Adtech provider MMP World Wide (MMPWW) announced its new exclusive partnership with in-game advertising technology platform Bidstack as it looks to further enhance its specialist business unit and offer the next generation of programmatic in-gaming solutions.

Bidstack is known for helping brands deliver real-world brand experiences that fit seamlessly into gaming environments. Specializing in offering a range of non-intrusive brand opportunities, the company offers multi-solution advertising access to the video game world’s biggest and most iconic titles, through formats such as native in-game, in-menu, and rewarded video placements, with worldwide reach.

This partnership with MMPWW will allow Bidstack to scale these immersive solutions across the MENA region, utilizing MMPWW’s programmatic expertise to offer multiple activation options and unique experiences to connect with consumers on the platforms where they are spending the most time.

The opportunity for in-gaming advertising has been growing exponentially over the past few years, with an estimated 65 million gamers in the region alone.

Recognizing that MENA is fast becoming a global hub for gaming, this partnership further heightens the investment being made in the region, as programmatic in-game advertising positions itself as one of the best ways for advertisers to take advantage of this rapidly evolving space.

“This is one of the biggest launches we have done,'' said Walid Ramadan, General Manager of MMP Experiences, in a statement. “We are continuing to set the agenda for the region by bringing the most innovative and cutting-edge solutions to our clients as they look to increase their digital presence in new ways, particularly as new opportunities continue to emerge in the sporting industry. By partnering with Bidstack, we can offer these ground-breaking in-gaming formats, minimizing disruption to the end-user experience and helping marketers reach a new, engaged audience.”

“We’re delighted to be working with MMPWW across the MENA region to deliver authentic brand experiences that fit in seamlessly with the gameplay,'' added Lewis Sherlock, EVP of Bidstack Technologies and Partnerships. “MENA is an important strategic market for Bidstack, and this innovative new partnership will help extend our sales effort into previously untouched markets. MMPWW will become our first buy-side enterprise sales partner in the region, and we are looking forward to working closely with them to unlock gaming as an engaging and effective new ad channel for their partners.”