Codemasters partners Bidstack for in-game advertising for new Grid title


Codemasters is working with native in-game advertising platform Bidstack to serve ads on its latest racing game Grid.


The exclusive multi-year partnership will see Codemasters grant Bidstack exclusive rights to serve ads either directly or programmatically into the naturally occurring advertising spaces available within Grid across multiple platforms.

This method of ad display (called native in-game advertising) ensures that Bidstack never break immersion and doesn’t disrupt the user experience whilst still keeping the game’s integrity intact.

This partnership will generate an alternate revenue stream for Codemasters, to help fund and develop new content for the game. On the flip side, Bidstack can help clients tackle the age old problem of reaching the gaming audience in a positive and engaging way.

Grid is due to launch on the PlayStation 4, Xbox One and PC in September 2019. It is not the first game developed by Codemasters that has integrated Bidstack’s proprietary technology. The two companies currently have another exclusive multi-year partnership in place with DiRT Rally 2 back in December 2018.

Commenting on the partnership, James Draper (CEO of Bidstack) said: “Codemasters really have been great to work with and we’re thrilled that we have the opportunity to expand our partnership to another title. We hope that our technology provides a creative and exciting way for brands to innovate and immerse themselves within the gaming and esports communities. Reaching and influencing the new generation of young consumers has been a challenge for advertisers and we believe that this partnership with Codemasters will bring brands, consumers and game developers closer than ever before.”

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