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Gadsme has launched a new in-game ad monetization platform called Audio Ads for mobile games and apps.
Today, Gadsme is adding audio ads to its core display and video offering, giving it a greater variety of products for advertisers.
After entering the in-game advertising business in 2021, the company quickly integrated into major gaming studios, including Lion Studios, Voodoo, Ubisoft and many others. Gadsme recently raised $8 million with major investors including Galaxy Interactive and UbiSoft so it can move into the audio ad space.
Gadsme’s product enables programmatic and direct advertisers to run targeted, global campaigns through (Internet Advertising Bureau) IAB-compliant ad formats located in the 3D scenes of any video game.
Global in-game display and video markets enable quick access to a diverse and engaged global gaming community of more than three billion people. The display and in-game video ad markets are estimated by Allied Market Research to be over $17.5 billion by 2030, growing 11% from 2022 to 2030.
Gadsme previously introduced clickable in-game ads for both programmatic demand and direct advertising. Gadsme offers non-intrusive in-game ads with a simple software development kit. Added to this is a simple SDK update to launch Audio Ads.
Globally, the audio advertising market is worth around $200 million. With in-game audio ads, it could be an additional $50 million in 2026, the company believes.
Not only is Gadsme expanding its non-intrusive offering and delving into audio ads, it has also developed the first SDK to support display and in-game video ads and now audio ads. This saves many game studios and developers from many SDK headaches.
To date, Gadsme has enabled programmatic and direct advertisers to run global campaigns through IAB-compliant ad formats placed within 3D scenes of any video game. Gadsme’s highly visible ads are designed to serve the game and are designed to be more respectful of the players and can even enhance the gaming experience by adding more realism.
Gadsme’s audio ad formats include the two in-game audio ad formats currently marketed by dedicated audio ad companies: variable audio ads and rewarded audio ads.
However, Gadsme has added an additional, completely new format that takes advantage of the fact that the SDK handles both 3D visual and audio ads: location-triggered 3D audio ads.
Game studios can set any location in their game scene that triggers a (non-intrusive) audio advertisement when the player visits or moves within that radius. Providing a seamless experience that can be adjusted accordingly and does not disturb the player. This can also be customized to even reward players when they visit the designated location to listen to the ad, similar to a traditional rewarded video placement. This will help with conversion, driving further revenue back to the studios.
The SDK also features volume detection capabilities, on both Android and iOS, to ensure that across brands and companies that audio ads are heard and aligned with the standards set by the IAB. In the case of Gadsme, only unmuted phones with volume levels above 30% will count as an appearance. This protects advertisers from paying for an unfair audio impression.
All audio-related data is available through a standard dashboard and application programming interface. Just like any other format managed through the Gadsme platform.
Given the many well-documented concerns about intrusive ads disrupting gameplay, and Google recently announcing its plan to phase out highly intrusive interstitial ads, with Apple likely to follow suit, it opens up a strong path for non-intrusive interventional ad solutions, the company said. This further creates more supply and helps the opportunities for all advertisers to embrace the huge opportunities that the world of gaming presents.
“We’ve experienced tremendous growth over the past six months, and our partners who are very happy with our solid in-game ad product have kept asking if we’d consider rolling out audio ads,” said Guillaume Monteux, CEO of Gadsme. in a statement. “Obviously, we’re always looking to please, and since we already have the 3D SDK, it made perfect sense to integrate sound into it. So, within two months we built a completely unique solution. Not only that, but as a business we strive to do things differently and have been adamant from day one that both static ads, video ads and now audio ads, could run seamlessly in one SDK and through the same console . A simple SDK update means developers can integrate a variety of audio ad placements directly into their games.”
To support the growth of audio ads, Gadsme partnered with Targetspot to help fulfill the inventory. TargetSpot is the largest provider of audio advertising for Radio, Podcast, Web, with only top brands and messages. This ensures Gadsme can maximize revenue for the studios and it was important to have a major global demand partner ready to support both programmatic and direct advertising campaigns from launch.
“We met with TargetSpot a few months ago and it was clear that the industry needed more Audio Ad partners to increase supply and deliver the right message, to the right audience, at the right time,” Simon Spaull, Gadsme’s Chief Revenue Officer, in the one statement. “Given that we already had strong relationships with many game studios, as well as a proven, pristine and stable technology solution in the 3D display space, it was a natural progression to evolve into providing audio ads, and TargetSpot was the ideal partner to maximize the potential revenue for our partners.”
Although this product has just launched, Gadsme said it already has several game studios willing to test audio ads and augment it into their existing in-game ad solutions.
In an email to GamesBeat, Spaull said they’re seeing a lot of ad demand worldwide for audio ads, and it’s been running successfully in digital formats for many years, but only recently has it been available to run in games.
“We’re now seeing a lot of acceptance in gaming companies wanting to explore non-intrusive ad formats as they rely heavily on ad revenue and audio is now part of that,” Spaull said. “Gaming advertising has also been largely limited to gaming company ads only. With the various and recent (Identifier for Advertisers — where Apple favored user privacy over targeted ads) IDFA challenges, it’s clear that gaming companies, who we know have an audience of ideas for all brands and advertisers, need to explore new opportunities.
Spaull said audio not only brings in an additional (non-obtrusive) revenue stream, but opens up the world of gaming to a whole new potential advertiser. Literally anyone with a product to sell can run an audio ad.
“We can even offer performance-based campaigns, which further improve revenue potential. Gaming companies can also run paid audio ads, and we have a multitude of options for monetizing their audience, all with minimal (in many cases zero) game disruption,” Spaull said. “As a company that already specializes in video and in-game display advertising, it was a natural move to bring audio to our offering. We are now the only company in the world that can offer 3D video, display and in-game audio ads all in one SDK.”
The company has 12 people. Smaull previously worked at AppLovin.
“We compete well with competitors with six times our number of employees and are currently the fastest growing in-game advertising company in the market,” said Smaull.
As for the inspiration, Smaull said, “To be able to offer all non-intrusive forms of advertising to game studios in one SDK. Advertising is always evolving, and we believe that non-intrusive forms of in-game ads will be the future of gaming advertising.”
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