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McLaren Shadow’s Lucas Blakeley Wins 2022 F1 Esports Series Pro Championship

On Friday evening in the final race of the season McLaren Shadow’s Lucas Blakeley won the 2022 F1 Esports Series Pro Championship. McLaren Shadow has also been crowned the Constructors Champions for 2022 for the first time, clinching the title with two races to go after a brilliant season for Blakeley and his ever-present teammate Bari Boroumand.
The Grand Final began with five drivers battling for the championship, with only 22 points seperating Blakeley at the top and last years’ champion, Jarno Opmeer in fifth. Blakeley’s teammate Boroumand, Haas rookie Thomas Ronhaar and Red Bull’s Frede Rasmussen were the other three drivers in contention for the title. The Constructors’ Championship was also still to be decided going into the Grand Final, but McLaren Shadow had a dominant lead on Red Bull and Mercedes.
On Wednesday, the Pro Championship visited Suzuka in what was a entertaining encounter, full of exciting, wheel-to-wheel racing. It was Ronhaar who started the race on pole but Alfa Romeo’s Nicolas Longuet came out victorious, getting his first race win of the season as the Haas driver and Rasmussen made up the rest of the podium. Opmeer was unable to continue his impressive form from the previous event and his title hopes came to an end after not being able to finish the race. McLaren Shadow clinched the Constructors’ Championship at Suzuka with Blakeley and Boroumand finishing 4th and 5th respectively.
Blakeley went on to secure his fourth win of the season in the penultimate race at Interlagos, which began in wet conditions. The Scotsman, who started on pole in a McLaren 1-2, was able to hold his position at the front, avoiding the battling going on behind him between two of his title rivals, with Rasmussen and Boroumand eventually securing P2 and P3, with the latter’s title hopes ending due to results around him. Meanwhile, the other title contender, Ronhaar, had a disappointing race for his standards, finishing sixth after starting the race in fifth – however, this result still kept the Dutchman’s title hopes alive.
This meant in the final race of the season, it was all to play for at the Yas Marina Circuit, with Blakeley (169 points) needing just five points to secure the title, ahead of Rasmussen (148) and Ronhaar (147). It started with a surprise as AlphaTauri’s Josh Idowu got his first pole position of the season, crowning what has been an impressive season for the former McLaren driver. However, the title-chasing trio took up the three spots behind him so it was set-up for a tense race to the finish line, especially with a mix of tyre strategies at play. Ronhaar, who started in P2, took the lead before the pit stops, with Red Bull’s Marcel Kiefer also playing a role in keeping the Haas man behind him in an attempt to boost his teammate’s title chances. Rasmussen soon took the lead and held on to it until the end, with Ronhaar and Idowu making up the top three, but it wasn’t enough as Blakeley took P4 and secured his first ever F1 Esports Series Pro Championship title, culminating in several years of determination and improvement from the Scotsman.
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Boomerang Partners conducted its own research at iGB London 2025: key findings on affiliate trends

Boomerang Partners conducted a large-scale brand awareness survey at iGB London 2025, collecting feedback from industry decision-makers at the largest affiliate marketing and iGaming industry event. In essence, the PR team used real-time measurements of the quantitative and qualitative data in an industrial environment with the view of measuring client and customer experience. Additionally, the raw data also allowed the Boomerang team to identify strong trends that other market players may want to consider when creating a roadmap for achieving long-term objectives.
Demographic distribution of the Representative Sample
The Boomerang Partners survey involved 188 respondents from the iGaming and affiliate industries, with an average of 6 years of experience in their respective fields. The largest percentage of them are decision-makers:
- C-level & department heads – 16%
- Sales – 16%
- Affiliate managers – 14%
- Other managerial roles – 14%
- Founders & Owners – 11%
- CEO – 11%
The demographics of the respondents are also interesting. 49.4% of them are from the European Union, 26.7% represent the United Kingdom, and 13.6% from Asia. The share of representatives from other regions was just over 11%.
Brand visibility
The Boomerang Partners’ survey participants provided objective opinions and assessments of affiliate programs, marketing tools, and communications, which allowed the agency to form a cross-section of industry representatives’ expectations. Thus, 29% of them indicated that they learn about new partnership programs and brands at industry events (iGB was mentioned over 120 times, while SiGMA was mentioned more than 45 times). Other ways of obtaining such data include direct research (19%), social media (15%), and networking or word of mouth (15%). Interestingly, none of the sources show a significant advantage in reading industry news and analytics. This highlights the importance of diverse content distribution for increasing brand visibility.
Content types
The Boomerang Partners survey also touched on the types of content respondents found most interesting. Podcasts ranked first in popularity, with 66 respondents mentioning them. Networking, on the other hand, was the most rarely mentioned source of content, noted by only 6 survey participants.
Impact on the market
Boomerang Partners is rightly considered one of the leading brands in the affiliate marketing industry thanks to its commitment to continuous development. The agency creates marketing that responds to industry requests through various formats, creatives, and metrics. With the help of an effective symbiosis of marketing and analytics, Boomerang is not only a landmark player in the market but also shapes its trends with an emphasis on numbers. Stay tuned.
About Boomerang
Boomerang Partners is a rapidly growing global brand offering a wide range of services. Boomerang is the Official Regional Partner of AC Milan. In 2024, it launched the inaugural Golden Boomerang Awards — a global tournament for affiliate teams. More than 400 affiliate teams participated in the second season of the tournament in 2025. Boomerang launched six new products in 2024, contributing to a nearly 1.5-fold increase in product users.
Boomerang’s portfolio contains 17+ brands offering affiliate and entertainment services across 40+ markets in compliance with local regulations. These products provide personalized bonuses and 24/7 multilingual support.
The post Boomerang Partners conducted its own research at iGB London 2025: key findings on affiliate trends appeared first on European Gaming Industry News.
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PlayOJO and isobel Reanimate the Fun in New ‘It’s Alive’ Creative58

Leading SkillOnNet brand PlayOJO has reunited with creative agency Isobel for the second phase of its global ‘It’s Alive’ campaign, which continues to push creative boundaries in the online gaming sector with a playful undead twist.
The new ad takes the excitement of our original 2023 ‘monster’ campaign to new heights and showcases the fun of PlayOJO’s live casino games, breathing life into a spooky graveyard and transforming it into the electrifying world of PlayOJO live casino. In this captivating ad, we see hands playfully come to life from the ground, infused with the spirit of PlayOJO’s live casino and live gameshow experience.
The campaign launches in the UK on 29th July across TV and digital channels, before expanding to Spain, Canada, and Latam before the end of the year. It will go out on linear TV (Sky, Channel 4, ITV) and BVOD, as well as social and digital channels.
The concept is aimed at a live casino audience and forms part of a wider marketing strategy designed to reinforce PlayOJO’s unique positioning as the fun, fair and truly entertaining alternative in the online casino space.
Rob Fletcher, founder at Isobel, said: “This was a brilliant opportunity to extend a distinctive creative story that’s already created a buzz. The new film keeps the unexpected charm of ‘Monster’ but ramps up the fun even further with zombie hands, neon lights, and a party in a graveyard. We wanted to show that when it comes to live casino, PlayOJO doesn’t just play differently, it comes alive.”
Peter Bennett, CMO at PlayOJO, said: “In a category that often leans heavily on clichés and indistinct messaging, standing out creatively is essential, it’s also a key part of our brand strategy. Our work with Isobel has helped us build a creative platform that’s bold and memorable, but also consistent with our brand and commercially effective. The ‘It’s Alive’ campaign reflects our commitment to entertaining our players in ways that are as unconventional as they are on-brand.”
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IOA President PT Usha Applauds Champions of Inaugural WAVES Esports Championship

In a landmark moment for Indian esports, President of the Indian Olympic Association, Rajya Sabha Member and sporting legend PT Usha met and felicitated the champions of the inaugural WAVES Esports Championship (held this May under the aegis of Ministry of Information and Broadcasting) during the preparations of 3rd Asian Youth Games, Bahrain at the Sports Authority of India (SAI) headquarters in New Delhi, applauding their achievements and recognizing their role in shaping the nation’s digital sporting future.
The medal winners included Danial Patel (Gold, eFootball), Tejaskumar Hasmukhbhai Bhoi (Gold, World Cricket Championship 3), and Pavan Kampelli (Bronze, eFootball at the Asian Esports Games, Bangkok) young champions who have not only demonstrated exceptional talent but have also elevated India’s standing on the global esports stage.
Speaking at the event, PT Usha said, “India’s esports future lies in capable hands, and today’s interaction with the champions of the WAVES Esports Championship has been truly inspiring. The discipline and excellence shown by these athletes mirror that of any traditional sportsperson. I wholeheartedly thank Hon’ble Prime Minister Modi for his visionary steps in recognising esports and creating platforms like WAVES to showcase India’s digital prowess. The Indian Olympic Association stands committed to supporting our esports athletes as they script new chapters in Indian sports.”
Sharing his experience, Danial Patel, gold medalist in eFootball, said, “Meeting PT Usha ma’am was surreal. Her encouragement gave me a new sense of pride in what we do. Esports is growing rapidly, and I believe we’re only scratching the surface of India’s global potential.”
Tejaskumar Bhoi, who clinched gold in World Cricket Championship 3, added, “It’s an honour to represent India and be recognised by a legend like PT Usha. The support from institutions and platforms like WAVES is critical. With continued guidance, India can become a global powerhouse in esports.”
Pavan Kampelli, bronze medalist in eFootball at the Asian Esports Games, said, “Today was not just about medals but about validation. PT Usha’s words and presence reaffirmed that esports athletes are being seen, heard, and celebrated in India. The future is digital, and India is ready.”
Also present at the occasion was Mr. Lokesh Suji, Director of the Esports Federation of India (ESFI) and Vice President of the Asian Esports Federation, who called the moment historic.
“It was a moment of immense pride to see our Waves Esports Championship medal winners being acknowledged by none other than Padma Shri PT Usha ji, President of the Indian Olympic Association. This meeting is a landmark for Indian esports—it reflects growing acceptance and respect for our athletes within the mainstream sporting ecosystem. The support from the government, IOA and sporting legends like PT Usha ji lends credibility and encouragement that is invaluable for the growth of the ecosystem. It sends a powerful message to the youth of India—that with discipline, focus, and passion, esports can be a rewarding and respected career path,” said Mr. Lokesh Suji, Director, Esports Federation of India & Vice President, Asian Esports Federation.
The post IOA President PT Usha Applauds Champions of Inaugural WAVES Esports Championship appeared first on European Gaming Industry News.
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