Bidstack signs contract with Codemasters to provide native in-game advertising (BIDS, CDM)

06 Dec 2018 | by: Richard Mason

Bidstack Group (LSE:BIDS) announces the signing of an advertising contract with Codemasters (LSE:CDM) today. Bidstack is a provider of native in-game advertising across the global video games industry. Its proprietary technology is capable of inserting adverts into natural advertising space within video games across various platforms. The key benefit of native in-game advertising over non-native variants such as video rolls and banner ads is that it does not adversely affect the experience of gamers.

Bidstack’s advertisements retain the look and feel of a game’s artwork, unobtrusively blending into the environment. Advertising can be targeted to individual users of a game based on demographics such as age, gender and location. Codemasters is an award-winning video game developer and publisher and is also listed on AIM. The contract relates to two games, the first of which is DiRT Rally 2.0.

The three-year exclusive contract positions Bidstack to manage the virtual advertising real estate for Codemasters across multiple platforms. DiRT Rally 2.0 is due to launch on the PlayStation4 and Xbox One family of devices in late February 2019.

“DiRT”, “DiRT 2”, “DiRT 3” and “DiRT Rally” have all earned BAFTA nominations, and “DiRT Rally” and “DiRT 4” are tied as the second highest rated racing games on the PlayStation4 across all racing categories.

James Draper, CEO of Bidstack, said“Our agreement with Codemasters, a AAA rated games developer, provides us with further evidence that our proprietary technology is relevant and in demand by the world’s leading games creators.”

Frank Sagnier, CEO of Codemasters, commented, “We’ve been impressed by both the technology and brand reach of the Bidstack team. Most importantly they understand the importance of the quality of our assets and the need to deliver a solution that appeals to both brands and our loyal gamers. We look forward to working with them.”

Author: Stuart Langelaan
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