Swedish In-game advertising company Adverty is to partner with fellow Swedish company Gold Town Games and offer its In-Play and In-Menu ad formats across the Gold Town portfolio of titles.

Gold Town Games will integrate the In-Play ads format in its hit 'World Hockey Manager' game "in the next few weeks" of Q2 2021 with the In-Menu format to follow later in the year as well as in future games to be released in 2021.

Commenting on the partnership, Tobias Knutsson, CEO of Adverty said, "We are thrilled to be adding GTG and World Hockey Manager (WHM) to our ever-growing library of high-quality games using our cutting-edge technology and patented viewability measurements. Developers are waking up to this opportunity to offer advertisers the chance to reach a well defined and attractive target audience - in this case comprised of ice hockey fans around the world,"

"We view in-game advertising as the most exciting opportunity in mobile game monetisation and are delighted to be working with a fellow Swedish company on realising the potential our current and future games hold in this regard," said Pär Hultgren, CEO of Gold Town Games

The growth trend in in-game advertising continues, with Adverty Chief Supply Officer adding, "strong demand for advertising opportunities within the gaming vertical shows no sign of abating, with in-game advertising set to see tremendous growth in the coming months and years, alongside increasing recognition that our In-Play™ and In-Menu™ formats are the ultimate in non-intrusive brand advertising within the burgeoning gaming industry."

Adverty currently have a live a competition for developers who sign up to use it’s in-game advertising SDK worth up to $50k