The Brand

Turk Telekom is Turkey's leading telecommunications provider and one of the country's most established digital infrastructure companies. Beyond connectivity, Turk Telekom operates Playstore.com, a digital marketplace offering games, in-game credits, gift cards, software, and digital entertainment products to millions of users across Turkey. Playstore is positioned as the go-to destination for Turkish gamers looking to purchase digital content locally, with pricing in Turkish lira and a seamless checkout experience.

The Challenge

Turkey has one of the fastest growing gaming populations in Europe and the Middle East, with tens of millions of active gamers across mobile, PC, and console. But reaching them with a commerce message is harder than it sounds. Gamers are ad-savvy. They run ad blockers, skip pre-rolls instinctively, and tune out banners entirely. They are also increasingly turning to AI-powered chat tools for game recommendations, strategy tips, troubleshooting, and general entertainment throughout the day. Turk Telekom needed to put Playstore.com in front of this audience in a way that felt relevant to what they were already doing, not like another ad competing for a split second of attention on a crowded feed.

The Solution

Turk Telekom partnered with Thrad to run native in-chat ads across AI publisher platforms, targeting gaming-related conversations in Turkey. Thrad's contextual engine identified moments when users were actively engaged in discussions about games, asking for recommendations, comparing titles, looking for deals on in-game currency, or exploring new releases. At those moments, a native prompt introduced Playstore.com as a relevant next step, whether that was a discounted game title, a top-up for in-game credits, or a curated deal on the platform. The ad was not a sidebar or a pop-up. It appeared within the conversation itself, matching the tone and flow of the interaction. For a gamer deep in a chat about which title to play next, a Playstore.com suggestion landed as useful information, not an interruption.

The Result

The campaign connected Turk Telekom's Playstore.com with a highly engaged, high-intent audience at the exact moment of interest. Gamers who were already thinking about their next purchase, their next top-up, or their next download were met with a direct path to act on it. The native format meant the brand showed up as part of the conversation rather than outside of it, earning attention from an audience that is notoriously difficult to reach through traditional digital advertising. For Turk Telekom, the partnership with Thrad proved that the AI chat environment is not just a new channel. It is where the next generation of digital commerce conversations are already happening.

Why It Worked

Reaching the unreachable. Gamers actively avoid traditional ads. By meeting them inside AI conversations they were already having, Turk Telekom bypassed the filters, both technological and psychological, that block most advertising from getting through.

Commerce at the moment of intent. The ads appeared when users were already thinking about games, credits, or deals. The distance between interest and purchase was reduced to a single tap to Playstore.com.

Local relevance in a global format. Thrad's infrastructure allowed Turk Telekom to target Turkish-language gaming conversations specifically, ensuring Playstore.com was positioned as the natural, local-first destination for digital purchases.