Gaming
Innovative new AdTech provider Interact makes a splash with charity: water partnership
Interact, a pioneering new AdTech platform that offers immersive in-game advertising solutions for brands, has announced that its innovative new technology raised awareness of the ‘Clean Water Pledge’ by charity: water. The display campaign resulted in hundreds of thousands of impressions, with one in four [27.5%] users tapping on the interactive in-game billboards.
The success of this partnership marks a strong start to the year for Interact. Launched in December 2021 by leading video game publisher Playstack, Interact is a new form of advertising technology. Interact seamlessly places brands into games in a non-disruptive way, making them part of the play. Its unique approach makes in-game brand engagement easy, accessible and relevant to developers, brands and players alike.
Interact prides itself on delivering non-intrusive ads that encourage engagement without disrupting gameplay in any way. Building on years of knowledge and gaming industry experience, Interact’s SDK integrates easily into games, using simple tools to deliver advertising solutions. The expert team works with top brands, building bespoke ads with multiple touch points, that work for developers, players and brands.
The perfect partnership for Idle Aquarium and Idle Sea Park, the charity: water interactive billboards integrated seamlessly into the mobile game in locations, just like those where they would be seen in real life – such as beside exhibitions. Over the course of 15 days, the billboards were watched for over 180 hours, with an impressive 27.5% of viewers tapping to find out more.
Peter Griffin, Head of Brand Partnerships at Interact, said: “At Interact, we are really passionate about creating campaigns that really make brands part of the play – adding to in-game player experience rather than disrupting it. We focus on finding the right brand partnerships and ensuring that our ads make sense, resulting in lifelike experiences in games, that are just like you would see in the real world. We work closely with developers, making it easy for them to integrate our SDK into their games in a way that benefits everyone.
“Supporting charity: water to deliver in-game ads in Idle Aquarium and Idle Sea Park was a collaboration that just made sense. It fitted so well with the games, and was such a relatable brand for players. We are really happy with the results the campaign achieved, especially for such a worthy cause.”
The charity: water campaign, which was launched in partnership with Walk-In Media to coincide with World Water Day [Tuesday 22 March], saw groundbreaking interactive ads served in Playstack’s Idle Aquarium and Idle Sea Park mobile games. Using cutting edge new technology from Interact, interactive water-themed billboards were placed into the in-game parks, which players could then click on to find out more about charity: water and the ‘Clean Water Pledge’.
Ellie Scouller, Brand & Communications Senior Manager, charity: water, said: “It’s been a great experience working with the Playstack team to test this new form of in-game advertising. We’re always looking for innovative and engaging ways to tell more people about the water crisis and our work.
“There are currently 771million people living without access to clean water, that’s 1 in 10 or ten times the population of the UK. It’s a massive problem but one we know how to fix, we just need more people to help. A big thank you to Playstack for their support of our World Water Day campaign. We look forward to working more with them in the future!”
Interact places great importance on measurement across its campaigns, offering the best possible value for its clients. Giving prominence to accuracy, Interact calculates impressions by a number of set criteria including viewing angle, screen space and visibility duration.
With Interact, brands really are part of the play.
GGL set to systemize and monetize the world’s largest untapped entertainment audience – the over 3 billion people who play video games worldwide
Las Vegas, NV, April 08, 2025 (GLOBE NEWSWIRE) — The Global Gaming League (GGL), a global gaming entertainment and media company, announced today the raise of $10 million for its SAFE round led by Solyco Capital. GGL was founded by Grammy-nominated, multi-platinum music producer and entrepreneur Clinton Sparks, in partnership with music icon T-Pain and tech visionary Jeff Hoffman (Priceline, UBid, Booking.com).
The Global Gaming League is a first of its kind multi-title gaming league with celebrity owned teams made up of four players each – high profile influencers, actors, athletes, artists, casual and professional gamers – who compete in live events playing everything from first person shooter, sports titles and fighting games to the latest releases and retro favorites. The GGL is not an esports league – it’s a gaming entertainment league that brings together every style of play and every kind of player. It’s multigenerational, multicultural, and converges gaming, music, sports, fashion, celebrity, competition and culture.
“There are over 3 billion gamers around the world,” said Clinton Sparks, Founder and CEO of GGL. “But there’s still no centralized platform that gives everyday players the spotlight—while authentically connecting brands, celebrities, and competition in a way that’s truly entertaining. That’s where GGL comes in. Imagine the energy of the Super Bowl, the fandom of Comic-Con, and the culture of ComplexCon and Coachella. There is currently no place for investors to have any meaningful return on a gaming investment, brands to consistently get an ROI with gaming, publishers to expand their IP to new audiences, celebrities to have an authentic footprint in gaming and nothing set up for all gamers to build a career as a gamer, and have a chance to be recognized globally as true athletes. Until now.”
The GGL’s matches will take place at their state-of-the-art campus and arena in Las Vegas, the entertainment capital of the world and the home of the Global Gaming League. GGL’s studio facility The Campus powered by Vū, is set to elevate the city’s connection with the video gaming community forever. It is the most technologically advanced studio in the area, boasting the largest wrap-around digital screen in the Western U.S. (second only to Sphere) and 43,000 square feet of space with everything for Hollywood-level film and television production and VIP events of all kinds. GGL delivers unforgettable experiences, high-impact sponsorship moments, and a new entertainment format where the audience is just as important as the action.
“Everybody games,” said T-Pain, GGL Director of Strategy and team owner. “67% of people between the ages of 5 and 90 game in some form—in fact, more people watch video gaming than any sport (short of the NFL). 46% of gamers are female, colleges give scholarships for gaming now. and the average gamer is 36 years old, despite most thinking it’s only for kids. Gaming is a faster, cheaper and safer path to success than traditional sports.”
The Global Gaming League is providing real opportunity for gamers around the world to be drafted and earn a salary as a player on a celebrity owned team through the global nomination submission process where gamers can log on to globalgamingleague.com and sign up. Since announcing this, the league has over a quarter of a million entries to play for one of the celebrity-owned teams.
The first team owners to be revealed include:
- T-Pain – Grammy-winning artist and beloved voice in gaming culture
- Bryce Hall – TikTok star, Bare Knuckle brawler and digital entrepreneur
- Flavor Flav – Hip hop legend, reality show icon, and official host of the Olympics
- Ric Flair – 16-time world champion legendary professional wrestler known for his flamboyant personality and signature catchphrase, “Wooooo!”
GGL will be announcing more team owners in the coming weeks pulling from music, film, sports, fashion, social media and gaming.
Game time is the new prime time.
Gaming is projected to surpass $300 billion by 2026—outpacing TV, film, and music combined. But it’s not just the revenue—it’s the attention. Unlike traditional media, where viewers are distracted, multitasking, or skipping ads, gaming commands full focus. There’s no second screen. No passive scrolling. Just millions of fully immersed fans, locked in and actively engaged.
For brands, this isn’t just a new channel—it’s a new kind of consumer. One who’s not just watching, but participating. One who’s emotionally invested in the moment and wide open to authentic brand experiences that enhance gameplay rather than interrupt it. This is where advertising stops feeling like an ad—and starts becoming part of the story.
“Gaming is a blue ocean opportunity for brands, investors, and new business. Gamers spend 30% more on retail than non-gamers and that number goes up in key categories like automobiles, travel and technology,” said John Garcia, Founder and Managing Partner of Solyco Capital. “Gamers don’t just play—they influence. Today’s gamer spans generations and lifestyles. They watch, buy, and move culture. When I met Clinton Sparks and listened to his vision, I knew this wasn’t just another business idea—it’s a key future in media.”
More Than a League — A Launchpad for Talent, Education, and Opportunity
The launch also includes the GGL Academy—a first-of-its-kind initiative focused on empowering advancement through gaming education, career pathways, and scholarship opportunities. The Academy is built to train, mentor, and connect aspiring gamers, creators, and professionals to real-world roles across the gaming, entertainment, and tech industries.
Strategic partnerships with NYU, UNLV, and Syracuse are already underway, building a direct pipeline from the classroom to the arena. With 74% of Gen Z expressing interest in careers in gaming or digital media, GGL is creating the infrastructure to meet that demand—especially in underserved communities where access to opportunity has been historically limited.
“I came out of retirement for this,” said Jeff Hoffman, GGL Chairman of the Board. “Because this isn’t just about gaming—it’s about access. GGL has the power to connect cultures, build international bridges, uplift underserved communities and close age gaps. And it’s not just meaningful—it’s good business. We’re building a platform that can monetize at scale while making a positive impact. That’s rare, and that’s why I’m all in.”
Sparks adds, “The Global Gaming League is positioned to make gaming a household name in the same manner that the WWE did with wrestling and the UFC did with mixed martial arts, by systemizing and democratizing an industry that already exists with billions of users and hundreds of billions already being generated. Get familiar with the Global Gaming League.”
About Global Gaming League:
GGL is a new kind of league—where gaming, culture, music, sports, fashion, and reality TV collide. With celebrity-led teams, live competitions, global fan engagement, and next-gen media experiences, GGL is building the first entertainment system for the world’s largest and most engaged audience. More info at globalgamingleague.com.
About Solyco Capital:
Solyco Capital is a unique private equity group that delivers capital solutions for late-stage startup and growth companies. Headquartered in Detroit, with offices in Orange County, Dallas, and Miami, Solyco supports high-growth companies with operational guidance through Solyco Advisors. Learn more at solycocapital.com.
Visit: GlobalGamingLeague.com
Press Contact: [email protected]
Business Inquiries: [email protected]
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CONTACT: Press Contact: [email protected] Business Inquiries: [email protected]
FRVR, a global web-based game distribution company providing instant access to thousands of games, has today announced a collaboration with k-ID, a company committed to protecting and empowering kids and teens through age-appropriate online experiences. The partnership will see k-ID’s first-of-its-kind global compliance engine integrated into one of FRVR’s most popular online games, Krunker.
Acquired by FRVR in 2022, Krunker is a free-to-play first person shooter with a large, engaged community of 3 million monthly active players. The integration of k-ID’s safety and privacy compliance technology ensures rigorous online protection for Krunker’s younger players, creating a blueprint for other web-based games and platforms to follow.
k-ID utilizes an age gate as the first line of defense in age verification, providing a simple and intuitive way for users to declare their age. It also offers an optimized, low-friction Verifiable Parental Consent (VPC) flow, which obtains and manages parental consent in a way that meets global regulatory requirements and adapts based on the user’s location. Together, these solutions ensure that every player on Krunker receives an age-appropriate experience while gaming.
Web-based gaming experienced an initial peak in the mid-2000s with games made in Flash. Driven by technological and legislative advances, web games made primarily with HTML5 are projected to become an $8 billion market in 2025. At the same time, laws such as the UK’s Online Safety Act and the EU’s Digital Services Act aim to create safer digital spaces for children. With its collaboration with k-ID, FRVR doubles down on its commitment to foster a better environment for kids and teens online — both on their platform and the wider web.
Quentin Staes-Polet, CEO of FRVR, said:
“As the web gaming sector continues to grow, FRVR is dedicated to ensuring young players have secure spaces to have fun and express themselves online. We’re thrilled to collaborate with k-ID, who bring the best in class tools we need to provide a safer and more responsible experience in Krunker.”
Kieran Donovan, Co-founder & CEO of k-ID, said:
“We are thrilled to help empower and protect the large, engaged community in Krunker. At our core, we’re driven by a mission to deliver empowering, safe experiences that resonate deeply with kids, teens, and everyone. What I love most about Krunker is its accessibility—it’s easy to pick up and naturally creates entertainment and connection between players.”
This fresh collaboration follows recent successes for both companies, with FRVR securing $13.2 million towards its AI engine, Upit, and k-ID being named one of the 2025 AI Gamechangers.
The post FRVR Integrates k-ID into Krunker, Setting a New Standard for Child Safety in Web Gaming appeared first on European Gaming Industry News.
UMX Studios, backed by Jetapult, has officially released DriftX, a mobile car simulation racing game that combines fast-paced competitive action with immersive gameplay. The game has surpassed many global titles, crossing 1.8 million downloads with its beta, and is aiming for 15 million downloads by year’s end. Furthermore, the game hit #1 in the Middle East and smashed through top charts across regions such as the US on both the App Store and Google Play.
The studio’s game title redefines the mobile racing genre by combining competitive modes such as ranked multiplayer and time trials with open-world exploration, a rare feature in drift games. Its physics-driven mechanics strike a perfect balance between arcade accessibility and technical depth, catering to both casual players and racing enthusiasts. The game also offers seamless social integration with features like Voice Chat, Play Together, and Hang Out, making it a dynamic, community-driven experience with an unmatched realistic experience.
UMX Studios recently secured a $4.5 million investment from Jetapult to accelerate its growth. Through its strategic Invest & Operate model, Jetapult provides more than just financial support; it also equips gaming studios with access to top-tier game design expertise, publishing guidance, and cutting-edge AI tools, all aimed at fostering long-term success. UMX Studios worked closely with Jetapult’s experts, including Creative Director Angelo Lobo (renowned for his contributions to CSR2 and Farmville 2) and witnessed a 35%+ increase in user revenue (ARPDAU). The collaboration helped enhance the user’s multiplayer gameplay experience, balancing the game’s economy and social dynamics.
Ali Alharbi, CEO of UMX Studios, commented, “Our collaboration with Jetapult has helped us refine the game and accelerate its growth. The response to DriftX has been amazing and we continue to focus on innovation and community-driven gameplay. We are confident that we will play a key role in redefining the mobile racing genre globally.”
Sharan Tulsiani, CEO & Co-Founder of Jetapult, added, “DriftX’s rapid success is a perfect example of what happens when talented studios like UMX are empowered with the right resources and expertise. It stands out not just for its strong early numbers, but for how thoughtfully it’s been built—from gameplay mechanics to overall design, the team has delivered a racing experience that’s both accessible and deep. We’re proud to support them as they bring this quality of innovation to players across global markets and continue to reshape the mobile racing genre.”
DriftX game is available on iOS and Google Play
The post Jetapult-backed UMX Studios launches DriftX, a mobile car racing game appeared first on European Gaming Industry News.
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