Miniclip launches AdSurge, an ad network built with Tencent AI and Easybrain data

Miniclip launched AdSurge, an ad network built with Tencent advertising AI and Easybrain's traffic data. The network targets games monetised through in-app advertising, with IAP and hybrid titles next. AdSurge ads skip twice as fast and close with half the clicks of rival networks. Miniclip runs AdSurge internally at a double-digit margin on a low single-digit wallet share.

Bugryniec said publishers face squeezed margins from platform fees, engine costs and ad network cuts.
"AdSurge was born out of the desire to reclaim some of that value." - Paul Bugryniec, Head of AdSurge
AdSurge prioritises partner ROAS over network yield, breaking from rival ad networks' approach.
Miniclip's own portfolio shows double-digit margin against a low single-digit share of wallet.

Three years of development drew on Tencent's advertising AI expertise and Easybrain's traffic scale.
AdSurge's algorithms were built from scratch using Miniclip's own global traffic data.
The network runs as an independent company, with partner data isolated from Tencent and Miniclip systems.
This structure addresses data-sharing concerns from external publishers wary of a Tencent-linked platform.

AdSurge initially targets games that monetise primarily through in-app advertising.
Miniclip plans to extend the network to IAP and hybrid-monetised titles next.
Performance is tracked via ROAS, net ad monetisation yield, player experience and SDK technical performance.

AdSurge ads skip twice as fast and close with half the clicks of rivals.
Bugryniec cites years of deteriorating ad UX, long skip waits and hard-to-find close buttons.
The platform targets third-party publishers, bundling UA and ad monetisation in one offering.

For Publishers & Developers: Add AdSurge to ad-monetised titles' mediation waterfalls to pressure incumbent take rates.
For UA & Marketing: Run AdSurge UA tests on hyper-casual and puzzle titles before inventory pricing matures.
For Investors & VC: Add publisher-owned ad networks as a competitive risk in ad-tech diligence.