Interviews, insight & analysis on digital media & marketing

Azerion and Bidstack form in-game advertising partnership

Digital entertainment and media platform Azerion has entered into a strategic partnership with Bidstack, an in-game advertising and video game monetisation platform. The agreement will make Azerion the exclusive commercial partner across Bidstack’s inventory for the next two years.

Azerion gains a significant footprint within in-game advertising, ahead what is set to be a significant year for in-game ads. The partnership – which covers markets including the US, UK, Netherlands, France, and Germany – will give Azerion access to around 40 million users and 60 gaming titles across Bidstack’s diverse portfolio of AAA, independent, and mobile publishers.

“We are delighted to strike this strategic partnership with Bidstack which strengthens our digital advertising platform,” said Umut Akpinar, Co-founder and Co-CEO of Azerion. “It will allow brands to explore new advertising frontiers in premium and brand-safe inventories while connecting seamlessly with consumers through impactful and immersive experiences. At Azerion, we believe that the future is digital entertainment. This new partnership is perfectly aligned with our vision for the upcoming years.”

In gaining Azerion as its sole external reseller, Bidstack’s sales footprint has been boosted by Azerion’s team of over 1,000 employees across 26 offices in 18 countries.

Bidstack will look to use its enhanced reach to help accelerate commercial partnerships with game developers, brands, and ad agencies. Azerion will also adopt Bidstack’s SDK into its portfolio of games.

James Draper, Founder and CEO of Bidstack, added: “This contract signals a realisation that brand advertising within the metaverse has truly arrived. Since our pivot into gaming in 2017, we have embedded a culture of no-shortcuts into the formation of in-game advertising as a new channel.  We expect this to be just the start of a long and deep relationship with Azerion as both companies have strong ambitions within the digital entertainment and media space.”

Azerion has had quite a busy 2021, and just days ago announced its intention to become a publicly-traded company through a deal with EFIC1, a special purpose acquisition company (SPAC). Other big news from the year includes Azerion’s acquisitions of digital ad firms Inskin and Sublime, and its official entry into the UK.

*Azerion is a client of Bluestripe Communications, owned by Bluestripe Group, the owner for NDA.