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Tackling latency in next-gen gaming

Published

4 years ago

June 9, 2022

George Miller

Reading Time: 5 minutes

Mathieu Duperré, CEO at Edgegap

Anyone that’s played a video game online has almost certainly experienced some kind of lag and connectivity issues. Despite huge infrastructure advances in the last few decades, latency remains a constant thorn in the side of gamers and detracts from the real-time experience that’s expected today.

Delivering a consistent experience to gamers playing on different devices with varying connection speeds – many of which are separated by thousands of miles – is a complex challenge. Massively popular online games like Roblox and Fortnite are just two of the many games which have benefited from years of investment into infrastructure in order to support millions of concurrent players. As the below chart from SuperJoost shows, multiplayer and online gaming is becoming the preferred way to play games amongst the most active gaming demographic, with all the technical challenges that this creates.

Games which can be played seamlessly across mobile, PC and console (so-called cross-play games) are also pushing the limits of what current internet infrastructure can deliver. Add in a new generation of streaming cloud gaming services like Stadia, Blacknut Games and Amazon’s Luna – plus Microsoft’s Game Pass and Sony’s revamped PlayStation Plus service, and you can see how the promise of console-quality performance over a broadband connection risks overloading networks that were never designed for this level of gaming.

So how can game companies, telcos and ISPs deliver on the performance promises being made to gamers? That’s where edge computing comes in.

Lag, latency and the Edge

When talking about latency it’s important to make it clear exactly what we mean. Latency refers to the amount of time it takes for game data to travel from one point to another. From the gamer’s perspective, it’s the delay between their command and seeing it happen in-game. How much latency a gamer experiences is dependent on the physical distance the data must cross through the multiple networks, routers and cables before it reaches its destination.

To use an extreme example, NASA’s Voyager 1 has made it about 14.5 billion miles from our planet so far, and it takes about 19 hours for its radio waves to reach us. Here on Earth, your latency is (hopefully) measured in milliseconds rather than hours; and gamers need around 30ms for the most optimal performance. Anywhere above 100ms can lead to noticeable lag and a frustrating experience.

This is where Edge computing comes in. As the name implies, Edge computing brings computation and data storage closer to the sources of data, placing it on the edge of the network where the performance gain is the greatest. As you’d expect, reducing unnecessary travel drastically speeds up the process providing an almost lag-free experience.

More players equals more chance for latency to be a problem

In the early days of gaming, local, couch play was part and parcel of the gaming experience. Today, a game where hundreds or even thousands of players are in the same session is nothing out of the ordinary, and there are Battle Royale games now, a whole genre of games where a hundred or more players are whittled down to a single winner.

The sheer scale of some online games dwarfs many of the most popular streaming services. Whilst Netflix remains the most successful streaming video site with 222 million subscribers, kids game Roblox has 230 million active accounts and Fortnite has over 350 million registered players. So if we assume these games reflect a growing trend, the demand on server networks is only going to increase, and gaming companies will have to look for more innovative solutions to continue meeting demand.

Cross-Platform

The ability for gamers on different devices and platforms to play and compete together is becoming an increasingly common feature of AAA multiplayer games like Apex Legends, Fornite and Call of Duty. EA Sports recently confirmed that FIFA 23 will be joining other heavy hitters in exploring cross-platform play. Considering the large amount of games on the market, and the various game modes for each game, studios are looking at crossplay to increase the amount of players who can play together. One of the main driver is to lower matchmaking time and prevent players from having to wait hours before opponents are ready to play with them.

From a latency perspective, different infrastructure across platforms means lag and downtime are far more likely. When it comes to cross-play, studios can’t use P2P (peer-to-peer) since console vendors don’t support direct communication (i.e. an Xbox can’t communicate directly with a playstation). On top of that, P2P may be limited by player’s home network (restrictive natting for example). That’s why studios typically use relays in a handful of centralised locations. Relays are seen as cheaper than authoritative server. They although have large flaws like making it harder for studios to prevent cheating, which is becoming more and more important with Web3 & NFT. This causes higherlatency since traffic needs to travel longer distances between players. For example, when Apex Legends went cross-platform, players were inundated with frame rate drops, lags and glitches.

Edge computing allows studios to deploy cross-play games as close as possible to their players, significantly reducing latency. Which can negate some of the delay issues around differing platforms.

VR and the Metaverse

Despite hitting shelves in 2016, VR is only now slowly making its way into mainstream gaming. Advances in technology have gradually improved the user experience, while also bringing the price of hardware down and closer to the mass market – not to mention the metaverse bringing renewed attention to the tech. But latency issues still present a serious hurdle to wider adoption unless it’s addressed.

Latency impacts the player experience far more in VR than in traditional gaming as it completely disrupts the intended immersive experience. A 2020 research paper found latency of over 30-35ms in VR, had a significant impact on players’ enjoyment and immersion, which was far lower than acceptable margins on a controller. But when it comes to the metaverse, achieving this might not be enough. Latency between headset and player has to be sub 5ms to prevent motion sickness.

In a recent blog, Meta’s VP, Dan Rabinovitsj, explained that cloud-based video games require a latency of around 75–150ms, while some AAA video games with high graphical demand require sub 35ms. Comparatively, Rabinovitsj suggests metaverse applications would need to reduce latency to low double or even single digits.

For better or worse, we’ve seen glimpses of what the metaverse has to offer already. Decentraland’s metaverse fashion week gave major brands like Dolce & Gabbana an opportunity to showcase virtual versions of their products. But attending journalists reported that the event was fraught with lag and glitches.

Gamers are a fickle bunch, so early adopters will simply move back to other games and platforms if they have poor initial experiences. Google’s Stadia promised to revolutionise gaming, but its fate was sealed at launch as the platform simply couldn’t compete with its competitors’ latency. Today, Google has ‘deprioritised’ the platform in favour of other projects.

If the metaverse goes to plan, it should encompass a lot more than traditional gaming experiences. But if it’s going to live up to players’ lofty expectations, akin to Ready Player One, more thought needs to be given to scalable and optimised infrastructure.

Unlocking next-gen gaming

The pace at which modern gaming is evolving is astounding, making the components discussed here work lag-free and as players expect will be a huge undertaking, and even more so when developers attempt to bring them all together in the metaverse.

The issue of latency may be less headline-grabbing than virtual fashion shows, NFTs and Mark Zuckerberg’s slightly unsettling promotional video, but the ability to seamlessly stitch all of these elements together will be critical in making the metaverse live up to expectations, and therefore, to its success.

Casino Guru

Casino Guru Awards 2026 set for May 25 in Malta as final evaluations begin

Published

15 minutes ago

April 27, 2026

Wladimir P.

casino-guru-awards-2026-set-for-may-25-in-malta-as-final-evaluations-begin

Casino Guru has started its final evaluation phase for the Casino Guru Awards 2026, with winners set to be announced on May 25 at Xara Lodge in Malta, ahead of the NEXT Valletta conference.

The company said nominations have closed and shortlists are finalized, with the Casino Guru team now reviewing shortlisted nominees’ track records through judge discussions and meetings with candidates. Winners are selected using what Casino Guru describes as a mix of data-led evaluation and expert assessment, drawing on its Safety Index and Complaint Resolution Center.

Public voting remains open for the Player’s Choice and Voice of the People categories, giving players and industry stakeholders a direct vote alongside the judging process.

“The Casino Guru Awards are not about who is the biggest or most visible,” said Daniela Sliva, PR & Creative Projects Director from Casino Guru. “They are about who is doing the right thing, even when no one is watching.”

Casino Guru expects around 150 guests at the Malta event, which it positioned as an industry networking evening alongside the awards announcements.

The post Casino Guru Awards 2026 set for May 25 in Malta as final evaluations begin appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

football partnerships

Mega Riches funds West Brom charity hospitality packages at The Hawthorns

Published

15 minutes ago

April 27, 2026

Wladimir P.

mega-riches-funds-west-brom-charity-hospitality-packages-at-the-hawthorns

Immense Group’s online casino brand Mega Riches has provided a series of matchday hospitality packages at The Hawthorns for supporters connected to The Albion Foundation, the official charity partner of West Bromwich Albion.

The initiative ran across multiple fixtures this season, with beneficiaries hosted in the Richardson Suite. The club’s back-of-shirt sponsor said the packages went to Foundation volunteers, charity fundraisers and community lottery winners.

The press release highlights recipients including a long-serving Foundation volunteer celebrating her 70th birthday, and a supporter whose attendance at Foundation Day helped raise £1,127 for the Cancer Kickers programme. Winners from the Foundation’s Baggies Bonanza and darts evening fundraisers were also included.

One winner, Albion fan Ellie, attended the Albion vs Millwall match as Mega Riches’ guest after winning a bonus prize at the Hull City Foundation Day fixture in March. She said: “Our time in The Richardson Suite was fab. The staff and service were impeccable.

“We thoroughly enjoyed the food and complimentary drinks, as well as the Q&A session with the WBA legends. I would really recommend anyone wanting a more VIP experience at Albion to give it a try.”

Immense Group CMO Marco Trucco said: “Football reaches into communities in a way very few things do. When we looked at how we wanted to build our relationship with West Bromwich Albion, brand visibility was never going to be enough on its own.

“The work the Albion Foundation does, for cancer patients, for volunteers, for people who might otherwise be isolated, that’s the kind of purpose we want our brands to support. Mega Riches made that happen this season. Immense Group intends to keep making it happen.”

The post Mega Riches funds West Brom charity hospitality packages at The Hawthorns appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Betsson

What the Betsson/Inter Milan case reveals about cross-border gambling branding when two restrictive regimes collide

Published

15 minutes ago

April 27, 2026

Wladimir P.

what-the-betsson/inter-milan-case-reveals-about-cross-border-gambling-branding-when-two-restrictive-regimes-collide

By David Nilsen, Editor-in-Chief, Kongebonus

European football rarely stays confined within national borders. Teams compete internationally, brands operate globally and sponsorship deals are designed for audiences far beyond a single market. Yet gambling regulation remains firmly national. When these two realities meet, tensions are almost inevitable.

That tension was visible during the UEFA Champions League fixture between Inter Milan and Bodø/Glimt at the Aspmyra Stadion in February, when the Italian club took to the pitch wearing Betsson.sport on its shirts. The Norwegian Gambling Authority later confirmed it had opened a case following the match, after concerns were raised that the branding could violate Norway’s strict marketing rules.

At first glance, the situation appears straightforward. Norway prohibits gambling marketing from any operator other than the state-owned Norsk Tipping and Norsk Rikstoto. Under this framework, foreign operators are not allowed to advertise or actively target Norwegian players. However, the details of this particular case are more complex.

The logo that appeared on Inter’s shirt was not a betting website, but Betsson.sport, a sports-focused platform linked to the company’s sponsorship activity in Italy. The site itself does not offer deposits or betting functionality. Instead, it operates as a sports content and partnership platform connected to the club’s commercial agreements.

This distinction matters because the regulatory context in Italy is very different from Norway’s. In 2018, Italy introduced the Decreto Dignità, one of Europe’s strictest gambling advertising bans. The legislation effectively eliminated traditional betting sponsorships across media and sport, even for licensed operators.

As a result, many brands have had to rethink how they maintain visibility in sports environments. Alternative branding, content platforms and sports-focused domains have become one of the few remaining routes available in a market where direct betting advertising is largely prohibited.

Seen through that lens, Betsson.sport is less an attempt to bypass regulation and more an example of how companies adapt to it.

When Inter Milan travelled to northern Norway, however, that Italian solution entered a completely different regulatory environment. Norway’s restrictions are not based on a broad ban on gambling advertising. Instead, they are built around the protection of a state monopoly. Only two operators are permitted to market gambling services domestically, and enforcement tools such as payment blocking and website restrictions are used to limit access to foreign operators.

The key question raised by the Inter match therefore becomes one of interpretation rather than simple legality. Does the presence of a brand associated with gambling, even when it links to a non-betting platform, constitute marketing towards Norwegian consumers?

It is a question regulators across Europe are likely to face more often as global sport continues to expand and sponsorship models become more complex.

Another factor worth noting is accessibility. Betsson does not currently operate in Norway, and access to its gambling platforms has been blocked for Norwegian users. This raises the issue of whether brand visibility alone, without a functional gambling product available to local players, should be considered the same as active marketing.

From a regulatory perspective, authorities may still decide that the brand association itself falls under advertising restrictions. That interpretation would be consistent with Norway’s broader efforts to protect the monopoly model and prevent indirect promotion of unlicensed operators.

At the same time, cases like this highlight the practical challenges regulators face when global sports competitions cross with national advertising rules. European tournaments bring together teams, sponsors and audiences from multiple jurisdictions, each operating under different regulatory philosophies.

Italy, for example, has taken a sweeping approach by banning gambling advertising across the board. Norway, meanwhile, has focused on maintaining exclusive rights for state operators while limiting the presence of international competitors.

Both systems are strict in their own way, but they are built on different principles.

When a club like Inter Milan competes internationally, the sponsorship arrangements negotiated within one regulatory system inevitably travel into another. This creates situations where branding designed to comply with one set of rules may still raise questions under another.

For players and fans, these nuances are rarely visible. What they see is simply a football shirt and a brand name. But for regulators, operators and industry observers, the case illustrates how complex the global gambling landscape has become.

None of this changes the underlying reality that gambling advertising remains one of the most tightly controlled areas of the digital economy. Governments are increasingly focused on consumer protection, and enforcement tools are becoming more sophisticated each year.

But as the Inter–Betsson example demonstrates, the real challenge lies not only in writing regulations but in applying them consistently in a world where sport, media and digital platforms operate across borders.

For the industry, it is another reminder that regulatory debates are rarely black and white. In many cases, they sit somewhere in between legal interpretation, practical enforcement and the global nature of modern sport.

The case opened by the Norwegian Gambling Authority and its conclusions may help clarify how situations like this should be interpreted going forward.

But as long as football continues to be played across borders, questions like these are unlikely to disappear any time soon.

The post What the Betsson/Inter Milan case reveals about cross-border gambling branding when two restrictive regimes collide appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.