UNICORN Launches RTB Integration with Ad-Virtua, a Game Advertising Platform by Adverch

UNICORN Inc. (Headquarters: Shinjuku-ku, Tokyo; Representative Director: Sho Yamada; hereinafter 'UNICORN'), a subsidiary of Adways Inc. (Headquarters: Shinjuku-ku, Tokyo; President & CEO: Sho Yamada; hereinafter 'Adways'), has launched an RTB-based partnership with Adverch Co., Ltd. (Headquartered in Kita-ku, Tokyo; CEO: Seitaro Mizuno; hereinafter 'Adverch').

As a result of this collaboration, advertisers utilizing the fully automated marketing platform 'UNICORN' can now deliver advertisements to in-game ad spaces provided by Adverch's platform 'Ad-Virtua'.

Background of the Collaboration

With increasing ad-skipping and avoidance behaviors, traditional ad formats are becoming less effective, especially in reaching younger demographics. In this context, 'in-game advertising'—which seamlessly integrates brand messaging into game environments through natural placements like billboards and monitors without disrupting immersion—is emerging as a next-generation customer engagement channel.

Adverch specializes in delivering advertising that blends naturally into game worlds, while UNICORN has supported numerous domestic and international advertisers through its proprietary automated marketing platform 'UNICORN'. By combining their respective strengths, this partnership enables UNICORN to deliver the innovative value of in-game advertising to a broader range of companies.

Value Offered Through the Collaboration

Advertisers using the 'UNICORN' platform, both in Japan and overseas, can now access over 600 game titles within Ad-Virtua's network, enabling wider and more seamless audience engagement. The collaboration will specifically enhance capabilities in the following two areas:

1. Acceleration of Cross-Border (Domestic & International) Marketing

Marketing by Overseas Brands Targeting Japan Enables broad reach to highly engaged Japanese gaming users.

Marketing by Japanese Companies Targeting Overseas Markets Supports global expansion and brand awareness campaigns aimed at inbound tourism (foreign visitors to Japan).

Advertising in Global Game Titles Facilitates large-scale promotional campaigns using games played across international borders.

2. Creation of New Value Aligned with User Experience

Promoting Ad Formats That Blend into Game Worlds Creates natural brand touchpoints without disrupting the game's atmosphere.

Enhancing Natural Brand Recall Among Highly Engaged Users Improves brand awareness and favorability among younger and family demographics who are traditionally difficult to reach.

Providing New Options for Advertisers Establishes next-generation marketing approaches for the ad-skipping era.

UNICORN will continue to create optimal advertising touchpoints between users and advertisers, striving to develop services that expand possibilities for everyone involved in digital marketing through human-machine collaboration.

Furthermore, the Adways Group will remain responsive to market needs, continuously expanding its service offerings to deliver efficient and practical advertising and marketing solutions worldwide.

About Adverch Co., Ltd.

Adverch Co., Ltd. develops and operates the in-game advertising platform 'Ad-Virtua'. The company delivers ad experiences that naturally integrate into game environments and provides new brand engagement opportunities across a network of over 600 domestic and international game titles.

https://corp.ad-virtua.com

About UNICORN Inc.

Established in 2013 as a 100% subsidiary of Adways, UNICORN Inc. focuses on developing new services in the adtech sector. It operates 'UNICORN', one of Japan’s largest fully automated marketing platforms. In 2024, it established a joint venture with MetricWorks Inc., provider of the mobile measurement platform 'MetricWorks'.

https://unicorn.inc/

About Adways Inc.

Founded in 2001 and listed on the Tokyo Stock Exchange in 2006, Adways Inc. operates under the purpose of 'delivering “Wow, this is amazing, I’ve never seen anything like this” to the world, and realizing “profit through empowering people” to expand everyone’s potential.' The company runs diverse businesses including comprehensive app and web marketing, ad platform development leveraging technology for innovative ad formats and performance optimization, lifestyle services, and DX solutions. It also expands its operations internationally, primarily across Asia.

https://adways.net/