Matthew Olden: “We are a bridge between advertisers and a high-value audience that’s been overlooked”

As the gaming industry evolves, so too must its marketing strategies. Context Networks is leading the charge with its Contextual Promotions Media Network (CPMN), a groundbreaking solution that transforms traditional slot machines and gaming terminals into dynamic, personalized advertising platforms. In this interview, Matthew reflects on how CPMN is redefining engagement by delivering real-time, context-driven content without compromising gameplay or player privacy. From unlocking non-gaming revenue streams to attracting mainstream advertisers, CPMN is poised to revolutionize how casinos and route operators connect with their audiences—bringing personalized, immersive experiences to the forefront of the modern gaming journey.

Q: Hey, Matthew, we at GamblingNews understand that Context Networks’ Contextual Promotions Media Network (CPMN) will revolutionize gaming marketing. Can you start by summarizing the benefits of this solution to our readers?

Absolutely. The Contextual Promotions Media Network (CPMN) is designed to unlock untapped value for casinos, route operators, and online gambling properties by transforming on-site digital gaming environments—like slot machines, VGTs, and in-store displays—into smart, monetizable ad networks. Whether it’s a casino floor or a gaming-enabled convenience store or bar, we help operators create new revenue streams through personalized, context-driven advertising without adding hardware or interrupting gameplay.  Online casinos and sportsbooks can also now create new revenue streams through the addition of highly contextual advertising. It’s not just about ads—it’s about integrating meaningful, brand-aligned content into the player journey, right where the engagement happens.

Q: According to you, CPMN will enable a highly personalized experience for players. How exactly will their player journeys be affected by this revolutionary solution?

CPMN personalizes the player experience at the machine level in ways the industry has never seen before. Imagine a player sitting at a video gaming terminal in a bar—they’re not just seeing generic promotions. Instead, they’re being presented with real-time, relevant brand offers or loyalty messages that reflect their past behavior, preferences, and even the time of day. We do this without ever compromising privacy. Thanks to our AI engine and secure identity resolution—powered by technologies like LiveRamp’s RampID—we can create a cohesive, contextual journey that extends across in-venue experiences. It’s not about following the player home—it’s about making every moment on the gaming screen more relevant, more immersive, and ultimately more valuable for both the player and the operator.

Q: The gaming sector is becoming more saturated by the day as operators vie for players’ attention. In this age of intense competition, operators are constantly seeking ways to remain ahead of the curve. What are the benefits of using CPMN compared to more traditional marketing solutions?

Traditional solutions lack both context and precision. They treat every player the same, regardless of their behaviors, preferences, or location. CPMN flips that script. We enable real-time, on-screen personalization that adapts to the individual player and the venue they’re in—whether that’s a casino resort or a roadside gas station offering gaming terminals. And here’s a big differentiator: Contextual branding allows casino operators to finally attract larger mainstream advertisers—household-name brands that have historically stayed away from gaming due to regulatory concerns and brand safety worries. Because our system gives them control over messaging, placement, and targeting, that door is now open. We’re not just changing how ads are delivered—we’re changing who’s willing to advertise in these spaces.

Q: Your team said that CPMN is firmly committed to the highest data privacy standards. What were the challenges in creating such a solution in a world where online privacy seems to be increasingly fleeting?

Building privacy-first solutions in a regulated space like gaming isn’t easy. Players expect personalization, but they also expect discretion—and rightly so. Our solution addresses this by incorporating a privacy-by-design approach from the start. We ensure that all advertising transactions are secure, auditable, and tamper-proof. On top of that, our integration with LiveRamp’s RampID allows us to pseudonymize player data while still enabling highly effective targeting. So, we can serve precise, impactful messages while maintaining compliance with gaming regulators and data privacy laws like GDPR and CCPA.

Q: We understand that LiveRamp’s RampID played a key role in empowering your new solution. What can you say about working with them?

LiveRamp’s RampID technology is a cornerstone of our identity resolution framework. It allows us to connect digital ad impressions with real-world players in a privacy-safe, pseudonymized way. That means our casino and route operator clients can finally deliver campaigns with a full 360-degree view of their guests—without putting their data at risk. It’s helped us enrich player profiles, improve campaign accuracy, and open up entirely new channels of monetization for operators who are eager to bridge digital and on-site engagement. From a compliance standpoint, LiveRamp’s platform aligns perfectly with the high standards the gaming industry demands.

Q: Since Context Networks is a leader in AI-driven casino advertising, could you, perhaps, tell us more about the role artificial intelligence will play in the future of gaming – not only in advertising but as a whole?

AI is going to be a transformative force across every layer of the gaming industry. In advertising, we’re using it to dynamically optimize creative delivery, analyze behavioral patterns, and deliver content that speaks to each player in the moment. That’s not just good marketing—it’s smart business. Beyond advertising, AI will drive everything from game design to loyalty optimization to operational efficiency. It will help casinos know their customers better, manage resources more effectively, and respond to player behavior in real-time. In the same way AI revolutionized e-commerce and entertainment, it’s about to revolutionize gaming—and we intend to be at the forefront of that shift.

Q: Context Networks confirmed that the Contextual Promotions Media Network will officially launch at the 2025 Indian Gaming Tradeshow & Convention in San Diego. What else can visitors expect? Have you planned any additional reveals?

No, CPMN has been in development for several years and is already live and in the market, delivering value to casino and route operators across multiple states. What we’re announcing at the 2025 Indian Gaming Tradeshow is a major evolution of the platform—our integration with LiveRamp’s RampID™. This integration enables privacy-first identity resolution and precision targeting, giving operators the ability to deliver secure, personalized promotions and brand campaigns across every screen in the venue. Visitors can expect live demos showing how we combine loyalty data, real-time behavioral signals, and contextual intelligence to generate new non-gaming revenue—without compromising compliance or data privacy. I can tell you that we are working on some groundbreaking collaborations that push contextual brand marketing into unexpected places—extending well beyond traditional screens. Imagine surfaces in high-traffic areas that have never before delivered targeted messaging suddenly becoming intelligent, monetizable touchpoints. While we’re not unveiling those details just yet, expect to hear more later this year as we continue to redefine what a brand interaction can look like in the gaming environment—and beyond.

Q: And finally, with an impressive 20 years of experience in managing digital products, you have surely seen many products and solutions, some successful, some less so. What makes the difference between those that leave a lasting impact and those that fail to make a dent?

The difference comes down to relevance and execution. Products that succeed solve a real-world problem in a way that’s intuitive, frictionless, and scalable. And they do it at the right time, with the right partners, and with a deep understanding of the ecosystem they’re entering. For us, that meant listening to casino and route operators, recognizing their need for non-gaming revenue, and understanding the barriers that kept big brands out of the gaming space. CPMN isn’t just a piece of tech—it’s a bridge. A bridge between advertisers and a high-value audience that’s long been overlooked. And that’s the kind of product that creates lasting impact.