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

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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.

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BOYLE Sports opens 400th shop at Galway Racecourse under new deal

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The bookmaker signs an initial three-year partnership with Galway Races, adding an on-course betting shop and expanded sponsorship.

BOYLE Sports has signed an initial three-year partnership with Galway Races that includes opening its 400th retail betting shop on-site at Galway Racecourse in Ballybrit.

Under the agreement, BOYLE Sports will operate a dedicated on-course betting shop and expand branding and visibility across the Galway racing calendar. The partnership also includes additional race sponsorship opportunities, according to the company.

BOYLE Sports said the deal builds on its existing involvement at the venue, including title sponsorship of the Saturday at the Galway Races festival. Sponsored races include the €110,000 BOYLE Sports Handicap Hurdle and the €80,000 Galway Tribes Hurdle.

Sinéadh Crowe, Head of Irish Retail Operations for BOYLE Sports, said: “Opening our 400th shop here marks a major milestone in the BOYLE Sports journey and reflects just how far we’ve come since John Boyle set up his first shop in County Armagh in 1982. It’s a proud moment for everyone involved and underlines our continued commitment to retail, Irish horse racing and delivering a top-class experience for customers on race day.”

Michael Moloney, CEO of Galway Racecourse, added: “It’s a real privilege to have BOYLE Sports open their 400th shop here on-site as part of this exciting new multi-year partnership with Galway Races.

“We’re absolutely delighted to strengthen our ties with such a powerhouse brand with deep roots in Irish racing and we’re excited to build on that shared heritage as we work together to enhance the experience for racegoers over the coming years.”

The post BOYLE Sports opens 400th shop at Galway Racecourse under new deal appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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S8UL partners with AMD ahead of Esports World Cup 2026 campaign

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AMD Ryzen and Radeon hardware will be used across S8UL’s esports, streaming and creator workflows as the Indian org ramps up its EWC push.

S8UL has signed a strategic partnership with Advanced Micro Devices (AMD) ahead of its Esports World Cup (EWC) 2026 campaign, as the Indian esports and gaming content organization targets further international expansion.

Under the agreement, AMD will equip S8UL’s players and creators with AMD Ryzen™ AI 400 Series processor-based PCs, AMD Ryzen™ 9000 Series processors, and AMD Radeon™ RX 9000 Series graphics cards for gaming, streaming, content creation and general productivity.

The deal lands as S8UL prepares for EWC 2026 after being selected for the Esports World Cup Foundation’s Club Partner Program for a second consecutive year. The organization said it has already secured qualification spots in Apex Legends, Chess, Fortnite, Honor of Kings, and Trackmania, while continuing to pursue additional slots in other titles. The partnership also follows S8UL onboarding Campa Energy as the Title Sponsor for its EWC 2026 campaign.

“S8UL has always focused on both competitive success and content creation. As we prepare for the Esports World Cup, AMD’s technology will support our players and creators across competition, streaming and content production. We’re excited to work together as we continue to grow our presence globally,” said Animesh ‘Thug’ Agarwal, Co-Founder and CEO, S8UL.

“India’s gaming ecosystem is expanding beyond competition, with creators playing an increasingly important role in how communities connect and grow,” said Vinay Sinha, Managing Director, Sales, AMD India. “Organizations like S8UL are helping shape that evolution, and we’re excited to support their players and creators with AMD technology as they continue to engage gaming and creators’ communities in India and around the world.”

EWC 2026 is scheduled for July 6 to August 23, with the Esports World Cup organisers stating it will feature more than 2,000 players and 200 clubs from over 100 countries competing for a $75 million prize pool.

The post S8UL partners with AMD ahead of Esports World Cup 2026 campaign appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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Kaizen Gaming rolls out GenAI-powered Betano Trivia across 20 markets

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Kaizen Gaming has launched Betano Trivia, a live trivia product it describes as the world’s first fully GenAI-powered live trivia experience. The free-to-play game is now available across the 20 markets where Kaizen Gaming operates.

The product was developed by Kaizen Labs, the company’s innovation incubator. Kaizen Gaming said Betano Trivia uses generative AI to power the avatar presenter, create dynamic trivia content, and generate supporting audiovisual assets, positioning it as a new engagement format inside the Betano brand.

Players are invited to answer questions spanning sports, entertainment and pop culture and compete for prizes, according to the company. Kaizen Gaming also tied the timing of the launch to heightened global football attention, pitching the game as a second-screen-style entertainment layer for fans.

George Kourakos, Director of Innovation at Kaizen Gaming, stated: “Betano Trivia demonstrates how AI can be used to create entirely new forms of entertainment and customer engagement. At Kaizen Gaming we never use technology for its own sake. We have a clear goal to elevate the world-class gaming experience we offer to our customers. What makes this achievement particularly special is that it was developed entirely by our internal teams, combining creativity, engineering excellence and a shared passion for innovation across the board.”

Kaizen Gaming framed the release as part of its broader generative AI push, arguing that internal teams can use the technology to scale new product experiences across multiple regulated markets.

The post Kaizen Gaming rolls out GenAI-powered Betano Trivia across 20 markets appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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