Marketing

For some publishers, working with influencers has become a separate marketing strategy. But how do you choose the right blogger who will genuinely engage your game's audience? Let's find out with Ilya Svanidze, Head of Marketing at ESDigital Games, and Artem Akimkin, Lead Influencer Manager at Polden Publishing

Nordisk Games has revealed that its subsidiaries, Avalanche Studios Group and Supermassive Games, have entered into a publishing agreement.

The French gambling regulator ANJ announced the expansion of its collaboration with the agency responsible for overseeing advertising in the country. This collaboration will now also cover games with monetizable digital objects. This includes Web3 games involving blockchain, NFTs, and crypto-assets.

Teams responsible for Dungeons & Dragons and Magic: The Gathering at Wizards of the Coast are forming a union. They are urging leadership at Hasbro and Wizards to cease the promotion of generative AI

The fund has a total of 5 billion rubles at its disposal

While AppLovin is involved in a lawsuit with Unity, the authorities in San Diego County, USA, have turned against it. The reason for this is the company’s advertising practices.

While AppLovin is in a legal battle with Unity, the authorities of San Diego County in the USA have taken action against it. The reason for this is the company's advertising practices

A California court will not require Unity to temporarily restrict the operation of the Ad Quality SDK tool in AppLovin's products. This request was previously made by AppLovin itself.

A conflict has erupted between AppLovin and Unity

Microsoft has secured a patent for an "ad-credit" system designed to present advertisements and announcements during PC and Xbox game sessions, aiming to avoid interruptions to gameplay.

Microsoft's gaming division has filed a patent application for a system that can integrate advertisements into console and PC games

While some might contend that Grand Theft Auto 6 can forgo a marketing campaign, Strauss Zelnick, president of Take-Two Interactive, stressed the importance of sustaining awareness for established brands.

Mobile game marketing is entering a new phase defined by faster creative iteration, broader AI adoption, and a growing focus on player quality. The 2026 Global Mobile Game & AI Marketing Insights, published by SocialPeta, Playio, and Funtap Games, examines how these shifts are changing advertising strategies in the first half of 2026.

Starting October 7, 2026, it will no longer be possible to place content related to online gambling in Google's advertising services intended for residents of Croatia. The corporation announced the upcoming policy update in its blog.

A new entry in the "Investor/Publisher Wanted" section. Today, we talk about a project in the spirit of the Metroid series. It's called FLASHLOOP and is being created by solo developer Yevgeny Yuzhny

Keywords Studios has introduced FreeAnimal, a newly formed entity that merges seven of its creative agencies. This venture aims to provide a unified contact point for developers, publishers, and brands.

Karen Hope Garcia, the representative from the 3rd District of Cebu province, introduced a bill in the Philippine House of Representatives (https://www.yogonet.com/international/news/2026/09/03/126208-philippine-house-bill-proposes-nationwide-ban-on-online-gambling-advertising) to ban advertising, promotions, and sponsorships of online gambling nationwide

The marketing company AppsFlyer continues to attract funding. According to the publication Calcalist, it has now made a deal with the Israeli bank Leumi, which has agreed to provide a substantial loan in the form of a line of credit

The Ministry of Antimonopoly Regulation and Trade of Belarus has prepared a draft law that provides for the introduction of additional restrictions on gambling advertising in the country. It addresses both traditional gambling and iGaming.

New content in the "Investor/Publisher Wanted" section. Today, we are discussing the game THE ENTERTAINERS, which is being developed by just one person

Gothic 1 Remake has been a box office success for the studio Alkimia Interactive and the publisher THQ Nordic. As reported in a recent financial report by their parent company Embracer Group, the game is approaching break-even and is expected to become profitable soon.

The remake of the first "Gothic" became a box office success for the studio Alkimia Interactive and the publisher THQ Nordic. According to the latest financial report from their parent company, Embracer Group, the game is nearing break-even and will soon be able to turn a profit

A charity bundle on Itch.io aimed at assisting industry workers impacted by layoffs in the United States and Canada is nearing its $200,000 fundraising target

After three years in operation, Reforged Labs, a generative AI platform, is closing its doors because of difficulties in expanding outside the gaming industry

New content in the "Investor/Publisher Wanted" section. This time, we're highlighting a free-to-play fighting game set in medieval Japan, Katori: Code of Blade, by the Minsk-based indie studio Gamecraft

This is three times more than a year ago.

The financial reporting period has arrived, and Ubisoft was quick to announce its results for April-June 2026. This marked the first quarter of the current fiscal year for the company, and it didn’t go very smoothly.

Microsoft has initiated a trial phase for ad-supported game streaming on Xbox.

The Bulgarian government rejected a proposal to tighten regulations on online gambling in the country, which had been put forward by opposition parties

Google Corporation is set to update its advertising policy for online gambling. It announced that starting August 10, its Google AdSense service will begin allowing the promotion of such projects in 35 countries, including Brazil, Canada, Serbia, and Russia

Creating console and PC games with built-in advertising from the start can significantly simplify future work, claims Alexander Dao, Vice President of Advertising and Sponsorship at Electronic Arts (EA)

11 Bit Studios, the developer of The Alters, has revealed job cuts impacting 20 positions.

Member of the European Parliament from Malta, Peter Agius, stated at recent hearings that a ban on online gambling advertising in the EU could foster the development of the black market. According to him, such measures would only weaken consumer protection rather than strengthen it.

The Japanese government has long considered it extremely important to promote the country's culture abroad. To achieve this, officials are focusing on the local content industry, which includes video games, anime, music, and much more.

New material in the "Investor/Publisher Wanted" section. This time, we're focusing on the game Atlas of Eternity. This is the second project by Vengeance Games. This time, it's a space 4X strategy game

Google, Unity, Meta*, and Moloco have invested in the marketing company

This is reported in a study by the IGROPROM team, which included more than a hundred participants from the domestic game development industry, ranging from indie studios to large companies

The Dutch government has unveiled a five-year strategy to reduce the harms associated with gambling. One of the proposed measures within this strategy is the significant limitation of online gambling advertising.

We continue our weekly series of YouTube interviews. The guest of the new episode is Yulia Baurova, an AI Motion Designer at TAPCLAP. Yulia talked about the situation with video creative generation in the market

Kian Hozouri, COO and co-founder of ByteBrew, shared in his Game World Observer column how his startup helped The One Game Studio achieve impressive results in ROAS and Ad LTV growth.

The list of public companies has been updated. The marketing platform Liftoff has announced its initial public offering (IPO) on the NASDAQ stock exchange.

Exactly two months ago, on April 3, 2026, the publisher tinyBuild and the studio All Parts Connected released All Will Fall, a city-building simulator set in the middle of the ocean. As it turns out, during this time, the game has already managed to recoup all its expenses.

According to a recent report from S&P analysts, Activision's choice to discontinue support for the Xbox One and PlayStation 4 for Call of Duty: Modern Warfare 4 has resulted in a 5.6% decrease in its potential market. The report also indicates that the game's launch on the Switch 2 – marking the franchise's return to a Nintendo console for the first time since 2013 – will not compensate for the reduction in users from older consoles.

The Turkish government has announced an expansion of its support program for mobile game developers. As part of this initiative, the authorities will reimburse local studios for part of the money they spend on operating and marketing needs.

U.S. Senators Katie Britt and Richard Blumenthal have drafted a bill called the Gaming Advertisement to Minors Enforcement Act, or simply the GAME Act. Through this legislation, the politicians aim to prohibit online sports betting advertisements from targeting individuals under the age of 18

Unity has released its financial results for the first quarter ending March 31, 2026. The company reported a 17% increase in total revenue, reaching $508 million, compared to $435 million in the same period of the previous year.

Papaya Gaming lost a legal battle with Skillz. A jury in the Southern District of New York found the company guilty of unfair competition and false advertising, and ordered it to pay $420 million in compensation.

In July 2027, Finland will open its iGaming market to licensed operators. According to Omnicom Media Group Finland, this segment could become the second largest in the country in terms of advertising revenue, following retail

The head of Microsoft’s gaming division, Asha Sharma, and the content director, Matt Booty, published a statement detailing plans for the future development of their team.

Google regularly removes ads from its services that violate its policies. According to a recent report from the company, it removed a total of 8.3 billion ads last year, 270.7 million of which were related to games—both casual and gambling.