Each week the Bidstack team curate the most interesting stories from the world of gaming, advertising and esports to help you keep ahead of the pack when it comes to in-game advertising.
Discover the most interesting news and views from the past week below.
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Before the pandemic began, tighter restrictions and legislations around data sparked by GDPR and ICO investigations made advertisers think more carefully about how data was being used and processed to increase the effectiveness of campaigns. The quarantine has accelerated the progress of data safety policies and has also got the industry to think more deeply on aspects beyond data usage such as media value, channel effectiveness and the current advertising model as it stands. An adtech reset could be imminent, so how are advertisers preparing themselves for this potential new era?
Microsoft are showcasing Xbox Series X’s gameplay and possibly the first suite of titles in their event ‘Inside Xbox’ on 7th May. There’s speculation that the event will have real-time gameplay footage from partner developers rather than Xbox Game Studios itself. Ubisoft Nordic tweeted shortly after the announcement that their first Assassin’s Creed Valhalla gameplay trailer will be shown during the event. The tech giant already unveiled the tech specs of the console last month. The event will be streamed at 16:00 BST/11:00 ET on the day.
Since the outbreak, there have been many articles and reports that have shared the same sentiment around how ‘the pandemic has changed our media consumption habits’ with gaming and esports taking most of the spotlight. In the past few years, the global gaming industry has experienced consistent YoY growth (9.6% between 2018-2019) and gained more national coverage than ever before. With the help of IAB members who specialise in gaming, IAB UK produced an insights piece on what this means for advertisers and how they can readjust their media plans to their advantage.
Ubisoft have finally released the trailer of the next instalment of this beloved franchise. Gamers will play as Viking raider, Eivor, as he leads his clan from their old home in Norway to the farmlands of 9th century England. The trailer saw more than 4 million views on Youtube within the first 24 hours of its release. The game will be available across Xbox Series X, Xbox One, PS5, PS4, Stadia and PC and is due for release later on in the year.
Andy Murray has won the ATP Mutua Madrid Open Virtual Pro after beating Belgium’s David Goffin in the final. The tournament was played on the Playstation game Tennis World Tour and was organised by the Madrid Open to replace the postponed competition. Kiki Bertens won the WTA competition. Both champions donated half of their £45,000 prize pot to the tennis player relief. Murray’s second half was donated to the NHS. An additional €50,000 was donated by the organisation for the fight against COVID-19.
At the beginning of April, Sony announced that it was going to delay (again) the release of the much anticipated Naughty Dog title, Last of Us Part II, indefinitely, citing developmental and logistical issues because of the coronavirus. However, in the last week, footage of major plot lines of the game was leaked online which forced Sony to readdress the release date. SIE's Head of Worldwide Studios, Hermen Hulst, said ‘As we begin to see an ease in the global distribution environment, I am pleased to confirm that The Last of Us Part II will arrive on June 19’. The game was originally set for release on 21st February before it got pushed back to 29th May.
YANA (You Are Not Alone) was a 12-hour gaming fundraising event that brought people all over the world together on 2nd May. The event had a plethora of games in action, including PUBG, Fortnite, World of Warcraft, Rainbow 6 Siege, FIFA and Bidstack partner Football Manager to name a few. YANA had support from businesses from all over the gaming community including Barclays, Bidstack, BT, Codemasters, Tencent Games, Sports Interactive, Ubisoft and UKIE. The stream was held on both Twitch and Facebook Live and was a huge success.