Gamasutra is part of the Informa Tech Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

Gamasutra: The Art & Business of Making Gamesspacer
View All     RSS
May 19, 2019
arrowPress Releases

If you enjoy reading this site, you might also want to check out these UBM Tech sites:

Press Releases
  Square Enix Teams with NativeX to Explore New Free-to-Play Strategy for Lara Croft: Relic Run
  Share on Twitter RSS

[This unedited press release is made available courtesy of Gamasutra and its partnership with notable game PR-related resource GamesPress.]

Last week, Square Enix launched  Lara Croft: Relic Run, their first free-to-play mobile game from the iconic  Tomb Raider series, which is available for both  Android and iOS.

Speaking on the new monetization strategy, Iain Riches, producer of  Lara Croft: Relic Run, says, “ To offer this title to our audience for free, we needed a robust ad technology that would also be able to maintain the premium gaming experience our players expect whilst maintaining no ad interruptions during gameplay.

We are proud to partner with  NativeX who provided everything we need with a single  SDK solution, immersive  native ads and proprietary  Lightning Play video technology.

Built on the Unity platform, the game boasts lush, cinematic 3D graphics and compelling, progressive gameplay that gives players much more than an average adventure runner.

Relic Run gameplay offers a massive amount of diversity, with seamless transitions between acrobatic and parkour inspired running, enemy combat on every run, exciting vehicles, and epic boss fights, including  the return of the infamous T-Rex.

Rob Weber, CEO of NativeX says, “ Square Enix  has once again made the translation of a classic title perfectly to mobile.  Their attention to detail in world-class graphics, gameplay, and music truly transports players to a land of adventure that they will want to return to again and again. 

Therefore, it was important for  NativeX to provide an ad solution that would feel native to the world of  Lara Croft that can reward players for their attention without feeling like an unwelcome interruption.  The ads are integrated natively into the UX to give immediate value to help players in the game.

With the announcement of both rewarded video and interstitial ad revenue growing by  700%+ each in Q1,  NativeX claims to be the fastest growing in-game video and interstitial ad provider in the industry.  After winning numerous tests against competitors, NativeX is backing up the claim with a new “ King of the M ountain ” promotion that will pay qualified publishers a fixed CPM rate 20% higher than what their current top ad provider delivers.

For more information, visit