Exclusive Q&A w/ Antoine Jullemier, VP of Gaming at Bidstack – European Gaming Industry News

Exclusive Q&A w/ Antoine Jullemier, VP of Gaming at Bidstack – European Gaming Industry News

Endorphina releases its newest Crystal Skull adventure slot!
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Popok Gaming has received a Certificate for Sweden
Endorphina releases its newest Crystal Skull adventure slot!
BetConstruct Partners up with SIS
ZEturf group joins sports betting integrity body IBIA
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Exclusive Q&A w/ Antoine Jullemier, VP of Gaming at Bidstack
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Registrations are open for the MARE BALTICUM Gaming & TECH Summit 2023 (16-17 MAY); BSG Awards 2023 & BTECH Awards 2023; new format, more industries and networking
Registrations are open for the Prague Gaming & TECH Summit 2023 (29-30 March), new format, more industries and networking
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Casa Noturna crowned the UK’s best VALORANT student team at Red Bull Campus Clutch to qualify for Brazil World Finals
KRÜ Esports is set to be announced as the next team to compete at the third edition of Red Bull Home Ground!
EXCEL ESPORTS acquires assets from League of Legends e-learning platform Hitcap
4CAST Gaming Partners up with Leading Creative Marketing Agency Hotdrop to enter the World of Gaming and Esports
EGBA Welcomes EC Commitment to Improve Digital Single Market
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Tell us about your career to date and how you came to join Bidstack? (highlights and stories)
I’ve been immersed in the video games industry, digital environment and ad tech for the last 7 years, and specialise in advertising and monetisation. In 2016, I left my dear France to join the London branch of the French ad-exchange Mozoo and develop the Surikate product in Europe, which was the direct performance arm of the business (UA) for leading games and lifestyle apps. Following a period of significant growth, Mozoo acquired AdinCube in 2017, a leading ad mediation platform for game app developers. Here I was given the opportunity to join the new team, where I utilised my expertise to secure publisher partnerships across the EMEA region. A year later, in 2018, following a rapid period of expansion, AdinCube was acquired by Ogury, where I successfully built the gaming publisher portfolio from the ground up. Here I was able to onboard game studios such as Miniclip, Kwalee, Outfit7, Crazy Lab Games, Good Job Games and many more. In 2021 I was given the opportunity to join Bidstack to scale up the publisher portfolio across mobile, PC, and console and I am now responsible for the supply side of the business in Europe and in various other markets globally.
 
What does your role as ‘VP of Gaming’ at Bidstack entail?
Primarily it is focused on managing and working with a young and entrepreneurial team who are passionate about gaming and helping game developers and publishers to unlock a new, incremental revenue stream that protects the gaming experience for the end user.
Reporting to our US-based SVP Gaming, my role is essentially to lead business development for Europe with game developers and publishers across the UK, EMEA and other international territories.
Our mission is to educate studios on the benefits of integrating Bidstack’s monetisation technologies, regardless of platform and structuring deals with AAA publishers, leading game studios, and AAA titles.
 
What drew you to the games industry?
My path into gaming was carved out quite naturally. If I take a step back, I’ve always been passionate about gaming and have been a player myself for as long as I can remember. I can still see myself playing the SEGA Mega Drive with my brothers and spending hours on my Gameboy or Nintendo DS before evolving with each generation of new consoles like the PS1, PS2, the Xbox 360 etc.
When I started my career, I began in digital and advertising on mobile, first on the UA side of things at Surikate from Mozoo and then on the in-game monetisation side through various ad mediation platforms and ad networks; this gave me the opportunity to engage with game studios for the very first time.
The creativity, genuine talent, and passion surrounding these individuals really made an impression on me, and I found it amazing to discover more about programmatic exchanges and all the rules, processes and technical considerations that were happening in the background of the games themselves in order to drive revenue for those studios.
Today, I’m very grateful to work within such a fast-growing and ever-evolving industry. The gaming market is a multi-billion dollar industry that engages around 3 billion gamers yearly, and that number only looks set to grow.
The industry is no longer a niche interest; video games are now mainstream and very much a part of everyday life for billions. Advertisers have started to pay more attention to that in addition to their traditional media mix like TV, Print or Social Media, which makes it the best place to be, in my opinion.
What’s super exciting in our industry is that you can never get bored. From new user privacy and data protection laws, new monetisation formats and gaming platforms to record-breaking mergers and acquisitions, there is always something new happening.
 
Are you a gamer in your downtime/what do you play?
I’m still a gamer myself, mainly on console. I’m a big fan of my PS5, and if you don’t find me hitting some COD Modern Warfare 2 these days, I will probably be trying to finish Elden Ring!
 
Bidstack is an in-game advertising and video game monetisation platform. What does this mean in practice?
Bidstack’s mission is to empower game developers to dynamically control and monetise space within and around their gaming environments.
Our programmatic platform pioneered how brands deliver ads into natural spaces within video games – with these brand experiences varying from trackside banners and cityscape billboards to pitchside LED boards, skins and other contextually relevant surfaces within a gaming environment.
The platform was designed with performance in mind, and all of our products ensure stability and security for our partners across their in-game, rewarded video, and in-menu inventory. Our proprietary technology also ensures that the realism of a game is maintained by rendering effects on top of creatives to make them a seamless part of the experience.
Bidstack gives publishers total control over what appears in their games via our AdConsole – here; they are able to approve or reject ads in real-time before they appear in their gaming environments. We further bolstered our ad quality capabilities with the acquisition of Pubguard (a malvertising and ad quality platform) in 2019, with their suite of tools ensuring that we deliver a premium advertising experience for our partners and maintain strict category exclusions.
Bidstack delivered the world’s first programmatic in-game campaign in 2018. Since then, we have grown from a team of 4 staff to more than 80 across 5 international locations and became a public company listed on the London Stock Exchange. We also have a unique sales footprint thanks to our strategic partners and secured a strong portfolio of +150 games across Mobile, PC and Console.
However, Advertising represents just one use case for our technology, with many of our gaming partners utilising the platform as a content management tool to reduce dev cycles and manage brand licensing relationships across their titles.
 
What are the benefits of in-game advertising for developers and players?
The benefits are numerous. Our technology unlocks a new, sustainable route to revenue for publishers, which is non-intrusive and can work alongside existing monetisation strategies.
Developers can now authentically recreate real-world environments in which audiences have come to expect the presence of realistic advertising, including billboards, banners or product placements across in-game, in-menu and rewarded video formats.
We are the leading solution when it comes to helping developers across all platforms (Mobile, PC, Console, Metaverse) navigate the waves of the medium successfully, opening this new incremental revenue and reducing ad pressure with a better user experience.
In a world where the vast majority of gaming ads are performance-based, the brand advertising we offer reduces churn rates and increases user retention for developers, making the game a more premium and safe environment.
This leads me to the player benefits. Unlike other digital ad types, in-game advertising also sits better with consumers. Seven in 10 UK gamers feel positive or neutral towards organically embedded in-game advertising. Among console gamers, 22% are more likely to buy brands advertised in games.
While some existing and well-established ad formats can be intrusive (full-screen unskippable ads etc.), when done well, in-game advertising, fully native and blended in the environment in a non-clickable way, can really increase the immersion and make the game a more realistic experience. I would personally love to stumble across a billboard promoting the latest smartphone from a real brand when walking around Night City in CyberPunk. This would look awesome and make me feel this is kind of real!
 
What’s the best in-game ad you’ve seen lately?
Probably our campaign with Paco Rabanne and Starcom into Rezzil, which won the Best Regional Campaign – North America at the TheWires 2022 ceremony recently. It delivered impressive results through the use of contextual and virtual reality, leading the way for future opportunities in that space.
 
What are some of in-game’s challenges, and how can they be overcome?
One key challenge is the fact that every player is different, especially within the free-to-play arena, and will react to a game’s experience in their own way, so it’s important to explore different ways to monetise your titles.
Harmony between in-app purchases and in-game advertising is key. Both solutions are complementary and need to work in the right balance. As I was saying earlier, there are so many innovative formats in the market now that game developers have a real opportunity to support the development of their games whilst enhancing the experience for players.
Another challenge is keeping up with the new innovations that are driving value in a constantly evolving market. To stay ahead of the game, I think you have to build trust with your players and show them respect by leveraging quality branding ads in formats that are designed to enhance their playing experience rather than polluting the game experience with overly intrusive, non-relevant advertising that will damage the whole experience.
So with players now less accustomed to paying for accessing their favourite games and increasingly frustrated with intrusive monetisation methods, many developers are now turning to in-game advertising as an option that works for game creators and players alike.
 
Looking forward, what can we expect to see from Bidstack – and you – in 2023?
Bidstack is in a stage of exciting growth. We recently announced some huge hires in the US and 2023 shows no sign of slowing down. Next year, we anticipate expanding our range of products and ad formats, bringing on board more games studios and brands, and further growing our talented team. For me personally, a part of my job that I love is attending amazing technology conferences and gaming events. With the world now fully opened up again, 2023 presents amazing opportunities for us to get our technology in front of the world’s best publishers and brands.
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Tell us about your career to date and how you came to join Bidstack? (highlights and stories)
I’ve been immersed in the video games industry, digital environment and ad tech for the last 7 years, and specialise in advertising and monetisation. In 2016, I left my dear France to join the London branch of the French ad-exchange Mozoo and develop the Surikate product in Europe, which was the direct performance arm of the business (UA) for leading games and lifestyle apps. Following a period of significant growth, Mozoo acquired AdinCube in 2017, a leading ad mediation platform for game app developers. Here I was given the opportunity to join the new team, where I utilised my expertise to secure publisher partnerships across the EMEA region. A year later, in 2018, following a rapid period of expansion, AdinCube was acquired by Ogury, where I successfully built the gaming publisher portfolio from the ground up. Here I was able to onboard game studios such as Miniclip, Kwalee, Outfit7, Crazy Lab Games, Good Job Games and many more. In 2021 I was given the opportunity to join Bidstack to scale up the publisher portfolio across mobile, PC, and console and I am now responsible for the supply side of the business in Europe and in various other markets globally.
 
What does your role as ‘VP of Gaming’ at Bidstack entail?
Primarily it is focused on managing and working with a young and entrepreneurial team who are passionate about gaming and helping game developers and publishers to unlock a new, incremental revenue stream that protects the gaming experience for the end user.
Reporting to our US-based SVP Gaming, my role is essentially to lead business development for Europe with game developers and publishers across the UK, EMEA and other international territories.
Our mission is to educate studios on the benefits of integrating Bidstack’s monetisation technologies, regardless of platform and structuring deals with AAA publishers, leading game studios, and AAA titles.
 
What drew you to the games industry?
My path into gaming was carved out quite naturally. If I take a step back, I’ve always been passionate about gaming and have been a player myself for as long as I can remember. I can still see myself playing the SEGA Mega Drive with my brothers and spending hours on my Gameboy or Nintendo DS before evolving with each generation of new consoles like the PS1, PS2, the Xbox 360 etc.
When I started my career, I began in digital and advertising on mobile, first on the UA side of things at Surikate from Mozoo and then on the in-game monetisation side through various ad mediation platforms and ad networks; this gave me the opportunity to engage with game studios for the very first time.
The creativity, genuine talent, and passion surrounding these individuals really made an impression on me, and I found it amazing to discover more about programmatic exchanges and all the rules, processes and technical considerations that were happening in the background of the games themselves in order to drive revenue for those studios.
Today, I’m very grateful to work within such a fast-growing and ever-evolving industry. The gaming market is a multi-billion dollar industry that engages around 3 billion gamers yearly, and that number only looks set to grow.
The industry is no longer a niche interest; video games are now mainstream and very much a part of everyday life for billions. Advertisers have started to pay more attention to that in addition to their traditional media mix like TV, Print or Social Media, which makes it the best place to be, in my opinion.
What’s super exciting in our industry is that you can never get bored. From new user privacy and data protection laws, new monetisation formats and gaming platforms to record-breaking mergers and acquisitions, there is always something new happening.
 
Are you a gamer in your downtime/what do you play?
I’m still a gamer myself, mainly on console. I’m a big fan of my PS5, and if you don’t find me hitting some COD Modern Warfare 2 these days, I will probably be trying to finish Elden Ring!
 
Bidstack is an in-game advertising and video game monetisation platform. What does this mean in practice?
Bidstack’s mission is to empower game developers to dynamically control and monetise space within and around their gaming environments.
Our programmatic platform pioneered how brands deliver ads into natural spaces within video games – with these brand experiences varying from trackside banners and cityscape billboards to pitchside LED boards, skins and other contextually relevant surfaces within a gaming environment.
The platform was designed with performance in mind, and all of our products ensure stability and security for our partners across their in-game, rewarded video, and in-menu inventory. Our proprietary technology also ensures that the realism of a game is maintained by rendering effects on top of creatives to make them a seamless part of the experience.
Bidstack gives publishers total control over what appears in their games via our AdConsole – here; they are able to approve or reject ads in real-time before they appear in their gaming environments. We further bolstered our ad quality capabilities with the acquisition of Pubguard (a malvertising and ad quality platform) in 2019, with their suite of tools ensuring that we deliver a premium advertising experience for our partners and maintain strict category exclusions.
Bidstack delivered the world’s first programmatic in-game campaign in 2018. Since then, we have grown from a team of 4 staff to more than 80 across 5 international locations and became a public company listed on the London Stock Exchange. We also have a unique sales footprint thanks to our strategic partners and secured a strong portfolio of +150 games across Mobile, PC and Console.
However, Advertising represents just one use case for our technology, with many of our gaming partners utilising the platform as a content management tool to reduce dev cycles and manage brand licensing relationships across their titles.
 
What are the benefits of in-game advertising for developers and players?
The benefits are numerous. Our technology unlocks a new, sustainable route to revenue for publishers, which is non-intrusive and can work alongside existing monetisation strategies.
Developers can now authentically recreate real-world environments in which audiences have come to expect the presence of realistic advertising, including billboards, banners or product placements across in-game, in-menu and rewarded video formats.
We are the leading solution when it comes to helping developers across all platforms (Mobile, PC, Console, Metaverse) navigate the waves of the medium successfully, opening this new incremental revenue and reducing ad pressure with a better user experience.
In a world where the vast majority of gaming ads are performance-based, the brand advertising we offer reduces churn rates and increases user retention for developers, making the game a more premium and safe environment.
This leads me to the player benefits. Unlike other digital ad types, in-game advertising also sits better with consumers. Seven in 10 UK gamers feel positive or neutral towards organically embedded in-game advertising. Among console gamers, 22% are more likely to buy brands advertised in games.
While some existing and well-established ad formats can be intrusive (full-screen unskippable ads etc.), when done well, in-game advertising, fully native and blended in the environment in a non-clickable way, can really increase the immersion and make the game a more realistic experience. I would personally love to stumble across a billboard promoting the latest smartphone from a real brand when walking around Night City in CyberPunk. This would look awesome and make me feel this is kind of real!
 
What’s the best in-game ad you’ve seen lately?
Probably our campaign with Paco Rabanne and Starcom into Rezzil, which won the Best Regional Campaign – North America at the TheWires 2022 ceremony recently. It delivered impressive results through the use of contextual and virtual reality, leading the way for future opportunities in that space.
 
What are some of in-game’s challenges, and how can they be overcome?
One key challenge is the fact that every player is different, especially within the free-to-play arena, and will react to a game’s experience in their own way, so it’s important to explore different ways to monetise your titles.
Harmony between in-app purchases and in-game advertising is key. Both solutions are complementary and need to work in the right balance. As I was saying earlier, there are so many innovative formats in the market now that game developers have a real opportunity to support the development of their games whilst enhancing the experience for players.
Another challenge is keeping up with the new innovations that are driving value in a constantly evolving market. To stay ahead of the game, I think you have to build trust with your players and show them respect by leveraging quality branding ads in formats that are designed to enhance their playing experience rather than polluting the game experience with overly intrusive, non-relevant advertising that will damage the whole experience.
So with players now less accustomed to paying for accessing their favourite games and increasingly frustrated with intrusive monetisation methods, many developers are now turning to in-game advertising as an option that works for game creators and players alike.
 
Looking forward, what can we expect to see from Bidstack – and you – in 2023?
Bidstack is in a stage of exciting growth. We recently announced some huge hires in the US and 2023 shows no sign of slowing down. Next year, we anticipate expanding our range of products and ad formats, bringing on board more games studios and brands, and further growing our talented team. For me personally, a part of my job that I love is attending amazing technology conferences and gaming events. With the world now fully opened up again, 2023 presents amazing opportunities for us to get our technology in front of the world’s best publishers and brands.
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Quadrant, a gaming, lifestyle, content and apparel brand, has announced JBL Quantum as Official Headset Partner.
The squad has joined forces with JBL Quantum, a leader in the design and manufacturing of high-performance headsets, true wireless earbuds, speakers, and microphones, for the ultimate competitive advantage.
Fuelled by years of research, JBL Quantum combines precisely engineered products with custom, cutting-edge software that puts the gamer in the centre of the action. The gaming range delivers hyper-accurate, immersive sound that brings every game to life and amplifies every victory.
This latest project will give the Quadrant content creators the edge as they continue to excel in the gaming and esports worlds.
As Official Headset Partner, JBL Quantum will play a crucial role in levelling up Quadrant’s content creation and providing an immersive gaming experience. Following the release of the eye-catching Quantum 910 headphones, the two organisations are already working towards an exciting future for both Quadrant and JBL Quantum audiences.
Jamie MacLauren, Chief Sporting Officer at Quadrant, said: “We’re all really excited to welcome JBL to the Quadrant family as our Official Headset Partner. JBL are industry leaders in their field, and we couldn’t think of a better audio partner to take our creators and esports talent to the next level.”
Simona Bara, Senior Product Marketing Manager Gaming for JBL Europe, said: “Our JBL Quantum headsets with accurate, immersive sound and integrated head tracking will give the players a true competitive advantage to win the game.
“We know how important audio is when it comes to staying on top and immersed, so we are proud to be Quadrant’s official headset partner and help the creators amplify their gaming experience.”
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By
Rank
Game
Keyword
TikTok views
Instagram posts
Reddit posts
Social media score /10
1
Elden Ring
Elden Ring
6,000,000,000
356,977
7,380,000
9.86
2
Dying Light 2
Dying Light 2
719,700,000
49,342
8,100,000
8.84
3
Overwatch 2
Overwatch 2
262,100,000
119,565
3,770,000
8.71
4
S.T.A.L.K.E.R. 2: Heart of Chornobyl
STALKER 2
272,800,000
61,929
1,320,000
8.23
5
Pokemon Legends Arceus
Pokemon Legends Arceus
671,700,000
236,098
110,000
7.69
6
Horizon Forbidden West
Horizon Forbidden West
143,200,000
174,471
187,000
7.35
7
Splatoon 3
Splatoon 3
118,700,000
70,536
347,000
7.28
7
God of War Ragnarök
God of War Ragnarok
393,400,000
53,908
219,000
7.28
9
WWE 2K22
WWE 2K22
465,100,000
120,674
76,800
7.07
10
The Quarry
The Quarry
138,700,000
38,550
317,000
6.73
Dynasty Warriors 9 Empires is the most underrated game of 2022.
The Legend of Zelda: A Link to the Past is the sequel with the most improvement with critics scoring it 22 points higher than the original.
Counter-Strike is the game that has stood the test of time with a 2,319% growth since its release in 2012.
 
You can view the full research at https://www.uswitch.com/broadband/
The wildest dogs in the west return in Yggdrasil and Reflex Gaming release Desperate Dawgs 2 GigaBlox™
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Sports Betting Market Size & Share to Surpass USD 129.3 Billion by 2028 | Vantage Market Research
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European Gaming Media and Events is a leading media and boutique event organizer in the European Union with a monthly reach of +110,000 readers. The official company (PROSHIRT SRL), has been listed for 4 years in a row among the top 3 Advertising and market research agencies in the local Top Business Romania Microcompanies based on the Financial Reports.
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