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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.

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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.

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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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Gen.G Opens “GGX”, the Next-Gen Cultural Gaming Space

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Global esports organisation Gen.G Esports (Gen.G) announced the official grand opening of GGX (Gen.G Gaming Xperience), a multi-dimensional cultural gaming space that brings its brand philosophy to life to an offline space in the heart of Seoul. Launching on Saturday, June 21, GGX marks the first-ever flagship venue by an esports brand that redefines the traditional PC café, offering a high-performance gaming zone alongside curated lifestyle experiences across food, merchandise, community and coaching.

Located near DDP, a cultural and artistic landmark in Seoul at Dongdaemun History & Culture Park Station, GGX spans 1570 square meters and includes 252 premium gaming stations equipped with top-tier specs. Each seat features NVIDIA RTX 5070 GPUs, LG UltraGear monitors, Logitech gaming peripherals, ultra-fast internet and Gen.G x SIDIZ custom-designed gaming chairs, with an estimated hardware value of KRW 4.5 million (USD 3300) per station, delivering a fully immersive play environment.

More than just a gaming space, GGX will act as Gen.G’s flagship space – an open, ever-expanding ecosystem where brands, fans and creators come together to create a unique experience. From concept to execution, GGX was co-developed with industry-leading partners such as Otoki, Monster Energy and SIDIZ, creating a space that blends gaming, content and community in new ways.

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Inside GGX, visitors can enjoy a variety of immersive experiences, including:

“OTOKI G.ROUND”, a food & beverage lounge co-developed with Otoki, offering exclusive signature menu items

An iconic photo spot and photo booth featuring GenRang, Gen.G’s official mascot

A merchandise store, showcasing Gen.G uniforms, exclusive partner collaboration items and GGX-limited items

A community lounge with a capacity for over 100 people – designed as a space for fans to connect and share their passion for gaming, and engage in community-driven activities.

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In collaboration with Gen.G Global Academy (GGA), GGX also offers coaching programmes and skill-up classes for gamers of all levels. Led by former pro players, these sessions include in-depth strategic game analysis, aim training and team-based gameplay. The venue will also host regular fan meetups, watch parties and branded community events, creating a dynamic environment for fans to connect and grow together.

Steve Lee, Head of Partnerships at Gen.G, said: “GGX goes beyond just gaming – it’s a cultural hub where fans, players, and brands come together to create meaningful experiences. Through spaces like this and continued innovation, Gen.G aims to lead the sustainable growth of the esports industry.”

GGX is operated by Superplay, a leading IP management company in the gaming and esports space, with proven experience designing fan-centric spaces such as T1 Basecamp Hongdae, KT Rolster R Café and Genshin PC Lounge. Superplay and Gen.G co-developed GGX over several months, from spatial design to branded content and programming.

Junghyun Kim, CEO of Superplay, said: “After months of development with the Gen.G team, we’re proud to finally unveil GGX. We hope it becomes a must-visit destination for gaming and esports fans from Korea and around the world.”

The post Gen.G Opens “GGX”, the Next-Gen Cultural Gaming Space appeared first on European Gaming Industry News.

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Bloomberry Resorts Corporation Appoints Gregory Francis Hawkins as Director, President and COO

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Bloomberry Resorts Corporation (BRC) has appointed Mr. Gregory Francis Hawkins as its Director, President and Chief Operating Officer.

Mr. Hawkins joined Bloomberry in November 2023 to head Solaire Resort North as Chief Operating Officer (COO). In December 2024, with the retirement of the previous BRC President and COO, Mr. Hawkins was appointed as Acting COO of Bloomberry Resorts and Hotels, Inc. (BRHI) to oversee both Solaire Resort North and Solaire Entertainment City. In February 2025, he was designated as Acting COO of BRC.

Mr. Hawkins has extensive experience in the hospitality and gaming industries having previously held senior roles in various jurisdictions including the Philippines, Macau, Australia and New Zealand.

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New Resort & Casino Selects IvedaAI for Intelligent Video Surveillance Ahead of Grand Opening

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Iveda, a global leader in AI-driven video surveillance and smart-city technologies, announced that Subic Sun Development Inc. has chosen the IvedaAI platform as the video surveillance solution for the soon-to-open Subic Sun Resort, Convention & Casino. IvedaAI was selected early in the build-out to inform camera placement and ensure frictionless integration with future-ready, AI-powered analytics. Located on the former U.S. naval base in the Subic Bay Freeport Zone—a special economic hub that hosts thousands of international and local businesses—the resort will feature 500 guest rooms, a state-of-the-art convention center, a luxury casino and two Accor-brand hotels, Ibis Styles and Mercure, scheduled to open in December 2025.

The decision comes as global resort operators sharpen their focus on safety, service and operational efficiency. The global resort market generated $347 billion in 2024 and is projected to reach nearly $945 billion by 2030, an 18.5% CAGR. IvedaAI’s AI-enabled video analytics will help property staff lower security costs, respond to incidents faster and unlock data-driven insights that boost both guest satisfaction and bottom-line performance.

“Iveda being selected as a premier security and surveillance provider before the first Subic Sun Resort guest ever checks in is a powerful endorsement of our commitment to providing state-of- the-art monitoring technology. By designing camera layouts around IvedaAI’s real-time analytics, Subic Sun can optimize coverage, reduce blind spots, and deliver safer, smoother guest experiences—without a costly equipment overhaul. We expect more ground-up projects to follow this blueprint,” said David Ly, CEO and Founder of Iveda.

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Iveda Philippines—Iveda’s joint venture focused on nationwide smart-city deployment—secured the Subic Sun contract and will oversee the on-site rollout. The win represents the team’s first major hospitality project and advances its plan to generate US $3 million in smart-city revenue by FY 2026, building on the broader initiative it announced last year.

The post New Resort & Casino Selects IvedaAI for Intelligent Video Surveillance Ahead of Grand Opening appeared first on European Gaming Industry News.

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