Bidstack

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In-Game Ads Surge with New SDKs Across Platforms

AdExchanger reports that the in-game ad market is expanding beyond Unity as platforms broaden support for non-Unity engines. Gadsme announced a new SDK enabling Unreal, Godot, Cocos2d, and custom C++ engines across mobile, console, and PC games, enabling deeper, more native ad integrations that can respond to in-game events such as shadows, weather, or player actions. Other ad platforms—Anzu, Frameplay, and Bidstack—continue to extend no-code/low-code options or SDK support to additional engines. Dream-Up, a mobile-focused publisher, used Gadsme to place its first in-game ads in the 3D racing game Xtrem Racing, illustrating practical adoption. Gameloft, which uses a proprietary engine, has experimented with intrinsic ads via Anzu and Gadsme and is evaluating monetization across direct and programmatic demand, including clickable ads in select titles.

Bidstack Acquires Itself, Secures Future in AdTech

Bidstack announced the acquisition of Bidstack Ltd and all operating subsidiaries from the administrators of Bidstack Group PLC (in administration). James Draper, founder and CEO, and the Bidstack executive team become significant majority shareholders. The deal ensures contracts and client relationships continue under the new ownership, safeguarding UK and European staff. Bidstack, an in-game middleware provider for programmatic advertising, has diversified its offering and continues to focus on sports rights holders. The executive team remains in place, with Lisa Hau named CFO, Dave Garvey CLO, Will Stewart CPO, Daniel Barrigas CTO, and Draper continuing as CEO. The company had recently partnered with the Washington Commanders to enable advertising control within the virtual stadium for official NFL games. Management expressed gratitude for staff and customers during the transition amid a challenging public market environment.