updates Responsible Gambling Training Standards for Gaming and Lottery

As of July 11, 2025, the Alcohol and Gaming Commission of Ontario (AGCO) no longer requires Registrar approval for responsible gambling (RG) training programs for casino and lottery employees. This change applies to both the Gaming and Lottery Standards and supports a more flexible, outcomes-based approach.
What’s changing
• Standard 2.5 has been updated to remove the need for Registrar approval of RG training.
• Training must still be mandatory, regularly updated, and based on best practices.
• Employees must understand responsible gambling, their role in player protection, and how to support those showing signs of gambling harm.
What this change means for operators and lottery retailers
• Casino and lottery operators now have more flexibility to design and update RG training.
• Existing PlaySmart training remains valid.
Why this change matters
This change reduces red tape, encourages innovation, and maintains Ontario’s high standards for player protection. This also aligns with AGCO’s outcomes-based regulatory approach and brings greater consistency across gaming sectors, including iGaming.
Compliance Updates
Representatives from AGRESE and LOTESE Visits Lottopar

On July 3rd and 4th, the Paraná State Lottery (Lottopar) received at its headquarters representatives from the Sergipe State Public Services Regulatory Agency (AGRESE) and the Sergipe State Lottery (LOTESE), on an institutional visit aimed at exchanging experiences and technical in-depth study on the regulation, operation and control model of state lottery activity.
During the two-day event, visitors learned in detail about the regulatory framework built by Lottopar, the systems adopted to ensure the traceability and security of operations, the criteria for accrediting operators and laboratories, and the responsible gaming and anti-money laundering policies implemented since the organization’s founding.
“We are delighted to welcome AGRESE and LOTESE. We believe that the development of state lotteries necessarily involves this type of technical cooperation, where successful experiences can be shared and adapted to the needs of each federative entity. The Lottopar model is constantly evolving, and it is a pleasure to be able to contribute to other states that, like Sergipe, demonstrate a commitment to serious, safe, and responsible regulation,” Lottopar CEO Daniel Romanowski said.
The exchange of information between states is essential for consolidating a safer, more efficient national lottery environment aligned with international best practices. The visit also reinforces the importance of joint action between regulatory agencies and state lotteries in formulating effective public policies.
AGRESE CEO Mr. Luiz Hamilton Santana de Oliveira said: “The institution is very honored and pleased to have hosted this technical visit, as it was a very productive two days, where we were able to further enhance our knowledge. We will implement what we learned and saw here into our regulations back in Sergipe.”
Adriana França Coserva Hide, CEO of LOTESE, said: “On behalf of Loterias de Sergipe, I would like to express our deep gratitude to the Lottopar team for the warm welcome and, most importantly, congratulate them on the exemplary work they have been doing. We were impressed by the level of excellence, professionalism, and commitment to social well-being that permeates Lottopar’s entire structure and operations. This exchange of experiences was extremely enriching and reinforces our conviction that cooperation between state public lotteries is a fundamental path to strengthening the sector in Brazil. We leave here inspired and even more committed to the mission that unites us.”
The agenda concluded with technical visits to Lottopar’s strategic departments and the headquarters of accredited partners, focusing on practical observation of operations. New joint initiatives are expected to be established soon, solidifying a virtuous cycle of cooperation between Brazilian public lotteries.
Compliance Updates
INCENTIVE GAMES SECURES MICHIGAN GAMING LICENSE

Incentive Games, a leading B2B games provider, is proud to announce that it has been awarded a Provisional Michigan gaming licence by the Michigan Gaming Control Board (MGCB), effective today. This achievement allows the company to bring its innovative suite of Real-Money Games to operators and players across the state.
The Michigan licence represents Incentive Games’ first foray into the North American regulated market. This comes shortly after the launch of Incentive Studios, the company’s dedicated Real-Money Gaming division, which is set to drive its ambitious growth in this sector. The licence underscores the company’s unwavering commitment to maintaining the highest standards of compliance, security, and operational integrity. Obtaining this licence, which requires excellence in areas such as robust security protocols and comprehensive responsible gaming measures, provides access to one of the most dynamic iGaming markets in the United States.
Ahmed Baker, Chief Commercial Officer at Incentive Games, said, “Securing our Michigan licence marks an exciting new chapter for Incentive Games. It’s a testament to our unwavering commitment to meeting the highest regulatory standards and unlocks a significant opportunity for us in a critical North American growth market. This will allow Incentive Games to forge new partnerships and bring our highly engaging Real-Money Games directly to players in Michigan. We’re very grateful to the MGCB for this achievement, which is a pivotal step in our global expansion strategy as we continue to deliver world-class products and build strong partnerships in the region.”
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