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

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 HUL, General Manager, Deodorants, Shailendra 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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Asia
Faster Guest Entry at Korea’s INSPIRE Entertainment Resort’s Casino, Powered by Regula’s Technology

International guests arriving at South Korea’s largest foreigner-only casino, INSPIRE Entertainment Resort, now enjoy a significantly faster and more seamless check-in experience. Customer onboarding times have noticeably improved following the integration of Regula’s advanced identity verification technology. Regula Document Reader SDK, the most comprehensive ID verification solution in the world, integrates with the resort’s anti-money laundering (AML) procedures, boosting operational efficiency and compliance.
Seeking to enhance operational efficiency and meet evolving AML requirements, INSPIRE Entertainment Resort sought a faster and more accurate solution. The resort, which features a high-volume casino catering exclusively to foreign guests, needed a system capable of recognizing passports from around the globe with minimal friction.
Following vendor evaluations, INSPIRE selected Regula Document Reader SDK for its superior document reading speed, intuitive interface, and unmatched global ID coverage. Regula’s solution is powered by the company’s proprietary ID template database—the world’s largest—covering 15,000+ document templates across 254 countries and territories.
Deployed across six entrance stations, Regula Document Reader SDK enables real-time extraction and validation of critical ID data, such as name, date of birth, nationality, and passport number. This data is then passed directly to INSPIRE’s AML system, which in turn performs automated screening against external compliance and watchlist databases.
Since deploying Regula Document Reader SDK, INSPIRE Entertainment Resort casino has experienced:
- Faster document processing and guest entry.
- Significant reduction in manual rescans and staff workload.
- Consistently smooth onboarding, even during peak entry hours.
“As the team responsible for passport scanning at the casino, we’re very satisfied with the improvements Regula has brought. The speed of document processing has noticeably increased, and guest entry has become much smoother. It’s a reliable solution that has elevated the efficiency of our daily operations,” says Dr. Ilnam Lee, IT Director at INSPIRE Entertainment Resort.
“In industries like hospitality, every second counts. We’re happy to support INSPIRE Entertainment Resort in creating a faster and more secure guest onboarding experience while meeting strict AML requirements. Our focus is to make accurate identity verification seamless, even in complex international scenarios, and this project is a great example of that in action,” says Ihar Kliashchou, Chief Technology Officer at Regula.
The post Faster Guest Entry at Korea’s INSPIRE Entertainment Resort’s Casino, Powered by Regula’s Technology appeared first on European Gaming Industry News.
Asia
Philippine Senate to Launch Inquiry into Online Gaming industry

The Philippine Senate’s committee on games and amusement is going to launch an inquiry to discuss a series of bills and proposals put forward to address concerns over the growth of online gambling, with the outcome likely to determine whether the industry should be subject to tighter regulations or possibly a total ban.
The inquiry, scheduled to take place from Thursday 14 August, follows the initial filing by Senator Sherwin Gatchalian in early July of a bill seeking to tighten rules around online gaming and specifically around the ease of utilizing e-wallets for cash transactions on online sites. That bill prompted others to push for a total ban, with Philippine President Ferdinand R Marcos Jr since revealing he would consider such a ban pending the outcome of discussions with various industry stakeholders.
“On Thursday we will tackle the bills on online gambling in the Senate committee on games and amusements. I made a commitment to prioritize these bills because the problem is escalating. It’s already a crisis. So, we really need to take action to solve this problem,” Senator Erwin Tulfo, one of the leading proponents of a total ban, said.
“Our problem is, we were not ready. There is no regulation, and it is why people are gambling recklessly. There is no control of up to how much to gamble. Come what may. Entire salaries are being gambled. Anything is being placed as a bet. Even children are gambling now.”
Tulfo revealed that the Senate committee will discuss four bills, three resolutions and a privilege speech addressing the social impact of the online gambling industry – also known as remote gaming or eGames. As reported by PAGCOR, the eGames sector generated GGR of US$2 billion in the first six months of 2025 alone.
Industry stakeholders, including licensed operators, have in recent weeks rallied to opposed a total ban while promising to support the implementation of some restrictions. On Friday, a group of 19 licensed online gaming operators announced the formation of the PlaySafe Alliance of the Philippines – a unified industry association they say is committed to responsible gaming, regulatory compliance, consumer protection and combatting illegal gambling.
The post Philippine Senate to Launch Inquiry into Online Gaming industry appeared first on European Gaming Industry News.
Asia
MelBet Announces New Partnership with СPL 2024 Champion Saint Lucia Kings

MelBet has announced a new partnership with the СPL 2024 Champion Saint Lucia Kings.
As a Principal Partner, MelBet, the iGaming company, will support the Kings on their journey to defend their title during the upcoming season.
Both the platform and the team share the same belief: perseverance and tenacity make champions. Anyone who is inspired by the desire to win, who believes in themselves and never gives up, deserves a reward, and loyal MelBet fans know this better than anyone. As part of the partnership, MelBet will become an integral part of the St. Lucia Kings team, supporting players and fans on their way to victory.
“We’re excited to enter the season with MelBet as our Principal Partner. Their reputation for turning every moment into an unforgettable experience is a perfect match for our team. We’re confident that this partnership will bring us the luck and success we need as we aim for another great season,” said Satish Menon, CEO of Saint Lucia Kings.
“We are absolutely delighted to welcome MelBet as our principal partner for the upcoming CPL Season 13. This partnership marks an exciting new chapter for the Saint Lucia Kings, and we are confident that MelBet’s passion for sports and commitment to excellence align perfectly with our own ambitions. We look forward to a successful season both on and off the field,” said Saurabh Arora, Chief Commercial Officer of Saint Lucia Kings.
The post MelBet Announces New Partnership with СPL 2024 Champion Saint Lucia Kings appeared first on European Gaming Industry News.
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