Bidstack Group PLC (LON:BIDS) has inked an exclusive deal with video game developer Codemasters Group Holdings PLC (LON:CDM) to deliver in-game advertising for an upcoming 2020 title.
The AIM-listed firm said that through the integration of its SDK product, brands and advertisers will be able to deliver contextually relevant ads in real-time to natural spaces within the game.
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The agreement is the third between Bidstack and Codemasters, with the firm saying the deal represented “growing confidence“ in its technology having previously partnered with Codemasters on the firm’s DiRT Rally 2.0 and GRID racing titles.
"It is a great endorsement of our relationship with Codemasters that we now have agreements in place on three titles. It is a pleasure to work with a world-class team of game developers that consistently deliver fantastic AAA rated games that engage the gaming and motorsport audiences at scale”, said Bidstack chief executive James Draper.
"We are continuing to focus on adding new inventory to our portfolio which we can then make available to the global advertising agencies we are dealing with. We are confident of making further announcements in this regard during the course of this year", he added.