Bidstack Group PLC (AIM:BIDS) has partnered with Motionlab Interactive to provide in-game advertising for PDC Darts Match, a darts-based mobile-based game.
PDC Darts Match is a multiplayer game available on iOS and Android and fully endorsed by the Professional Darts Corporation.
Featuring more than 40 pros, game players can take on their friends online or challenge stars such as Michael Van Gerwin, James Wade and Gary Anderson.
Bidstack's stadium vertical technology will enable ads to be seen during the walkout sequence before each match and around the dartboard itself during gameplay.
The game has been downloaded almost 4 million times since its launch and is especially popular in the UK, US, Netherlands, Belgium and Germany.
Motionlab Interactive is a game development studio based in Lancashire, that specialises in creating cross-platform mobile entertainment experiences through games and apps.
This latest partnership means the stadium vertical technology now covers five different sporting categories, said Bidstack - football, tennis, cricket, jiu-jitsu and darts.
“Stadium environments are an ideal fit for in-game advertising as they feature natural spaces for branding to be integrated around the action," it said in a statement.
Alan l'Anson, head of apps at Motionlab Interactive said: “Adding brands to our in-game environment will help to make it even more realistic.
“Advertising in this unintrusive way, allows us to bring more immersion to the game and adds another layer of authenticity to the gaming experience while opening up a new stream of ad revenues from global brands."
Antoine Jullemier, head of mobile publishers at Bidstack, added the partnership enhances the gaming experience for darts players while offering Motionlab an additional monetisation model that supports user retention at scale.