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Paco Rabanne & Bidstack Emerge Victorious With VR Invictus Campaign Featuring Tim Howard

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Paco Rabanne & Bidstack Emerge Victorious With VR Invictus Campaign Featuring Tim Howard
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Paco Rabanne, the leading fashion house and fragrance brand, have partnered with Starcom Worldwide and Bidstack to launch a branded virtual reality challenge. The campaign features Tim Howard and the world’s leading VR platform for elite athletes, Rezzil, to promote Paco Rabanne’s iconic fragrance, Invictus.

As a fragrance, Invictus embodies power, heroism and a drive to win and the campaign provides a unique challenge that allows players to test their athletic ability and become the in-game hero. By partnering with Bidstack, and Tim Howard, an athlete that embodies those characteristics, Paco Rabanne has created a unique activation that converges the real world with the virtual world, bringing their brand to life for gamers.

The activation will see a branded ‘Reaction Wall’ challenge added to Rezzil’s Player 22 VR game. Players will have the opportunity to test their athletic merit and improve their throwing technique, vision, reaction speeds and heading ability in-game surrounded by virtual Invictus branding that blends in seamlessly with the training environment. Players can also win a signed jersey from Tim Howard and their own bottle of the fragrance by sharing their results on social media with the hashtag #InvictusInGameChallenge.

Bidstack, the leading in-game advertising technology platform, worked with human experience company Starcom Worldwide to develop the concept for the ‘Scent of Victory’ campaign. Player 22, which is available for VR gamers using Quest, Quest 2 and Oculus Touch devices, offered an entirely new touchpoint for Paco Rabanne. The partnership with Tim Howard helped to combine the concepts of a legendary champion from a real-life sporting context and converged that with the game’s virtual world creating an authentic and interactive experience for gamers.

It is the first time a fragrance has created a playable sporting challenge in a VR environment, which encapsulates the innovative approach Paco Rabanne is taking to reaching their target audience for the 2021 holiday and gift-giving season.

Of the campaign, Tim Howard said “I’m really excited to be a part of this partnership. I’m always looking for ways to encourage people to strive to be the best that they can be, in everything they do. Invictus, a fragrance for men, is designed for people who will take on any challenge and strive to be victorious. As a former athlete, that is a motto that I have lived by throughout my life and career.

Platforms like Rezzil that utilise technology for real-life conditioning and training through gamification are the future. It’s great to see companies like Paco Rabanne, Starcom and Bidstack help lead the charge in making this a reality and I’d like to thank them for inviting me to be a part of this project.”

Adam Fisher, Head of US Sales at Bidstack added “Paco Rabanne continues to be a fantastic partner of ours. We love collaborating with them and exploring new and innovative ways to reach consumers through gaming.

For a brand like Invictus that represents determination, athletic merit and a winning mentality, we felt that our partner Rezzil was a great fit. Their VR platform helps individuals improve their physical and cognitive abilities through a wide range of sports and the icing on the cake in this activation was getting the opportunity to collaborate with Tim Howard.

Tim is a hero and legend in the world of soccer and encapsulates everything that Invictus is about.”

Andy Etches, Founder and Director at Rezzil said “We’ve loved working with Paco Rabanne on this in-game activation for Invictus with Bidstack and Starcom Worldwide. As a platform designed to train elite athletes it was fantastic to be able to work with Tim and put his skills to the test with our in-game challenge.

Creating branded experiences like this within the metaverse offers a glimpse of the future potential for brands. Our aim is to deliver world class training games that improve fitness and reaction times whilst also delivering a great user experience. With this campaign we’re proud to have been able to deliver on our core product offering in a way that respects and enhances the player experience.”

 

About Bidstack

Bidstack is the leading in-game advertising and video game monetisation platform. Their sophisticated technology allows brands to serve advertisements into natural spaces within video games whilst protecting the gaming experience.

These branded experiences can vary from trackside banners and cityscape billboards to pitchside LED boards, skins or any other contextually relevant spaces within the metaverse.

The company has more than 80 staff across five international locations and is a public company listed on the London Stock Exchange.

 

About Starcom Worldwide

Starcom is the Human Experience Company. A world-renowned media communications agency, we harness the power of media, technology and data to create experiences people love and actions brands need.

With more than 7,000 employees worldwide, Starcom partners with the world’s leading marketers and new establishment brands, including Bank of America, Best Buy, Coca-Cola, Kellogg Company, KraftHeinz, Novartis, P&G, Samsung, Visa and more.

Starcom is part of Publicis Media within Publicis Groupe [Euronext Paris FR0000130577, CAC40], one of the world’s leading communications groups.

Gaming

THE BATTLE OF POLYTOPIA RELEASES NEW AQUARION SPECIAL SKIN IN LATEST UPDATE

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Midjiwan, the award-winning independent studio behind The Battle of Polytopia has today released a new Aquarion Special Skin, additional language options and balance updates to the recently reworked Aquarion tribe. Players will dive deep into the Ritiki Marshlands encountering a lost Aquarion outpost with the new skin known as “The Forgotten”.

Long ago, when the Aquarion Empire vanished beneath the waves. One remote outpost in the swampy atolls lost all contact, leading its inhabitants to believe they were the last of their kind. This forgotten tribe evolved in isolation, adapting to the marshy landscapes with squid-like appendages and unique abilities to command the swamp and its creatures.

Using the unique abilities of “The Forgotten”, players can build on water, summon giant squids, create speed enhancing bubbles, ride crocodiles, tame toads, and traverse their marshy terrains with ease.

In addition, the latest update to the game now offers expanded language options: Hindi, Indonesian, Malay, Polish, Thai, Turkish & Vietnamese.

Christian Lövstedt, CEO of The Battle of Polytopia, commented: “I feel that this skin is one of the best we’ve created and has quickly become my personal favourite. Additionally, we have added Bubble Tech to the Aquarion Waterways, making that tribe even greater. With expanded language options and new gameplay mechanics, we’re inviting players to dive into the rich lore and strategy that make the Battle of Polytopia truly special.”

To celebrate the launch of the new update, Midjiwan hosted an exclusive livestream event, offering fans a unique look behind the scenes, live gameplay, and discussions with the development team – the livestream is available to watch now: The Forgotten livestrea m by Midjiwan.

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Conferences in Europe

Gamecity Hamburg connects Decision Makers from International Studios with new “Portside Game Assembly” Conference Format

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Gamecity Hamburg announces the premiere of the “Portside Game Assembly” (PSGA) for June 27, 2025. The new B2B conference format focuses on networking and the exchange of learnings between leading international indie game studios. Portside Game Assembly enables studio heads and decision-makers to exchange knowledge in a confidential setting in extraordinary locations of Hamburg, around the harbor – and on the water.

“The idea for Portside Game Assembly was born out of conversations with studio heads and managers from Hamburg and around Europe. Anyone navigating an indie studio through the games market benefits greatly from exchanging learnings with other decision-makers facing similar challenges. With a curated guest list and a focus on impulse talks and roundtables, PSGA will offer studio leads contacts and discussions which are highly relevant to their work and current developments in the industry,” explains Margarete Schneider, Project Manager at Gamecity Hamburg.

“The heart of PSGA is the conference, which will be held on a ship sailing through the Hamburg harbor and to which we welcome attendees from all over Europe and beyond. The conference will be complemented by a networking brunch and two evening events, which invite PSGA participants to meet the vibrant and diverse Hamburg games scene,” adds Dennis Schoubye, Head of Gamecity Hamburg.

The conference program for decision-makers at game studios

On June 27, 2025, the first Portside Game Assembly will kick off with a networking brunch.

Afterwards, the studio managers and decision makers will enter the conference ship, which offers three decks for keynote speeches, roundtables and networking, including a cruise through the famous Hamburg harbor.

Studio managers and decision-makers from the following studios are already attending:

  • bippinbits (Dome Keeper, PVKK: Planetenverteidigungskanonenkommandant) / Germany
  • Ghost Ship Publishing (Deep Rock Galactic) / Denmark
  • Indoor Astronaut (Unrailed 1 & 2) / Switzerland
  • Landfall Games (Content Warning, Totally Accurate Battle Simulator) / Sweden
  • mooneye studios (Lost Ember) / Germany
  • Maschinen-Mensch (Curious Expedition 1 & 2, Mother Machine, Codecks) / Germany
  • Overhype Studios (Battle Brothers, Menace) / Germany
  • Rockfish Games (Everspace 1 & 2) / Germany
  • Torpor Games (Suzerain) / Germany

Leads and executives from established indie game studios can register to take part in the Portside Game Assembly via our registration form.

Networking events as part of the Portside Game Assembly

The evening closing event “Games Industry Party” brings conference guests and other members of the games industry together for networking with cool drinks and snacks. Tickets for the Indie Networking Brunch and the Games Industry Party are available separately for non-conference attendees and will go on sale at a later time.

On the evening before, June 26, 2025, there will be an “Opening Mixer” with a panoramic view over Hamburg’s famous St. Pauli district in the Astra Tower, at Bytro Labs office. Portside Game Assembly participants and contacts from the games industry in Hamburg will be invited.

Registration for studios and participants

The conference itself is aimed exclusively at studio managers and decision-makers from internationally successful indie game studios. To enable a curated selection of participants, there will be no direct ticket sales, but studios can register for participation here: registration form.

The conference ticket includes the Opening Mixer event the evening before, access to the Networking Brunch, the main Conference and the Games Industry Party for a total of 189 euros.

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Asia

Nazara integrates with ONDC Network to Launch “gCommerce” in India, Unlocking a new era of In-Game Monetization

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Nazara Technologies Limited, a leading diversified gaming and sports media platform, and Open Network for Digital Commerce (ONDC) are proud to announce their integration to launch “gCommerce” – an innovative in-game monetization platform that seamlessly integrates e-commerce within games.

The integration aims to address a persistent challenge for Indian game developers: low in-app purchase (IAP) conversion rates and poor yields from advertising. Through gCommerce, Nazara and ONDC Network are reimagining game monetization by leveraging India’s thriving e-commerce landscape and providing developers with new, scalable revenue streams.

This strategic integration will allow game developers to monetize through an affiliate revenue-sharing model, earning a commission on every successful transaction initiated by players through the gCommerce platform.

Creating Value for Developers and Gamers

ONDC Network’s expertise in creating an open, interoperable network for digital commerce will enable Nazara’s gCommerce platform to connect with a wide range of sellers across more than 10 categories, ensuring a rich diversity of product offering for gamers. This integration enhances the user experience by allowing them to make informed purchases while they continue their gaming journey.

“We are excited to announce the upcoming launch of gCommerce by Nazara via integration with the ONDC Network, as it represents a significant step forward in our mission to empower game developers with effective and innovative monetization solutions,” said Nitish Mittersain, CEO of Nazara Technologies. “We are not only creating new revenue opportunities for developers but also enriching the overall experience for our gamers.”

T Koshy, CEO of ONDC, added, “Nazara coming on ONDC Network to launch gCommerce is a testament to the versatility of the Network in supporting various industries and use cases. By bringing e-commerce into the gaming ecosystem, we are paving the way for a seamless blend of entertainment and shopping that adds value for players, developers, and the broader digital commerce network.”

The gCommerce platform is currently in soft launch and will be rolled out to game developers starting Q1, FY26.

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