Bidstack, an in-game advertising and video-game monetization platform that has created campaigns for brands like Marriott, Doritos and more, has announced a commercial partnership that will provide ad-technology company Venatus with access to its ad inventory across six key regions.
Under the partnership, Venatus will take sole ownership of direct sales of Bidstack’s in-game inventory, which includes over 400 video games across mobile and PC, throughout the U.S., U.K., Germany, Canada, Australia, and South Korea, while bringing to Bidstack its sales presence of over 40 gaming specialists, per a recent statement.
Venatus plans on utilizing its newfound access to Bidstack's in-game network to enhance campaigns “next to the game and around the game” in leading websites like EA, Futbin, Rovio and custom activations on immersive platforms like Roblox.
James Draper, founder and CEO at Bidstack, has called the deal a “major tie-in that combines Venatus' gaming specialist sales heft with Bidstack's programmatic technology and carefully nurtured network of games.”
In-game advertising is expanding at a rapid clip as more gaming titles are being released each year.
According to Statista, the market is projected to reach $94 billion this year, up from $83 billion in 2022.
Therefore, Draper has said in a statement that the market is developing quicker than Bidstack is able to “capitalize on alone.” Hence, its decision to join forces with Venatus, which currently has over 120 staff members working from seven regional hubs.