Gaming
Gaming is in the mainstream and it’s here to stay
By Tobias Knutsson, CEO, Adverty
It’s taken a lot to finally rub out marketers’ lingering belief that gaming is a thing for kids, a niche media channel, a flash in the pan. The pandemic did some of the final lifting, but in a gaming business that is booming on all sides, absorbing women, older people, obsessive Esports fans, cloud gamers, monthly subscribers – you name it – the numbers are now unignorable: an estimated audience of somewhere between 2.5bn and 3bn+, with a global value of $162.32bn last year. If that’s not mainstream, what is?
Nike, Coca-Cola, Redbull, even Gucci and L’Oréal have all waded into the gaming space, and smaller brands with more modest budgets are beginning to follow. So gaming is having a moment that started some time ago and promises to last – what should its exponents do to maximise it and build strong, sustainable connections with brands?
Hold their hands
Brands that are new to gaming often lack in-house expertise and even background knowledge. As with social media, gaming needs dedicated experts on the client side, and inevitably brands will recruit their own, but until that part of the puzzle falls into place, it is incumbent on publishers and ad tech providers to explain the protocols, the opportunities and the rules of thumb in clear and accessible terms. (In brief: respect the space, add value, but don’t get in the way.)
Bring gaming ads in line with other media
Convincing marketers is one thing, but the gaming advertising business needs to give those executives the tools to win the argument with the finance people. That means the gaming world needs to work hard to standardise its metrics, its formats, its sizes, in order to bring itself into line with the wider ad industry. Gaming is a complex environment for brands, who will ultimately only invest in what they understand. So the emergence of formats that stand direct comparison with those of other media – such as Adverty’s own In-Play branding ads and In-Menu performance ads – combined with robust metrics, strengthen gaming’s pitch for brand dollars.
Never generalise
The gaming audience is indescribably varied and ranges far beyond the young, male stereotype. More than 50% of mobile gamers are older than 34 [source: Mediakix] and 51% are women [source: MoPub]. So the question isn’t any longer about which brands could benefit from targeting ‘a gaming audience’, but exactly how to target your brand’s precise audience through gaming.
Make it worthwhile for users
The predominance of mobile games – which last year claimed $120 billion of consumer spend against home and handheld consoles’ $43 billion [source: App Annie] – indicates a need for strong mobile-friendly advertising models. A weight of research points to the fact that free-to-play gamers understand the value exchange and are comfortable with the presence of advertisers, but tolerance turns to genuine enthusiasm when brands add value to gaming. In-game rewards such as hints and power-ups work well in exchange for watching ads and dovetail nicely with in-game purchases. Further research points to the effectiveness of in-game branding advertising as a driver of positive sentiment.
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Association of National Olympic Committees
Spectatr.ai Partners with ANOC, ISSA to Power Real-Time Highlights for Islamic Solidarity Games
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Spectatr.ai, a Sequoia-backed innovator in AI-powered sports technology, is partnering with the Association of National Olympic Committees (ANOC) and the Islamic Solidarity Sports Association (ISSA) to deliver real-time highlight clips during the Islamic Solidarity Games in Riyadh, Saudi Arabia.
This collaboration aligns with the wider digital content partnership between ANOC and ISSA and will transform how the Games are experienced globally — bringing high-quality, real-time match, moment and daily highlights from more than 20 sports over 15 days to fans worldwide. This announcement follows news of the strategic partnership between Spectatr.ai and Triple B Media to empower sports organisations around the globe to improve the sports fan experience through the power of artificial intelligence.
Earlier this year, ANOC and ISSA signed a Memorandum of Understanding (MoU) to enhance the global visibility of the Islamic Solidarity Games, which will bring together more than 3500 athletes from 57 National Olympic Committees. Under the MoU, ANOC will broadcast the Games live via ANOC.tv, produce digital content through the ANOC.tv studio, and distribute highlights worldwide through the ANOC Digital Content Hub. Spectatr.ai’s technology will serve as the AI backbone of this initiative, ensuring every defining moment from decisive goals to emotional victories is captured and shared within seconds.
“Our collaboration with ANOC brings AI-powered storytelling to one of the world’s most unifying sporting events. We are honored to support Riyadh 2025 by showcasing every story, emotion and achievement as it happens — reaching fans everywhere in real time,” said Richa Singh, Co-Founder of Spectatr.ai.
Spectatr.ai will deploy its proprietary PULSE engine, an on-cloud, low-latency highlights system that identifies key moments such as goals, finishes, podiums and record-breaking performances. These clips will be enriched with metadata and instantly distributed to ANOC, ISSA and global partners. The system will generate both broadcast-ready and social-media-optimized formats, including vertical 9:16 videos for platforms such as Instagram Reels, TikTok and YouTube Shorts.
“This collaboration reflects ANOC’s ongoing commitment to innovation and the digital amplification of sport. By integrating real-time AI technology into the Islamic Solidarity Games, we are ensuring that every inspiring performance and emotional moment reaches fans around the world instantly,” said Gunilla Lindberg, secretary general of ANOC.
Through this partnership, each of the 57 participating NOCs will receive customised daily highlight packages, enabling equitable visibility for athletes and federations of all sizes. The system’s automated tagging and search functionality will make all footage easily discoverable, reusable and ready for archival and storytelling use.
The Games will feature traditional and emerging disciplines, including camel racing, duathlon and esports. The collaboration between Spectatr.ai, ANOC and ISSA aims to serve as a model for future multi-sport events — demonstrating how AI can drive real-time global engagement, operational efficiency and commercial value.
The post Spectatr.ai Partners with ANOC, ISSA to Power Real-Time Highlights for Islamic Solidarity Games appeared first on European Gaming Industry News.
eSports
Counter-Strike 2, Dota 2, Fortnite, Fatal Fury: City of Wolves, UFL and More to Headline at the Games of the Future 2025
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Reinforcing the momentum of the latest evolution in gaming, Phygital International (PI), the exclusive rights holder and custodian of the Games of the Future (GOTF), announced the blockbuster titles that will be part of the Games of the Future 2025 in Abu Dhabi, 18-23 December.
Merging the speed and power of traditional sport with the skill and drama of esports, the Games of the Future 2025 will showcase the pinnacle of phygital competition. Athletes and fans will experience a unique format that blends real-world challenges with some of the world’s most iconic video games across 11 disciplines.
Counter-Strike 2 , the legendary tactical shooter, will anchor the Phygital Shooter competition, where players’ precision, strategy, and teamwork will be tested under intense pressure. A global icon of competitive gaming, Counter-Strike 2 will ignite the tournament’s digital stage with its signature intensity and legacy of fast-paced action. Alongside it, Dota 2, the iconic multiplayer online battle arena, will challenge teams in the MOBAPC competition, to demonstrate tactical mastery and resilience showcasing why it remains one of the most enduring and respected esports titles of all time.
The global sensation, Fortnite, with its vast global community and culture-defining impact, will headline the Battle Royale discipline. Its dynamic blend of survival and high-intensity action ensures that Battle Royale will deliver edge-of-the-seat drama, where only one club will be left standing taking the crown. Fatal Fury: City of the Wolves, one of the most storied franchises in fighting game history, will add a different kind of spectacle, combining precision, reflexes, and tactical prowess to determine the ultimate champion during the digital phase of the Phygital Fighting competition.
Alongside these flagship titles, this year’s Phygital Football competition at the Games of the Future, will feature the high-intensity, next-generation football title of UFL. Adding to the excitement, 3on3 Freestyle will headline the Phygital Basketball discipline, bringing its trademark street-style flair and fast-paced play to the tournament. Together, these dynamic disciplines will fuse virtual gameplay with real-world action, as athletes transition seamlessly between digital matches and on-field challenges, delivering a fast-paced showcase of skill, strategy, and teamwork that redefines competition in for a phygital era.
“Having these iconic titles at the Games of the Future 2025 marks a defining moment for both gaming and sport. This is where elite athleticism meets the creativity and energy of competitive gaming to create something truly extraordinary, demonstrating that phygital sport isn’t just the next chapter, it’s the future of global competition,” said Nis Hatt, CEO of Phygital International.
By combining some of the most iconic and globally recognized video games with the energy of live athletic challenges, GOTF 2025 will deliver an unparalleled sporting spectacle. Taking place at the Abu Dhabi National Exhibition Centre (ADNEC) from 18-23 December, the world’s leading phygital sports tournament will unite the world’s top phygital athletes for six days of competition, innovation, and entertainment. Alongside the tournaments, fans can expect immersive VR experiences, cutting-edge sports technology, cultural showcases, and interactive fan zones designed to celebrate the fusion of physical and digital worlds and create an unmissable experience.
The post Counter-Strike 2, Dota 2, Fortnite, Fatal Fury: City of Wolves, UFL and More to Headline at the Games of the Future 2025 appeared first on European Gaming Industry News.
Africa
South Africa’s Top Gamers Crowned at 2025 MTN SHIFT Gaming Grand Finals at Canal Walk
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Massive wins, standout talent and a showdown wrapped up five months of fierce competition across the country.
After months of qualifiers and regional heats at eight Hyprop malls across South Africa, the MTN SHIFT Gaming Experience reached its electrifying conclusion at Canal Walk Shopping Centre. With hundreds of spectators and players packing the gaming arena, the national finals brought the heat and crowned South Africa’s best in EAFC 25
, Beat Saber, Call of Duty and more.
In the EAFC National Final, Hamza Moosa (17) from Sandton, proved why he’s one of the country’s most exciting young talents. A professional esports player for Goliath Gaming, Moosa outplayed the competition to take top honours. A familiar name on the international stage, he recently represented South Africa at the Esports World Cup qualifier in Saudi Arabia. Hamza left the MTN SHIFT Gaming national finals with prize money of R25000.
Beat Saber fans saw a fast-paced, high-score battle won by Michael Prange (17) from Pretoria and Garsfontein High School. Ranked #2 nationally, Prange is also a two-time Beat Saber World Cup competitor and has helped shape South Africa’s competitive VR rhythm community through coaching, mentorship, and global participation. As the 2025 MTN SHIFT Gaming Beat Saber national champion, Michael won a Gaming PC valued at R50000.
In the schools division, Ridhaa April, 15, from Cape Town’s Southern Suburbs, took the EAFC title. A prodigious talent who’s been competing since the age of 12, Ridhaa plays professionally for Goliath Gaming and already holds multiple top finishes, including 1st place at the 2025 ASL.
In the Rocket League school tournament, Curro took top spot, followed by Edgemead High in second place.
Meanwhile, Call of Duty Mobile closed out the finals with serious intensity as returning champions Nixuh held onto their title. The dominant team of Magicz (Raees Ismail), Adnaan (Adnaan Bhamjee), Raz (Rahil Bux) and Enigma (Jameen Essa) walked away with a R30 000 cash prize.
“The atmosphere at this year’s finals was absolutely electric,” said Vanessa Herbst, Marketing Manager at Canal Walk Shopping Centre. “The level of skill on display was unreal, and the crowd brought their energy every day. The bar has been set very high for the 2026 edition.”
The MTN SHIFT Gaming Experience is South Africa’s biggest mall-based gaming tournament, played over five months across Gauteng and the Western Cape. Regional heats were hosted at Rosebank Mall, Clearwater Mall, The Glen, Woodlands, Table Bay Mall, Somerset Mall and Capegate Shopping Centre, with the final week of competition culminating at Canal Walk. The tournament drew thousands of players across all skill levels, offering more than R250 000 in prizes and a platform to compete in front of live audiences.
“The SHIFT Gaming Experience is about bringing high-level competition into public spaces and giving players of all ages the opportunity to compete, connect and grow,” said Christie Stanbridge, Brand and Campaigns Marketing Manager at Hyprop. “From pros representing South Africa on global stages to young players discovering their potential, far more than being entertaining, this year highlighted gaming as a space for learning, discipline and community.”
With the 2025 tournament wrapped, planning is already underway for an even bigger return in 2026.
The post South Africa’s Top Gamers Crowned at 2025 MTN SHIFT Gaming Grand Finals at Canal Walk appeared first on European Gaming Industry News.
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