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Flexion targets TikTok influencers to give game developers a reliable low-cost return on user acquisition

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Flexion Mobile’s influencer marketing agency Audiencly is metamorphosing many of its 6000-7000 top influencers on to TikTok using a disruptive service from Liteup Media.

The recently launched cost per install (CPI) service offers game developers a way to target users on TikTok and works in a similar way to automated ad buying. TikTok is currently the fastest growing social media platform and, importantly for game developers, the best for reaching Gen Z (zoomers) — 10 to 25-year-olds, the biggest audience for many game categories.

TikTok is predicted to reach 1.5 billion monthly users by the end of the year. Over half of them will be zoomers. TikTok is the most engaging social media platform, with an average user session of 10.85 minutes. It is inherently viral which means that even accounts with only a small number of followers can trigger millions of views for the right video.

“TikTok has the potential to reach a whole new generation of game players,” says Adrian Kotowski, CEO of Audiencly, “so it’s vital for developers to include influencers on the platform in their marketing mix. By offering our carefully curated group of content creators the chance to add TikTok to their output, we’re giving our clients instant access to this channel. They retain the same tried and trusted influencer personalities but with Liteup they reach out direct to the TikTok generation.”

Disruptive influencer tech

Liteup automatically connects developers with influencers through its mobile app in a way that precisely matches target audiences. To date, Liteup has focused on micro influencers but there is no limit on the size of an influencer’s audience. This means nano-influencers can sign up, but so can Audiencly’s much higher profile personalities.

The influencers include details of their TikTok followers and the type of content they create when they sign up with Liteup, allowing developers to precisely target the audiences they need to reach. The app-based service tracks influencer followers and advertisers are only charged when a new user installs a game. This allows developers to control spend and performance in the same way as they can with other forms of user acquisition.

Audiencly is wholly owned by Flexion Mobile, a company whose core business is taking Android games and giving them an additional audience and revenue on the alternative app stores. Flexion has just completed a US$500,000 investment in Liteup Media, taking a 20% stake in the company. This is testament to how important Flexion believes TikTok influencers are in game user acquisition.

“Expanding our service for game developers is a major goal for Flexion,” says CEO Jens Lauritzson. “Advertising is no longer enough to raise the profile of a game and influencer marketing is becoming ever more attractive for user acquisition. Liteup’s disruptive service combined with Audiencly’s expertise in influencers is exciting because it fills a need that no-one else is really addressing.”

Investment improves Liteup

For Liteup, the Flexion investment and Audiencly tie-up have significant advantages.
“Flexion’s investment has allowed us to accelerate development significantly,” says Aaron Baker, Liteup’s CEO. “In a matter of months, it has taken us from a minimum viable product to a feature-rich creator app with improved UI/UX, analytics, and an in-app content system. This makes it incredibly easy for influencers and creators to come on board.”

The fragmentation of the market is a big problem for game developers wishing to use influencers as part of their user acquisition mix. By coming together with Liteup, Audiencly is now able to offer access to a broad spectrum of influencers across a number of social media platforms.“

We’re starting to consolidate influencer marketing for games,” says Adrian Kotowski, “allowing UA experts to reach a range of influencer types through a single point of contact. Developers need a reliable return on investment from performance marketing and, with influencers, that’s exactly what we are able to give them.”

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Microgaming launches football games StrikerX and SoccerX aimed at acquisition

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Crash and instant win formats target fast onboarding, mobile play and low-friction mechanics, with RTP and max win figures disclosed for SoccerX.

Microgaming has launched two football-themed games, StrikerX and SoccerX, positioning them as “gateway” titles designed to support player acquisition for operators.

The supplier said the releases are built around quick-result gameplay and low-friction entry, with mechanics intended to be easy to pick up. StrikerX is a Crash game, while SoccerX is an Instant Win title, with both designed for fast loading and mobile performance, according to the company.

SoccerX is built around a penalty shootout format where players pick a shot and attempt to beat the keeper while progressing up a prize ladder. Microgaming said the ladder can be cashed out at any point or pushed further. The company lists the game’s RTP at 96.00% and a top win potential of up to 12,500x, and says players can choose their own volatility.

StrikerX allows players to place up to two bets in a single round, using different strategies at the same time, while “dynamic game events” increase the multiplier as play progresses, according to Microgaming. Its Ultimate Shot feature triggers at 100x and introduces bonus multipliers ranging from x1 to x100, with win potential of up to 10,000x.

A Microgaming spokesperson said: “Acquisition is not just about visibility, it is about removing friction. With SoccerX and StrikerX, the aim was to create games that are quick to load, quick to understand and easy to get into, which makes them very effective at opening the door to a wider portfolio. Football gives both titles an immediate hook, but the bigger value is in having formats that can bring in new audiences and still give them a reason to stay.”

The post Microgaming launches football games StrikerX and SoccerX aimed at acquisition appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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Gaming in Germany Conference sets Nov 10, 2026 date in Berlin, names first speakers

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The 2026 Gaming in Germany Conference will take place on Tuesday, November 10, 2026, at the DoubleTree Hilton Ku’damm in Berlin. The organisers have also announced the first confirmed speakers for the annual regulated iGaming-focused event.

Conference topics will include the ongoing evaluation of the 2021 State Gambling Treaty (GlüStv 2021), the “current & future permissibility of new products” including prediction betting, sweepstakes and eSports betting, and the future of remaining gambling monopolies in Germany and Austria. The programme also flags market re-regulation in Austria and “strategies for countering offshore offerings and to #ReclaimTheMarket for licensed operators.”

Confirmed speakers listed by the organiser include a senior GGL representative, Dr. Damir Boehm (CEO, Tipwin), Dr. Christian Piska (Professor, Faculty of Law, University of Vienna), Dr. Joerg Hofmann (Senior Partner, Melchers Law Firm), Vasiliki Panousi (Regulatory Affairs Senior Manager, Kaizen), Josh Hodgson (COO, H2 Gambling Capital), and Mohamed Messaoudi (Director, Digital Vault Product, Trust & Sign, Docaposte), among others.

Gaming in Germany founder Willem van Oort said: “I am extremely pleased with this year’s speaker lineup. We are undeniably bringing an impressive amount of expertise to the stage – including, of course, a significant amount of business and regulatory experience. Since we will be discussing, among other things, the outcome of the evaluation of the GlüStv 2021 – something that is highly relevant to the entire sector – I am very glad about the amount of thought leadership that we have managed to bring together so far.”

The organiser said registration is open and issued a call for additional speakers, specifically seeking expertise on business topics including media and marketing, affiliation, compliance and operations.

The post Gaming in Germany Conference sets Nov 10, 2026 date in Berlin, names first speakers appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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Highlight Games’ platform clears Italy’s ADM collaudo certification

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Company plans to roll out SOCCERBET with LALIGA archive footage on its own platform in Italian retail after the World Cup.

Highlight Games Limited said its proprietary platform has passed Italy’s ADM collaudo process, the technical certification required for gaming platforms. The company announced the approval on 14 July 2026 from London.

Following the conclusion of the World Cup, Highlight said it will launch its Spanish SOCCERBET product featuring archive LALIGA footage on its own platform across Italian retail channels. The company added that operators will transfer to Highlight’s platform over the months that follow.

The supplier said the certification allows it to deliver its content via its own “zero-cost streaming technology” in Italy and gives it control over its product roadmap in what it called its most important market.

Steven Holmes, CEO, Highlight Games said: ‘This is a huge moment for Highlight as we bring our video-based technology stack to the Italian market and join a select few who are able to offer an officially ADM certified platform. Italy is where SOCCERBET has proven itself time and again and passing the ADM collaudo means we can now deliver that content on our own platform, with our zero-cost streaming solution, exactly as it was designed to be experienced.

‘Owning the technology end to end means we control our own roadmap, resulting in faster launches, smoother integrations for our operator partners and a richer experience for players. Our products consistently perform at the top of the market wherever they are live, and with our platform now officially certified in Italy, we have everything in place to build on that momentum.’

 

The post Highlight Games’ platform clears Italy’s ADM collaudo certification appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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