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Riot Games Wraps Up V5: A Landmark Celebration of VALORANT’s Five-Year Journey in South Asia
Five years ago, VALORANT arrived in South Asia with a simple promise: to deliver clutch gameplay and high-octane FPS hero shooter action. What followed was far more – late-night team talks in dorm rooms, friendships built in cyber cafes, taunts turned into inside jokes, and a vibrant community that made the game unmistakably their own. This month, on VALORANT’s 5th anniversary, Riot Games brought that journey full circle with V5, a campaign built as a tribute to every South Asian player who made VALORANT more than just a game.
V5 was designed to be a true reflection of the players, a campaign that lived in the same spaces they do: on their campuses, in their cafes, and on their timelines. Rooted in cultural nuance, it celebrated the reality of the player experience through animated shorts based on real stories, UGC-driven content, murals, college activations, and a host of community-driven celebrations.
“V5 is our ‘Thank You’ to a generation of players who made VALORANT their own,” said Arun Rajappa, Country Manager, Riot Games India & South Asia. “Whether you’re top-fragging in ranked matches or reminiscing over your first LAN, this campaign is about your story. We wanted V5 to reflect the unique way South Asia has embraced VALORANT. The response has been uplifting, and it only reinforces why we build with community at the center.”
At the heart of it all was the V5 key visual, a vibrant and colorful tapestry of South Asian gaming culture. It was as much about memory as it was about mood: a steaming cup of chai to honor the all-nighters, subtle nods to LAN café setups that birthed both rivalries and friendships, and the unmistakable “NHK?” (“Nahi ho raha kya?”) jibe, which has become part of the everyday VALORANT vocabulary across the region. This logo was a visual time capsule, recognizable, relatable, and a proud representation of the region’s gaming culture..
As part of V5’s on-ground presence, Riot reimagined the streets of Mumbai, Delhi, Gurgaon, and Kota with an OOH (Out-of-Home) campaign that didn’t just speak to the community, it spoke like them. Across Gurgaon, Mumbai, and Delhi, LED billboards lit up with iconic in-game callouts like the playful jibe “Kal aana kal” and the ever-reliable pre-round “Skin dede bro!” phrases that have become part of everyday VALORANT banter. In Kota, the campaign took a hyperlocal twist, with traditional billboards across high-traffic areas. What made the campaign stand out was that these callouts weren’t just written for the community; they were voted on by them, turning the streets into shared arenas of recognition and pride.
One of the most timely and playful moments of the V5 campaign landed on June 2 — the day IIT-JEE Mains results were announced, a high-pressure milestone for millions of students across India. Seizing this cultural flashpoint, Riot rolled out ‘VAL Toppers’, a cheeky twist on the way coaching centres in cities like Kota celebrate academic success. But instead of JEE rankers, these billboards spotlighted Radiant-ranked VALORANT players, honoring them with the same visual fanfare usually reserved for exam toppers. With VAL Toppers, Riot offered a tongue-in-cheek nod to South Asia’s competitive spirit, proving that top-tier aim and top-tier ambition can shine in very different arenas.
The campaign made its presence felt at the VCSA Split 2 finals, where VALORANT set up an open-access booth at the Phoenix Market City, Mumbai. Visitors, many new to the game, got hands-on with VALORANT and a lot of exciting swag like custom marshmallows featuring their favourite agents and t-shirts capturing elements of V5. It was a low-barrier, high-impact entry point that turned casual curiosity into active interest.
To close the campaign, Riot hosted V5 Game Night at ApeCity, India’s first org-led gaming cafe in Navi Mumbai, transforming it into a celebration zone with friendly showmatches, video games, and a comedy set by popular comic Raunaq Rajani. It was a final nod to the players who built the community and a call to those who’ll define what comes next.
According to the Lumikai State of India Interactive Media and Gaming Report FY24, India’s gaming market generated $3.8 billion in FY24 and is projected to grow to $9.2 billion by FY29. With 66% of gamers coming from non-metro cities and 43% being first-time earners aged 18–30, the data reflects gaming’s growing cultural and economic weight. V5 is a reflection of this moment, when games stop being pastimes and start becoming part of how an entire generation communicates, celebrates, and connects.
V5 ultimately proved that VALORANT in South Asia is lived, embedded in comms, cafe walls, student timetables, and weekend routines. And now, it has cemented its place in India’s entertainment mainstream.
The post Riot Games Wraps Up V5: A Landmark Celebration of VALORANT’s Five-Year Journey in South Asia appeared first on European Gaming Industry News.
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G2’s 10yr Anniversary Celebrations Continue with their First-Ever Anime Capsule Collaboration with Solo Leveling
Reading Time: 3 minutes
- The limited-edition G2 x Solo Leveling capsule collection launches November 14, featuring streetwear pieces that capture the spirit of a generation raised on anime, gaming, and fashion, with quiet confidence stitched into every piece
- The capsule marks G2’s first-ever anime collaboration and Solo Leveling’s debut entry into the world of esports
- The collection will be available for purchase exclusively via G2’s shop front
- Solo Leveling took the anime world by storm becoming the most-rated series ever on Crunchyroll
G2, one of the world’s leading entertainment and esports brands, is proud to unveil its first-ever anime collaboration with Solo Leveling, the globally acclaimed anime phenomenon, for the launch of a limited-edition capsule collection. With gaming and anime blurring the lines more than ever, this new collaboration unites the worlds of competitive gaming, anime and street fashion, and continues to disrupt the esports fashion space.
Inspired by Solo Leveling’s signature dark visuals and its powerful, underdog narrative, the collection channels the spirit of transformation that defines both the anime and G2’s competitive ethos. The design direction is deliberately dark and understated, with flashes of lightning and sparks that echo Solo Leveling hero Jin-Woo’s bursts of power as he levels up in the shadows of underground dungeons and daily grinds. Each item in the drop balances minimalist silhouettes and tonal palettes with refined visual cues – subtle details that speak volumes to those who IYKYK.
This collaboration is more than merchandise; it is a wearable narrative, tapping into the mindset of a generation raised on glow-ups, grind culture, and story-driven self-expression. Crafted for people who exist online and offline simultaneously, the G2 x Solo Leveling capsule fits seamlessly into the language of modern high-low streetwear, designed for everyday wear while remaining rooted in story and symbolism.
Solo Leveling has quickly become one of the most successful anime series of recent years. Since its premiere in early 2024, it has built a devoted global fanbase and earned nine awards at the 2025 Crunchyroll Anime Awards, including Anime of the Year. The series tells the story of Sung Jin-Woo, a once-weak hunter who rises in secret to become the most powerful player in a gamified world, a character arc that strongly aligns with G2’s own “zero to hero” journey. The first two seasons are available to stream exclusively on Crunchyroll.
The capsule collection is the latest in a line of exclusive drops from G2, following high-profile collaborations with Ralph Lauren, Warner Bro’s Batman, and iconic lifestyle brand Smiley. It’s another step forward in G2’s journey as a cultural leader, redefining what it means to be an esports organisation.
“We’ve wanted to release an anime collaboration for the longest time so we’re more than excited to kick off our first ever anime drop with Solo Leveling. It feels like the perfect fit for G2’s story – relentless, transformative, and built from the grind up.” says Sabrina Ratih, COO of G2 Esports. “This is more than a fashion drop, it’s a statement of where gaming, anime, and street culture are headed. We’re not just celebrating a shared story of power and perseverance, we’re inviting fans to wear that story, live it and own it. This collection continues our quest to reshape esports fashion and create subtle statement pieces that bridge the gap between fandom and lifestyle.”
Celebrating its 10th anniversary this year, the organisation continues to evolve from an elite competitive force into a global lifestyle brand. With over 40 million fans worldwide and entering into new ventures such as its own media house, 62, and a recent expansion into traditional sports via Gerard Piqué’s Kings League.
The G2 x Solo Leveling Capsule Collection will be available for purchase exclusively through G2’s online store g2esports.com from November 14.
The post G2’s 10yr Anniversary Celebrations Continue with their First-Ever Anime Capsule Collaboration with Solo Leveling appeared first on European Gaming Industry News.
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Clever Advertising opens new Malta office, launches fully paid work experience programme for young local talent
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Clever Advertising, a performance marketing agency for tier one iGaming operators and Fintechs, has today officially launched its new strategic office in Malta, reinforcing the island’s growing reputation as a European hub for digital and technology-driven industries.
The new office, located over two floors at the Wembley Business Centre in Msida, will serve as the company’s main base outside Portugal. Its opening marks an important step in Clever Advertising’s global expansion and will bring new career opportunities to Malta’s digital sector.
From Portugal to the world
Founded in Porto, Portugal, in 2007, Clever Advertising has grown into a global leader in affiliate and performance marketing, specialising in the iGaming and Financial Services industries. The company helps international brands attract new customers through a mix of digital advertising, SEO, mobile campaigns, influencer partnerships, and other online marketing channels. Clever Advertising operates on a partnership model – investing its own resources upfront to acquire customers for its clients and earning revenue only when those campaigns succeed.
Silvio Schembri, Minister for Economy, Enterprise and Strategic Projects commented “Clever Advertising’s decision to expand in Malta is another proof of the confidence investors continue to place in our country. Their growth reflects the direction we are taking through Malta Vision 2050, strengthening high-value sectors and creating quality careers for our youths. I particularly welcome their commitment to developing local talent through the Clever Launchpad, which aligns perfectly with our efforts to equip our youths with valuable skills in this fast-evolving sector. As a government, we will keep fostering the right environment for innovative companies to grow.”
Ivan Filletti, CEO of Gaming Malta commented: “Today, we are not only celebrating the inauguration of new offices, but also the continued strengthening of Malta’s gaming ecosystem. We are delighted to welcome Clever Advertising — a company whose energy, values, and investment in both people and interactive entertainment align with the Malta Vision 2050 framework, our roadmap for sustainable growth and resilience.”
“This is an exciting milestone for Clever Advertising,” said Alberto Simões, Managing Director for Malta. “Malta was a natural strategic choice for us. The island offers a thriving talent pool, close proximity to key clients, and a solid regulatory environment in both the Gaming and Financial Services sectors – all of which make it one of the best places in Europe to grow a tech business.
“Our company operates on a true partnership model. We invest upfront to acquire new customers for our clients and share in the resulting revenue. This success-based structure means that when our clients grow, we grow. It’s a win–win model that will directly contribute to the Maltese economy, help generate sustainable jobs, and build long-term partnerships rather than short-term campaigns.
“We’re here to be part of Malta’s business community for the long term, not only as employers, but as partners helping to advance innovation and professional skills on the island.”
Creating jobs and developing skills
The company today also announced its intention to invest in local talent development through the Clever Launchpad, a paid work experience initiative designed for Maltese youth who have recently finished school and are not yet in work or further education.
The programme offers hands-on experience, mentorship, and international exposure within the fast-growing digital sector. Participants will also have the opportunity to spend time at Clever Advertising’s headquarters in Porto. The scheme will be fully funded by Clever Advertising.
“We believe opportunity should be accessible to everyone,” added Simões. “The Clever Launchpad scheme tackles the misconception that digital jobs at international companies in Malta aren’t for the local residents. It’s designed to open doors for young people, even those without a university degree, and give them the chance to build a global career from right here in Malta.”
The post Clever Advertising opens new Malta office, launches fully paid work experience programme for young local talent appeared first on European Gaming Industry News.
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StarLadder is proud to welcome Blacklyte as the Official Furniture Partner of the StarLadder Budapest Major 2025, bringing premium-grade desks and chairs to support the world’s best Counter-Strike players during one of the biggest esports events of the year.
All player setups at the Major – including on-stage booths and backstage practice areas – will be equipped with Blacklyte’s high-performance gaming furniture, including the Blacklyte Athena Pro Gaming Chair and the Blacklyte Atlas Lite Standing Desk, designed specifically for professional esports environments.
“Comfort and stability are crucial in high-pressure matches,” said Alex Liu, Founder and CEO of Blacklyte. “We’re excited to support the players at StarLadder Budapest Major 2025 with gear that’s built for champions.
The partnership ensures that every pro player competing from December 11 to 14 will have the ergonomic support and functionality required to perform at their highest level — whether in practice or under the spotlight on stage.
“Blacklyte’s dedication to quality, design, and player comfort makes them the ideal partner for the Major,” said Viacheslav Shcherbakov, Head of Sales & Partnerships at StarLadder. “We’re proud to showcase their products on the biggest stage of the CS2 season.”
Fans attending the event will also be able to visit the Blacklyte PlayZone, where they can experience the same chairs and desks used by the pros, participate in giveaways, and take home exclusive merch.
For more information about Blacklyte and their activation at the event, follow us on social media or visit major.starladder.com
The post Blacklyte Joins StarLadder Budapest Major 2025 as its Official Furniture Partner appeared first on European Gaming Industry News.
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