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The boom of virtual gaming tournaments
The global gaming industry is undergoing rapid change and is seeing significant growth year on year. It is currently worth around £116 billion, and it is expected to grow by a Compound Annual Growth Rate percentage of 12.9% between now and the year 2027.
There are a number of key factors that are driving this, including the availability and advancement of technology. Both the hardware and software of games consoles, computers and gaming accessories are improving greatly in terms of efficiency, innovation and usability.
Increased access to internet services with decent connection and speed has also influenced this, as well as the relatively new development of influencer marketing through streaming platforms. Of course, it is also undeniable that recent global events have meant that people have had to spend more time at home social distancing and have found themselves playing more games. Gaming has provided entertainment and social engagement to people who may have been too busy to play regularly before. There are game types to suit everybody, from action and adventure games to strategy and puzzle games. All gaming sectors have seen an increase of gameplay during this period and one in particular is the casino industry. In the last several months, many people have signed up to one of many casino sites to play their favourite games like blackjack and poker. The increase of players has been forced by the closure of land-based casinos meaning people had to move online to access casino games. And it was not just normal casino games that had to take place online, many large gambling events like the World Series of Poker tournament also had to move online due to the recent pandemic. Many events and competitions were already taking place virtually, however this year has seen more events than ever make the transition online, is this phenomenon going to stay?
Virtual Competitions
There has also been a boom in virtual gaming tournaments, or esports tournaments, during this time. The number of tournaments has skyrocketed in comparison to previous years, so too has the audience numbers on streaming sites such as Twitch and YouTube. As conventional tournaments across the sports and entertainment industries have faced cancellations or postponements, virtual competitions have acted as their replacements.
There are three main types of esports that are run as virtual gaming competitions. One is first person shooters (FPSs), these can be player v player or team games, with popular examples including Call of Duty, Doom and Counter-Strike. There are also fighter gaming competitions, such as those held for Super Smash Bros or Street Fighter. However, some of the most anticipated tournaments are those in the Multiplayer online battle arena (MOBA) category, with League of Legends and DOTA 2 being the big names in this area.
Many players participate in these events due to their financial incentives. Large corporations sponsoring these events draw in professional players with the promise of huge cash prizes. Pros train for these events all year round, gaming to them is a career choice as they fund their passion through prize winning and sponsorship deals scored through their streaming channels. DOTA 2 is by far one of the biggest tournaments in terms of the amount of prize money it gives out. Since the game was released in 2013, there have been 54 tournaments and the average prize has been a hefty sum of $111,111 US dollars. This year’s prize money hase totalled $6 million.
Replacing Sporting Events
Virtual gaming tournaments this year have acted as a good replacement for some of the major sporting events.
After F1 was forced to postpone earlier this year, Torque Esports’ All-Star Esport Battle took over in March. Racers from a variety of motorsports joined in on the action, including the legendary Max Verstappen. Verstappen found victory at the Redline’s Real Racers Never Quit competition series when he won the first qualifier, however the final saw Rudy Van Buren take home the top prize after he dropped out. Van Buren actually holds the title of ‘World’s Fastest Gamer’ in 2017.
There was also the virtual Formula One Grand Prix which attracted both pro gamers and champion F1 stars. This was the second time the event ran and this year it was based on Albert Park circuit in Melbourne. Competitors included Ben Stokes, an England cricketer, and racing driver Alex Albon. The trophy was won by two time Grand Prix winner Charles Leclerc.
Another high-profile esports tournament was the Fortnite World Cup. In the summer of 2019, the Fortnite finals were streamed across Twitch, Youtube, Twitter, Facebook and within the game itself. Weekly online tournaments started in April, with players from each region competing to qualify for the finals and be in for a chance of winning a cut of the $1,000,000 prize pool. The overall winner was 16 year old Kyle “Bugha” Giersdorf, who lifted the trophy at Arthur Ashe Stadium in New York. This year however, Epic Games have had to put a stop to the World Cup this year due to the cross-region nature of the event. They instead moved all over competitions exclusively online this year, including the Fortnite Champion Series and the Fortnite Cash Cups.
Virtual Gaming Industry is Growing
At the rate that the virtual gaming industry is growing, in the future we may see the same kind of media coverage and attention for these tournaments as we do some of the major traditional sports competitions. Huge audiences already enjoy watching these events via live streams, and many also place bets too. As stadium events around the world continue to be cancelled and postponed, virtual gaming tournaments are continuing to become a more mainstream form of entertainment for fans of competitive sports.
BMM
BMM TESTLABS PROMOTES SACHA MCLAUGHLIN TO VICE PRESIDENT OF GLOBAL QUALITY ASSURANCE

BMM Testlabs, the world’s original gaming test lab renowned for exceptional product compliance and certification services, today announced the promotion of Sacha McLaughlin to Vice President of Global Quality Assurance.
BMM’s President of Land-Based Gaming & Inspections, Kirk White, said, “Sacha has consistently demonstrated exceptional leadership, operational excellence, and a customer-first attitude. Her experience and passion will be critical as we continue to grow our QA services to meet the always-evolving needs of the global gaming industry.”
With over 18 years of experience in software implementation and seven years in the gaming industry, McLaughlin brings extensive knowledge of both agile and waterfall development methodologies, test planning, project management, and cross-regional team leadership. She is recognized for her ability to build and scale QA organizations that deliver quality, speed, and value to customers.
McLaughlin joined BMM in 2018 and has held roles of increasing responsibility within the Company, most recently serving as Senior Director of Quality Assurance. Throughout her tenure, she has been instrumental in expanding BMM’s QA capabilities and helping customers launch products into the global gaming market more quickly, with a focus on regulatory compliance, functionality, fairness, and security.
The post BMM TESTLABS PROMOTES SACHA MCLAUGHLIN TO VICE PRESIDENT OF GLOBAL QUALITY ASSURANCE appeared first on Gaming and Gambling Industry in the Americas.
Eastern Europe
Totogaming Joins Cernica Pantelimon RunFest: Not Just Present, But Fully Participating

“We weren’t just present — we were participants of Runfest. And that’s one of the most important aspects,” said Artak Ashkhatoyan, Deputy CEO of Totogaming.
On July 6, Totogaming joined the Cernica Pantelimon Runfest in Romania, once again emphasizing the importance of promoting amateur sports and a healthy lifestyle.
“Supporting such initiatives is a priority for TotoGaming. First, 50% of the proceeds from RunFest will be donated to the CLOVES Romania Foundation, supporting children affected by CLOVES Syndrome. And second, we’ve always believed in showing our passion for sports through actions, not just words. Have you noticed how we’re constantly rushing through life, yet when we look back, it often feels like we haven’t moved at all? It’s important for us to lead by example and show the importance of participation. This is exactly the message we’re promoting through our team’s active involvement in the marathon. After all, there can never be too much sport in our lives,” said TotoGaming’s Deputy CEO, Artak Ashkhatoyan.
A Simple Concept, a Powerful Impact
The concept of this sports event is straightforward: choose a distance between 1 to 21 kilometers and run. The goal? Make sport an integral part of everyday life. The crowd certainly embraced that, gathering as early as 8:30 a.m. — on a Sunday morning.
Totogaming contributed in two distinct capacities: as an official sponsor and as an active participant. A dedicated team of 13 employees represented the company at the Cernica Pantelimon RunFest, with 7 of them proudly taking part as runners.
More Than Just a Run
It wasn’t an easy challenge — especially because among Totogaming’s runners were people for whom running isn’t a daily habit, or even part of their life at all. Yet they couldn’t miss the opportunity, not least from the perspective of corporate responsibility.
“We just finished the 7.5-kilometer race!” shared Petrut-Adrian Toea from the Totogaming team.
“It was amazing, honestly. Around the 2-kilometer mark, I had this little battle with myself — I told myself I had to finish the race, no matter what. And I did it! I came in around 60th place out of over 100 runners, which for me is a really good result.”
“I see my participation as a small contribution toward promoting a healthy lifestyle. In my close circle, everyone knows I’m not exactly the sporty type. I’m not athletic, and I usually prefer having fun in other ways. But showing up here, early in the morning, in this intense heat, and completing almost 8 kilometers with just one short break — I think it set a good example.”
“I hope seeing someone like me finish this challenge motivates my friends to try something similar for their own health. I believe that’s a meaningful contribution”, – added Petrut-Andrea.
Totogaming also made it possible for every attendee to bring sport into their lives — quite literally. At the Totogaming tent, participants could ride stationary bikes and receive prizes based on the number of points they earned through their efforts.
Whether they were running, cycling, or simply cheering for friends, the goal for everyone was the same: to reach the destination of champions — by bringing sport into everyday life.
The post Totogaming Joins Cernica Pantelimon RunFest: Not Just Present, But Fully Participating appeared first on European Gaming Industry News.
AI
Liftoff’s 2025 Mobile Ad Creative Index Reveals UGC Is a Key Differentiator for Top Apps

Major findings from the newly launched report include playable ads having the potential to deliver impression-to-install rates 16 times that of non-playable formats for emerging gaming apps and a 20% increase in spending on interactive ads year over year.
Liftoff, a leading AI-enabled growth platform for the mobile app economy, has published its seventh annual Mobile Ad Creative Index. The report explores top creative trends that are attracting and scaling in ad spend across consumer apps and games. It also highlights the expanding role of AI in creative production, testing, and optimization.
This year’s Mobile Ad Creative Index specifically analyzes creative concepts that have excelled in scale for Liftoff’s highest-spending advertisers over the past 12 to 48 months. It is based on findings from over 4.7 trillion impressions, 263 billion clicks, and 1.1 billion installs between 1 January 2023 and 31 May 2025.
Highlights from the report include:
Top consumer apps are investing in interactive ads to compete for engagement
In 2024, the share of spend on interactive ads for top apps increased by 20% year over year. The share of spend increased by 2% for spenders outside the top tier. Top-spending apps differentiate their campaigns by adding innovations to evergreen concepts such as social scrollers, carousels, and scratch-offs.
Playable ads deliver returns across ad budgets for mobile game advertisers
In 2024, the share of spend on playable ads for top games averaged 35% higher than other games. Across all ad budgets, however, playable ads delivered higher conversion rates. Impression-to-install rates were 8 times that of non-playable formats for top spenders and 16 times that of non-playable formats for other game advertisers.
Tailoring “metaplay” elements to motivations can improve performance
“Metaplay” elements—gameplay that diverges from an app’s core design to appeal to a broader audience—are widespread, but top games gain an edge by tailoring their metaplay ads to the publisher audience. The report found that aligning “metaplay” creative with publisher audiences resulted in a 93% increase in installs-per-mille.
UGC is becoming a key differentiator in driving scale for consumer apps
The share of spend on user-generated content (UGC) increased 11% for top-spending apps, with social and utility apps seeing the most significant jump of nearly 30% between 2023 and 2024.
Widespread adoption of Gen AI leads to more customized ad experiences
Creative teams increasingly leverage AI to enhance top-performing assets with 3D and motion and to create and test variations. Top advertisers also use AI to recombine their assets in customized ad experiences that break away from standard video to playable formats.
Yann Zeller, Chief of Staff, Creative at Liftoff, said: “Today’s creative landscape is shaped by a single, powerful truth: attention is the commodity, and brands, games, and influencers are all vying for it. Great mobile ad experiences can earn attention by aligning context with behavior. As ad formats become richer and AI expands our ability to personalize and adapt creatives at scale, we’re able to unlock new insights into user behavior and motivation. We see users spend meaningful stretches with the right content, sometimes 60 to 90 seconds when the ad feels personal or prompts meaningful participation. This isn’t just a better way to advertise—it’s a better way to tell stories and the most exciting brief we’ve had in years.”
Soren Steelquist, Director of Creative Production, said: “The proof is in the data—more and more consumer apps are incorporating UGC into every stage of their marketing, and programmatic is no different. UGC works because it’s authentic and relatable, and users are more likely to be influenced by ad when it’s coming from a trustworthy source. To see higher impact from UGC creatives, work with a partner that can match the right creator with your brand and develop winning concepts that resonate with audiences.”
The post Liftoff’s 2025 Mobile Ad Creative Index Reveals UGC Is a Key Differentiator for Top Apps appeared first on Gaming and Gambling Industry in the Americas.
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