(Alliance News) - Bidstack Group PLC on Monday said it has entered a collaboration with Fortnite video game developer Epic Games Inc's Unreal Engine.
Shares in Bidstack were up 20% at 32.95 pence in midday trading.
The collaboration will let video game developers to monetise games by creating advertising space in their games "via a new Bidstack plugin".
Unreal Engine is a "suite of video game creation tools" developed by Epic Games, and developers using the Unreal Engine frequently use plugins from third parties "to add effects to their games".
The Bidstack plugin, which will launch soon, will mean that video game developers can control where in-game adverts will be placed, such as on virtual billboards or on a character's clothing.
The plugin can also be used to retro-fit advertising into games that have already been built as a way to make more revenue.
Bidstack Chief Executive James Draper said: "Our collaboration with Epic Games and their Unreal Engine team provides Bidstack with a frictionless opportunity to scale. Previously it was necessary for us to form relationships with games developers on a one-by-one basis. We will continue to do this, but growth from this strategy alone takes time.
"Our new arrangement with Epic's Unreal Engine enables developers of all sizes, by adding Bidstack's technology to their game, to open their ad inventory to global media buyers and potentially attract advertising revenue from the world's leading brands.
"This collaboration with Epic also gives advertisers an expanded access point to the gaming community, making it even more attractive to advertisers seeking to reach gamers, at a time when revenues from video games are larger than music and video combined."
