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Gaming is in the mainstream and it’s here to stay
By Tobias Knutsson, CEO, Adverty
It’s taken a lot to finally rub out marketers’ lingering belief that gaming is a thing for kids, a niche media channel, a flash in the pan. The pandemic did some of the final lifting, but in a gaming business that is booming on all sides, absorbing women, older people, obsessive Esports fans, cloud gamers, monthly subscribers – you name it – the numbers are now unignorable: an estimated audience of somewhere between 2.5bn and 3bn+, with a global value of $162.32bn last year. If that’s not mainstream, what is?
Nike, Coca-Cola, Redbull, even Gucci and L’Oréal have all waded into the gaming space, and smaller brands with more modest budgets are beginning to follow. So gaming is having a moment that started some time ago and promises to last – what should its exponents do to maximise it and build strong, sustainable connections with brands?
Hold their hands
Brands that are new to gaming often lack in-house expertise and even background knowledge. As with social media, gaming needs dedicated experts on the client side, and inevitably brands will recruit their own, but until that part of the puzzle falls into place, it is incumbent on publishers and ad tech providers to explain the protocols, the opportunities and the rules of thumb in clear and accessible terms. (In brief: respect the space, add value, but don’t get in the way.)
Bring gaming ads in line with other media
Convincing marketers is one thing, but the gaming advertising business needs to give those executives the tools to win the argument with the finance people. That means the gaming world needs to work hard to standardise its metrics, its formats, its sizes, in order to bring itself into line with the wider ad industry. Gaming is a complex environment for brands, who will ultimately only invest in what they understand. So the emergence of formats that stand direct comparison with those of other media – such as Adverty’s own In-Play branding ads and In-Menu performance ads – combined with robust metrics, strengthen gaming’s pitch for brand dollars.
Never generalise
The gaming audience is indescribably varied and ranges far beyond the young, male stereotype. More than 50% of mobile gamers are older than 34 [source: Mediakix] and 51% are women [source: MoPub]. So the question isn’t any longer about which brands could benefit from targeting ‘a gaming audience’, but exactly how to target your brand’s precise audience through gaming.
Make it worthwhile for users
The predominance of mobile games – which last year claimed $120 billion of consumer spend against home and handheld consoles’ $43 billion [source: App Annie] – indicates a need for strong mobile-friendly advertising models. A weight of research points to the fact that free-to-play gamers understand the value exchange and are comfortable with the presence of advertisers, but tolerance turns to genuine enthusiasm when brands add value to gaming. In-game rewards such as hints and power-ups work well in exchange for watching ads and dovetail nicely with in-game purchases. Further research points to the effectiveness of in-game branding advertising as a driver of positive sentiment.
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S8UL Makes History at the Esports Awards 2025, Becomes First Indian Organisation to Win Two Major Honours
Reading Time: 3 minutes
S8UL wins Esports Content Group of the Year for the fourth time, Animesh “8Bit Thug” Agarwal crowned Esports Personality of the Year at the Oscars of gaming
S8UL Esports, India’s trailblazing force in gaming and creator-led entertainment, delivered a landmark moment at the Esports Awards 2025 in Las Vegas. The organisation celebrated a remarkable double win, lifting the Esports Content Group of the Year award for the fourth time, while Co-Founder Animesh “8Bit Thug” Agarwal was honoured as Esports Personality of the Year. The night became even more memorable as S8UL emerged as the first and only Indian organisation to win two separate titles at the Esports Awards, a milestone shaped by the team’s heart, dedication, and years of passion.
Often called the Oscars of the gaming world, the Esports Awards shine a spotlight on the finest global talent every year. For India, S8UL’s double win comes during a remarkable season in which the organisation also competed at the Esports World Cup, standing alongside some of the world’s most premier teams and creators while representing the country on one of esports’ biggest international stages. Winning Content Group of the Year again, in a category stacked with giants like T1, Sentinels, Team Liquid, and Fnatic, reinforces S8UL’s global standing and the strength of its storytelling, creativity, and community-first approach.
This year also marked a proud moment for Indian creators who featured among some of the world’s most competitive categories. Payal Dhare, widely known as Payal Gaming, was nominated for Streamer of the Year. She stood alongside some of the biggest names in global streaming including Kai Cenat, Marc “Caedrel” Lamont, Morgan “AngryGinge” Burtwistle, Felix “xQc” Lengyel, Nicholas “Jynxzi” Stewart, and Nick “Lacy” Fosco. The award was ultimately won by Darren “IShowSpeed” Watkins Jr, yet Payal’s presence in a lineup of this scale reflects the growing global footprint of Indian creators and the doors they continue to open. Snax also continued to represent India’s creator and competitive community across the year, contributing to S8UL’s global presence including its run at the Esports World Cup, where the organisation competed in some of the most challenging lineups internationally.
Raj Varma carried the Indian flag into the Esports Content Creator of the Year category, nominated alongside Marc “Caedrel” Lamont, Cody “Clix” Conrod, Alexandre “gAuLeS” Borba, Tarik “Tarik” Celik, Jack “NiceWigg” Martin, and Mark “Ohnepixel” Zimmermann. The award went to Nicholas “Jynxzi” Stewart, yet Raj’s nomination underscored the rise of Indian storytellers who are now being recognised at the highest level of global esports entertainment.
Reflecting on the landmark night, S8UL’s founders shared their thoughts.
Animesh “8Bit Thug” Agarwal, Co-Founder, S8UL, said, “This year’s esports awards nominations were already huge for us. Back to back nominations told us we were doing something right. But winning Content Group of the year, for the fourth time running, its just wild. Lets take a moment to celebrate the huge moment that it is! And ‘Esports Personality of the year’, that really is a shared victory! The nights our fans have spent watching us, cheering us and all the votes they cast, together we’ve made this happen. Honestly, if you are a wellwisher of Indian Gaming, its the time to rejoice. Seeing Indian Gaming here, its big. I always knew this can happen, but its surreal when it did. Going back home with so much more determination! “
Naman ‘Mortal’ Mathur, Co-Founder, S8UL, said, “This is a proud moment not just for S8UL, but for India. Year after year, our goal has been to show the world that Indian gaming creators can stand shoulder to shoulder with the best. These wins inspire us to push even harder and continue representing India globally.”
Lokesh “Goldy” Jain, Co-Founder, S8UL, said, “S8UL has always been about building a legacy rooted in creativity, collaboration, and community. Winning two awards tonight is a testament to the relentless efforts of our team and the unwavering love of our fans. We will continue raising the bar for Indian esports and creators worldwide.”
As S8UL celebrates a historic night, the moment stands as another reminder of how far Indian esports has come and where it is headed. With creators, teams, and leadership continuously raising industry benchmarks, S8UL’s journey continues to inspire millions across the country, proving yet again that world-class esports culture can grow from the heart of India’s gaming community.
The post S8UL Makes History at the Esports Awards 2025, Becomes First Indian Organisation to Win Two Major Honours appeared first on European Gaming Industry News.
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Red Bull Solo Legends National Final Set to Make Esports History at the Royal Opera House, Mumbai
Reading Time: 2 minutes
Red Bull Solo Legends is stepping into a new chapter as the tournament’s national finals arrive at the breathtaking Royal Opera House, Mumbai on 2nd December.
For the first time ever, the century-old cultural landmark will host an esports event, bringing competitive gaming into a space that has witnessed some of India’s most celebrated artistic performances.
This is a powerful moment for Indian esports. What began in community rooms, cyber cafés, and online lobbies now enters one of the country’s most majestic stages, celebrating the growth of gaming as a modern cultural force.
The journey to the finals has been equally ambitious. Red Bull Solo Legends is a multi-phase tournament, featuring both online and on-ground stages, uniting tens of thousands of solo BGMI players from every corner of the country. From grassroots talent to seasoned pros, competitors battled through a pure solo queue format, proving their instincts, consistency, and clutch ability. Each round brought them closer to the opportunity of facing India’s top BGMI professionals at the finals. The champion of Red Bull Solo Legends will walk away with the title of India’s strongest solo BGMI player along with an exclusive international Red Bull Racing experience.
With 64 of the country’s finest solo BGMI contenders taking the stage, 32 qualified finalists, 24 top-tier pros, and 8 Chaos Agents, the Royal Opera House will echo with a new kind of intensity.They will compete across 5 matches to determine the first-ever Red Bull Solo Legends champion. As spectators walk in, they’ll be part of a one-of-a-kind atmosphere where strategy, instinct, and pure solo skill unfold inside one of Mumbai’s most exquisite architectural treasures.
Red Bull Solo Legends will feature some of India’s prominent BGMI athletes including Jonathan Amaral (Jonathan Gaming), Tanishk Singh (Admino), Rudra B (Spower), Sahil Jakhar (Omega), Raghuraj Singh (Slug), Mohammed Owais Lakhani (Owais), Sohail Shaikh (Hector), and Paridhi Gupta (Noob Pari) and many more. These players, known for their exceptional skills, will compete against each other, bringing their unique strategies and gameplay styles to the forefront. Esports thrives on pressure, audience energy, and unforgettable moments. The Royal Opera House, known for its grandeur and legacy, offers a stage worthy of the stakes. The contrast is striking in the best way, with ornate balconies and vintage chandeliers watching over India’s sharpest digital athletes as they fight for the title of the country’s strongest solo BGMI player.
Built between 1909 and 1915 and inaugurated by King George V, the Royal Opera House is India’s only surviving opera house, restored lovingly after decades of closure. From theatre to classical music to film screenings, its stage has embraced every form of performance. On 2nd December, it will embrace competitive gaming for the very first time, welcoming India’s esports community into its history.
Red Bull Solo Legends has been created to celebrate individual excellence in BGMI. Every rotation, every fight, every decision rests on the player alone. Hosting the finals in a venue that represents mastery, legacy, and performance adds a rare emotional depth to the competition, turning every clutch into a moment that will be remembered long after the final circle closes.
Tickets will be exclusively live on Swiggy Scenes 21st November onward.
Matches will also be broadcast live on the Red Bull Game On YouTube channel for fans from across the country: youtube.com/@RedBullGameOn
The post Red Bull Solo Legends National Final Set to Make Esports History at the Royal Opera House, Mumbai appeared first on European Gaming Industry News.
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eGaming Integrity Shortlisted for Tech Supporter of the Year Award
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eGaming Integrity has been shortlisted for the Tech Supporter of the Year award at the Digital Isle Tech Awards 2025, which recognise organisations making a significant contribution to the Island’s technology sector through collaboration, capability-building, and practical support.
eGaming Integrity provides compliance and internal audit services that help digital businesses strengthen their regulatory readiness and operational resilience. Its integrity-as-a-service model combines monitoring tools, risk assessments, and regulatory guidance to support both new and established operators. The firm also contributes to broader industry development by delivering workshops, best-practice resources, and advisory support aimed at helping early-stage and growing companies navigate compliance and security requirements.
Companies working with eGaming Integrity report improvements in governance, data protection, and audit preparedness, along with increased confidence when launching products or expanding into new markets. The firm’s partnerships with accelerators, incubators, and industry bodies have helped foster a more open and collaborative environment across the Island’s tech community.
Emma Shilling, Director of eGaming Integrity, commented: “We’re delighted to be shortlisted. Our focus has always been to support licence-holders and technology businesses in meeting the Island’s high standards. This recognition reflects the hard work of our team, the value of expert led technical solutions and the value of clear, practical guidance for organisations across the sector.”
Public voting for the awards is now open and closes at 2pm on 27 November 2025.
Members of the public can vote by selecting a finalist in each category at: digitalisleofman.com/tech-awards/
Winners will be announced at the Digital Isle 2025 event on 27 November.
The post eGaming Integrity Shortlisted for Tech Supporter of the Year Award appeared first on European Gaming Industry News.
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