Gadsme
Gadsme is a Paris-based in-game advertising platform that delivers immersive, native ad placements (display, video, audio, clickable units) inside mobile, PC and console games via a proprietary multi-engine SDK, serving global brand advertisers and 200+ game studios across 1,600+ titles.
- Company typePrivate
- Founded2020
- HeadquartersParis, France
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Gadsme does
Gadsme SAS is a Paris-headquartered, privately-held in-game advertising technology company founded in 2020 by Guillaume Monteux (CEO), Luc Vauvillier (CTO) and Simon Spaull (CRO). The company operates a single unified platform — surfaced via Gadsme for Advertisers, Gadsme for Publishers, and Gadsme Programmatic — that delivers immersive, native ad placements (display, video, audio, in-menu and the company's claimed world's-first clickable in-game units) directly into gameplay environments across mobile, PC and console, as in-world assets rather than overlays, interstitials or pop-ups. Underlying the platform is a 100% proprietary in-house technology stack: a lightweight multi-engine SDK (Unity, Unreal, Godot, Cocos2d and custom C++), server-side programmatic infrastructure, an ML-driven Ad Content Pooling engine that selects optimal content in real time, and a real-time in-world rendering pipeline.
Gadsme monetizes through programmatic in-game advertising (PMPs, curated deals, open auctions) and direct-sold brand campaigns, taking a share-of-revenue cut as the single commercial counterparty to hundreds of studios. Publishers access a self-serve Gadsme Console for placement management, reporting, waterfall and floor control; advertisers activate through a dedicated console with real-time reporting and frequency capping; programmatic buyers access inventory via a single direct supply path with integrations including Google Display & Video 360, Eskimi, adWMG, Verve/Smaato and WPP Media. Pricing is quote-based and not publicly disclosed, with publisher monetization structured as revenue share and reported ARPDAU uplifts of 8–20%.
The company serves two primary customer segments: global brands and agencies (Vodafone, Adidas, McDonald's, L'Oréal, Spotify, PayPal, LEGO, Unilever, WPP, Havas, Publicis, OMG, among others) seeking brand-safe, measurable in-game reach, and game studios/publishers (Ubisoft, SEGA, Zynga, Gameloft, Konami, Miniclip, Outfit7, Voodoo, Sports Interactive and 200+ others) seeking incremental, non-retention-impacting revenue across 1,600+ titles. Operations span Europe, the United States, Latin America, Africa and Asia, with a US office opened in New York in December 2024; Gadsme's only disclosed funding event is an $8 million seed round closed in April 2022, led by Galaxy Interactive with Ubisoft participating.
Gadsme firmographics
Firmographics- Name
- Gadsme
- Legal name
- Gadsme SAS
- Website
- https://gadsme.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Gadsme is a Paris-based in-game advertising platform that delivers immersive, native ad placements (display, video, audio, clickable units) inside mobile, PC and console games via a proprietary multi-engine SDK, serving global brand advertisers and 200+ game studios across 1,600+ titles.
- Ownership category
- akta.pro rank
Gadsme industry classification
Industry- Product category
- In-Game Advertising Platform
- NAICS
- Gambling Industries (7132), Advertising Agencies (541810)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Digital Game Distribution Platforms & Storefronts (PC/Mobile/Console) (MPAFABAB)
- akta.pro secondary industry
- PC & Console Game Distribution Platforms (BPAMAKAA)
Keywords
Where Gadsme is headquartered
LocationHeadquarters
- HQ city
- Paris
- HQ country
- France
- HQ region
- Europe
Offices2 records
Markets served
Gadsme business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- Programmatic in-game advertising: Primary revenue stream generated by monetizing in-game ad inventory through programmatic activation (PMPs, curated deals, open auctions) and direct advertiser campaigns. Premium CPMs delivered to publishers from premium brand demand.
- Direct advertiser campaigns: Direct-sold immersive in-game ad campaigns executed through the Gadsme platform on behalf of brands and agencies, including exclusive multi-year deals (e.g., Football Manager 26 with Sports Interactive/SEGA).
- Marketplace / supply-path transaction economics: Single commercial counterparty monetizing exclusive inventory across hundreds of studios and thousands of games, with one commercial counterparty model implying a take-rate/share-of-revenue economics between Gadsme, publishers and programmatic buyers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | — | Quote-based engagement for advertisers and publishers |
| Transaction based/ take rate | — | Publisher revenue-share monetization |
| Unit Pricing | — | Advertiser programmatic and direct campaign pricing |
Go-to-market motion4 records
Distribution channels4 records
Marketing channels6 records
Gadsme product offering
Product offeringCore offering
Gadsme operates an in-game advertising platform that delivers immersive, native ad placements (display, video, audio, in-menu and clickable units) directly inside gameplay across mobile, PC and console, via a proprietary multi-engine SDK integrated into games. The platform serves as the single commercial counterparty between 200+ game studios and global brand advertisers, agencies and DSPs, monetizing exclusive in-game inventory through programmatic activation (PMPs, curated deals) and direct campaigns.
Product overview
Gadsme operates a single unified in-game advertising platform composed of three user-facing surfaces — Gadsme for Advertisers, Gadsme for Publishers and Gadsme Programmatic — all powered by the proprietary multi-engine Gadsme SDK and managed through the Gadsme Web Console. The platform delivers immersive native ad formats (Display, Video, Audio, In-menu placements, and clickable in-game ad units) directly within gameplay across mobile, PC and console, with modules such as Ad Content Pooling for real-time demand optimization.
Differentiator
Problem solved
Functional benefit
Products and services
- Gadsme In-Game Advertising Platform Core unified platform offering immersive, native ad placements (display, video, audio, in-menu) directly within gameplay across mobile, PC and console, with separate advertiser, publisher and programmatic surfaces managed through the Gadsme Web Console.
- Gadsme SDK Lightweight, multi-engine SDK (Unity, Unreal, Godot, Cocos2d, custom C++) that renders native in-game ad placements and exposes in-game ad channels, clickable interactions, waterfall/floor management, deal-ID activation, frequency and placement controls for game publishers.
- Gadsme for Advertisers Advertiser-facing surface providing brand and performance campaign activation across Gadsme's exclusive in-game inventory, with advanced audience targeting, real-time analytics, clickable in-game ad units, and integration with IAS and DoubleVerify for verification.
- Gadsme for Publishers Publisher-facing surface providing incremental revenue from immersive in-game ads, in-depth rendering and performance analytics, placement-level insights, and full control over ad channels, frequency, brand and category blocklists via the Gadsme Console.
- Gadsme Programmatic Programmatic access surface delivering exclusive, directly SDK-integrated in-game inventory through Private Marketplace (PMP) deals, curated deals and direct programmatic partnerships, with a single direct supply path to buyers such as Google Display & Video 360.
- In-game Display Ad format Native display ad placements rendered directly within game environments (e.g., stadium billboards, racing circuits, urban landscapes) as in-world assets rather than overlays or interstitials.
- In-game Video Ad format Video ad format rendered within the game environment as part of Gadsme's immersive ad formats suite (display, in-menu, audio).
- In-game Audio Ad format
Quantifiable outcome
- 8%-20% ARPDAU uplift for publishers without impacting retention
- +5 more outcomes
Companies that use Gadsme
Customer profileNamed customers38 records
Segments5 records
Ideal customer profiles3 records
Gadsme technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
AI capability3 records
Feature7 records
Gadsme partnerships and signals
Strategic signalPartnerships
22 partnerships are on record, tiered charity/awareness campaign partner, programmatic campaign partner (via bradford agency), major holding-company agency partner, flagship publisher partnership, flagship exclusive deal, programmatic dsp partner, major publisher partnership, agency partner for console-focused advertisers, core verification partner, performance/programmatic partner, strategic publisher/integration partner, core measurement partner, format-extension partner for audio ads, standards-body member, industry standards-body member, core cloud infrastructure partner, cloud infrastructure partner, network/security infrastructure partner, core dsp integration and specialist data provider.
- Make-A-Wish Internationalcharity/awareness campaign partnerCharity in-game campaign 'Unwrap the Power of a Wish' reaching over 300 million mobile gamers worldwide.
- Easy Cashprogrammatic campaign partner (via bradford agency)L'Agence Bradford and Gadsme launched a programmatic in-game campaign for Easy Cash, including a Football Manager 2026 activation.
- WPP Mediamajor holding-company agency partnerWPP Media launched a dedicated gaming practice citing Gadsme among reference partners in the gaming ecosystem; Alexandra Chabanne (WPP Media) publicly endorsed Gadsme for brands seeking gaming reach.
- Zyngaflagship publisher partnershipMulti-title partnership to bring Gadsme's intrinsic, non-intrusive immersive ads into select Zynga mobile titles. The deal expanded Gadsme's reach to over 1,600 titles from various publishers.
- Sports Interactiveflagship exclusive dealThree-year exclusive partnership to deliver non-intrusive in-game advertisements in Football Manager 26, marking Gadsme's expansion into PC and Mac via Unity. Sports Interactive is the Football Manager franchise developer under SEGA.
- SEGAflagship exclusive dealThree-year exclusive partnership alongside Sports Interactive to deliver in-game ads in Football Manager 26, leveraging SEGA's publishing reach.
- Eskimiprogrammatic dsp partnerDSP partnership giving Eskimi advertisers access to Gadsme's clickable in-game ad formats, extending reach across Eskimi's demand-side advertiser base.
- Konamimajor publisher partnershipPartnership to bring Gadsme's immersive ads to Konami mobile titles and esports, with cross-game coverage and an esports expansion dimension.
- adWMGagency partner for console-focused advertisersadWMG taps Gadsme's mobile in-game inventory to unlock in-game advertising for Xbox and PlayStation-focused advertiser clients.
- DoubleVerifycore verification partnerBrand-safety and verification integration; advertisers can wrap their tags with DoubleVerify (or IAS) for independent quality verification across Gadsme's in-game inventory.
- Verve (Smaato)performance/programmatic partnerSmaato-hosted case study on Gadsme's in-game monetization (links to Verve case study). Verve documented an 8x revenue growth and 3.4x fill rate (2023 vs 2022).
- BRAVEstrategic publisher/integration partnerPartnership focused on intrinsic in-game advertising with BRAVE, expanding Gadsme's footprint across additional game studios.
- IAS (Integral Ad Science)core measurement partnerMeasurement partnership providing greater transparency for in-game advertising performance. IAS thought-leadership piece (May 2025) further expands media-quality solutions for in-game media buys through Gadsme.
- Targetspot (Targetplay)format-extension partner for audio adsJoint launch of in-game audio ads delivered via Targetspot's Targetplay division, expanding Gadsme's format set beyond display and video.
- IAB Europestandards-body memberGadsme is a participant in IAB Europe's Transparency & Consent Framework (TCF) as vendor #888 and displays IAB Europe membership on its website.
- TAG (Trustworthy Accountability Group)industry standards-body memberGadsme is a member of TAG, supporting fraud prevention and brand safety standards in digital advertising.
- AWS (Amazon Web Services)core cloud infrastructure partnerSub-processor for Gadsme's hosting and data storage; compliant with ISO 27017, ISO 27018, PCI DSS Level 1, SOC 1, SOC 2 and SOC 3.
- OVH Cloudcloud infrastructure partnerSub-processor for Gadsme's hosting and data storage with industry-standard security certifications.
- Google Cloud Platformcloud infrastructure partnerSub-processor for Gadsme's hosting and data storage with industry-standard security certifications.
- Cloudflarenetwork/security infrastructure partnerNamed trusted vendor providing network protection and content delivery for Gadsme services.
- Google Display & Video 360core dsp integrationGadsme sends user profile data to programmatic buyers via demand-side platforms such as Google Display & Video 360 for ad placement auctions; DV360 acts as independent controller of data used to deliver its ads on Gadsme's network.
- Digital Element (geo-location)specialist data providerGadsme transmits user IP addresses to Digital Element and similar providers for geo-location services supporting its targeting capabilities.
Scale indicators13 records
Recent moves7 records
Expansion highlights6 records
Gadsme competitors and assessment
Company assessmentDirect peers
- Anzu: Anzu is an in-game advertising platform offering programmatic and direct-sold ad placements inside mobile, PC, console, and Roblox games. It is the most directly comparable peer to Gadsme, sharing the same immersive, non-overlay format, programmatic supply path, and AAA publisher relationships (e.g., Ubisoft, Konami).
- Bidstack: Bidstack is a London-based in-game advertising platform placing dynamic ads inside video games via SDK, with direct and programmatic inventory. It directly competes with Gadsme for publisher integrations and advertiser budgets in the same immersive in-game category.
- AdInMo: AdInMo is an in-game advertising platform focused on non-intrusive, intrinsic ad placements integrated directly into gameplay, with a similar SDK-based integration model to Gadsme and overlapping advertiser demand from brands seeking in-game inventory.
- Frameplay: Frameplay is an intrinsic in-game advertising platform providing native ad placements inside PC and console games via SDK. It competes head-to-head with Gadsme for premium publisher integrations and brand budgets in the same immersive format category.
- Playwire: Playwire operates an in-game and online video advertising platform with ROKT-driven monetization and a similar focus on gaming publishers. It overlaps with Gadsme on publisher monetization and programmatic supply-path optimization for game studios.
Broad incumbents
- Azerion: Azerion is a European digital entertainment and advertising platform that bundles gaming content with programmatic advertising technology. While broader than Gadsme, Azerion overlaps in the in-game/in-app advertising inventory and publisher monetization space.
- Unity (ironSource / LevelPlay): Unity, via its ironSource/LevelPlay ad mediation stack, dominates in-app and in-game ad monetization on mobile. While Unity's primary business is the engine itself, its ad SDK competes with Gadsme's Unity-integrated SDK for publisher monetization budgets.
- AppLovin: AppLovin runs a major mobile ad-tech and monetization stack (including Axon and SparkLabs) used by game publishers. Gadsme's CRO Simon Spaull is a former AppLovin executive, and AppLovin represents the broader incumbent benchmark Gadsme competes against for mobile gaming ad budgets.
Regional players
- Molotov.tv: Molotov is a French AVOD/CTV platform that intersects with the connected video advertising ecosystem. It is a regional European peer in advertising-tech rather than in-game specifically, but comparable as a French-headquartered ad-tech company serving premium content owners.
Emerging players
- Admix: Admix was an early in-game advertising / In-Play ads startup that competed with Gadsme before its pivot/wind-down. Several Admix alumni (e.g., Nina Mackie) joined Gadsme, making it a relevant historical peer in the same in-game ad category.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Gadsme social profiles
Digital presenceGadsme compliance and trust
Trust signalCompliance13 records
Gadsme financial estimates
Financial estimateRevenue estimate
Valuation estimate
Gadsme leadership team
Management profileNumber of profiles
Profiles7 records
Gadsme funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Gadsme M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Gadsme
What does Gadsme do?
Gadsme operates an in-game advertising platform that delivers immersive, native ad placements (display, video, audio, in-menu and clickable units) directly inside gameplay across mobile, PC and console, via a proprietary multi-engine SDK integrated into games. The platform serves as the single commercial counterparty between 200+ game studios and global brand advertisers, agencies and DSPs, monetizing exclusive in-game inventory through programmatic activation (PMPs, curated deals) and direct campaigns.
Is Gadsme a public or private company?
Gadsme is a private company. It is classified as venture growth investor backed and is currently operating.
When was Gadsme founded?
Gadsme was founded in 2020. It employs 11 to 50 people.
Where is Gadsme based?
Gadsme is headquartered in Paris, France, in the Europe region.
How does Gadsme make money?
Three revenue lines are on record. Programmatic in-game advertising is the primary driver. The others are direct advertiser campaigns and marketplace / supply-path transaction economics.
Who are Gadsme's main competitors?
Direct peers on record are Anzu, Bidstack, AdInMo, Frameplay and Playwire. Broad incumbents are Azerion, Unity (ironSource / LevelPlay) and AppLovin. Molotov.tv is listed as a regional player. Admix is listed as an emerging player.
Does Gadsme have an API?
Yes. Gadsme exposes a proprietary SDK (mobile and multi-engine) and related internal APIs that power its in-game advertising platform. The Terms of Use reference "all related API (Application Program Interface)" as Gadsme's intellectual property, alongside the SDK, documentation, and Gadsme Web Console. The SDK is available for game studios/publishers under a specific contractual relation with Gadsme and includes publisher documentation at docs.gadsme.com. Use of the SDK in production requires a signed agreement. Auth/access is via Gadsme account credentials with two-factor authentication through the Gadsme Web Console. Developer documentation is at docs.gadsme.com.
What industry is Gadsme in?
Gadsme's product category is In-Game Advertising Platform. Its primary akta.pro industry code is MPAFABAB, Digital Game Distribution Platforms & Storefronts (PC/Mobile/Console), with a secondary code of BPAMAKAA, PC & Console Game Distribution Platforms. Its NAICS code is 7132 and its SIC code is 7900.