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Sandsoft and NetEase Games Team Up for Joint Venture to Publish Games in Fast-growing MENA Region
Sandsoft Games (“Sandsoft”) and NetEase Games today announced a ground-breaking new partnership to establish a new joint venture to conduct game publishing, marketing, live operations and esports activities for the MENA region.
Sandsoft, a subsidiary of Ajlan & Bros Holding Group, is a mobile-first game developer, publisher and investor powered by world-leading games industry talent. The company boasts extensive expertise in international mobile game publishing and an established presence in the MENA region. NetEase Games is the online games division of NetEase, Inc. and a leading global developer and publisher of video game IP across a variety of genres and platforms.
This joint venture, Stellar Gate Games, unites NetEase Games’ scale, highly successful portfolio and international operations with Sandsoft’s global expertise and deep knowledge of the MENA region. The partnership is expected to play an important role in supercharging the growth of the games industry in MENA, one of the fastest-growing regions in the world, and contributing to Saudi Arabia’s Vision 2030 for economic and social reform.
Mr. Abdulaziz Al Ajlan, Managing Director, Sandsoft, stated:
“This deal will establish Stellar Gate Games as the go-to partner for launching games in our fast-growing region. NetEase Games is among the world’s foremost gaming companies and we are delighted to cooperate with them to supercharge growth in the MENA games industry. This initiative aligns with the Kingdom’s Vision 2030, specifically focusing on the National Gaming and Esports Strategy spearheaded by HRH Prince Mohammed bin Salman. It represents another step forward in Saudi Arabia’s journey towards becoming a global gaming leader. We would also like to thank the Ministry of Communications and Information Technology (MCIT) for its support of this partnership. Ajlan & Bros Holding Group has a longstanding track record of business partnerships in China that connect the two regions and, as part of the group, Sandsoft enjoys access to extensive, established infrastructure and relationships in China.”
Ethan Wang, Senior Vice President, NetEase, Inc. stated:
“In keeping with our proud spirit of global collaboration, creativity, and innovation, NetEase Games is excited to enter into this joint venture with Sandsoft to transcend boundaries and bring our games to the MENA region and its enthusiastic community of gamers. Furthermore, the opportunity this joint venture with Sandsoft provides for other developers and publishers is something we are keen to embrace. NetEase Games is passionate about our games and our gaming community, so it is a great pleasure to share our game experience more broadly and extend a warm welcome to MENA gamers.”
David Fernandez, CEO, Sandsoft, continued:
“As a global, mobile-first developer and publisher headquartered in KSA, we’re delighted to bring our expertise in the MENA region to this joint venture with NetEase Games. The new company will become a conduit to MENA audiences not just for NetEase Games and Sandsoft’s first-party games, but for developers and publishers worldwide. Players in the region deserve greater access to the exciting array of titles available in the global market, and we aim to play a key role in making this happen.”
Source: ir.netease.com / Nico News
The post Sandsoft and NetEase Games Team Up for Joint Venture to Publish Games in Fast-growing MENA Region appeared first on European Gaming Industry News.

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Amusnet Launches ‘Cash Bomb’: A Powerful New Add-On to The Signature Jackpot Cards
Amusnet announces the launch of Cash Bomb, a powerful new feature designed to elevate player excitement and support operators gain a competitive edge in the online casino landscape. Integrated seamlessly with the company’s signature Jackpot Cards, Cash Bomb delivers an additional layer of thrill by offering players the chance to share in rewards whenever a Jackpot Cards Level is won and the winning suit matches a pre-selected Cash Bomb Suit.
“Cash Bomb is more than a promotional tool – it’s a player engagement engine,” said Yordan Georgiev, Head of Casino at Amusnet. “By enhancing the proven success of Jackpot Cards with this dynamic feature, we’re empowering player retention, engagement, and revenue. It’s a testament to Amusnet’s commitment to delivering innovative, high-quality, and player-centric solutions that drive measurable results for our global network of partners.”
What truly sets Cash Bomb apart is the strong community-driven element and the configurability across a wide variety of Amusnet’s slots powered by the signature Jackpot Cards. This extensive compatibility allows operators to strategically deploy promotions across their portfolio, spotlighting key titles and optimizing performance. When triggered, the feature distributes a generated prize pool among all eligible players – not just the jackpot winners. This shared win model creates a sense of extra thrill and collective reward, driving players’ engagement and motivation. The prize pot grows continuously until a matching suit detonates the Cash Bomb, providing a progressive incentive that keeps excitement high.
With its flexible setup, seamless integration, and explosive gameplay mechanic, Cash Bomb showcases Amusnet’s commitment to innovation and its ongoing mission to empower partners’ growth through player-centric solutions. It’s a strategic tool that elevates player engagement, delivers measurable ROI, and provides a competitive advantage across the diverse casino portfolios of Amusnet’s global client base.
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PartyPoker is partnering with Genting
The post PartyPoker is partnering with Genting appeared first on European Gaming Industry News.
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Post Malone to Headline Esports World Cup 2025 Opening Ceremony in Riyadh
EWC to open with a celebration of gaming culture on July 10, 2025, connecting global fans through the power of music on the world’s biggest esports stage.
The Esports World Cup Foundation (EWCF) announced that global music icon Post Malone will headline the Opening Ceremony of the Esports World Cup 2025, taking place on July 10, 2025 in Riyadh, Saudi Arabia. Post Malone’s performance will kick-off a seven-week event that brings together gaming, music, and culture, reflecting the EWC’s role advancing gaming as mainstream entertainment for a digital generation.
A 9x diamond-certified global artist and lifelong gamer, Post Malone has deep roots in the esports and gaming community – streaming Call of Duty: Warzone, PUBG, and Hunt: Showdown on Twitch, and collaborating with developers on in-game events, including a recent crossover with Apex Legends. His exclusive live performance will open EWC 2025, blending chart-topping sound with a celebration of gaming culture on the world’s premier competitive stage.
“Esports is becoming a global cultural force – where music, storytelling, and competition converge to create moments that are not just seen, but felt,” said Mike McCabe, Chief Operating Officer, of the Esports World Cup Foundation. “With Post Malone, a global artist and true gamer, opening the tournament, we continue to celebrate the power of music – a universal language that brings fans together and defines the cultural future of esports.”
“This year’s Opening Ceremony will deliver a fresh take on the classic story of ambition, resilience and progress, told through the lens of EWC. ” added Ariel Horn, Executive Producer of the Esports World Cup Foundation. “It’s exciting and new. So many game genres converging on one global stage, the music fuels the competitive fire at the heart of this event and this industry, and Post Malone is the perfect voice to carry that passion and celebrate the beginning of an historic event.”
This announcement follows the launch of EWC Music, a long-term initiative to create an original music identity for the Esports World Cup and establish music as a core pillar of the fan cultural experience. The programme began on April 27 with the recording of a four-track music suite at the legendary Abbey Road Studios, featuring original compositions by acclaimed music collectives 2WEI and Hollywood Scoring. Through original scores, global artist collaborations, and fan-focused soundtracks, EWC Music is designed to connect global audiences through a shared emotional language that elevates every moment of the competition – from broadcast to live stages. Additional artists, performances, and music-driven collaborations will be revealed in the coming weeks as part of the wider EWC Music program.
The Esports World Cup 2025 will once again unite gaming and esports communities in Riyadh, Saudi Arabia, for a global competition that will crown the next Esports World Cup Champion. The tournament’s unique cross-game format will reward Clubs and players competing for a life-changing prize pool across a mix of platforms and genres, bringing together esports’ best teams, players and games under one banner in the largest-ever celebration of esports.
The EWC 2025 will feature 2,000 elite players and 200 Clubs from more than 100 countries, competing in 25 tournaments across 24 games for a record-breaking $70+ million prize pool.
The post Post Malone to Headline Esports World Cup 2025 Opening Ceremony in Riyadh appeared first on European Gaming Industry News.
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