Odeeo expands in-game audio ads in France through Lagardère deal

Odeeo has partnered with Lagardère Publicité News to expand in-game audio advertising across France and add mobile games to the radio sales house’s digital audio mix. The deal gives advertisers another way to reach French audiences in gaming environments while preserving brand safety and user experience.

Why it matters: - The partnership extends in-game audio advertising in France, a market where mobile gaming is becoming a larger part of digital media consumption. - Lagardère Publicité News now adds mobile games to its digital audio inventory, giving advertisers a broader path to reach audiences across audio formats. - Odeeo’s presence in France gives brands access to non-intrusive audio placements inside apps and games, where attention can be high and disruption needs to stay low.

What happened: - Odeeo partnered with Lagardère Publicité News to expand access to in-game audio advertising in France. - Odeeo was integrated into Lagardère Publicité News’ digital audio offering. - The agreement was announced June 23, 2026. - Lagardère Publicité News said the integration supports advertisers and media agencies across the digital audio landscape.

The details: - Odeeo reports more than 3 million monthly active users in France. - Odeeo says its network includes 2,500 games. - Odeeo says it delivers more than 20 million monthly advertising impressions in France. - The platform uses non-intrusive audio formats placed inside the mobile gaming experience. - Odeeo says its SDK technology and direct publisher integrations help audio fit naturally within apps and games. - The company says the setup supports brand safety, transparency and a non-disruptive user experience. - Lagardère Publicité News says it becomes the only radio sales house covering all pillars of digital audio: FM/DAB+ radio, live audio, podcasts, web radios, streaming platforms and mobile games. - More information is available in Lagardère Publicité News’ announcement and Odeeo’s website.

Between the lines: - The deal shows how audio ad sales are moving beyond traditional radio and streaming into interactive gaming environments. - For Lagardère Publicité News, the partnership broadens its pitch to agencies that want one sales point across multiple digital audio channels. - For Odeeo, the agreement adds a major French media partner that can help package gaming audio as a mainstream advertising option rather than a niche format.

What's next: - The partnership is expected to deepen the availability of in-game audio inventory for advertisers in France. - Lagardère Publicité News and Odeeo will likely use the integration to push brands toward cross-platform digital audio campaigns. - The companies will be watched for whether the model expands into more European markets or additional publisher integrations.

The bottom line: - Odeeo and Lagardère Publicité News are trying to make mobile games a standard part of France’s digital audio ad market.