Bidstack Group PLC (LON:BIDS) has confirmed to investors that it will deliver in-game advertising for Codemasters Group Holdings PLC’s (LON:CDM) new DIRT 5 game.
DIRT 5 is due for release in October 2020 on the new generation consoles Xbox Series X and PlayStation 5 along with the current Xbox One and Playstation 4 systems and PC (via Steam). It will also be available via Google Stadia by early 2021.
READ: Bidstack sees rising demand for in-game advertising
"It's great to be working with Codemasters, using our technology to deliver native in-game advertising for DIRT 5, which is the first racing game to be confirmed for the all-new Xbox Series x,” James Draper, Bidstack chief executive said in a statement.
"The launch of the Xbox Series X and PlayStation®5 later this year will bring a new level of gaming to gamers throughout the world. Where our technology is deployed within the games, brands and the global advertising agencies we are dealing with will be able to engage with gamers in a completely natural way," he added.
DIRT 5 ⚡ IT'S TIME TO LET LOOSE
Travel the world for this in-your-face homage to DIRT's roots. It's bold, it's brave, it's #DIRT5 ????
Coming to PC, current-gen, and next-gen consoles from October 2020. Also @GoogleStadia in early 2021.
Full story ???? https://t.co/1vzTwZvazw pic.twitter.com/xmGziQOvHp
— Codemasters (@Codemasters) May 7, 2020
The move builds on the exclusive agreement Bidstack signed with Codemasters in March. Codemasters which has now used Bidstack’s technology in three game titles.
The group said the latest team-up represented “growing confidence“ in its technology having previously partnered with Codemasters on the firm’s DiRT Rally 2.0 and GRID racing titles.
Codemasters has seen a rise in profile in recent months driven in part by the use of its F1 franchise titles in esports events organised by Sky Sports and Formula One during the coronavirus (COVID-19) pandemic which caused real-world races to be cancelled.
The firm’s F1 2020 title is due for release in July.