(Alliance News) - In-game advertising firm Bidstack Group PLC on Thursday said it has extended a multi-year partnership with the developer of the Football Manager video game series.
Bidstack offered "non-intrusive" advertising in the 2018 and 2019 editions of the Football Manager series, which is created by Sports Interactive Ltd, a video game development firm owned by Sega Games Co Ltd.
The 2020 edition will feature Bidstack's Software Development Kit, which is a "set of software tools, libraries, code samples, processes and components built to incorporate features and drive user behaviours". It is the first time the platform will be live on any video game title, Bidstack said.
Chief Executive James Draper said: "We're extremely proud of the work we've done together with Sports Interactive and grateful for this three-year extension, which demonstrates great advocacy for the service we provide.
"Building strong relationships with world leading video game publishers is incredibly important to the growth of our business and the scale of the gaming audience we bring to our advertisers. Signing another multi-year exclusive agreement with Sports Interactive shows how big an impact in-game advertising is making in both the gaming and advertising industries."
Shares in Bidstack were 0.5% lower at 25.87 pence each in London on Thursday afternoon.
By Eric Cunha; ericcunha@alliancenews.com
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