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Axe Deodorant announces first gaming integration in India with World Cricket Championship 3

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The in-game integration inside Next Wave multimedia’s WWC 3 is implemented by GroupM ESP

World Cricket Championship 3 (WCC 3) has announced the first ever in-game integration of Axe Deodorant which is implemented by GroupM ESP. This association brings alive dual benefits promised by the brand to gamers, who can upgrade two skills instead of one when they are faced with challenging situations on the field in-game. In line with the brand promise, WCC 3 players are being offered a dual benefit when they upgrade their skills in the game.

The association comes at the time of resumption of IPL 2021 and spilling over to ICC World T20.Axe Deodorant has been associated with gaming globally and this is the first-ever in-game partnership in the country.

Says Next Wave Multimedia, CEO and co-founder, P.R. Rajendran“We’re thrilled to have Axe Deodorant choose WCC 3 for its first gaming integration in the country. Given the cricket season is upon us, I think this will provide fans with more excitement while they play the game. WCC always looks forward to providing its community with the best experience and we’re sure Axe Deodorant will only enhance it!”

Says HULGeneral Manager, DeodorantsShailendra Singh “The 1st love for most young guys in India is cricket. The integration of Axe with WCC 3 brings together this 1st love with another major passion points – gaming. It is a great platform to bring alive AXE’s Dual action proposition with which it relaunched earlier this year. We are excited to get young consumers to level up their game – Digitally while gaming and in IRL with AXE can”

GroupM South Asia, Head – sports, esports and entertainment, Vinit Karnik said, “We’re thrilled to have collaborated with Axe on WWC3. In-game integration makes brand communication very focused, along with targeting the right consumers. With the newfound sense of consumer value in gaming, users will increasingly engage with content that delivers true value. Since gaming is a massive and readily engaging market with customers, it was a perfect synergy to bring together Axe and next wave multimedia for this initiative.”

WCC 3, the latest edition in the World Cricket Championship (WCC) franchise which has over 160 million downloads. The game has been infused with simulation of actual cricket, updated gameplay features like new controls, animations, real-time motions of athletes and professional cricketers, women’s cricket, a comprehensive career mode with over 400 tournaments, international leagues and much more. The game recently also added a standalone esports lobby.

The game also offers multiple vernacular language commentaries apart from English by professional commentators. It offers Telugu commentary voiced by former Indian cricketer and current IPL commentator, Venkatapathy Raju. English bowler, columnist and BBC cricket commentator Isa Guha and Matthew Hayden comprise the English Commentary roster, while the ingame Hindi and Tamil versions are voiced by Aakash Chopra and Abhinav Mukund respectively.

The World Cricket Championship series has been created by Chennai based Next Wave Multimedia Pvt. Ltd., which is a subsidiary of Nazara Technologies Ltd., a leading India based diversified gaming and sports media platform. Launched in November 2020, the third instalment is the latest in the series. The game has won the Indian Game Developers Conference’s “Studio Game of the Year” award and Google Play Store’s “Users Choice” Award 2020.

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PRONET GAMING BECOMES FIRST B2B OPERATOR TO ESTABLISH SCBPO ACCREDITED OPERATION IN THE PHILIPPINES VIA CLAYMORE SOLUTIONS

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Omni-channel turnkey provider Pronet Gaming is the first internationally-licensed B2B company in the gaming sector to establish an SCBPO-accredited operation in the Philippines via Claymore Solutions.

Claymore Solutions is accredited by the Philippine Amusement and Gaming Corporation (PAGCOR) as a Special Class BPO (SCPBO), which authorises them to provide employer of record & serviced office space to internationally licenced gaming operators enabling them to establish operations in the Philippines without taking bets or payments.

Pronet Gaming will now build out IT and Trading teams in Manila, further strengthening its operational presence and technical capabilities in the region.

Pronet Gaming CEO Alex Leese said: “Establishing an SCBPO-accredited presence in the Philippines is a milestone that aligns perfectly with our long-term strategy of expanding our footprint in Asia, in a fully compliant way. We’re happy to have made this possible through the collaboration and support of our trusted partner, Claymore Solutions.”

Paul Fox, Chairman and Co-Founder of Claymore Solutions, said: “We’re honoured to be working with Pronet Gaming, providing EoR and serviced office space solutions for their operations which underlines the quality of local staff and further boosts the Filipino economy.”

PAGCOR Chairman Al Tengco commented: “We’re delighted to have B2B operators such as Pronet Gaming establish their Trading and IT operations here through Claymore Solutions. I hope that more companies follow given the wealth of readily available Filipino talent in this sector.”

Claymore will announce additional client partnerships in the near future.

The post PRONET GAMING BECOMES FIRST B2B OPERATOR TO ESTABLISH SCBPO ACCREDITED OPERATION IN THE PHILIPPINES VIA CLAYMORE SOLUTIONS appeared first on European Gaming Industry News.

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2025 Esports Innovation and Communication Seminar Held in Mudanjiang, China

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The 2025 Esports Innovation and Communication Seminar, supported by the China Media Group (CMG) National Institute for Esports Development and hosted by CCTV Animation Group Co., Ltd., was held on October 17, 2025, in Mudanjiang, China. The event gathered experts, academics and industry leaders from China’s esports community, as well as participants from Europe, the Middle East, Southeast Asia and other parts of the world.

Through roundtable discussions and keynote addresses, the seminar explored key topics such as:

• “Breaking Barriers, Thriving Together: How Gen Z is Shaping and Growing Within Esports Culture”

• “Digital Bridges, Global Synergy: Esports as a New Platform for Cross-Cultural Exchange and Collaboration”

• “AI-Driven Innovation, Gear Revolution: Unlocking New Opportunities for the Sports Industry Through Esports”

Discussions at the event connected with concrete developments in China’s esports sector over the past year. China has hosted a growing slate of international tournaments, with three major esports competitions for League of Legends, Honor of Kings and CS2 scheduled to take place in the country in November.

The League of Legends 2025 World Championship traveled through Beijing and Shanghai before concluding in Chengdu on November 9. Global audiences saw a broadcast package featuring iconic sites such as the Great Wall alongside Shanghai’s city lights and Chengdu’s local culture, offering esports fans worldwide a multifaceted look at contemporary China.

Inspired, jungler for the LTA region’s top-seeded team FLY, shared in an interview, “My experience in China has been great, and I’m eager to see which teams we will compete against at Worlds.”

Such enthusiasm from international players is matched by the energy of Chinese fans. After a match at the League of Legends 2025 World Championship, South Korean competitor Chovy noted, “There were many Chinese fans in the arena cheering us on—we are truly thankful.”

This spirit of support, focused on performance rather than outcome, reflects the openness and professionalism of local esports audiences—an expression of cultural confidence. That confidence leaves a strong impression on global participants.

Brazilian player lux remarked in a June media interview, “Whenever I’m asked which city is my favorite, I always say Shanghai. It’s incredible. The fans are amazing, and so are the events.”

China’s capacity for hosting high-caliber esports events has also drawn international recognition. After attending this year’s KPL Grand Finals, German commentator Danny Engels said, “The production level is world-class. The stage screens are unique, and attention to detail is evident throughout.”

As esports continues to grow in global influence, these events convey not only competition, but also culture, image and values.

The post 2025 Esports Innovation and Communication Seminar Held in Mudanjiang, China appeared first on European Gaming Industry News.

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Philippines Cracking Down on Influencers Promoting Illegal Online Gambling Sites

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The Philippines’ Cybercrime Investigation and Coordinating Center (CICC) is enhancing efforts to crack down on the promotion of illegal online gambling sites by providing a list of influencers and online entities it says have been promoting and enabling such sites.

In a statement, the CICC – working alongside digital advocacy network Digital Pinoys – said it had provided a list to the Philippine National Police–Anti-Cybercrime Group (PNP-ACG) for formal investigation and case build-up – marking a firm escalation in the government’s campaign against platforms operating without authorisation from regulator PAGCOR. Each detection activates immediate action by way of takedown requests, notices to explain and case referral, the CICC explained.

“The latest endorsements affirm the government’s commitment to hold accountable not just illegal operators, but also individuals and entities who knowingly promote or enable these schemes online,” it said.

“Endorsement of these cases by the CICC signifies that evidence has been collected against the promoters, and that their case-buildup affirms that sufficient grounds exist for prosecution.”

The CICC added that it continues to track pages, personal accounts and paid online promotions found to be facilitating or advertising illegal gambling, with its collaboration with Digital Pinoys having contributed to a 93% reduction in reported illegal gambling links.

One Philippine esports identity announced late last week that he was launching a new livestream platform for the specific purpose of bringing together iGaming streamers and content creators in a responsible way by promoting only PAGCOR-licensed games.

The post Philippines Cracking Down on Influencers Promoting Illegal Online Gambling Sites appeared first on European Gaming Industry News.

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