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International Music Day: The strings that bind Indian gaming and esports
Music has always been seen as a universal language that breaks down barriers and brings together people from various cultures and backgrounds. Gaming is another medium with similar potential, and the relationship between the two stretches back decades to the iconic melodies of Super Mario.
As the world has progressed, so has the relationship between music and gaming. Today, they intersect in numerous innovative ways beyond just a simple theme song, yet their ability to captivate audiences through this immersive connection remains unchanged.
A standout instance of this evolving relationship are the virtual concerts held by well-renowned artists Marshmellow and Travis Scott in the popular game Fortnite. Just as halftime performances at the Super Bowl attract global attention, these virtual events drew similar viewership, with over 10 million attendees for Marshmellow’s concert and 27.7 million unique players participating in Travis Scott’s event.
This immense engagement not only showcases the evolution of music and gaming interactions but also emphasises how deeply gaming influences music consumption. On this International Music Day, let’s explore how music and gaming are creatively connecting in India, much like these international events.
One of the most creative ways music and gaming came together in India was when NODWIN Gaming, a leader in new-age youth entertainment, gaming, and esports, brought gamification to its popular music festival, NH7 Weekender. The lineup was revealed through an interactive game where users explored a virtual NH7 venue and collected coins to uncover the performing artists.
NODWIN Gaming has also frequently blended music with esports. They teamed up with popular artists Seedhe Maut and Sez On The Beat to produce an anthem called ‘NHK,’, for the Valorant Conquerors Championship (VCC), showcasing top Valorant players from South Asia. Another notable instance was when they organised the Android Carnival during the grand finale of Battlegrounds Mobile India Master Series (BGMS) Season 3, featuring a live performance by renowned musician Garv Taneja, also known as Chaar Diwaari.
Commenting on the significance of music in gaming and esports, Akshat Rathee, Co-founder and Managing Director of NODWIN Gaming stated, “Music plays a pivotal role in enhancing gaming and esports experiences. Iconic collaborations, like Linkin Park and Imagine Dragons’ anthem for League of Legends Worlds becoming the sound of gaming culture show how music can resonate deeply with players and audiences alike. Virtual concerts in games like Fortnite by renowned artists like Travis Scott and Ariana Grande also took the world by storm. Games like FIFA have also seamlessly integrated music into their gameplay, creating soundtracks that define each edition and connect with fans worldwide.”
“For gamers, music creates an immersive atmosphere, whether they’re casually playing or competing in tournaments. As a youth entertainment-focused company, NODWIN Gaming recognizes the intrinsic significance of music in gaming and is committed to creating experiences that merge the two, maximising the timeshare of mindshare for our audiences,” he added.
Music plays a crucial role for gamers by enhancing their focus, building excitement, and creating a more immersive and engaging experience. According to Deloitte’s Digital Media Trends Fall Pulse Survey, gen Z gamers have a strong relationship with music. The survey found that 42% of Gen Z gamers listen to other music while gaming, and 34% of them hear music within a game and then seek it out online to stream or purchase.
Naman Mathur, Co-founder of S8UL, India’s leading esports and gaming content organisation says, “Music has always been a huge part of almost every gamer’s journey. Whether it is getting pumped before intense matches or connecting with my community during streams, music has always helped me feel more immersed in the experience. The characteristic music track of each game is something so familiar and exciting for the gamers. Singers like Alan Walker have collaborated with us in the past, clearly highlighting the connection gamers share with music!”
When it comes to in-game music, iconic titles like Grand Theft Auto, Cricket ‘07, or FIFA have soundtracks so ingrained in popular culture that a simple note can immediately remind fans of the game. Music in games can intensify emotions, enhance storytelling, and elevate the overall experience for players.
SuperGaming, a leading Indian game developer, understands this interplay well. Their upcoming game Indus Battle Royale, which is inspired by Indian culture, weaves Indo-futuristic music into its gameplay, crafting an auditory experience that complements its futuristic yet culturally rooted aesthetic.
“Behind every unforgettable gaming moment is a carefully crafted soundtrack that intensifies that experience. For us, the Indo-futuristic soundscape we’ve created not only complements the visual and interactive elements of the game but also enhances the player experience. It creates an atmosphere that pulls players into another world, making each experience on Virlok more vivid and memorable,” commented Roby John, Co-founder and CEO of SuperGaming.
As gaming continues to grow in both reach and cultural impact, music remains at its heart. Whether through game soundtracks, collaborations or interactive experiences this powerful symphony of gaming and music will continue to mesmerise audiences for the foreseeable future.
The post International Music Day: The strings that bind Indian gaming and esports appeared first on European Gaming Industry News.

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Nick Rust to Step Down as Chair of UKGC’s Industry Forum
Nick Rust has announced that he will be stepping down as Chair of the UK Gambling Commission’s (UKGC) Industry Forum when his agreed two-year term comes to an end in November.
Nick has been instrumental in the creation and development of the Forum, working closely with the Commission to ensure that the voices and expertise of industry stakeholders are heard and reflected in its work. His leadership has helped establish the Forum as a vital part of the Commission’s wider engagement and governance structure.
Nick said: “It’s been a privilege to Chair the Industry Forum and help the Commission’s Executives and Board to gain insights on policy and operational performance from an industry perspective. I’m pleased with the work the Forum has delivered and believe it has helped the Commission better understand the implications of its existing and planned policies for consumers and industry operators.
“I’d like to thank my fellow Forum members for their work and also the Gambling Commission team who support the Forum. I look forward to seeing how the Industry Forum continues to support the Commission to achieve its regulatory aims.”
Helen Child, Head of Governance at UKGC, said: “Nick has been instrumental in the creation of the Forum, helping to develop and embed it into the Commission’s expert groups. I have very much enjoyed working with him as we established the Forum, and I would like to thank Nick for his hard work in getting the group to this point. We wish him well for the future.”
Andrew Rhodes, Chief Executive of UKGC, said: “I have thoroughly enjoyed working with both Nick and the Forum over the last two years. Nick has been such a valuable sounding board, a constant fount of knowledge and insight and a great support to me personally.”
“A new Chair will be appointed in due course, with further updates to follow. We are grateful to Nick for his significant contribution and continued support during the transition,” the Commission said.
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Brand-new projects debuting at iGB L!VE: Casino&You and Win&You Partners!
This July at iGB L!VE, we’re thrilled to introduce two brand-new ventures from the team behind BETANDYOU. The first is Casino&You — a fresh, player-first online casino. The second is Win&You Partners, a next-generation affiliate program designed to bring casino and sportsbook traffic together under one roof.
Launched in May 2025, Casino&You is a bold new iGaming project operating under a Curacao license and already live in soft launch. With support for 30+ languages and 20+ payment methods (including crypto), it’s now welcoming players from key regions.
The platform blends a modern neon-pink Vegas vibe with seamless UX, offering a fully mobile-optimized experience and access to over 1,000 games from leading global providers. Slots, live casino, crash, table games, and a dedicated sports betting section are just the beginning.
Welcome Offer
New players can claim a generous 4-level bonus package worth up to €1,500 / $1,500. Rewards are unlocked through verified accounts, with no hidden fine print.
Payment Flexibility
From Visa and Mastercard to Bitcoin, Ethereum, Tether, and TRON, Casino&You lets players control their deposits and withdrawals.
Retention & Rewards
With weekly promotions, cashback, tournaments, free spins, and a loyalty program already live, Casino&You is testing new engagement mechanics directly shaped by player feedback.
Meet Win&You Partners
Alongside the casino launch, we’re unveiling Win&You Partners, our brand-new affiliate program that integrates Casino&You and Betandyou sportsbook offers into one streamlined ecosystem.
Affiliates can choose from RevShare, CPA, and Hybrid models. They can access real-time analytics, localized creatives, and dedicated account managers who know their GEOs. All traffic types are welcome.
“We’re not just launching another brand, we’re building something that’s clean, fair, and actually enjoyable to work with,” says the project’s CEO. “Casino&You and Win&You Partners are the result of everything we’ve learned so far, and now we’re ready to scale.”
Please stop by our stand H64 at iGB L!VE 2025 to meet the team and discover what Win&You can do for your traffic.
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GRAI Signs MoU with Gibraltar
As part of the process to put in place information sharing agreements with other regulatory bodies, CEO of the Gambling Regulatory Authority of Ireland, Anne Marie Caulfield signed a Memorandum of Understanding (MoU) with Commissioner Andrew Lynam representing the Gibraltarian Gambling Regulator.
This agreement establishes a framework for cooperation and sets out the broad principles of collaboration between the Gambling Regulator and the Gibraltarian authorities. The shared aims of both regulators are to enable closer working relationships which will enhance each organisation’s ability to discharge their respective duties and functions.
This is the third of a series of MoUs which the GRAI intends to put in place with other Gambling Regulators in other jurisdictions over the coming months as GRAI move towards opening for its first phase of licensing.
Anne Marie Caulfield, CEO of GRAI, said: “This Memorandum of Understanding signed with the Gibraltarian Gambling Commissioner Andrew Lynam, representing the Gibraltar Regulatory Authority is a significant step in formalising the working relationship between regulators in Ireland and Gibraltar. Given how many Gambling Operators are active in both jurisdictions this Memorandum of Understanding will be the first step in cementing what will be a positive and mutually beneficial working relationship between both organisations. This is another important step in the Gambling Regulatory Authority of Ireland series of MoUs with fellow regulators.
“We would also like to take the opportunity to welcome Andrew Lynam, CEO of the Gibraltar Regulatory Authority to Dublin and to thank him, and his team, for their ongoing support and assistance to GRAI.”
The post GRAI Signs MoU with Gibraltar appeared first on European Gaming Industry News.
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