Latest News

World Cricket Championship inks exclusive deal with Israel-based in-game ad solution provider Anzu to bring new-age blended ad technology

Published

5 years ago

February 8, 2021

Reading Time: 2 minutes

Nazara’s subsidiary, Next Wave Multimedia Pvt. Ltd., exclusively partners with Israel-based Anzu with the aim to bring advancement in blended in-game advertising for the second edition of their award-winning World Cricket Championship (WCC) franchise. The game will look to leverage Anzu’s blended in-game ad technology, bringing more opportunities for brands and advertisers in the Indian ecosystem.

Being a leader in this space, Anzu will now bring to WCC2 ad viewability, brand lift measurement, audience verification, data enrichment, and fraud detection in partnership with industry leaders such as Moat, Comscore, Kantar, and Nielsen, in addition to native ad placements with blended in-game banner ads across the game on Android and iOS devices.

The native advertising format that this collaboration brings will help advertisers reach their audiences in a seamless manner, without disrupting user experience, while integrating a brand’s message in the game’s environment.

On the exclusive partnership, Next Wave Multimedia co-founder and CEO P.R. Rajendran says, “We are glad to be able to bring more value to brands. We believe this collaboration will help us serve users and advertisers better by taking gaming and digital advertising a notch higher for enhanced experience.”

Anzu’s CEO and co-founder, Itamar Benedy, remarked, “Every region is seeing a growth in gaming, and advertisers realise that in-game ads can help them connect with a once elusive audience. We are thrilled to partner with such a well-established studio and help them achieve their goals while opening up the in-game advertising market for advertisers across India.”

The APAC region has always had a record number of players, with the current estimate at 1.5 billion. Now that Anzu has inked a deal with AdColony’s APAC division, advertisers across the region will have even more access to gamers. Amit Rathi, AdColony’s Country Manager for India, noted, “Gaming has transformed from an underground pastime to mainstream entertainment, and it is rivaling the reach of social media. Advertisers need to take note of this and treat gaming as an equal if not a more effective channel for communicating with consumers. Placing in-game ads in games like WCC 2 will allow advertisers to reach their desired audiences.”

Overall, WCC apps have garnered more than 140 million installs across devices. Earlier in 2020, WCC MAUs and Daily Active Users (“DAU”) hit a peak of 15 million and 3.5 million respectively (Next Wave Multimedia), gaining from the lockdown-induced surge in mobile gaming. WCC2 alone counts more than 50 million downloads on Google Play Store. The user engagement for the WCC games has increased considerably, evidenced by the fact that the average daily user engagement time for WCC2 was 45 minutes but this has increased to 55 minutes for the WCC3 title.

To help align in-game advertising with other media channels, Anzu has formed several strategic partnerships, including one with WPP to introduce in-game advertising standards. Through its affiliations with leading AdTech vendors, Anzu supplies in-depth measurements for campaign effectiveness and ad verification. It is these types of technologies that give big-name advertisers such as Vodafone, Samsung, and 7-Eleven the confidence they need to shift more of their budgets to in-game ads and game developers including Ubisoft, Toplitz Productions, and APB Reloaded the security to integrate ads into their games.

Latest News

E-Service steps up UK distribution of ITL MyCheckr age estimation tech

Published

53 minutes ago

June 29, 2026

Wladimir P.

e-service-steps-up-uk-distribution-of-itl-mycheckr-age-estimation-tech

ITL says uptake is being driven by retail and amusement events and discussions with regional police forces.

E-Service is increasing UK distribution of Innovative Technology’s (ITL) age estimation and access control products, with the companies pointing to growing demand for ITL’s MyCheckr device.

The partnership between ITL and E-Service dates back to 2004, with E-Service operating as ITL’s UK Trading Partner and Approved Service Centre. ITL said the current momentum is “mainly driven by an uptake of Innovative’s MyCheckr age estimation technology.”

Andy Bullock, Senior Business Development Manager for ITL, said, “E-Service are really flying the flag for our MyCheckr device representing the brand at various UK events. The technology has become a real talking point following our recent presence at the National Convenience Show (NCS) in Birmingham and The Amusement & Retail Entertainment (ARE) in Manchester, and earlier EAG shows in London. We have jointly attended a number of regional BACTA meetings recently introducing the capabilities of MyCheckr to the gaming sector to help with compliance and player protection and we are delighted with the feedback and potential opportunities that have arisen. Plus we are in talks with regional police forces about using MyCheckr to help local convenience stores avoid fines or potential closure for selling age-restricted products to minors.”

Bullock added, “Our age verification technology is simple to operate and install. MyCheckr can be easily placed at any 18+ entrance or our other age estimation device, ICU Lite, can be fully integrated into gaming or SCO machines using a simple API. To help operators manage access we have developed MyConnect which sends alerts to staff via an app to notify them of a potential underage play or self-excluded entry which can be remotely granted or denied.”

Paul Scott, Sales Director at E-Service, said, “It’s been a pleasure working with ITL over the past years. Our relationship has always been strong, and we’ve successfully distributed their leading note validation and recycling products including the NV9 Spectral, Spectral Payout and NV22 Spectral throughout the market for several years now. ITL’s expansion into age assurance technology represents a really exciting time for us as we are delighted to be part of this journey.”

The post E-Service steps up UK distribution of ITL MyCheckr age estimation tech appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

card-payments

Paysafe integrates with Primer to handle card payments for merchants

Published

53 minutes ago

June 29, 2026

Wladimir P.

paysafe-integrates-with-primer-to-handle-card-payments-for-merchants

Paysafe is live on Primer’s Primer for Partners program and is already processing transactions for merchants across North America, Europe and Australasia.

Paysafe (NYSE: PSFE) has integrated with Primer, connecting to the payment orchestration platform via Primer’s no-code Primer for Partners program to provide card payment processing for online merchants using Primer globally.

The companies said the integration allows merchants on Primer to route credit and debit card transactions to Paysafe as a payment service provider. Paysafe said it is already processing payments through Primer for merchants with a presence across North America, Europe and Australasia.

Paysafe said it tailored the integration to support international merchants across industries including iGaming, social gaming, financial trading, eCommerce and travel. Primer for Partners, which Primer launched in December 2025, allowed Paysafe’s tech team to manage the integration “without the need for any coding,” according to the companies.

Rob Gatto, Chief Revenue Officer at Paysafe, said: “We’re delighted to partner with Primer, whose Primer for Partners solution empowered Paysafe to develop a bespoke integration, streamlining the payment journey for Primer’s merchant partners and their customers. We look forward to strengthening our offering within the Primer infrastructure and growing our presence across the broader payment orchestration space.”

Gabriel Le Roux, CEO and Co-founder of Primer, commented: “Paysafe joining Primer for Partners is exactly what this solution was built for. The company came to us, built its own integration from the ground up, and Paysafe is already live and processing payments for our merchants. That’s the paradigm shift we set out to create. For our merchants, having Paysafe accessible through Primer means more choice, better coverage, and faster access to a payment provider that’s been optimizing card performance for decades.”

Paysafe said it plans to expand the integration over time, including adding local payment methods such as Skrill and Neteller, plus PaysafeCard and PaysafeCash.

The post Paysafe integrates with Primer to handle card payments for merchants appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

Andy Bullock Senior Business Development Manager for ITL

E-Service bolster distribution of ITL’s age verification solutions

Published

53 minutes ago

June 29, 2026

GamingAmericas.com

e-service-bolster-distribution-of-itl’s-age-verification-solutions

Innovative Technology’s (ITL) UK Trading Partner & Approved Service Centre, E-Service, are gaining traction in the UK with increased distribution of their solutions.

The collaboration dates back to 2004 and this recent success is mainly driven by an uptake of Innovative’s MyCheckr age estimation technology.

Innovative Technology provide both cash validation devices and AI-powered age estimation & access control technology to the global gaming, amusement and convenience industry. MyCheckr is their latest innovation – a simple to use hardware device which provides anonymous age checks and secure access control.

Andy Bullock, Senior Business Development Manager for ITL said, “E-Service are really flying the flag for our MyCheckr device representing the brand at various UK events. The technology has become a real talking point following our recent presence at the National Convenience Show (NCS) in Birmingham and The Amusement & Retail Entertainment (ARE) in Manchester, and earlier EAG shows in London. We have jointly attended a number of regional BACTA meetings recently introducing the capabilities of MyCheckr to the gaming sector to help with compliance and player protection and we are delighted with the feedback and potential opportunities that have arisen. Plus we are in talks with regional police forces about using MyCheckr to help local convenience stores avoid fines or potential closure for selling age-restricted products to minors.”

Andy continued, “Our age verification technology is simple to operate and install. MyCheckr can be easily placed at any 18+ entrance or our other age estimation device, ICU Lite, can be fully integrated into gaming or SCO machines using a simple API. To help operators manage access we have developed MyConnect which sends alerts to staff via an app to notify them of a potential underage play or self-excluded entry which can be remotely granted or denied. “

E-Service joined ITL’s network of supplier partners over 20 years ago and are a long-standing distributor of their cash validation equipment. They more recently have started to support the company’s AI technology range and also gained Approved Service Centre status last year.

Paul Scott, Sales Director at E-Service said, “It’s been a pleasure working with ITL over the past years. Our relationship has always been strong, and we’ve successfully distributed their leading note validation and recycling products including the NV9 Spectral, Spectral Payout and NV22 Spectral throughout the market for several years now. ITL’s expansion into age assurance technology represents a really exciting time for us as we are delighted to be part of this journey.”

Concluding Andy said, “Paul and the E-Service team are a joy to work with, forward thinking, proactive and a real collaborative trading partner in the UK. Together the team are all looking forward to seizing the opportunities that lie ahead.”

The post E-Service bolster distribution of ITL’s age verification solutions appeared first on Americas iGaming & Sports Betting News.