In-game advertising platform Bidstack Group Plc has commenced a strategy for the accelerated growth of the business in the United States.
Bidstack’s increased focus on the US market follows the successful initial implementation in Europe of the recent minimum two-year $30 million revenue commercial deal the group signed with Netherlands-based Azerion in December 2021.
The group intends to increase the promotion of its full product offering in the US, comprising rewarded video, in-game and in-menu advertising, across a portfolio of more than 110 games, including the entire mobile portfolio of a AAA global games publisher providing a powerful combination of brand awareness and performance to advertisers and agencies keen to get in front of the significant gaming demographic.
While major publishers are starting to adopt native advertising formats to increase brand awareness among the estimated 3.2 billion global gamers, Bidstack is now aiming to attract additional brand spend through the placement of high-performing rewarded video ads that are usually focused on user acquisition.
As announced at the group’s interim results, Bidstack’s increasing inventory is now being sold to brands, agencies and partners via a combination of a digital open marketplace and private marketplace for exclusive direct deals.
The company is actively focused on recruiting US-based sales, gaming and marketing professionals with significant experience in digital advertising and with local market knowledge.
The group has already had positive conversations with a number of US-based executives and has recently made a number of key hires, including Jude O’Connor as chief revenue officer.
The directors are targeting an annual $100m revenue opportunity over the mid- to long-term.
“Our new accelerated growth strategy in the US is the next stage in Bidstack’s evolution,” said James Draper, founder and CEO.
“Bidstack has now grown sufficiently as a business that it is ready and able to tackle the huge, untapped opportunity for in-game advertising within the US market.
“Our plans build on our recent significant progress in our technology and we expect they will drive meaningful additional revenue for the group in the near- to medium-term.”