Published by Jessica Weisman-Pitts
Posted on August 24, 2021
4 min readLast updated: February 15, 2026
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The partnership with Azerion’s premium advertising platform (Improve Digital), designed to enable more advertisers to leverage its market-leading programmatic in-game offering. The partnership and integration are planned for an October 2021 launch.
Adverty, the leading in-game platform for advertisers, agencies and game developers, has announced a partnership with Azerion’s premium advertising platform (Improve Digital), which will increase its programmatic reach for brands and advertisers looking to enter the increasingly influential world of gaming.
Adverty delivers unobtrusive advertising which connects brands and audiences through its revolutionary and patented technology, built specifically for gaming. The partnership with Azerion and its platform integration with Improve Digital will allow buy-side clients to access Adverty’s innovative In-Play™ and In-Menu™ ad formats in mobile games at scale. The partnership has already activated in-game advertising campaigns with brands such as Calvin Klein, and will launch in full during October 2021, once the technical integration of platforms is complete.
Azerion already has a strong foothold in the gaming industry, with an extensive and diverse catalogue of 16.700 game titles attracting in excess of 1.5bn content views per month.
“We are delighted to partner with Azerion as we scale to more advertisers interested in the emergent power of in-game advertising. This development enables our team to bring Adverty’s seamless in-game inventory to a wider range of brands and agencies,” says Tobias Knutsson, CEO of Adverty. “Azerion has rightly been focused on gaming at a time when advertisers are waking up to the untapped potential of this burgeoning media channel.”
Daan Boekestein, VP Product at Azerion, comments: “With this exciting partnership we are able to provide even more opportunities for brands to effectively reach and engage with premium gaming audiences through new and innovative in-game ad formats. Azerion’s growing ecosystem is providing additional monetisation opportunities for media businesses whilst vastly improving reach for advertisers.”
This news follows Adverty’s unprecedented growth on the supply-side recently, having signed partnerships with TapNation, Mamboo Games, Lucky Kat Studios, Goldtown Games and Playducky. With interest in in-game advertising soaring, not to mention Adverty’s collaboration with Oracle’s Moat for third-party ad verification and its recent US patents granted for its work around in-game viewability, the collaboration comes at an exciting time.
For further information, please contact:
Anders Rössel, CFO
Phone: +46 70 867 00 20
E-mail: ar@adverty.com
This information is information that Adverty AB (publ) is obliged to disclose under the EU Market Abuse Regulation. The information was provided, through the contact of the above contact person, for publication on the 19th of August 2021.
Corpura Fondkommission AB, phone +46 (0)722 52 34 51, act as certified advisor/mentor for the company at NGM Nordic SME.
About Adverty
Adverty, the leading in-game advertising platform, delivers seamless In-Play™ and In-Menu™ ads to connect brands and people through its revolutionary and patented technology built for games. The platform offers true in-game ad inventory at scale and allows content creators to monetise the complete experience with unobtrusive, easy-to-integrate, immersive ads. Founded in 2016, Adverty has offices in Stockholm, London, New York, Madrid, Helsinki, St Petersburg and Lviv and works with advertisers, agencies and developers to unlock audiences and gaming revenue streams. More information at www.adverty.com.
About Azerion
Azerion is a fast-growing and leading pan-European digital gaming and monetization company. We develop and operate a safe and reliable online social gaming and entertainment platform for people of all ages to enjoy. Our integrated platform includes monetization features and provides technology solutions to automate the purchase and sale of digital advertising for media buyers and sellers. Content creators, publishers and advertisers work with us to reach millions of people across the globe that play our games and use our entertainment concepts to increase engagement, loyalty and drive e-commerce. Founded in 2015 by two Dutch entrepreneurs, Azerion has experienced rapid expansion thanks to organic growth and strategic acquisitions. Azerion employs more than 955 employees across 24 offices and is headquartered in Schiphol-Rijk, the Netherlands.
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The partnership aims to enable more advertisers to leverage Adverty's market-leading programmatic in-game advertising offering.
Azerion has an extensive catalogue of 16,700 game titles, attracting over 1.5 billion content views per month.
Adverty has seen unprecedented growth on the supply-side, signing partnerships with several game developers including TapNation and Lucky Kat Studios.
Adverty delivers unobtrusive advertising through its revolutionary and patented technology specifically built for gaming.
Daan Boekestein, VP Product at Azerion, expressed excitement about the partnership, highlighting the increased opportunities for brands to engage with premium gaming audiences.
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