What it does

Bidstack Group PLC (LON:BIDS) bridges the gap between gamers, game developers, and advertisers by enhancing the experience with rich, real-world advertising inserted into the games.

How it’s doing

In a trading update for the year to December 31, 2020, the AIM-listed specialist said its results for the period are expected to include revenues of £1.7mln, up from £140,000 in the prior year, while losses are forecast to be £7.18mln compared to a £5.36mln loss in 2019.

The firm is also making progress with its relationships in the industry, revealing in September that it has signed an exclusive deal with top tier games studio Ubisoft to deliver native in-game advertising into the Hyper Scape game.

Hyper Scape is Ubisoft’s free-to-play, urban battle royale game, with a game mode style like Fortnite. It was launched in mid-August.

Chief executive James Draper noted that Ubisoft has become a close partner of the company. Other Ubisoft games, which aren’t attached to this deal, include the Tom Clancy franchise of games titles, Watch Dogs, Just Dance, Assassins Creed, and Far Cry.

Landing deals like this is part of Bidstack’s stated strategy of focussing new business efforts towards the leading video games developers and publishers to incorporate Bidstack’s proprietary technology into their games.

What the boss says: James Draper, chief executive

“In 2020, Bidstack has made strong and tangible progress towards our ambition to become the global leading advertising and monetisation platform for interactive entertainment. 

“Bidstack has proven its initial concept through bringing premium advertisers into the world of gaming, securing exclusive contracts with household name game developers and building the technology infrastructure to enable both sides to seamlessly transact.

“Our native in-game strategy has been to take no shortcuts from a technological or commercial perspective. 

“This is now paying off, with clients planning around our inventory and with our technology they’re able to report transparently on the performance of campaigns via AdConsole, our proprietary tools, or via their DSP of choice, such as The Trade Desk”,.

Inflexion points

  • More deals with game developers and esports firms
  • People working at home is driving demand for games and in-game advertising
  • New game consoles also likely to provide a business spurt

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