Gaming

FROM FIFA TO THE FANS: ICONS SHIRT BROUGHT TO LIFE FOR FIRST TIME

Published

4 years ago

December 9, 2021

Reading Time: 2 minutes

Gaming and football fans can buy the official FIFA 22 Ultimate Team (FUT) ICONs shirts for the first time as Sports Direct become the only high street retailer to stock the legendary home and away strips.

Designed with EA SPORTS as exact replicas of the in-game kits, both home (white) and away (black) shirts feature the striking gold colourway inspired by the iconic status of the legends who once graced the field. Fans will now be able to don the same shirts as those worn by over 100 existing FUT ICONs, including the latest additions to FUT 22: Wayne Rooney, Cafu, Iker Casillas and Robin van Persie.

Sports Direct will also connect virtual and real footballing worlds by giving fans the ability to personalise the ICONs shirts with their console gamertag (Xbox, PlayStation or PC) for the first time. Available at its Oxford Street Flagship Store, the personalisation innovation will add additional characters to the MY ID service so football lovers can play with their online gaming name on the back of the shirts.

Hashtag United founder and Sports Direct Ambassador, Spencer Owen, said: “I love it when the worlds of gaming and “real life” sports collide. It’s amazing that so many icons of football are in FIFA and the fact that I can now wear a FUT ICON shirt from the game in real life, with my own name on it, is very cool!”

Beckie Stanion, Chief Marketing Officer Sports Direct, added: “We take pride in being the number one destination for football – whether that’s in the virtual or real world. Being the first high street retailer to stock the ICONs shirts is just the beginning of an exciting partnership with EA SPORTS, so watch this space for more products and in-store experiences that blur the lines between the real and virtual world for our customers.”

James Salmon, Marketing Director, EA SPORTS FIFA Brand, said: “EA SPORTS’ ambition is to embed FIFA in the fabric of football, and our partnership with Sports Direct is another step towards this. FUT ICONs are a celebration of the greatest to ever play the game and have been a much-loved addition to the EA SPORTS FIFA series since they were first introduced in FIFA 16. We’re delighted to be partnering with Sports Direct to retail the FUT ICONs shirts for the first time and are excited to offer fans the opportunity to wear the same kit as these legends.”

As part of its Game Recognises Game platform, Sports Direct is the only sporting goods retailer to sell the EA SPORTS FIFA 22 video game and ICONs shirt. The retailer seeks to blur the lines between the virtual and the real world, enabling fans to elevate their gameplay and inspiring them to unleash their inner legend on the pitch.

Crash Games

Evoplay launches Caramelo Dog Lucky Run crash game for Brazil

Published

3 days ago

May 27, 2026

Wladimir P.

evoplay-launches-caramelo-dog-lucky-run-crash-game-for-brazil

Evoplay has launched Caramelo Dog Lucky Run, a new crash-style instant win game themed around Brazilian street culture and the widely recognised “Caramelo Dog” reference.

The title follows Taco, a dog navigating a neighbourhood filled with obstacles. Players move step by step across roads as the multiplier increases, choosing to cash out or keep going.

Evoplay said the game uses randomised obstacle patterns so each round plays differently. Players can choose between four difficulty settings — Easy, Medium, Hard, and Hardcore — with higher difficulty increasing obstacle intensity and the multiplier.

Caramelo Dog Lucky Run also includes a cash-out function that can be triggered after Taco safely stops, plus customisable autoplay settings for stake preferences and stop conditions.

Ivan Kravchuk, CEO at Evoplay, said: “Caramelo Dog Lucky Run brings a completely fresh personality to our portfolio through its vibrant Brazilian-inspired setting and charming main character.

“Players in Brazil need games that feel familiar, authentic and culturally connected to them. When a player recognises something that reflects their everyday life and online culture, it creates a far deeper level of engagement than entertainment alone, and that is exactly what Caramelo does in this game.”

The post Evoplay launches Caramelo Dog Lucky Run crash game for Brazil appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Asia

S8UL streamer Payal Dhare and OWND! launch gamer-curated fashion capsule

Published

5 days ago

May 25, 2026

Wladimir P.

s8ul-streamer-payal-dhare-and-ownd!-launch-gamer-curated-fashion-capsule

S8UL gaming creator and streamer Payal Dhare has partnered with OWND!, the Gen Z-focused fashion brand from Aditya Birla Fashion and Retail Limited, to launch a gaming-inspired fashion capsule called ‘Gamer Drop’. The companies describe it as India’s first female gamer-curated capsule. The collection will be available on OWND!’s website and in the brand’s stores across India.

According to the press release, ‘Gamer Drop’ includes menswear and womenswear pieces built around gaming culture and streetwear, positioned as a creator-led collection rather than conventional creator merchandise. The campaign leans on the growing overlap between gaming culture, creator communities, and youth fashion.

Marco Agnolin, Chief Executive Officer, OWND!. said, “We see gaming today as a powerful cultural force that is shaping how young consumers express themselves, communicate, and engage with fashion. As one of India’s biggest gamers, Payal Dhare represents this new generation perfectly through her authenticity, confidence, and deep connection with the gaming community. Her influence extends far beyond gaming content, making her an ideal face for our gaming collection. Through this collaboration, we aim to celebrate individuality and connect with India’s digitally native youth in a way that feels relevant, inclusive, and culture-driven.”

Payal Dhare aka Payal Gaming said, “Gaming today has become a culture and a form of self-expression for millions of young people across the country. That’s what makes this collaboration with OWND! so exciting for me. With this curation, I wanted to create something that genuinely reflects my vibe and the energy of my community. It’s stylish, comfortable, expressive – and made for people who want to own who they are.”

The release also points to India’s expanding creator economy. Citing a Boston Consulting Group report, it says India has nearly 2 to 2.5 million creators, with more than 60% of consumers exposed to creator-led content and over 30% of shoppers influenced by creators in purchase decisions.

The post S8UL streamer Payal Dhare and OWND! launch gamer-curated fashion capsule appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Berkley Egenes

Xsolla Brings Creator Strategy and Game Commerce Expertise to Toronto’s Leading Industry Events

Published

1 week ago

May 21, 2026

GamingAmericas.com

xsolla-brings-creator-strategy-and-game-commerce-expertise-to-toronto’s-leading-industry-events

Xsolla, a global video game commerce company, is participating in two leading co-located industry events, XP Game Summit Toronto and Xsolla Connect Toronto, on May 21-22, in Toronto. Xsolla will engage with partners, creators, and industry leaders across both events, focusing on the evolving gaming ecosystem.

At XP Game Summit Toronto, Xsolla will showcase its Web Shop solution, a direct-to-consumer (D2C) platform that helps developers build and scale their own storefronts outside traditional app stores. The Web Shop ecosystem integrates storefronts, LiveOps tools, and player engagement features, enabling studios to strengthen player relationships while increasing revenue and operational control.

Xsolla will also highlight its global payments infrastructure, which supports more than 1000+ payment methods across 200+ geographies. Designed to optimize conversion and deliver localized checkout experiences, Xsolla Payments enables developers to reach players worldwide while adapting to regional preferences and regulatory environments.

Additionally, Xsolla will showcase how they are connecting developers with premium entertainment-based intellectual property (IP). By simplifying licensing and partnership opportunities, Xsolla Agency helps studios enhance player acquisition, drive engagement through LiveOps, and unlock new monetization pathways.

In addition to showcasing its product offerings and solutions, Xsolla will also present a featured panel session titled “Building the Creator Pipeline: How Smart Partnerships Are Scaling Influencer Marketing”. The panel will include John Nguyen, Regional Vice President, Canada, at Xsolla; Scott Christian, Studio Director & Founder of Hilltop Games; Gem Johnson, CEO at Corvian Marketing; and Corina (Newby) Diaz, Marketing and Social Media Director at Mighty Yell. They will share practical insights on building sustainable creator ecosystems, leveraging strategic partnerships, and driving measurable impact through influencer marketing initiatives.

In addition to the company’s participation in XP Game Summit Toronto, Xsolla will host Xsolla Connect Toronto, further expanding opportunities for meaningful engagement between developers and publishers through curated programming and networking experiences. Xsolla Connects are designed to give local communities the opportunity to engage, collaborate, and integrate with Xsolla’s industry leaders in an open and transparent environment and through conversations.

“Toronto continues to emerge as a key hub for gaming innovation and collaboration in North America. We’re excited to participate in XP Game Summit and host the Xsolla Connect to connect with the community while sharing insights on how creators and partnerships are helping to build the future of game growth,” said Berkley Egenes, Chief Marketing & Growth Officer at Xsolla.

“Toronto has built itself into a major Canadian video game hub. We are glad to contribute to the continued growth of the local industry as well as Ontario’s Game Industry as a whole. What makes it special is the combination of deep technical talent, global creative diversity, and a production ecosystem that truly scales. That’s why gatherings like XP Game Summit and Xsolla Connect matter so much: they bring that energy together, and we’re excited to be part of it and help showcase what this community can do,” said John Nguyen, Regional Vice President, Canada at Xsolla.

The post Xsolla Brings Creator Strategy and Game Commerce Expertise to Toronto’s Leading Industry Events appeared first on Americas iGaming & Sports Betting News.