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Compliance Updates

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

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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. 

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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.

Compliance Updates

GLI Becomes First Laboratory to be Accredited in Maranhão, Brazil

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Gaming Laboratories International (GLI) has become the first laboratory to achieve accreditation in Maranhão, Brazil. The accreditation allows GLI to perform tests and certification for the gambling and lottery industry interested in working with lottery and fixed-odds betting operators in the state of Maranhão.

The milestone is the latest in a series of regulatory achievements for GLI in Brazil. Lottery of the State of Maranhão is the third jurisdiction in Brazil to accredit laboratories, and GLI is accredited in all and the first to be authorized in all.

Cassiano Pereira Junior, president of Maranhão Parcerias (Mapa), highlighted the importance of the partnership between the Maranhão State Lottery (Lotema) and GLI. “Every day we strive to make Lotema even better, providing greater security for its users. The partnership with GLI is a concrete way of achieving this goal, as its certification laboratories play an important role for the gaming and lottery industry, guaranteeing the conformity, security, and integrity of the products and systems used by Lotema,” Cassiano explained.

“We are grateful to the Lottery of the State of Maranhão for granting GLI the laboratory accreditation, becoming the first to be authorized in Maranhão. It is extremely gratifying to see how Lotema empower themselves by trusting the technical compliance process to provide transparency, integrity, and accountability to all the industry stakeholders through the certification process. The laboratory accreditation is the first step for a successful implementation of the certification based on jurisdictional standards, and the reason why we at GLI take this step very seriously and with great priority every time a new jurisdiction opens. We feel responsible for being part of the solution towards a fast and efficient implementation of regulations, thus supporting further local industry development and sustainable growth. We are grateful to Lotema and excited to be part of its thriving industry,” said Karen Sierra-Hughes, Vice President of Latin America, Caribbean, and Spain.

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GLI has been working with regulators, lotteries, and industry stakeholders across the Latin American and Caribbean region for more than 26 years in their efforts toward regulation, sustainable growth, and eradicating illegal gaming. In Brazil, GLI has been side by side with government entities and all industry stakeholders for nearly 20 years, participating in public hearings in the Senate, Chamber of Deputies, and State government level, and in recent years, adding strategic local representation to strengthen their local support.

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Betano Receives Licence to Operate in Colombia

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Kaizen Gaming Colombia, owner of the Betano.co brand, was authorized by Coljuegos to operate online betting in the country. With this new operator, there are now 16 web platforms that have the approval of the entity to market games of chance online.

“We continue to strengthen the online gaming industry. We hope that, with the entry of this new operator, we can continue to increase transfers for the health of Colombians. At this time, the platform is already operating for the betting public,” said Marco Emilio Hincapié, president of Coljuegos.

The entity is also in the process of authorizing an additional operator called Bingo Casino, which is expected to begin offering bets in the coming weeks.

It is worth mentioning that, by 2024, it is estimated that online betting portals will pay around $419,527 million to Coljuegos for exploitation rights, which represents an increase of 31% compared to the same period in 2023. All of these resources are transferred to the health system.

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“We are seeing that online betting is a sector of the economy that has driven the growth of the country’s Gross Domestic Product. That is why we are working to make the market even more attractive and to provide more options to bettors,” said the president.

According to financial projections, this new operator is expected to pay Coljuegos around $21.513 billion over the next five years for operating rights and administration costs, resources that can be transferred to subsidize health and scientific research.

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Chris Christie bets on Texas to approve OSB in 2025

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Former New Jersey Governor Chris Christie has backed Texas to legalise online sports betting in the state’s next legislative session. 

Christie helped pave the way for sports betting liberalisation across the US by bringing the Supreme Court case that led to the repeal of PASPA.

The case was fought and won by prominent conservative lawyer Ted Olson, who Christie hired to argue the case for states to make their own decisions on sports betting. Olson died last week at the age of 84.

After Missouri became the 39th US state to legalise sports betting in some capacity, attention has quickly turned again to the big three states of Texas, California, and Florida.

“I think it’ll happen in Texas in the next legislative session,” said Christie, speaking to Covers.com. The next session is due to commence in Texas on January 14, 2025.

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Christie is less confident about California, however, where competing sports betting ballots failed in 2022 amid a bitter dispute and lobbying war between online operators and local tribes.

California is seen as essential to the future prospects of US sports betting operators, given its size and wealth and dramatic impact on the country’s total addressable market (TAM).

“I don’t know about California,” said Christie. “This really takes gubernatorial leadership, and Gavin Newsom has got to decide if this is one of the issues he wants to lead on.

“Without gubernatorial leadership, the legislature won’t do it because they’re pulled like taffy in too many directions by too many different interests. Without the governor pushing for it, I just don’t think it’ll happen.”

Despite another potential setback in California, Christie has backed sports betting to penetrate pretty much every state eventually.

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“I really believe sports betting is inevitable to go just about nationwide, because people in America love their sports, they just do,” he said. “I think it is in the leagues’ best interests to grow their audience. The government gets some piece of the pie out of that which they enjoy, and the public seems to be pretty happy for the most part.”

Depending on expansion, US sports betting could, in theory, reach every state. It would then become a national issue, but Christie has warned the federal government not to interfere.

“Let the states handle it,” he said. “The states are doing fine. You haven’t heard of anything awful or irreversible happening since each state has been involved and they should have the ability to decide whether they want gambling or not.

“I don’t think the federal government should have anything to do with it and I don’t think they ever should have. I don’t think they have to be babysitters for the governors of the country.”

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