iion, a unified game advertising platform, has announced the appointment of Rupert Pay as Head of Advertiser Sales for the Asia-Pacific (APAC) region. Based in Sydney, Pay will spearhead iion's expansion in the APAC region, which is home to approximately 1.5 billion gamers, close to half of the global gaming population.

Pay, formerly VP of Sales at Bonzai and Blis, brings 25 years of digital expertise to the role, including positions in creative and media agencies, adtech, and data roles. He has significant AI experience and has held prominent APAC leadership positions at Blis and Bonzai.

"We are thrilled to welcome someone of Rupert’s calibre to our team. His extensive expertise in digital media and innovative thinking will be pivotal as we elevate game advertising as an essential, immersive digital experience for brands. We are confident that Rupert’s joining will further enhance our ability to deliver tangible outcomes for brands and agencies, connecting them with the region's gaming audience in innovative and impactful ways," said Yun Yip, Chief Commercial Officer of iion.

iion's platform uses advanced contextual targeting to reach audiences across all IAB-defined gaming environments. Integrated with Amplified Intelligence, the platform provides real-time insights into audience engagement. iion's in-platform rich media builder, alongside comprehensive analytics and measurement tools, enables brands to tailor bespoke ad units and track key performance metrics in real-time.

"The huge audience numbers in gaming are unquestionable, so bridging the gap between these numbers and the relatively low current ad spends is a matter of when, not if. Where iion can add significant value to our brand and agency partners is by helping them understand how gaming fits within an omnichannel view of their audience and the wider media mix, while providing them with an easier path to access. I look forward to working closely with Yun and the wider iion team to grow this essential channel and scale iion in the process," said Rupert Pay.