Bidstack (LON:BIDS) has announced a collaboration with Codemasters to deliver native advertising for the game Dirt 5.

Bidstack are a digital advertising specialist that focus on native advertising in computer games and the Codemaster agreement builds on a number of other deals including an agreement with Epic Games, the company behind the hit game Fortnite.

Today’s announcement relates to advertising to be placed in the Dirt 5 game for the next generations of both the Xbox and Playstation consoles. The game is set to be released in October 2020.

“It’s great to be working with Codemasters, using our technology to deliver native in-game advertising for DIRT 5, which is the first racing game to be confirmed for the all-new Xbox Series X,” said James Draper, CEO of Bidstack.

“The launch of the Xbox Series X and PlayStation®5 later this year will bring a new level of gaming to gamers throughout the world. Where our technology is deployed within the games, brands and the global advertising agencies we are dealing with will be able to engage with gamers in a completely natural way.”

In addition to signed deals with games producers, Bidstack have inked a deal with advertising agency Dentsu Aegis.

Establishing the infrastructure through deals such as the one with Codemaster’s provides Bidstack with the digital real estate to place adverts, but essential to the success of their model is securing agency agreements to ensure channels to brands.

Part of the distribution of adverts through Bidstack’s technology involves a programmatic platform that allows clients to manage their inventory through a self-serve backend similar to interfaces offered by giants such as Google and Facebook.

However, despite the revolutionary approach employed by Bidstack the company only posted revenue of £140,000 in 2019. The development costs incurred meant Bidstack’s adjusted loss before tax of £5.3m.

The company had a cash balance of £3.1m as of 31st December.