Bidstack Group PLC’s (LON:BIDS) in-game advertising technology is to be used by game developer Codemasters Group Holdings PLC (LON:CDM) to provide ads in its games encouraging players to stay at home during the coronavirus pandemic.

Tech provided by the AIM-listed firm will be used in CodemastersDirt Rally 2.0 game to show players the advice on roadside banners as they race through virtual tracks, according to a BBC report.

READ: Bidstack jumps as in-game advert tech sees ‘high levels’ of demand amid coronavirus pandemic

The technology is also geo-targeted, meaning only UK-based players will see the ads, although the capability could be rolled out to other countries in the future.

“It’s important to make sure as many people as possible hear the government’s message about [coronavirus].  Our proprietary technology enables that message to be relayed seamlessly,  in an unintrusive way, within a gaming environment and we are pleased to be able to assist in disseminating this important message at this time”, said Bidstack chief executive James Draper.

Aside from Codemasters, other video game groups incorporating the government ads into their games include Oxford-based Rebellion Developments Limited and Candy Crush maker King.com Limited, owned by US gaming giant Activision Blizzard Inc (NASDAQ:ATVI).

Rebellion will feature government messaging in its Sniper Elite 4 game while King will allow the ads on Candy Crush as well as Farm Heroes Saga and other games in its portfolio.

Shares in Bidstack climbed 21.3% to 9.3p in late-afternoon trading on Monday, while Codemasters shares jumped 6.4% to 250p.

–Adds Bidstack CEO comment and updates share prices–