Gaming

‘At the heart of pop culture’: gamescom shines a spotlight on the cultural importance of games

Published

4 years ago

July 15, 2022

Reading Time: 3 minutes

Games are more than just the most successful entertainment medium of our time – they have also established themselves at the very heart of popular culture, with other media increasingly taking their cue from games. Whereas in the past one might expect a film to be made from a popular book, now people are writing books based on games, designing fashion inspired by games – even creating dances influenced by games. In other words, anyone who can wow the games community today will be making their mark on the entire world tomorrow. The theme of this year’s gamescom – ‘Games: at the heart of pop culture’ – shines a spotlight on games’ cultural relevance. It is not only popular culture that is being shaped by games. Other areas – from digital companies and food retailers to car manufacturers – are devoting ever more attention to games and their communities. As a result, the cultural significance of computer and video games is playing a growing role in spurring innovation and economic growth.

‘Games have long since become established as a key driving force in popular culture: streaming services are more and more frequently turning to games brands as the basis for new series and films, books based on familiar games fill entire shelves in book stores, and fashion brands are producing clothing that either goes with the games or is actually present in the games themselves. All of this goes to show that games are a major force shaping our age,’ said Felix Falk, Managing Director of game – the German Games Industry Association.

Trend: ‘The next generation of mobile gaming’

Smartphones have established themselves worldwide as one of the most successful games platforms. Today’s devices are so good that they are even suitable for more complex games. In addition, more and more familiar game series have released their own mobile versions, allowing them to reach millions of additional players. And with the assistance of cloud gaming, people can seamlessly continue playing their favourite PC and console games on their smartphones when they are on the go. Greater performance and more demanding games for mobile devices are also driving the growing mobile esports trend. Teams and solo players are increasingly taking part in games competitions using their smartphones. The trend, which had previously witnessed its greatest success in Asia, has now established itself in the rest of the world.

Trend: ‘Healthy through games’

Even before the coronavirus struck, many people were using games to keep fit in their own living rooms. Now computer and video games are increasingly being used as a means of improving mental health as well. In fact, a new genre known as wholesome games has come into being that is focused on games whose more laid-back mode of play helps people to relax and unwind from their daily lives. In addition, computer and video games are seeing ever more frequent use within the context of therapy, such as helping patients cope with pain, alleviating the effects of dementia, and supporting children with ADHD.

Numerous major political figures to visit gamescom

gamescom has become one of the most important platforms for political dialogue on digital issues, and with the gamescom congress, the political opening and the Debatt(l)e Royale, the trade fair offers multiple events for these discussions. This year’s gamescom will once again be welcoming numerous top political figures: right from the start of the fair on Wednesday, various officials, including Vice Chancellor and Federal Minister for Economic Affairs and Climate Action Robert Habeck and Hendrik Wüst, Minister-President of North Rhine-Westphalia, will take part in the political opening and the official tour. Starting at 10:30 a.m. on gamescom Thursday, the gamescom congress will kick off with its Debatt(l)e Royale panel talk. Here, Kevin Kühnert (SPD), Mario Czaja (CDU), Emily Büning (Bündnis 90/Die Grünen) and Bijan Djir-Sarai (FDP) will be discussing current issues and the best digital and games policies for Germany. On gamescom Friday, Claudia Roth, Minister of State and Federal Government Commissioner for Culture and the Media, will be visiting the world’s biggest event for computer and video games to tour the various event areas and discover the latest trends.

Gaming

KOKA Noodles Partners with Grow uP Esports in a Collaboration Focused on the Gaming Community and Product Sampling

Published

12 hours ago

February 4, 2026

Wladimir P.

koka-noodles-partners-with-grow-up-esports-in-a-collaboration-focused-on-the-gaming-community-and-product-sampling

KOKA Noodles, the internationally recognised brand celebrated for its quality, convenience and wide range of flavours, has announced a new strategic partnership with Grow uP Esports, one of the most active and influential esports organisations in the national landscape.

The collaboration is driven by a shared goal: to bring the KOKA brand closer to the gaming community through authentic experiences, hands-on product sampling and creative activations that resonate with the lifestyle and values of gamers and esports fans.

As part of the partnership, KOKA Noodles will feature across a variety of Grow uP Esports initiatives, spanning both live and digital events, community-driven activations, content collaborations with athletes and creators, and experiential moments focused on tasting and direct interaction with KOKA products.

Commenting on the announcement, Telmo “Armag3ddon” Silva, representative of Grow uP Esports, said:
“At Grow uP Esports, we prioritise partnerships that genuinely benefit the community and add value to the ecosystem. KOKA Noodles is a natural fit for the gaming world thanks to its speed, practicality and variety. This collaboration marks another step in our mission to deliver meaningful and relevant experiences for gamers.”

For KOKA Noodles, the partnership reinforces its commitment to engaging young, digitally native and discerning audiences, where gaming and esports serve as powerful platforms for emotional and cultural connection.

“Gaming is a space where KOKA naturally belongs — dynamic, creative and social. Partnering with Grow uP Esports enables us to stay close to our consumers, create impactful product sampling opportunities and integrate the brand authentically into everyday gaming culture,” added a KOKA Noodles spokesperson.

The KOKA Noodles x Grow uP Esports partnership will roll out over the coming months, with a series of activations to be unveiled gradually, further strengthening the link between gaming, entertainment and immersive brand experiences.

The post KOKA Noodles Partners with Grow uP Esports in a Collaboration Focused on the Gaming Community and Product Sampling appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Amusnet

Amusnet Adds Wet and Wild Fun to Crash Gaming with Hippo Splash

Published

7 days ago

January 29, 2026

Wladimir P.

amusnet-adds-wet-and-wild-fun-to-crash-gaming-with-hippo-splash

Amusnet is poised to elevate the thrill in the crash game segment with the imminent launch of Hippo Splash – a lively, quick-paced game that merges fun narratives with exhilarating gameplay and a verifiably fair algorithm.

At the core of Hippo Splash is a memorable image: a playful hippo gingerly balancing on a log in the center of a lake. Every action heightens the suspense, every moment raises the stakes… until a single mistake causes the hippo to plunge into the water. That’s the moment players anticipate – and the secret to transforming clever timing into substantial victories.

Created with player enthusiasm as a priority, Hippo Splash allows gamers complete control over their tactics. They have the option to cash out early at 50% for a more secure strategy or remain in the game longer to pursue higher multipliers before the eventual drop. Each round is fast, easy to grasp, and filled with tension, allowing for immediate participation while maintaining high adrenaline.

With its colorful theme, engaging mechanics, and modern crash gameplay, Hippo Splash is poised to appeal to both seasoned crash game fans and newcomers looking for something fun, fast, and rewarding.

Get ready to watch the log, track the multiplier, and decide the perfect moment to cash out – because in Hippo Splash, every step counts, and every splash could send winnings soaring.

Gamble
Play the game and multiply your winnings through the Gambling feature!

Multipliers
The game starts with a multiplier set at 1x and rises gradually and can go up to a max coefficient of 1,000,000.
Multiplier can potentially crash at 1x, ending the game round.

50% Cash Out
Players can cash out 50% of their bet during the game round and continue playing with the remaining 50%.

Jackpot Cards
The Jackpot Cards bonus game is triggered at random during the gameplay to allow players to win impressive jackpots.

The post Amusnet Adds Wet and Wild Fun to Crash Gaming with Hippo Splash appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

155.io

155.io Breaks the Mold Again, Introducing the CCTV Game Genre via Rush Hour

Published

1 week ago

January 28, 2026

Wladimir P.

155.io-breaks-the-mold-again,-introducing-the-cctv-game-genre-via-rush-hour

155.io, the live content studio transforming real-world games, has launched CCTV.Game, an innovative genre created entirely from live CCTV footage collected worldwide. The category debuts with its inaugural title, Rush Hour. The live game operates around the clock to convert real-life traffic into immediate viewing and wagering entertainment.

The CCTV Game signifies a new path for 155.io, broadening its chaos-oriented philosophy into completely live, real-world settings. Created using numerous live CCTV feeds from around the globe, the game transforms everyday activities into quick, engaging, and immediately bettable entertainment.

Running nonstop, Rush Hour enables players to wager on straightforward, distinct results during rounds lasting under a minute – such as the number of cars that cross a junction or the quantity that turns left or right within a specified timeframe. Each round is dynamic, spontaneous, and influenced by the organic rhythms of the world, instead of standard RNG methods.

Rush Hour’s live recordings feature diverse locations such as Sydney, Swindon, Arizona, and Taipei, as well as landmarks like Patong Beach in Thailand and Abbey Road in London. From everyday crossroads to landmark locations, the entire world transforms into the game board. Crafted for mobile devices, Rush Hour is immediately comprehensible and genuinely engaging, providing a much-needed option to conventional casino formats. CCTV Game embodies 155.io’s fundamental philosophy: chaotic reality, straightforward games, and entertainment designed primarily for mobile.

The launch enhances 155.io’s attraction to the upcoming player generation, merging live-stream culture with instant betting features.

CCTV Game and Rush Hour can now be accessed via Hub88 or through direct integration.

Sam Jones, Founder & CEO of 155.io, commented: “Rush Hour is the first expression of our CCTV Game genre – think Big Brother blended with Polymarket. It’s completely live, and the world is now our studio. CCTV.game takes real-world chaos and turns it into something instantly playable and genuinely entertaining – this is content the next generation will queue up to try.”

He added: “Once you realise the entire world can be a live game feed, there are no boundaries. Live traffic content is just the start – from live wildlife to iconic sporting locations – we’re only just setting off on our journey of what real-world chaos entertainment can be.”

The post 155.io Breaks the Mold Again, Introducing the CCTV Game Genre via Rush Hour appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.