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Bidstack Group PLC (BIDS)


Monday 25 October, 2021

Bidstack Group PLC

Bidstack Launches New In-Menu Ad Format

RNS Number : 0281Q
Bidstack Group PLC
25 October 2021

Certain information contained within this Announcement is deemed by the Company to constitute inside information as stipulated under the Market Abuse Regulation (EU) No. 596/2014 ("MAR") as applied in the United Kingdom. Upon publication of this Announcement, this information is now considered to be in the public domain.

25 October 2021  

Bidstack Group Plc

("Bidstack" or the "Company")

Bidstack Launches New In-Menu Ad Format


Bidstack Group Plc (AIM: BIDS), the native in-game advertising group, is pleased to announce the launch of a new ad format for brands with its new and innovative 'in-menu' offering. The mobile format offers clickable display banners that allow brands to deliver integrated ads into game menus, user interfaces and loading screens. 


The ads, which blend seamlessly into the game's user interface, can be placed by advertisers on a programmatic basis and create a highly viewable and interactive touchpoint for brands looking to connect with the gaming audience. 


The new ad format respects the gaming experience by putting players in control of the interaction. The ad appears as an in-game banner alongside other menu items and players can click on the ad to discover more.


For game developers, in-menu ads mean that they can now run integrated campaigns across two separate locations within the game with Bidstack; backing up the brand awareness campaign appearing in the gameplay with clickable interactive ads in menus, loading screens and other user interfaces.


The new format opens an entirely new revenue stream for game developers globally. Bidstack's gaming partners will also be able to monitor ad performance via their analytics and reporting service, AdConsole, which will track impressions, clicks and revenue generation.


A number of games publishers within Bidstack's portfolio have already signed up and integrated the in-menu SDK including Motionlab Interactive. The first campaigns are expected to run in the coming weeks, brands turning their attention towards performance to drive conversion as we move towards the holiday season and into 2022.


The Board believes this development marks a significant achievement in implementing Bidstack's development strategy set out in the 2020 Annual Report and Accounts published on 26 March 2021.  The build out of these programmatic technology features and an open exchange marketplace was a key deliverable from our product development team.


Alan l'Anson, Head of Apps at Motionlab Interactive said:

"I am really happy to be adding in-menu ads to complement the in-game ads already provided by Bidstack in our games. The gaming experience is respected with these alternative monetisation solutions, and they help to support user retention. The integration process for the in-menu solution was smooth and simple and customer service continues to be exceptional from the Bidstack team." 


James Draper, CEO of Bidstack said:

"I believe the launch of our in-menu ad format is a material step change in how Bidstack is able to generate cash by having "always-on" open marketplace revenues for the first time.


"The work our publisher acquisition and technology teams have put into this launch has meant we already have multiple game studios signed-up to this new monetisation product.


"We expect to be able to announce the release of other ad formats in the near future which we expect will further add to the significant growth in intrinsic in-game advertising revenues we are currently experiencing. Our team is highly motivated as its great work over the last few years is now translating into revenue growth across multiple territories, genres, advertising verticals and products."




Bidstack Group Plc

James Draper, CEO


via Buchanan

SPARK Advisory Partners Limited (Nomad)

Mark Brady / Neil Baldwin / James Keeshan

+44 (0) 20 3368 3550

Stifel Nicolaus Europe Limited (Broker)

Fred Walsh


+44 (0) 20 7710 7600

Buchanan Communications Limited

Chris Lane / Stephanie Watson / Kim van Beeck

[email protected]


+44 (0) 20 7466 5000

Notes to editors

About Bidstack

Bidstack is an advertising technology company which provides dynamic, targeted and automated native in-game advertising for the global video games industry across multiple platforms. Its proprietary technology is capable of inserting advertisements within video games. Bidstack's customers are games publishers and developers (on the supply side), and advertising agencies, brands and media-buying platforms (on the demand side). 

About Motionlabs Interactive


Motionlab Interactive is an award-winning game development studio based in Lancashire, England that specialises in creating cross-platform mobile entertainment experiences through games and apps. These vary from puzzle games to hyper-casual titles through to licensed sporting titles such as PDC Darts Match. 


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