Sport and video games are closely intertwined in the minds of consumers, and when streamed these interests create a rich territory for brands to reach and engage audiences effectively.

Take-Two Interactive, the leading game publisher, has announced its intentions to acquire the UK based developer and partner of Bidstack, Codemasters with an offer reported to be worth £739.2m.

Last week, the UK Interactive Entertainment Association launched Get Set Go! with support from Bidstack. The campaign provides parents and carers with helpful set-up guides that will ensure families are well-prepared for new consoles this holiday season.

European Business Magazine sat down with our CEO, James Draper, to talk about the company’s background in Digital Out Of Home advertising, its evolution into gaming and how the impact of Covid-19 has shaped the business going forwards.

Last week saw the official launch of Dirt 5, a new racing title from Codemasters that brands and advertisers can advertise exclusively in with Bidstack. The game has been well received with its variety of gameplay modes and incredible racing mechanics lauded by the gaming community.

In this piece for MCV, Facebook Gaming’s Ciarán Norris explains why marketers need to catch up with ever-evolving gaming audiences by appealing to the growing and diverse audience gamers represent.