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In the Press  |  April 6, 2020
Playstation Lifestyle: DiRT Rally 2.0 and Other Games from UK-Based Devs to Display Coronavirus Safety Ads

Award winning game publisher, Codemasters, worked with in-game advertising platform, Bidstack, to deliver ‘Stay Home, Save Lives’ message in DiRT 2.0.


A few UK-based game studios are displaying coronavirus safety ads in their titles. One theme centers on “Stay home. Save lives.” Three studios are taking part in the initiative, including Codemasters, Rebellion, and King. Codemasters, of course, is responsible for DiRT Rally 2.0, which becomes available for PS Plus subscribers this week. Rebellion and King are home to Sniper Elite 4 and Candy Crush, respectively. The coronavirus ads feature across each of these titles and others. Since the technology behind the ads is geo-targeted, only gamers in the UK will run into them.

Rebellion CEO Jason Kingsley reached out to Department for Digital, Culture, Media and Sport (DCMS) to ask how the company could help in these troubling times. “A lot of people spend hundreds of hours in computer games,” he told BBC News. “And in this case, we thought we could help society by reminding people of their obligations to others.”

To read the full piece, please click here.

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In the Press  |  April 6, 2020
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Leveraging Bidstack’s in-game advertising technology, BAFTA nominated Codemasters’ title, DiRT Rally 2.0 are one a handful of titles to display coronavirus safety advice to gamers around the world. Government messaging urging the public to stay at home will start appearing in some of the UK’s most popular video games as people are urged to stay...
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In the Press  |  December 12, 2019
The Drum: More advertisers will ‘get’ gaming in 2020
Francesco Petruzzelli, Bidstack CTO, wrote an article for The Drum on his predictions for 2020. At this year’s Xaxis Deviate EMEA event, the audience (mainly made up of brands and advertisers) participated in a quick poll to find out how regularly they played games. An astounding one third of the audience said that they didn’t play games...

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