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Atomic London will work with Ladbrokes to develop a major new brand platform and is set to launch its first campaign across both sports and gaming in the autumn.

This addition follows Valnet’s recent acquisition of FextraLife earlier this year, further strengthening its position in the gaming media landscape.

The half cash, half equity deal will see AppLovin become a minority shareholder in Tripledot Studios while allowing Tripledot to expand its footprint in key strategic markets, including the US and Asia.

TRG will be responsible for creative, media, brand strategy, and the revamp of the brand's website.

Once a niche hobby, mobile gaming is now one of the fastest-growing forms of direct-to-consumer entertainment, drawing massive brand investment in in-app advertising (IAA).

Called "Hungry Games", the technology aims to help Brazilian gamers maintain high performance by monitoring them and signaling when they should eat to avoid a drop in performance.

Responses were collected from users who had heard or interacted with the actual ad format, ensuring that the feedback came from qualified, contextually relevant participants.

The game is set to launch on April first for PC and Mac, with PlayStation 5 and Xbox versions scheduled for later this year and a Nintendo Switch release in early 2026.

Mandai Wildlife Group and TBWA\Singapore have launched their first campaign together since the agency's appointment in 2024.

Created by Mentos and BBH London, this outlandish invention, which resembles a giant roll of Mentos attached to a cola bottle, will make its debut on the popular gaming platform Fortnite Creative, bringing a fresh and playful twist to the gaming world.

Wolf Games, a startup that will be the home of generative cinematic games personalized to the player, has officially launched with $4 million in seed funding

KFC, the iconic fried chicken brand known for its creative storytelling, has launched a ground-breaking new campaign called Original Fake Games—transforming all those misleading "fake game ads" cluttering your social feeds into actual playable mobile games.

Launching nationwide on 4 March in Indonesia, the ‘Level Up Ramadan with Google Play’ campaign video taps into gaming habits around the holy month of Ramadan when gamers play in solidarity with family and friends to pass the time until their fast-breaking evening meal or Iftar.

Rising popularity of multiplayer mobile games is driving market growth, with a trend towards growth in availability of free-to-play mobile games. However, increasing cost of mobile gaming development poses a challenge.

Havas has presented the first Global State of Play, which looks at the global and the local – from regional sports, gaming and music trends to worldwide advancements in AI and hyper personalization.

Capitalizing on Call of Duty’s proximity chat—a voice feature that lets players talk, joke, or trick their opponents —the campaign invites gamers to barter for mercy by offering up KFC vouchers in exchange for being spared.

eSports, short for electronic sports, is a form of competitive gaming where players or teams compete in video games at a professional level.

Bratislava-based SuperScale, a video game business analytics startup, has secured an investment round of $1.2 million to support the launch and expansion of its SuperPlatform.

Gaming continues to enjoy meteoric rise with significant growth and cultural impact, positioning it as a crucial space for brands to engage with their audiences.

The comprehensive report featuring analysis from dentsu, experts and brands, highlights the significant growth and cultural impact of gaming, positioning it as a crucial space for brands to engage with their audiences.