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Exclusive Q&A with Paul Sampson, CEO of Lickd
One quick thing that came to mind after conducting the interview was: this man knows the industry. So Ladies and Gentlemen, meet Paul Sampson, CEO of Lickd.
For starterrs, Lickd is a micro-licensing and music solutions company that caters to the creator economy. If that sounds obscure, jump straight to the interview, where Paul Simpson talks in simple terms about Lickd and the present and future of the online music industry.
Q. Let’s start with a brief personal profile. Tell us about your background and career?
A. I’ve been working in music licensing since 2005. I’ve worked specifically with stock music, commercial music, and more recently, exploring ways of strengthening the creator economy.
For around five years, straight out of university, I worked in television at a small production company, climbing through the ranks. Throughout this time, I encountered the difficulties of licensing music several times, and so began to take an interest in understanding the nuances and problems that needed solving.
I’d gotten to know several renowned music licensing companies, and in 2005, one of them, Extreme Music, offered me a job in New York and with that, I followed my passion and began my career jump into the music industry. Within about two and a half years in the role, they relocated me out to Los Angeles as the Head of US.
In 2010, a new role brought me back to Europe and I was a key figure in launching the European arm of another U.S. music licensing company. This time, it was not just stock music, but a focus on more commercial music, and unsigned independent acts.
After this, I knew it was time to start acting on the music opportunities that were becoming more prevalent with the boom of the creator economy, and so following that channel, Lickd was born in 2017.
Q. Now let’s move on to Lickd. What led you to found Lickd?
A. Two words led me to found Lickd: Creator Economy. As social media became more prevalent in everyday life in the late 2000’s, the opportunities for music and creators were plentiful and so Lickd was born. A few years later, as the effects on the media landscape following the pandemic have increased the creator economy twofold, we see even more opportunities to continue to seize the moment, and the market.
Lickd is the first music company to ever develop a major music solution for content creators of all kinds. We licence music from major labels and publishers, including current music that’s in the charts and make it available for licensing, legally. Our unique software protects our users on the platform that they place music on, for example, YouTube and Instagram. Platforms like YouTube have built in music recognition software that identifies popular music being used in content, and presumes that all music uses are some sort of infringement of copyright, therefore, persecuting the creator and attempting to police them out of earning revenue.
Lickd’s software is really the magic solution that the platform sits on top of to ensure that not only can creators licence the music but that they’re taken care of and we’re protecting their revenue all the way through to the end of the content journey.
Q. What is Lickd’s specialty?
A. What sets us apart is that we are unique in our offering. We’re working with 10,000+ labels and publishers that are linked to the Lickd platform, including Universal, Warner, Sony, BMG and Kobalt. To engage labels and publishers like that and to preclear their music for any content vertical is something that was once largely thought impossible, but Lickd has made it happen and is helping to secure new revenue streams for creators globally.
Q. Could you talk about your work with key gaming powerhouses?
A. Gaming is obviously an enormous industry, bigger than music and film combined. Any content vertical with that sort of reach has a huge platform, a huge audience to work with and promote music too.
In terms of how Lickd got together with Fortnite and Epic Games; essentially music became part of their engagement strategy, and they started paying more attention to it. Senior teams were asking key questions like: ‘how can we work with artists’ and ‘what sort of artist does our audience want to hear within a game’?
With this comes complexities around licensing and demographics. Gamers who are also content creators often live stream their content or create highlights videos for YouTube. At Lickd, we already know that in-video music on YouTube is an issue and so we collaborate with Fortnite to bridge that gap so that gamers can enjoy the wonderful events that are put on for them, while also being able to then promote and share that content in the ways that they normally would.
Whether this is for ancillary income or additional income on top of a salary, if content creation is a full-time job, Lickd protects creators on those platforms, to enable a more effective creation and lifecycle process for the content they’re publishing.
Q. Could you briefly narrate the content deals you have with music companies and bands?
A. Over the past five years we’ve built a platform that is made up of popular music from 10,000 labels and publishers, including Universal, Warner, Sony BMG and Kobalt. We also work with lots of independent distributors. There’s around 1.4 million songs on Lickd, and another 6 million delivered and waiting to go live. The vast majority of them would be emerging acts and we certainly do our best to help and encourage discovery on the platform.
Q. In what ways does Lickd help creators to monetise their content?
A. I think it’s important to outline that wherever there is opportunity for the music industry online, it will require some sort of micro licensing commercial model, and some sort of proprietary tech, either to enable the licensing or to protect the end user.
That’s where Lickd is perfectly positioned. Our mission is to democratise music for the world’s creators. Our first product looked at creators as video content creators, but as the world changes and the digital landscape evolves, creators will also include builders in the metaverse and big brands on social platforms.
Q. How do you see the possibility of an AI text-to-background-music generator?
A. There’s various ways that AI will impact music. It’s something we’re following closely and it would be foolish for anyone to suggest that any part of the music industry isn’t already seeing some element of business being affected directly by AI. So far we’ve seen AI generated songs, well known songs of one artist being sung in the AI voice of another, and the fact that chords and melodies can be created by simply inputting into an AI, and we’re always expecting more.
The uptake of AI in music creation won’t be instant, but at some point, creators will become of faith with smart tools that allow them to generate music through these new means for use in videos. Although, once created, that music will still need to be licensed, and there will be commercial models that give users access to the tools and/or licensing opportunities for the music created by said tool.
In the metaverse, there will be music collaboration spaces and music production event areas or venues. Generative AI is useful for creating ‘music stems’, and building a sort of catalogue of music elements that can then be used by people collaboratively to start making an entire song – something that was not happening in the past.
An AI can continuously keep churning out new beats and new melodies and new riffs and new instrumental sounds, and people will get together to create music on the fly, and that will require AI generative tools at some scale. I think you’ll see things like musical skins, where Avatars might want their own soundtrack or music identifier. How do I know someone entered the room? Well, I just heard their music handle to signify they’re here. Like boxers have ring walks, there’ll be a version of that somewhere in the metaverse.
We know that there are music metaverses and venues, and metaverse platforms based around music creation already, and there are others on the way. A good example of this is Pixelynx, Deadmau5’s music based metaverse platform. He founded the platform, one that was completely based around the music, but then was acquired by Animoca Brands, a brand with a broad portfolio of web3, blockchain and traditional games, which is a huge web3 holding company, so from launch to exit, Deadmau5 did very well out of the partnership.

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KONAMI GROUP CORPORATION Named “Most Honored Company” in the Gaming Sector in Extel’s “2025 Japan Executive Team” Survey
KONAMI GROUP CORPORATION has been named “Most Honored Company” in the gaming sector in Extel’s (formerly Institutional Investor) “2025 Japan Executive Team” survey.
This survey is conducted by Extel to select listed Japanese companies with outstanding IR activities based on votes from 541 investors and analysts from 237 firms, nominating a total of 533 companies.
In the gaming sector, KONAMI GROUP CORPORATION ranked first in the categories of “Best CEO” (Sell-Side), “Best Investor Relations Professional,” “Best Investor Relations Program,” and “Best Company Board,” and as a result, the company has been named the “Most Honored Company.”
To increase our corporate value, KONAMI GROUP CORPORATION places high priority on constructive dialogue with shareholders and investors to deepen mutual understanding. In FY2025, the company held over 400 IR meetings, with our top management actively participating in quarterly financial results briefings and overseas IR roadshows. The “Most Honored Company” designation is in recognition of these efforts.
KONAMI GROUP CORPORATION will continue to work to achieve sustainable growth and enhance our corporate value over the medium-to-long-term through our IR activities.
The post KONAMI GROUP CORPORATION Named “Most Honored Company” in the Gaming Sector in Extel’s “2025 Japan Executive Team” Survey appeared first on European Gaming Industry News.
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National Gambling Support Network helps over 110,000 people as self-referrals increase by 50% since April 2023
New data released today reveals how many people have been supported by the National Gambling Support Network (NGSN) since its launch in 2023, with data also showing an increase in self-referrals by over 50% in year two. Waiting times for a first assessment are also shown to be offered after an average of just two days.
Since April 2023, the NGSN has supported over 110,000 people over the two years since launch. This is based on the number of individuals who accessed services including the National Gambling Helpline, regional providers, primary care and residential services. These fall into three tiers of support (Tiers 2-4) including assessments, brief interventions, extended brief interventions (EBI), treatment sessions, reviews and aftercare.
The impact of a region-first approach, which is designed to deliver local support and services for people, and access to providers with knowledge and understanding of the local community, can be seen through more individuals accessing support directly from their local provider, with self-referrals into the system increasing by over 50% since launch.
Brief Interventions (BI), which involve short-term strategies aimed at addressing gambling harms through time-limited conversations, allow early engagement and support before challenges escalate, and offer advice and signposting to further help if required. Increasing early support has been central to the NGSN and as a result, these have seen a significant rise in the second year of the Network, having nearly doubled with a 93% increase, from 11,000 to over 21,000 people receiving a meaningful intervention.
Person-centered support means that people are also accessing the service that works for them and around their personal lives and circumstances, such as peer support, group work and 1:1 therapy. The average waiting time for a first assessment is now an average of two days across the network.
Through increases in outreach and engagement activity and improvements to tools such as the GambleAware service finder to enhance awareness of support available amongst frontline professionals and the public, individuals are more likely to engage with local support services directly.
Since the launch of the GambleAware service finder website in July 2024, we have seen an estimated 21,000 people directed to NGSN provider referral options, which includes links to email addresses, phone numbers, self-referral forms and websites.
Those with the most severe cases of gambling harm will often require Tier 4 treatment, which is the most specialised and intensive level of care within the NGSN, where a person stays at a residential treatment centre.
Jackie Menzies, from Southport, is one person who has benefited from the support of the NGSN and its tier 4 care. Jackie started gambling when he was 20, and after realising that the effects of gambling harms were having an impact on his mental health and wellbeing, he was directed to support from Cheryl Williams at NGSN provider, Adferiad, with the service he received described as “lifesaving.”
Jackie, now 38, said: “I owe Cheryl and the team at Adferiad my life.
“From the moment I was introduced to them, I was contacted, informed, and treated with respect and understanding for both myself and my addiction. I was guided and informed of what options might be available to me and how I might be able to get help.
“I had treatment at their Parkland Place Centre and from the empowering attitudes of the staff, I have enrolled in a Level 3 counselling course at my local college, and I’m looking to the future to be able to help people who are suffering from addictions like I am to grow and be able to find peace and happiness again.”
Anna Hargrave, Deputy Chief Executive at GambleAware, says: “The second year of the National Gambling Support Network presented an opportunity to take the learnings from year one and focus on how we can best support those affected by gambling harms.
“We’ve seen an increase in the number of people being supported and importantly, an increase in brief interventions and self-referrals, which means we can support people earlier and reduce the potential for further harm.
“The expertise within the Network is unrivalled and providers play a key role in helping people across the country, whether that be at the start of their journey, or supporting them at the end. We look forward to working with the future commissioners and the NGSN with the integration of the network into the future system to ensure providers can continue offering their crucial services.”
Significant work has gone into improving the support and care individuals receive, with the NGSN delivering a range of successful interventions, from increased prevention activities and community-based early interventions to continued development on expanding more efficient pathways into structured treatment. In so doing, this has ensured and enabled more people to access support and achieve strong outcomes, through a no wrong door system to reducing the impact of gambling harms.
Joy Allen, Police & Crime Commissioner for Durham and vocal advocate for prevention of gambling harms, said: “Gambling, like any addiction, has the power to completely control the lives of those affected and those closest to them. It can negatively impact individuals financially, emotionally, socially and in terms of their mental wellbeing.
“We need to think of gambling-addiction in the same way in which we think of and support those with Drugs and Alcohol addiction. It is an illness that can lead people to commit crime to feed their addiction and those in its thrall need rehabilitation, not censure. It can certainly lead to abject misery. It is estimated that there are nearly 500 gambling related suicides a year in England highlighting the urgent need to encourage more people to seek help. In 2023 around 5% of the North East population aged over 16 was classified as an ‘at risk’ gambler, often spending more than they afford and chasing losses leading to financial strain, anxiety and stress.
“In response, and in line with the priorities I’ve placed on tackling gambling harm, Durham Constabulary has signed the National Gambling Charter which commits the Constabulary to providing specialist training for its officers so that they can identify those at risk and signpost them towards support. I urge other organisations to do the same. Collectively we can, and will, do more.”
The National Gambling Support Network is available for anyone who is experiencing harm from gambling and wants support for it, including people who are affected by someone else’s gambling. All services are free and confidential.
The post National Gambling Support Network helps over 110,000 people as self-referrals increase by 50% since April 2023 appeared first on European Gaming Industry News.
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S8UL makes StarCraft II debut with the signing of veteran South Korean player GuMiho
S8UL strengthens its EWC roster following the announcement of their participation in multiple titles, including Chess, EAFC 25, Tekken 8, Call of Duty (COD): Warzone, and Apex Legends Mumbai, May 8, 2025: S8UL, a global force in esports and gaming content, is proud to announce its entry into the legendary world of StarCraft II with the signing of veteran South Korean player Pyung Jae Koh, better known by his iconic gamer tag GuMiho, a.k.a. “The Towel Terran.”
This marks S8UL’s first foray into the real-time strategy (RTS) genre and signals its continued commitment to global expansion across esports titles that have defined competitive gaming history.
A fan-favorite and master tactician, GuMiho is recognised across the global StarCraft community for his creative playstyle, unorthodox strategies, and trailblazing use of mech-based unit compositions. A staple of the Global StarCraft II League (GSL) since the Wings of Liberty era, GuMiho rose to global prominence after winning the GSL Code S
Championship in 2017, defeating soO in a 4–2 final that etched his name in StarCraft history. His unique style of playing with a towel draped over his hands to absorb sweat and maintain precision earned him the moniker “The Towel Terran,” while his dominance with mechanical Terran builds gave rise to another title: “The Mech God.”
GuMiho’s recent achievements reaffirm his elite status in the competitive StarCraft II scene. In December 2024, he edged out Protoss standout Clem in a tense 3–2 series at HomeStory Cup XXVI, building on the momentum of his nail-biting 4–3 grand final victory over ShoWTimE (also Protoss) at HomeStory Cup XXV just months earlier. Earlier in the year, he delivered a commanding run to the finals of WardiTV 2023, ultimately finishing second after a hard-fought series against Zerg titan Dark. These standout results reinforce GuMiho’s reputation as one of the scene’s most resilient and inventive players, proving that even after years at the top, he continues to evolve and compete at the highest level.
Speaking about his new journey with S8UL, GuMiho said: “Joining S8UL feels like stepping onto a new playing field with the same hunger to win. Their drive to break barriers in esports matches my own competitive spirit. I’m ready to give it my all and compete at the highest level again, this time with S8UL by my side.”
Animesh Agarwal a.k.a. 8Bit Thug, Co-founder and CEO of S8UL, commented on the signing: “GuMiho is a living legend, and we’re beyond thrilled to welcome him to the S8UL family. Our journey into StarCraft II is about paying homage to the roots of esports and competing with the best. GuMiho’s legacy of innovation, consistency, and competitive spirit embodies everything S8UL stands for. This is a proud moment for Indian esports as we strengthen our EWC aspirations with one of the game’s all-time greats.”
As S8UL prepares to compete across multiple titles at EWC 2025, including Apex Legends, EAFC 25, Call of Duty: Warzone, Tekken 8, Chess, and now StarCraft II, the organization continues to demonstrate that excellence in esports knows no borders, no genres, and no limits.
With three consecutive ‘Esports Content Group of the Year’ wins at the Esports Awards and global recognition through initiatives like the MOBIES Global Impact Award, S8UL is now writing a new chapter in the global esports story.
The post S8UL makes StarCraft II debut with the signing of veteran South Korean player GuMiho appeared first on European Gaming Industry News.
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