Casino content developer NetEnt has partnered up with onload{media}, as the firm goes live with its advertising network worldwide.

Following a thorough testing phase, undertaken after official launch of the business last month, onload offers operators, game suppliers, gambling support charities, brands and advertisers “a unique way of engaging audiences”.

Developed alongside LeoVegas and Blueprint Gaming, onload delivers video advertisements to rigorously verified 18+ audiences, complying with strict rules and offsetting regulatory costs and taxes for partners.

The network provides targeted video adverts that are formatted and relevant for real-money online gaming environments. The non-skippable ads appear in a 15-second window during which games are loading, offering revenue opportunities that are not subject to existing taxes and levies, whilst also promoting and supporting gambling addiction charities.

Results collected during initial testing indicated that brands from various sectors, including fitness, travel and auto, can generate “exceptional view and completion rates”.

Justin Chamberlain, CEO and Founder of onload{media}, explained: “This is a game-changing service. Players in the industry should be looking to diversify revenue streams to survive increasingly tight controls, including regulatory limits and charges. We are especially interested in engaging with operator and supplier partners who are keen to join efforts to help clean up the industry.”

NetEnt is one of the partners on board for the general release of the service, which will follow the live beta launch.

Henrik Fagerlund, NetEnt Malta’s managing director, added: “We love making engaging games and we even want to make the game-loading process more entertaining for the players, as well as monetising the space that we create together with the operators. The onload{media} ad network offers us additional revenue every time one of our games is played, which is great.” 

Last month, onload{media}’s IAB UK membership was confirmed, positioning the service provider alongside leading brands, media owners, agencies, publishers and ad tech companies.