Last week we announced Httpool and GIMA Esports as exclusive launch partners of the Bidstack Approved Partner Network. The network will help media professionals to level up on gaming, build relationships with vendors in new markets and offer insights into how they approach in-game advertising.

The Wall Street Journal reports that gaming is set to emerge as the next dominant technology platform much the way search engines, mobile phones and social networks redefined industries in previous decades.

Gucci has become the latest fashion brand to utilise gaming to reach a new audience. The announces the in-game recreation of its Off The Grid collection, designed by custom creators Grimcookies and Harrie. Fashion in The Sims is not a first - last year, Jeremy Scott and Moschino collaborated with the game and MAC recently launched a make-up range with them in-game.

Last year, EA Sports and Pizza Hut made headlines with the first-ever naming rights deal for a virtual stadium. Now, following esports’ rise during lockdown, SportsPro asks where the Madden partnership can go in its second season and what is next for gaming sponsorship post-Covid.

League of Legends is the 12th most marketable sport according to a recent study which found that the League of Legends European Champion (LEC) has a higher Average Minute Audience (AMA) than sports such as tennis, basketball and rugby union for those aged between 16 and 29.

In this piece for Commpro our CEO, James Draper, takes a look at how In-Game Advertising has the potential to change how the public receives vital information moving forward. The format opens the door for important messages to be delivered to hard-to-reach audiences without intruding on their gaming experience.