Codemasters Partners with Bidstack to Provide In-Game Advertising in Latest Title Release

Bidstack Group (LSE:BIDS), the native in-game advertising platform, are excited to announce Codemasters and Bidstack will be joining forces once again on the new Codemasters title – Grid, the racing video game developed and published by Codemasters(LSE:CDM), by signing an exclusive multi-year partnership.

The partnership will see Codemasters grant Bidstack exclusive rights to serve ads either directly or programmatically into the naturally occurring advertising spaces available within Grid across multiple platforms. This method of ad display (called native in-game advertising) ensures that Bidstack never break immersion and doesn’t disrupt the user experience whilst still keeping the game’s integrity intact. This partnership will generate an alternate revenue stream for Codemasters, to help fund and develop new content for the game. On the flip side, Bidstack can help clients tackle the age old problem of reaching the gaming audience in a positive and engaging way.

Grid is due to launch on the PlayStation 4, Xbox One and PC in September 2019. It is not the first game developed by Codemasters  that has integrated Bidstack’s proprietary technology. The two companies currently have another exclusive multi-year partnership in place with DiRT Rally 2 back in December 2018.

Commenting on the partnership, James Draper (CEO of Bidstack) said: “Codemasters really have been great to work with and we’re thrilled that we have the opportunity to expand our partnership to another title. We hope that our technology provides a creative and exciting way for brands to innovate and immerse themselves within the gaming and esports communities. Reaching and influencing the new generation of young consumers has been a challenge for advertisers and we believe that this partnership with Codemasters will bring brands, consumers and game developers closer than ever before.”

About Bidstack
Bidstack bridge the gap between gamers, game developers, and advertisers by enhanching the gaming experience with rich, real world advertising. Established in 2017, Bidstack increases realism in games for gamers without breaking immersion, opens up alternative revenue streams for game developers, and empowers advertisers to reach a growing, exclusive and diverse audience – the gaming community.

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