Bidstack Group (BIDS ) has partnered with the Turkish developer Suji Games to build out the firm’s hyper-casual offering, which it said is “in demand for both global and local brands.”
Suji Games was founded in Istanbul in 2017 by a team of gamers and game developers. Under the deal, Bidstack's in-game advertising solution will offer Suji an integrated solution that will allow for integrated brand campaigns and will offer insights through reporting, data and analytics that can be utilised to drive user engagement, acquisition and retention.
The London-listed native in-game advertising company explained to investors that the partnership will begin with the free-to-play simulation title Hyper Airways ‘which boasts an impressive user base that will help to expand Bidstack's reach in the hyper-casual vertical.’
Hyper Airways is an animated simulation game that has been downloaded more than 5 million times. It works by putting the player in control of an aeroplane and its passengers as they fly through obstacles and take care of those onboard throughout the flight.
The game is designed to be a relaxing departure for the player and is popular amongst male (30%) and female (70%) gamers. Under the new partnership, Bidstack said it expects this new title to help to grow the Company’s increasingly popular hyper-casual gaming vertical.
Shares in Bidstack Group were trading 4.00% higher at 1.95p following the announcement.
According to Newzoo, in 2020 alone, the mobile game market generated revenues of $86.3 billion. Within this market, hyper-casual games were found to be at the forefront of this rapid growth, reaching the top download positions around the globe, Newzoo reported.
Sensor Tower said that in 2020 hyper-casual games represented almost a third of all mobile game downloads and that many point to the game’s simplicity as a key reason for this.
Ibrahim Kaya, Co-Founder and Managing Director at Suji Games said: "At first we had a lot of concerns about using the technology, but the Bidstack team were really helpful and responsive. Now it is one of the networks that we will keep adding to all of our inventory.
Kaya added, “If the placements are well designed and give a sense of a real life experience, it can boost the game's overall revenue stream and improve the lifetime value."
Antoine Jullemier, Head of Mobile Publishers at Bidstack said "We are excited to be working with Suji Games in building out our hyper-casual offering, which is in demand for both global and local brands. Our native in-game offering enhances the gaming experience whilst providing the publisher with a sustainable monetisation model which supports user retention."
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