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The launch of the “first real-money online gaming ad network” has been unveiled by onload{media}, as the firm stresses that its introduction represents a response to industry demands.

Via the new launch onload places video advertisements in the 15-second window during which games are loading, heightening entertainment for players with targeted brand advertising.

“All our partners and customers – online casino operators, game suppliers, advertisers and media buyers – told us they needed this network,” explained Justin Chamberlain, CEO and founder of onload{media}.

“They all want to increase revenue to offset some of the costs of delivering high-quality casino content, or, for the advertisers, improve return on ad spend by engaging new, rigorously verified, over-18 audiences.

“Between the development costs for a continuous pipeline of new games and the PoC tax, suppliers of real-money online games have also been squeezed. Our network improves their bottom line without incurring any new overheads.”

The onload network offers suppliers and operators of real-money online casino games increased revenue that is not subject to existing taxes and levies, while also promoting and supporting gambling addiction charities.

Richard Parboo, founder and CEO of Lancelot Media London and onload strategic advisor, stated: “Advertisers and media buyers have the time-old need to replenish their audiences. Many have been failed by other ad networks, which routinely blacklist all real money online sites, despite the value of the unique, diverse verified 18+ market they serve.”

This comes as the firm also rolls-out its Internet Advertising Bureau membership, joining a number of brands, media owners, agencies, publishers and ad tech companies.

Jon Mew, IAB UK CEO, commented: “We’re delighted to welcome onload{media] as an IAB UK member from the outset of its journey and look forward to working with the team to help create a sustainable and responsible future for digital advertising.”