Adnews: Australian adtech iion has debuted self-serve advertising platform imersiion, purpose-built for the gaming ecosystem.

immersiion is the first platform that scales in-game advertising by enabling brands to find their target audience in all gaming environments.

Advertisers can select the right games to reach audiences, build and serve rich creative options that speak their customers’ language and deliver contextually relevant, personalised messages.

By combining ‘in-game, around-the-game and away-from-the-game gaming environments’ (the official gaming environments according to IAB), iion’s immersiion platform enables developers and advertisers to scale their mobile gaming revenue with a custom-fit approach:

In-game: Non-intrusive advertising solutions that blend in-game for an optimal gaming experience.

Around the game: Advertising opportunities are made available during a gaming experience, but not directly within the gameplay itself. Some examples of this include banners, interstitials, playable or rewarded videos.
Away from the game: Reaching gamers in the omnipresent ecosystem outside of gameplay where they consume gaming news, streaming and content marketing.
Giuseppe Martoriello, iion co-founder, said: “For advertisers, the exponential rise in the gaming community represents a massive opportunity.

“As the first-ever advertising platform that connects game publishers and brands through a holistic targeting experience within all IAB-defined gaming environments, immersiion provides brands with an entire new channel that is comparable to online and TV - but more fun and innovative.

“We’re excited that immersion is the first platform to really scale in-game advertising - where you can run innovative types of campaigns across Mobile, PC and Console Games with Display, Video and Audio formats.

“The latest research shows that gamers spend twice as much time watching intrinsic in-game ads than on other digital channels. Gaming viewers are in front of the screen with 100% attention on the screen. You won’t find that opportunity anywhere else in today’s digital environment.”