iion Partners with Play.Works to Bring Premium CTV Gaming & AVOD Inventory to Advertisers
by on 6th May 2025 in News
iion has formed a strategic partnership with Play.Works, integrating the leading connected TV (CTV) gaming provider's premium inventory into iion's advertising platform. This collaboration gives advertisers access to high-impact video environments on the largest screen in the home.
Play.Works delivers over 100 million monthly CTV ad impressions through its globally distributed video and gaming apps across the world’s leading entertainment platforms. Advertisers gain access to the largest catalogue of CTV games—over 400 titles, including PAC-MAN, SpongeBob, Tetris®, and Wheel of Fortune.
Beyond gaming, the partnership includes access to Play.Works' original AVOD (advertising-based video on demand) programming featuring content from established digital creators, providing brands with quality video inventory alongside popular content.
"This partnership creates a unique opportunity for advertisers to engage with cord-cutting, game-loving households through interactive experiences," said Giuseppe Martoriello, co-founder at iion. "By combining our technologies, we're making it simpler for brands to measure and optimise their CTV gaming campaigns."
Advertisers can access this inventory through iion's game advertising platform – immersion or programmatically via leading demand-side platforms including DV360 and The Trade Desk.
The collaboration strengthens both companies' commitment to elevating gaming media into a measurable, full-funnel advertising channel for global brands seeking premium inventory across the expanding gaming ecosystem.
Jonathan Boltax, CEO of Play.Works, added: "CTV gaming is one of the fastest-growing segments in interactive media, and this partnership helps unlock its full potential for monetisation. With iion, we're expanding access to gaming and creator-driven AVOD content in a way that’s scalable, measurable, and brand-safe."
Follow ExchangeWire