Bidstack Group PLC (LON:BIDS), the native in-game advertising platform, has enlisted Katherine Hays, the co-founder of Massive Inc, as a strategic adviser.
Hays will take a seat on Bidstack's advisory board and will also play an active role in giving the company the benefit of her experience and success from the first generation of in-game advertising.
Hays was the person who in 2003 recommended to Massive that it should move into in-game advertising and she subsequently led the company in building the market for real-time advertising in video games.
She was most recently the founder and chief executive officer of Vivoom, described as a “consumer activation platform that helps brands turn their consumers into authentic influencers”.
"Digital activities such as social, shopping, live events and search are increasingly taking place inside of games. Gaming has the potential to be consumers' true and enduring "third place" - you have home, work/school, and gaming,” Hays said in Bidstack’s stock market statement.
James Draper, the chief executive officer of Bidstack, hailed Hays’s role as a pioneer of in-game advertising.
"After joining Massive Inc. in 2003, she led the company in building a market for real-time dynamic advertising in video games. Massive Inc. was acquired by Microsoft in 2006,” Draper said.
"Since then the video games market has evolved tremendously with developments such as the soaring consumption of gaming content fuelled by smartphone penetration, the rise of cloud gaming, the evolution of the secondary viewing market and the advent of programmatic advertising," he added.
We're excited to announce that Katherine Hays, Co-Founder & COO of Massive Inc is joining Bidstack as a Strategic Advisor!
We're looking forward to continuing our journey backed by her wealth of knowledge and proven track record of success ???????? https://t.co/mmzCtrceoJ #Bidstack pic.twitter.com/QR8CUoq5wc
— Bidstack (@bidstack) April 29, 2021