Portuma, Turkey’s first in-game advertising company, introduced its ecosystem encompassing gaming, in-game advertising, and in-game economy. The launch took place on October 5th at the Dedeman Istanbul Hotel with the participation of over 500 individuals. Hosting the event was Ece Üner, with the opening speech delivered by Serdar Kuzuloğlu, focusing on the future of the gaming industry and innovative revenue sources in a panel titled “The Future of the Gaming Sector: Innovative Revenue Sources and Strategic Thinking.”
Moderated by Hilmi Öğütcü, the founder of egirişim, the panel featured Happy Crab Game Studio founder Havva Nur Solhan and Axell Studio game director Faruk Özşahin as panelists. The discussion delved into the integration processes and advantages for game companies partnering with Portuma.
Following the panel, representatives from advertising infrastructure providers took the stage for a discussion. Adbreak Managing Partner Süleyman Karadeniz, Adsyield Founder and Director Oğuzhan Çakır, and Admatic Operations Director Cenk Türkoğlu participated in a panel titled “The Future of Advertising and Data Interpretation from the Perspective of Ad Providers.”
The event continued with panels focusing on advertisers. In the panel titled “Integration of Brands into the In-Game World and New Media Search,” Havas Istanbul CEO Cüneyt Devrim and Digital Renaissance founder Filiz Dağ discussed brands’ integration into the gaming world and their exploration of new media avenues. Panelists touched upon their long-standing interest in the blockchain sector.
The panel titled “Technology, Games, and Advertising: Academic Perspectives” featured Bahçeşehir University Digital Game Design Department Chair and Bug Lab founder Prof. Dr. Güven Çatak, Trakya Teknopark General Manager Assoc. Prof. Dr. Özgür Özdemir, and Game Factory Founder Murat Kahraman. The panel was moderated by Tansu Kendirli, the President of the Turkish Game Association.
The final panel of the launch, titled “The Future World; Web3 Games and Blockchain Technology,” included Gate.io Operations Director Kutluhan Akçın, Yula Labs CEO Yasemin Güleçyüz, Bzetmex CEO Erdoğan Turan, and PlayStation/Axell Studio Senior Game Developer Ataberk Ateş.
Ozan Emrah Ünal, the founder of Portuma, shared insights into the in-game advertising industry’s market size and goals during his presentation at the event. Ünal expressed his aim to achieve a 5% market share in the in-game advertising market by the end of 2024 and highlighted the goal of creating a technology leader from Turkey.
The launch event also provided engaging experiences, including a formula car positioned in the foyer area that allowed participants to experience racing by wearing VR goggles and explore in-game advertising spaces.
Emin Çapa, captivating the audience with his speech titled “Understanding Tomorrow, Being Ready for Tomorrow,” hosted the closing. Reflecting on the Portuma Launch, Ozan Emrah Ünal stated, “This launch event provided an opportunity to share the technology we have been working on for a long time. We thank our participants for sharing this significant day with us.”