5 min read

Innovative new AdTech provider Interact makes a splash with charity: water partnership

In-game advertising platform also likes fresh liquid for all.
[This unedited press release is made available courtesy of Game Developer and its partnership with notable game PR-related resource Games Press]

  • One in four click on ‘Clean Water Pledge’ in-game campaign to bring clean and safe water to families around the world

12 April 2022 - London, United Kingdom. Interact, a pioneering new AdTech platform that offers immersive in-game advertising solutions for brands, has announced that its innovative new technology raised awareness of the ‘Clean Water Pledge’ by charity: water with campaigns in the Idle Aquarium and Idle Sea Park mobile games. The display campaign resulted in hundreds of thousands of impressions, with one in four [27.5%] users tapping on the interactive in-game billboards.

The success of this partnership marks a strong start to the year for Interact. Launched in December 2021 by leading video game publisher Playstack, Interact is a new form of advertising technology. Interact seamlessly places brands into games in a non-disruptive way, making them part of the play. Its unique approach makes in-game brand engagement easy, accessible and relevant to developers, brands and players alike. 

Interact prides itself on delivering non-intrusive ads that encourage engagement without disrupting gameplay in any way. Building on years of knowledge and gaming industry experience, Interact’s SDK integrates easily into games, using simple tools to deliver advertising solutions. The expert team works with top brands, building bespoke ads with multiple touch points, that work for developers, players and brands.

The perfect partnership for Idle Aquarium and Idle Sea Park, the charity: water interactive billboards integrated seamlessly into the mobile game in locations, just like those where they would be seen in real life - such as beside exhibitions. Over the course of 15 days, the billboards were watched for over 180 hours, with an impressive 27.5% of viewers tapping to find out more. 

Peter Griffin, Head of Brand Partnerships at Interact, said: “At Interact, we are really passionate about creating campaigns that really make brands part of the play - adding to in-game player experience rather than disrupting it. We focus on finding the right brand partnerships and ensuring that our ads make sense, resulting in lifelike experiences in games, that are just like you would see in the real world. We work closely with developers, making it easy for them to integrate our SDK into their games in a way that benefits everyone.

“Supporting charity: water to deliver in-game ads in Idle Aquarium and Idle Sea Park was a collaboration that just made sense. It fitted so well with the games, and was such a relatable brand for players. We are really happy with the results the campaign achieved, especially for such a worthy cause.”

The charity: water campaign, which was launched in partnership with Walk-In Media to coincide with World Water Day [Tuesday 22 March], saw groundbreaking interactive ads served in Playstack’s Idle Aquarium and Idle Sea Park mobile games. Using cutting edge new technology from Interact, interactive water-themed billboards were placed into the in-game parks, which players could then click on to find out more about charity: water and the ‘Clean Water Pledge’. 

Ellie Scouller, Brand & Communications Senior Manager, charity: water, said: “It's been a great experience working with the Playstack team to test this new form of in-game advertising. We're always looking for innovative and engaging ways to tell more people about the water crisis and our work. 

“There are currently 771million people living without access to clean water, that's 1 in 10 or ten times the population of the UK. It's a massive problem but one we know how to fix, we just need more people to help. A big thank you to Playstack for their support of our World Water Day campaign. We look forward to working more with them in the future!"

Interact places great importance on measurement across its campaigns, offering the best possible value for its clients. Giving prominence to accuracy, Interact calculates impressions by a number of set criteria including viewing angle, screen space and visibility duration. 

With Interact, brands really are part of the play.

To find out more, visit



Media Contact
For more information, please contact Dimoso on behalf of Interact, [email protected]
Lisa Bennett, Account Manager, [email protected]
Shanice Bangar, Account Executive, 


Interact specialises in rewarded ad experiences and frictionless in-game display ads, connecting developers and brands to create advertising that players love. It connects developers to brands and provides simple tools to build truly integrated and impactful in game advertising.

Putting brands right at the heart of gaming; Interact seamlessly integrates them as #PartOfThePlay. Using cutting edge technology, Interact ensures its ads are non intrusive and are serviced to interested and engaged players without irritation or interruption. With interactive billboards ready to drop into 3D environments, sponsored level takeovers, and real-life rewards put into the hands of players, Interact brings a new dimension to in-game advertising.

Interact is a subsidiary of Playstack, an award-winning cross-platform publisher, developer and games marketing specialist with unique expertise and insight into mobile-first game monetisation. 

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