Bidstack to collaborate with Epic Games’ Unreal Engine
the AIM listed in-game advertising group, announced on Monday a collaboration with Epic Games’ Unreal Engine.
The Unreal Engine is a suite of video game creation tools developed by Epic Games, the video game and software development company behind the biggest titles in the world including Fortnite, Rocket League and Gears of War.
The collaboration is said to enable video game developers to monetise their titles by creating advertising space within their live and soon-to-be-launched games, via a new Bidstack plugin.
The soon-to-launch plugin will give game developers full control to identify and define areas within their games to make native in-game advertising available, using the Unreal Engine.
Shares in Bidstack shot up 12% to 31p a share following the announcement
James Draper, Bidstack's CEO commented: "Our collaboration with Epic Games and their Unreal Engine team provides Bidstack with a frictionless opportunity to scale. Previously it was necessary for us to form relationships with games developers on a one-by-one basis. We will continue to do this, but growth from this strategy alone takes time.”
The company said that developers will also be able to retro-fit advertising opportunities into their existing games, allowing them to create revenue streams for their back catalogue.
Advertising opportunities could be anything from virtual outdoor billboards and sporting pitch-side hoardings to decal stickers on the sides of vehicles or prints on a character’s clothing.
James Draper said that the arrangement enables developers of all sizes to “open their ad inventory to global media buyers and potentially attract advertising revenue from the world's leading brands.”
Bidstack said that the plugin will mean that when a game using the Unreal Engine is published, all new advertising inventory within that title will automatically become available to advertisers to buy programmatically through it’s demand side platforms.
This comes a few weeks after the company signed a contract with a top 10 worldwide demand side platform, AppNexus.
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