Latest News
World Cricket Championship inks exclusive deal with Israel-based in-game ad solution provider Anzu to bring new-age blended ad technology
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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CS2 tournament
LEON announces LEON.bet Masters, a new CS2 tournament in Portugal
LEON continues to strengthen its presence in esports with the launch of LEONBET Masters, a new Counter-Strike 2 tournament set to take place from September 24 to 27 at the SAW Esports Arena in Vila Nova de Gaia, Portugal.
The tournament will bring together 16 teams competing for a €30,000 prize pool and valuable VRS points, which play a key role in qualification opportunities for major international events, including the Singapore Major later this year.
LEONBET Masters will feature a group stage with four groups of four teams, followed by playoffs that will determine the tournament champion. The event is expected to attract some of the strongest Tier 2 and Tier 3 teams looking to improve their rankings and continue their path toward the highest level of professional Counter-Strike competition.
The launch of LEONBET Masters marks another step in LEON’s long-term commitment to esports. Over the past few years, the company has actively supported the competitive gaming ecosystem through partnerships with prominent organizations and by hosting its own tournaments across multiple disciplines. Previous initiatives include the LEON Masters Dota tournament, the LEON Masters Deadlock competition, and the LEON Esports Cup Free Fire, further demonstrating the brand’s investment in developing competitive gaming.
LEON currently partners with German esports organization GamerLegion, supporting both its Counter-Strike 2 and Dota 2 rosters. The company also partners with teams such as SAW, one of Portugal’s most recognizable esports organizations, and FlyQuest, further strengthening its presence across key international esports markets.
By creating LEONBET Masters, LEON aims to provide emerging teams with additional opportunities to compete at a high level, gain valuable ranking points, and showcase their talent on a larger stage.
Additional information about the participating teams, tournament format, broadcast talent, and where to watch the event can be found on the official tournament page here:
About LEON
LEON is an international sportsbook and online casino brand with over 17 years of industry experience. The company actively supports esports through strategic partnerships, sponsorships, and competitive gaming initiatives, working with organizations and communities across multiple regions worldwide.
The post LEON announces LEON.bet Masters, a new CS2 tournament in Portugal appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
Asia
The UAE Lottery joins SAGIP outreach with Philippine Consulate and Infinite Communities
The UAE Lottery, operated by The Game LLC (a Momentum Group company), participated in the SAGIP community outreach initiative on 28 June, 2026 at the Philippine Consulate General in Dubai, alongside the Philippine Consulate General in Dubai and Northern Emirates and Infinite Communities.
SAGIP—“Rescue” in Filipino—was positioned by organisers as an immediate support programme for Filipino community members navigating difficult circumstances. The session combined career coaching, counselling and wellness assessments, alongside distribution of essential grocery packs.
The programme also drew voluntary support from local Filipino businesses, HR practitioners, medical and healthcare professionals, psychologists and community volunteers, according to the organisers.
Consul Aleah Marie Gica said: “The Filipino community in the UAE has always demonstrated resilience and unity during difficult times. Community outreach programs such as SAGIP reflect the strength of collaboration between institutions and community organisations working together to support those most in need.”
Elena C. Cruz, Founder and CEO of Infinite Communities, said: “Through our Good Neighbour initiative and our collaboration with The UAE Lottery and the Philippine Consulate, we hope to create a safe and supportive environment where individuals feel seen, supported, and empowered to move forward with dignity and confidence.”
Suzan Kazzi, Associate Director of CSR at Momentum – The UAE Lottery, added: “At a time when many members of the Filipino community are facing various challenges, we aim to provide not only immediate relief through grocery pack distribution, but also pathways toward resilience and renewed opportunities. Through our HR specialists who volunteered their time and expertise, the career coaching sessions were designed to help beneficiaries navigate uncertainty, regain confidence, and reconnect with employment opportunities through practical advice and guidance.”
The post The UAE Lottery joins SAGIP outreach with Philippine Consulate and Infinite Communities appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
Canada
St8 expands Octoplay aggregation deal to Ontario and the UK
St8 has extended its content partnership with Octoplay into Ontario and the UK, expanding distribution of Octoplay’s casino games in two regulated markets. The companies announced the move on 2 July, 2026.
Under the expanded agreement, St8 will make Octoplay’s full portfolio available to operators in both jurisdictions through St8’s single API integration.
David Fall, Business Development Manager at St8, said:
“Expanding our partnership with Octoplay into Ontario and the UK is another important milestone as we continue to strengthen our aggregation platform with premium content from leading suppliers.
“Octoplay has built an excellent reputation for developing engaging, high-performing games, and we’re delighted to extend this collaboration into two highly strategic regulated markets. This agreement enables our operator partners to access even more quality content through a single integration while supporting their growth in competitive jurisdictions.”
Ralitsa Georgieva, CEO at Octoplay added:
“We’re pleased to expand our partnership with St8 into Ontario and the UK, making our full portfolio available to even more operators through its aggregation platform. St8 has established itself as a trusted technology partner for regulated markets, and we look forward to building on our successful collaboration together.”
The post St8 expands Octoplay aggregation deal to Ontario and the UK appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
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