When playing any kind of Internet-connected game, the pop-ups and advertisements that arise in the middle of gameplay are cumbersome, at best, and completely disruptive, at their worst. However, a Swiss company named Vreo believes that they have the solution that will prevent gamers from having their activities interrupted.

The “new approach” the Vreo is bragging about is the idea of showing promotional content within gameplay, which means that everything isn’t placed on hold anymore. Gameplay continues, while the user has the option to learn more about the advertised product or service. This would be a much better option for advertisers as well, considering that their payments received are based on the attention given by the user to the advertised content.

With the current way of interrupting a game for banners and other advertisements is not working for its purpose right now. There are plenty of players that avoid the advertisements all together with blockers, which means that the advertisers are not actually profiting as much as they should.

CEO of Vreo and gaming expert Andreas Schemm said,

“In-game advertising is a huge and growing market for targeted advertising. Regular players are usually spending a large chunk of their free time gaming, but dislike distracting and irrelevant ads. Vreo is changing that as our solution rewards developers to really understand how ads fit into their game smoothly. By way of tokenizing players’ in-game attention on the blockchain, Vreo is creating trust and transparency between developers and the advertising industry so as to end ad fraud.”

To ensure that fraud is not taking place, Vreo is taking their work a step further by recording the data that happens during a transaction. With this information, no one can alter the results of the advertising transactions.

Developers will greatly benefit, considering that there won’t just be a one-time payment that companies get for the purchase of the game. The advertising brings in revenue as customers interact because they are built into the games that they are using, instead of being bypassed.

After public funding boosted the available capital for Vreo, the company is preparing for their entry into the market. The token-based attention economy has been already adopted by 15 different businesses, which includes big names like Gamestorm Studios and Pixowl. Vreo is supported by a collaborative effort between Telefonica and Cisco called Wayra Accelerator.

Based on the whitepaper available, the technology for Vreo is

“a shallow learning curve that makes it simple for developers to offer ads in their games.”

The plugin protocols easily integrate into the major gaming engines, which means that there are multiple styles of advertisements that can be integrated.

While Vreo was originally established in 2015, it wasn’t until 2017 that the company started working on a dual token model. There is no way to trade their token on the main crypto market since it primarily is used for the tokenization of the games. However, MeritCoin can be used in order to get certain features, like voting rights and fewer transaction fees.

The advertisers will have multiple factors that they can integrate to determine the best advertisements, considering the gamer’s age, interests, and location before filling in the ad space. In studies performed by Vreo, approximately 90% of gamers accept this type of embedded advertising more welcomingly than if they had to pause the entire game to receive the same advertisement.

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