Gaming
Angry Birds 2 Flies onto AppGallery
Latest big name to list on the Huawei Apps Platform
Huawei, the leading global technology company, has announced the launch of Angry Birds 2, the hugely popular game from developer Rovio, on the rapidly expanding AppGallery. This is the latest move onto the platform from a major mobile gaming company, indicating the growing influence of AppGallery as a means to reach large international audiences.
“We are developing partnerships with some of the world’s leading game developers and as they reap the dividends of exposure to our vast user base, confidence amongst other studios and developers is growing,” said Derek Yu, President of Huawei CEE & Nordic and Canada at Huawei Consumer Business Group. “This of course benefits our customers who are increasingly gaining access to the exciting, inspiring games that feature at the top of their gaming wish-lists.”
Angry Birds is widely acknowledged as the game that established mobile as a viable gaming platform. However it is Angry Birds 2 that drove the popularity of the brand, challenging users to build the ultimate flock to defeat their enemies, the pigs, and save the eggs. Gamers will be able to train their skills on Angry Birds 2 by mastering the slingshot, which will accelerate them up the leader-board, increase their scoring power by recruiting birds with feathers and competing in new events to collect seasonal hats.
This is the first Rovio game to be listed on AppGallery, however the movie based on the game is already available on Huawei Video¹, the company’s platform for video content. As well as playing the game, users will also be able to customise their phones using Huawei Themes to display Angry Birds 2 branding, while customers with Huawei smartwatches and bands will be able to download Angry Birds 2 watch faces.
As part of its commitment to developers’ commercial success, Huawei will also support the launch of Angry Birds 2 with 50% cash back on the first in-game transaction, and 20% on other transactions in Europe² between 1st and 14th July.
“We are very excited that Angry Birds 2 will now be available to millions more gamers around the world through our partnership with AppGallery” says Miikka Lindgren, VP of Business Development at Rovio. “Rovio’s mission is to create joy, and we are always happy when our games and the joy we create reach new audiences. I hope lots of new players get into some serious pig popping fun with our Angry Birds and their porky enemies, using all the fantastic gameplay options that we are putting at their disposal.”
Huawei provides comprehensive support for app integrations
Huawei has always worked closely with app publishers throughout the technical process of bringing games onto AppGallery. It forms part of Huawei’s commitment to all developers in empowering them to quickly realise the massive business benefits and enhanced user reach of an app store that is now the third largest in the world.
As one of the world’s fastest-growing app marketplaces, AppGallery strives to partner with leading brands and gaming developers, like Rovio, whose titles attract the biggest global audiences. This is allowing the platform to list a constant stream of exciting, challenging and entertaining content, connecting users with the games they most want to play and developers with a new and previously untapped customer-base.
The gaming category is at the forefront of apps expansion on AppGallery with over 500% more games now available on the platform compared to a year ago. The company has also created a separate tab dedicated to gaming on AppGallery’s home page, which was launched along with the new-look app store design earlier this year. The feature allows users to easily find games and content specific to their interests quickly and easily.
As part of its ecosystem development, Huawei is working closely with over 4 million registered developers to constantly bring new content to the platform, with over 134,000 applications now integrated with HMS, Huawei’s proprietary mobile services platform.
Angry Birds 2 is now available to download from AppGallery worldwide at https://appgallery.huawei.com/#/app/C104391333
For more information please visit https://consumer.huawei.com/en/mobileservices/appgallery/.
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Australia
Regulating the Game 2026 Draft Program Unveiled, Spotlighting the Issues Shaping the Sector
Regulating the Game has published the draft program for its 2026 Sydney conference, outlining a comprehensive agenda of keynotes, featured addresses, panels, and expert masterclasses examining the most consequential regulatory, policy and operational issues facing the global gambling sector.
Regulating the Game 2026 will be held 9–11 March 2026 at the Sofitel Sydney Wentworth and represents the sixth edition of the conference as a forum for rigorous, cross-jurisdictional engagement on gambling regulation and sector performance and uplift.
The draft program confirms that each conference day is anchored by keynote and featured speakers, whose addresses are designed to frame and contextualise the broader program of talks, panels and masterclasses that follow. These speakers bring senior executive leadership, policy and advisory insight, and deep subject-matter expertise, helping to frame the regulatory and operating environment, its trajectory, and the lenses through which the agenda is explored.
Across the three days, the program integrates:
- Context-setting sessions that frame the regulatory and operating environment and its direction, including examinations of where gambling regulation and policy are heading, how enforcement and sanctioning approaches are evolving post-inquiry, and how governments and markets are responding to persistent black-market and grey-market pressures. These sessions establish the policy, strategic and operating lenses through which the broader agenda is explored.
- Moderated panels that interrogate regulatory assumptions and reform outcomes in practice, including discussions on harm minimisation in increasingly data-driven environments, the limits and consequences of intensified regulation, and the interaction between market design, consumer behaviour and regulatory intent.
- Expert masterclasses, including a session led by Jay Robinson focused on embedding the Responsible Gambling Officer role with purpose, authority and practical impact, and a second masterclass convened by the International Masters of Gaming Law, with final scope and focus to be confirmed. Together, these sessions are designed to support practical capability uplift and address the implementation risks that sit between policy intent and operational reality.
- Industry Spotlight sessions, introduced in 2026, comprising tightly curated 15-minute presentations from incumbent organisations. These sessions provide a platform to articulate strategic direction, investment priorities and innovation pathways, and to examine what lies ahead for the sector as regulatory expectations, technology and market structures continue to evolve.
Collectively, the agenda addresses:
- The trajectory of gambling regulation, enforcement and sanctioning frameworks
- AML/CTF reform, financial crime risk and supervisory expectations
- Safer gambling governance, harm minimisation and behavioural insight
- Black market and grey market dynamics in increasingly regulated environments
- Technology, data governance and the use of AI in regulatory and compliance systems
- Leadership, accountability and the operational reality of reform delivery
While the program is deliberately broad, particular attention has been given to curating sessions and contributors that surface topical and often unresolved issues facing the sector. The agenda is designed to frame the current environment and its direction, provoke informed debate, stimulate curiosity, and act as a catalyst for new ways of thinking, innovation bets and next practice across regulation, policy and operations.
Paul Newson, Principal at Vanguard Overwatch and Founder of Regulating the Game, said the 2026 draft program reflects a deliberate architecture:
“The program is designed to open up the problem space, not to close it down. Early sessions are intended to frame the environment honestly and rigorously, so that the discussions that follow can interrogate options, trade-offs and solutions with clarity and discipline.”
He added:
“Regulating the Game is deliberately structured to move from context to analysis to application. The draft program makes that progression clear and intentional.”
The program is supported by flagship events including Pitch!, the RTG Global Awards Gala Dinner, and an expanded Exhibition Showcase, which together complement the formal agenda and support cross-sector engagement.
The draft program reflects the core structure of the conference, with final speaker confirmations and minor refinements to be completed in the coming week.
The post Regulating the Game 2026 Draft Program Unveiled, Spotlighting the Issues Shaping the Sector appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Adam Smart Director of Product Gaming at AppsFlyer
AppsFlyer State of Gaming Report: AI Is Flooding Mobile Gaming Marketing Channels and Raising the Cost of Standing Out
State of Gaming for Marketers 2026 reveals how AI-driven scale, global UA spend, and China-based publishers are reshaping mobile gaming competition
AppsFlyer, the Modern Marketing Cloud, today released the State of Gaming for Marketers 2026, an in-depth analysis of how AI, creative scale, and rising paid pressure reshaped mobile gaming marketing in 2025. Drawing on AppsFlyer data, the report examines how studios adapted as marketing activity expanded faster than player attention.
In 2025, AI-enabled production coincided with a sharp increase in advertising across iOS and Android. Creative output scaled rapidly across all spending tiers, with top gaming advertisers producing between 2,400 and 2,600 creative variations per quarter, up 25–30% YoY. That expansion increased pressure on paid acquisition channels. Paid install share rose 10% YoY across iOS and Android, while ad impressions increased 20%, indicating a significant rise in the number of ads competing for the same pool of players. To manage rising marketing volume and fragmentation, AI-enabled tools became a common part of daily workflows with 46% of AI assistant queries focused on reporting and performance breakdowns, reflecting the need for faster visibility as data volumes grew.
“AI has dramatically increased the speed and volume at which games and marketing assets reach the market,” says Adam Smart, Director of Product, Gaming at AppsFlyer. “The result is not a shortage of creativity, but a surplus of it. As paid activity and creative supply expand faster than player attention, marketing success depends on how effectively teams can measure, interpret, and act on an increasing volume of fragmented signals.”
Additional key insights from the State of Gaming for Marketers 2026
- Global gaming app UA spend reached $25B in 2025. Midcore UA spend increased 28% YoY on iOS, while Android spend remained largely flat.
● China-headquartered publishers increased their share of global gaming UA spend. Their share grew by 26% YoY in the UK, and 22% globally, with gains strongest on Android.
● iOS paid installs reached record highs. Share in the UK rose across Casino (+13%), Hypercasual (+10%), and Midcore (+30%).
● iOS advertisers expanded media mix to find incremental scale. iOS gaming advertisers increased the number of media sources they used by up to 15% YoY, reflecting growing fragmentation and the need to diversify beyond core channels.
● AI is still used primarily to manage marketing scale, not strategy. With 46% of AI assistant queries focused on reporting and performance breakdowns, teams are using AI to keep pace with rising data volumes rather than replace decision-making, but some genres are already employing more complex tasks and asks.
Methodology
AppsFlyer’s State of Gaming for Marketers 2026 is based on anonymized, aggregated data from 9.6 thousand gaming apps worldwide, analyzing 24.8 billion total installs, including 14.1 billion paid installs, alongside ad spend, creative production, monetization, AI-assisted workflows, and media source usage across iOS and Android during 2025.
The full report is available at: appsflyer.com/resources/reports/gaming-marketers/
The post AppsFlyer State of Gaming Report: AI Is Flooding Mobile Gaming Marketing Channels and Raising the Cost of Standing Out appeared first on Americas iGaming & Sports Betting News.
Arena Racing Company
Arena Racing Company awarded United Arab Emirates Gaming-Related Vendor License
Arena Racing Company (ARC) has been granted a Gaming-Related Vendor license from the United Arab Emirates’ General Commercial Gaming Authority (GCGRA), an independent entity of the UAE Federal Government with exclusive jurisdiction to regulate, license, and supervise all commercial gaming activities.
The license, operational with immediate effect, affords ARC the opportunity to provide its products and services to licensed operators in the region. Notably, the Racing1 Markets service, an all-in-one horse and greyhound racing solution delivered in conjunction with Racing1 alliance media rights partners at 1/ST CONTENT, Racecourse Media Group (RMG), and Tabcorp, alongside technical partner Pythia Sports. ARC has been added to the list of licensed vendors as per the GCGRA website.
Jack Whitaker, Commercial Manager at ARC, said: “Obtaining this license is a great achievement for ARC and its Racing1 partners. The emerging regulated UAE market is incredibly exciting, and we look forward to showcasing our innovative products and services in the region.”
The post Arena Racing Company awarded United Arab Emirates Gaming-Related Vendor License appeared first on Gaming and Gambling Industry Newsroom.
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