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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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S8UL Esports Secures iQOO as Title Sponsor for its Pokémon UNITE and MOBA Legends 5v5 Rosters

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S8UL Esports, a global name in esports and gaming content, has onboarded high-performance smartphone brand iQOO as the Title Sponsor for its Pokémon UNITE and MOBA Legends 5v5 rosters. With this strengthened alliance, iQOO deepens its commitment to supporting India’s top esports talent while S8UL further accelerates its multi-title expansion ahead of a landmark competitive season.

iQOO has supported the growth of Indian esports for several years, working closely with top teams and major tournaments. Its continued association with iQOO SOUL, one of India’s leading BGMI rosters, has contributed to the team’s strong performances, including its recent win at the Chennai Esports Global Championship 2025.

Extending this support to S8UL’s newly signed rosters, the brand will equip athletes with its powerful, gaming-optimized smartphones to enhance their training and tournament preparation. As part of the partnership, the iQOO logo will feature prominently on the front of the team jerseys, and both rosters will now compete under the names iQOO S8UL Pokémon UNITE and iQOO S8UL MOBA Legends 5v5.

iQOO has been with S8UL for a long time, starting with our BGMI team, and their support has played an important role in our journey. Extending this partnership to our Pokémon UNITE and MOBA Legends 5v5 teams is a natural next step as we grow across more titles. Our focus at S8UL is to build strong, well-prepared rosters in every game we enter, and working with a partner like iQOO helps us give our players the tools they need to compete with confidence in India and internationally.,” said Animesh Agarwal, Co-founder and CEO of S8UL Esports.

S8UL’s Pokémon UNITE team, led by captain Manmohan Singh (AllMight) and comprising Rahul Sharad Lavhate (Kyurem), Deep Patel (Snowyy), Adnan Badshah (Badshahh), and Rudra Narayan Nayak (ReX), is widely regarded as the top roster in the South Asia region. The team has claimed three regional championships in the last three years and has consistently represented India on the international stage at the Pokémon UNITE World Championship.

The organization’s newly signed MOBA Legends 5v5 roster arrives with a wealth of experience and an impressive track record across India’s community-led tournaments. The team includes in-game leader Mohammad Saad (Apex), Abhijeet Katkar (Abhi), Mehta Jay (J), Chirag Singh (Radium), Debasish Sana (Anti) and Anush N (Fear). Apex notably competed at the MLBB Mid Season Cup 2024 at the Esports World Cup, which featured a staggering USD 3 million (approx. INR 26.7 crore) prize pool.

The enhanced partnership with iQOO comes at a time when S8UL is rapidly scaling its multi-title presence. Earlier this year, S8UL became the first and only Indian organisation selected for the prestigious Club Partner Program of the Esports World Cup 2025, placing it among the world’s elite esports organisations.

On the content front, the organization recently won the ‘Esports Content Group of the Year’ for the fourth time in a row, while Co-Founder Animesh “8Bit Thug” Agarwal earned the title of ‘Esports Personality of the Year’ at the Esports Awards 2025, underlining the organisation’s unmatched influence across both esports and creator ecosystems.

By bringing two high-potential rosters under the iQOO S8UL banner, the organisation reinforces its drive to build winning line-ups across every title it enters. The newly branded iQOO S8UL Pokémon UNITE roster will be the first to step into action, competing at the Pokémon UNITE Asia Champions League 2026 – India from November 29.

The post S8UL Esports Secures iQOO as Title Sponsor for its Pokémon UNITE and MOBA Legends 5v5 Rosters appeared first on European Gaming Industry News.

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BetConstruct AI to Participate in SiGMA South Asia 2025

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BetConstruct AI is preparing for a strong presence at SiGMA South Asia 2025, taking place from 1 to 2 December in Colombo, Sri Lanka. At stand P11, the company will showcase its latest innovations.

“This event marks an important moment in our global journey, bringing our vision, our technology, and our creative ambition to one of Asia’s most forward-looking gatherings,” the Company said.

“As the region’s iGaming community comes together, we step into the spotlight at Stand P11 to present an ecosystem shaped for modern operators. Visitors will experience more than a traditional showcase. They will enter an atmosphere where intelligence, innovation, and imagination meet, revealing how a unified product world can create meaningful progress across digital and retail channels.

“At the core of this experience stand the two defining pillars of our ecosystem, the Sportsbook and the Casino Suite. Together, they show how coverage, personalisation, content depth, and consistent multi-channel performance create a reliable operational base. These pillars open the door to a broader environment where player interaction, loyalty frameworks, and operational creativity take centre stage.

“Within this environment, The Last Battle introduces a new expression of progression and player value, turning loyalty into an active and dynamic journey. Our Land-Based Solutions bring the same level of intelligence into physical venues, supported by tools that elevate retail operations, and by Loya, our loyalty platform designed to strengthen relationships inside every shop. Alongside these stands Affigates, our standalone affiliate ecosystem developed for operators seeking reach, quality, and partnership within a trusted global framework.

“Completing the picture is our AI Suite, the analytical layer woven through every product. CRM AI enhances engagement with behavioural insight. Umbrella AI reinforces operational stability through early risk detection and informed decision-making. The AI Game Recommendation System elevates personalisation by aligning each player with content suited to their behaviour. Together, they form the intelligence engine that drives our entire ecosystem.

“As part of our presence at the event, we will also highlight our limited commercial offer, providing a 50% reduction on setup fees, tools, and services for all new agreements signed on or before 15 January 2026. This offer is designed to help operators plan their 2026 launches with stronger commercial terms and reduced initial investment.

“Our participation at SiGMA South Asia reflects our commitment to delivering technology that is adaptive, comprehensive, and ready for the opportunities emerging across the region. We invite all attendees to explore, engage, and experience the future of integrated iGaming in Colombo.”

The post BetConstruct AI to Participate in SiGMA South Asia 2025 appeared first on European Gaming Industry News.

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Stricter rules help shape a more responsible E-Games sector – PAGCOR

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The country’s E-Games and E-Bingo operators are navigating a difficult but necessary transition toward stricter safeguards and more transparent operations that help shape a more responsible industry, PAGCOR Chairman and CEO Alejandro H. Tengco said.

Speaking during a gathering of the Association of Independent Licensed Gaming and Amusement Operators, Inc. (AILGAO) in Muntinlupa City on Wednesday, Mr. Tengco acknowledged that recent reforms have prompted adjustments across the E-Games sector.

He cited in particular the mandatory de-linking of e-wallets from online gaming platforms which he said is intended to strengthen the credibility of legitimate operators while preventing potential harm on young and vulnerable players.

“You may be interested to know that in the third quarter of 2025, we recorded an industry GGR that was a bit lower than last year,” The PAGCOR chief said. “But this reflects an industry transitioning to stronger and safer practices.”

He noted that the E-Games and E-Bingo segment still grew 17.4 percent in the third quarter compared with the same period last year, but admitted that the de-linking policy triggered a temporary GGR decline in August and September.

“We know that many of you were affected by this sudden development,” he said. “However, we must not look at these reforms as obstacles but as safeguards designed to protect your players, your businesses, and the entire ecosystem you operate in.”

Mr. Tengco also warned that while legitimate licensees are adapting responsibly, illegal operators continue to expand aggressively without paying taxes or observing player protection protocols.

“They expose players to financial fraud and data theft,” he said. “But the worst part is, they damage the reputation of the entire industry, including the legitimate ones.”

Mr. Tengco also commended the licensed operators for their resilience and willingness to comply with more stringent rules.

“Tonight, we recognize all of you for being the backbone of the legitimate online gaming sector: innovating and adapting quickly, and staying compliant even when the rules become stricter,” he said. “You understand that integrity is the foundation of sustainability.”

During the event, AILGAO presented Mr. Tengco with a “Gaming Exemplary Leadership Award” in recognition of his support for licensed operators and his efforts in championing safer and more transparent gaming standards nationwide.

AILGAO President Rafael Tabora, for his part, expressed gratitude for PAGCOR’s initiatives and pledged the group’s full cooperation.

“We welcome these reforms because they strengthen the legitimacy of our operations and create a safer environment for our players,” he said.

The post Stricter rules help shape a more responsible E-Games sector – PAGCOR appeared first on European Gaming Industry News.

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