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 29^th 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.

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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.”

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 3^rd 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.”

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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.

Five teams have convinced the Games Lift awarding committee of the potential of their game projects.  On September 8, the Games Lift incubator will launch its next round, supporting teams with a one-year workshop and mentoring program featuring input from international industry experts and 15,000 euros in financial support. More than 30 experts from the Games Lift Network will share their experience with the teams and provide professional and tailored support for the game projects. In addition to the extensive exchange, mentoring, and many workshops, the teams will travel to an international industry event together. This combination of benefits makes Games Lift unique as an incubator for games in Germany. The Games Lift Incubator is organized and run by Gamecity Hamburg on behalf of the Free and Hanseatic City of Hamburg.

In its sixth year since its introduction, a total of 43 teams and solo developers applied to participate in the Games Lift Incubator – more than twice as many as in previous years. The decision on the five participating teams was made by the award committee, consisting of Kristin von der Wense (Publishing Producer, Daedalic Entertainment), Ole Schaper (Managing Director, The Sandbox Hamburg (Sviper GmbH)), Heiko Gogolin (Managing Director, Rocket Beans Entertainment), and Tobias Graff (Co-Founder Mooneye Studios).

Margarete Schneider, Project Manager at Gamecity Hamburg and also part of the selection committee, said: “We are delighted about the rising awareness and popularity of Games Lift – this year we received applications from seven countries and three continents. However, we also see the growing demand as a sign that, in the current industry situation, low-threshold support programs such as the Games Lift Incubator are becoming even more important. We are therefore very pleased to accompany five Hamburg teams on their way to the successful release of their first title.”

The five games and teams for the Games Lift Incubator 2025 are:

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• The Wrong Horse by Sharon Sacks & Vincent Will
• Encaged and Ungraded by Leif Gutowski
• Fading Skies by Distant Blue
• Phasmopass by Curio Compass
• Project: Slimepot by Calluna Games

The Wrong Horse is a colorful murder mystery adventure set at a horse racing track. As a journalist, it is the player’s task to uncover the secrets surrounding the mysterious death of a jockey and identify the perpetrator.

Encaged and Ungraded is a mixture of anomaly horror and job simulation. A shady company forces players into the role of a card grader, where they check various cards for authenticity and quality. But soon, players find themselves searching for eerie and dangerous anomalies – and hopefully they can make it through to the end of their shift.

Fading Skies revives the charm of the PS2 and GameCube era by combining classic 3D platforming with modern action RPG elements. As Ryn, a young woman accompanied by a small magical dragon, players travel through a broken world full of secrets. The mission is to stop the planet’s decay and confront the shadows of a forgotten past.

Phasmopass is a turn-based roguelite. Players lead a team of humans trapped in a never-ending volleyball reality show against ghostly opponents. Powerful items and pacts with other ghosts help players win tournaments to escape the dystopian city of Limbo!

Project: Slimepot (working title) is an action-adventure game in which players explore a dungeon full of monsters, turn them into dishes, and serve them to guests in their tavern. Here, exciting dungeon crawling meets creative cooking and relaxed tavern management.