Swedish in-game advertising platform Adverty has appointed Singapore-based The Scale Factory to drive commercialisation in Asia Pacific. 

Founded by Lars Bjoerge, former APAC EVP for Omnicom Group TBWA, and Pierre Martenson, former Head of International Expansion for Tapad, The Scale Factory will spearhead Adverty’s footprint in the region by establishing a growth vision, implementing go-to-market strategies, and taking on the commercial leadership by directly bringing Adverty’s solutions to brands, media agencies, and other stakeholders. 

Discussing the development, Founder and Managing Partner at The Scale Factory, Lars Bjoerge, said:

“We absolutely love what Adverty is doing to disrupt in-game advertising. With current in-game ad solutions, we are seeing more and more users reject brands that interrupt, and in some cases even destroy the gaming experience. 

“Adverty has solved this elegantly by enabling brands to be present alongside gamers in this extremely valuable and rapidly growing consumer segment. We are thrilled to start building Adverty’s footprint across APAC.”

While Founder and CEO of Adverty, Niklas Bakos, added:

“The future of gaming is mobile, and in APAC the future is now. With an estimated number of gamers exceeding 1.5 billion people, soon crossing $100 billion in revenues, we see APAC as an integral part of our expansion in the coming years.

“We have had the pleasure of following the team behind The Scale Factory for quite some time and have been deeply impressed by their very hands-on approach. We are confident that we will achieve amazing things together.”

Adverty’s in-game advertising platform has been awarded IAB UK and IAB Sweden Gold Standard certificates in 2018 and 2020 respectively, and enables access to all major programmatic buy-side platforms through partnerships with PubMatic, Smaato, and BitSwitch. 

The company recently revealed a new in-game brand advertising format called In-Menu™, which enables contextually relevant IAB display banner ads on menu screens in-between gameplay, alongside its current In-Play™ format, which allows brands to utilise billboards and other virtual outdoor sites within games. 

AYO.NEWS says:

Though gaming is more popular than ever monetisation is becoming a pressing issue for game developers. Meanwhile, with traditional advertising becoming increasingly ineffective, brands are looking for new ways to engage with consumers. So, do platforms like Adverty hold the answer for both developers and advertisers? Most likely, at least in part, they do. 

Want to find out more about Adverty? Don’t miss our exclusive interview with CEO and Co-founder Niklas Bakos. 

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