Last checked at 
LONDON (Alliance News) - In-video game advertising group Bidstack Group PLC said on Wednesday it will provide native in-game advertising within video game developer Codemasters Group Holdings PLC's upcoming GRID game.
GRID is a racing game scheduled be launched on September 13 and will be available on video game consoles Playstation 4, Xbox One and Windows PC.
In December 2018, Bidstack signed a three-year deal with Codemasters to develop ads for two of Codemasters' titles.
In a separate announcement, Codemasters said it has signed up former Fomula One racing driver Fernando Alonso as a race consultant, to help the company make improvements in the game to the performance and handling of the cars.
Players of the game will also have a chance to race in-game against Alonso's esports driving team "FA Racing", before facing up against the driver himself.
"We are pleased to be able to disclose that we will be providing native in-game advertising within GRID, our second Codemasters title. As our relationship with Codemasters continues to grow, we are proud to give advertisers the opportunity to reach the true motorsport fan, via the trackside billboard space within this stunning game," said Bidstack Chief Executive Officer James Draper.
"We are delighted to work alongside Fernando Alonso who is arguably one of the world's greatest ever drivers. His experience and knowledge has enabled us to make improvements to both the performance and handling of our cars. We could not be more proud to have signed him both in-game and as a race consultant. We can't wait for our players to experience the final version," said Chris Smith, GRID game director for Codemasters.
Shares in Codemasters were up 4.1% at 223.90 pence, while Bidstack shares were 9.1% higher at 19.10p on Wednesday.
