(Alliance News) - Bidstack Group PLC on Wednesday said it has extended its multi-year partnership with the developer of the Football Manager video game series.
The London-based in-game advertising platform said this is the second extension of its contract with Sports Interactive Ltd, which was initially signed in 2017.
Sports Interactive is a video game development firm owned by Sega Games Co Ltd.
Under the agreement, Sports Interactive will use Bidstack's software development kit to deliver static and dynamic intrinsic in-game ads into mobile, PC and console games.
Bidstack Chief Executive Officer James Draper said: "The success and longevity of our partnership with Sports Interactive illustrates the evolution of monetisation in video games and stands testament to the strength of our commercial relationship.
"It is also a clear validation of the robustness of our technology to ensure brand safety, viewability and reporting to enhance the player experience," Draper added.
Bidstack shares were up 3.9% to 3.17 pence each in London on Wednesday morning.
By Sophie Rose; sophierose@alliancenews.com
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