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The Rise of Mobile Gaming in Europe: Opportunities and Challenges



The Rise of Mobile Gaming in Europe: Opportunities and Challenges
Reading Time: 4 minutes


Mobile gaming across the continent has become a major industry in modern times.

Scroll through the apps on the average person’s phone and you will likely come across the same collections of social media apps, work apps and long-neglected things like Duolingo that once seemed like a good idea.

You will also seldom come across a phone that also has a handful of mobile games downloaded from a variety of developers, showing just how far mobile gaming in Europe has risen since the days of Snake on a Nokia 3310.

Mobile bookmakers are using this growth to their advantage, using games within their apps to create opportunities, yet there are still some challenges involved.

How did the rise come about?

The first boom in the mobile gaming industry came through the introduction of smartphones.

For the first time, independent creators could develop their own games, while traditional gaming companies had a new outlet other than PCs and consoles.

As technology improved, so did the quality – and quantity – of the games, with more enticed gamers soon following.

The second wave was a product of the Covid-19 pandemic. As more people had time to kill, the number of game downloads soared. Since then, the growth has continued steadily.

What are the opportunities?

Studies in 2023 have projected that there are 201 million mobile game users in Europe at the moment, and that number is expected to continue its upward trajectory to 218 million by 2025.

Clearly, that is a huge market and one that is yet to reach its peak. Thus, it is a market that many other industries, such as social media and betting companies, want to get involved in, using games to lure in more potential users and customers.

The next opportunity is the key one for any well run business; money.

The mobile gaming industry worldwide is expected to generate $103.5 billion in 2023, with the top phone gaming companies in Western Europe pocketing themselves upwards of $7 million per year.

It is no wonder, therefore, that other sectors, particularly those in the entertainment sphere, are looking to grab a slice of that pie.

As betting companies developed their mobile websites and apps, many began offering more than a traditional sportsbook, venturing into other areas of gambling such as casinos and slots, with some bookies, such as 888sport, becoming as much of a player in the casino world as they are in the betting world.

Nowadays, bookmakers are seen as out of touch or a bit boring if they do not offer gamble-free games on their apps.

Sky Bet, for example, has a whole dedicated gaming section on their mobile site, with everything from fishing and football games to Monopoly, as well as the popular Super 6 and ITV 7.

Sky Bet is certainly not unique, with Paddy Power, Betway and William Hill among those well-known for their daily, free-to-play games.

A betting company offering chances to win big prizes for free would have been an unheard of concept a generation ago, but the opportunity to drive traffic to their apps, earn advertising revenue and get more downloads is crucial in 2023, something which games can provide.

The gamification of betting apps has also presented a chance for betting companies to change how they are perceived.

As campaigns around gambling safety have become more mainstream, betting companies have been willing to do away with the image of the big bad bookie who will do anything to take your money.

The option to win cash prizes from free games is a way for bookmakers to be seen in a more positive light, even if their desire to take our money has not wavered!

What are the challenges?

Everybody is doing it – a phrase which both helps and hinders the companies willing to get involved in mobile gaming.

Bookmakers, and other companies, cannot afford to be seen as out of touch by not offering a wide range of games and other branches to their apps, or they will lose potential downloads to their competitors.

On the flipside, thanks to the saturated nature of industries such as the European betting market, even if they do offer said wide range of games, it will still be difficult to stand out from their competitors in the App Store and other download spaces.

Any good bookmaker will have made sure the prizes they dish out on their free games will not damage the company profits, though giving out prizes without income is not the ideal business model for a bookie.

It is all very well getting new punters hooked on free games, but if they are not then encouraged to click on to the sportsbook or casino, then the money spent on game development and prizes is not worth it.

Being able to get customers to move from the games to the gambling without making them feel forced is a difficult balance even for the top bookies.

Furthermore, while the mobile gaming industry is continuing to grow, there may become a point soon where that is no longer the case. Companies cannot rely on a pandemic every few years to give themselves a boost.

It is impossible to know when the good times will end and all gaming companies can do is try to stay ahead of the curve; constantly bringing out new games which they think will be hits with the public. Never an exact science, particularly for betting companies, knowing what will be the next big thing is a gamble in itself.


MainStreaming Announces Appointment of Nicola Micali as Chief Customer Officer



Reading Time: 2 minutes


MainStreaming, an iMDP INTELLIGENT MEDIA DELIVERY COMPANY, which is redefining the CDN market with its innovative Edge Network services, announced the appointment of Nicola Micali as its new Chief Customer Officer (CCO).

With a track record of improving processes and efficiency and creating go-to-market strategies, Harvard alumnus and former Akamaite, Nicola Micali joins MainStreaming with the goal of solidifying a customer-centric organisation that prioritises long-term relationships, customer experience (CX) and satisfaction, ensuring MainStreaming’s continued business growth and market leadership.

Nicola brings a wide range of professional experience as a Leader of Customer Success & Professional Services at Akamai for over 10 years, where he was responsible for services and overall revenue. He developed the services strategy for the Americas’ media & entertainment, gaming and partners verticals exceeding all revenue targets year after year. Nicola’s expertise in leading technical customer-facing teams has resulted in higher customer satisfaction and successful worldwide streaming events.

With a Master’s degree in Business Administration and Management from Harvard, Micali’s educational background further enhances his capability to lead and innovate in the Edge video technology sector. As Nicola steps in as CCO, he will play a pivotal role in guiding the entire customer lifecycle journey. His expertise in customer success positions him perfectly to lead MainStreaming’s efforts in providing world-class service to a global clientele.

MainStreaming’s CEO, Antonio G. Corrado, said: “QoS for our customers and QoE for end users are at the core of our streaming business. It is the best proxy for customer satisfaction for us. We are happy to welcome Nicola Micali, who demonstrates his expertise in customer success. Together, we are set to strengthen our commitment to being a customer satisfaction-oriented company, leveraging our world-class services directed to broadcast-quality standards that are requested by industry players.”

MainStreaming’s video delivery technology is meticulously developed in-house, offered as managed private Edge Network to help broadcasters, OTT TVs and content owners overcome the toughest challenges of live streaming at scale, addressing the limitations of classic CDN and enabling new application solutions on the Edge.

“I am honored to join a team that is on a mission to write a new chapter in video streaming delivery, setting new standards, and paving the way for the future of TV. I am ready to contribute to MainStreaming’s innovative approach and customer-centric philosophy. Together, we are set to revolutionize how the streaming industry approaches Edge Network architecture for live streaming, emphasizing a more distributed, ultra-low-latency, energy-efficient, and globally scalable design,” Nicola Micali said.

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Illuvium: Fastest Gaming Studio in History?



Reading Time: 3 minutes

Mark your calendars: Illuvium’s triple-title debut is set for the 25th of July, full of endless exploration, material harvesting, and conquest. With the studio boasting world wide talent, such as Jaco Herbst – previously Blizzard Entertainment, and Kostiantyn Bondar – previously Ubisoft, Samsung, and Gunzilla Games, Illuvium is guaranteed to cater to a wide audience with its various mechanics and gameplay across one singular universe offering three separate games.

Key Links:

– Epic Store Page
– Official Release Date Trailer
– Website
– Twitter

Most gaming studios take years to build their debut title; Illuvium, a non-existent studio four years ago, is on the cusp of releasing three interconnected gaming titles developed simultaneously. Founded by three brothers from Sydney, Australia, the studio quickly grew to over 250 people, boasting talent from Ubisoft, Activision, CD Project Red, and many other AAA studios. The studio is on a mission to develop the fastest AAA gaming universe in history. Armed with over USD 100 million in funding and 1 million eager fans, the universe opens on the 25th of this month.

Kieran Warwick, CEO of Illuvium, reflects on this journey, “Our original intention was to build one title, but being brothers and highly competitive, we couldn’t agree on the genre and ended up building three games in different genres. We’ve probably wiped a collective 30 years off our lifespan, so we hope it’s worth it.”

Beyond being a single game, Illuvium is part of an expansive ecosystem, where in-game progress and items carry over into the studio’s other games, Illuvium: Arena and Illuvium: Zero. This interconnected universe allows for a more rewarding and beginner friendly experience, where nothing players earn or learn goes to waste, and enhances gameplay with each new adventure.

Illuvium: Overworld

This is not the paradise promised.

Explore a breathtaking alien world, gathering vital resources to repair a stranded ship. Hunt and capture magnificent creatures known as Illuvials, harnessing their reality-bending powers. As you venture across diverse and perilous landscapes, uncover the mysteries of this enigmatic planet—and your own forgotten past.

With a companion drone at your side, you’ll brave harsh environments, craft advanced gear, and forge bonds with the Illuvials you encounter. But survival is just the beginning. Every discovery brings new questions: What secrets does this world hold? Why did your ship really crash here? And what role will you play in shaping destiny?

In Illuvium, your choices ripple across an entire ecosystem of gameplay. Traverse seven stunning regions teeming with otherworldly flora and fauna. Encounter Illuvials, mythical creatures that defy reality, and engage in heart-pounding battles to build your collection. Harvest exotic resources to craft essential tools and equipment for survival. Jump from region to region through arcane gateways, your world limited to these scattered, habitable zones—piece together the fragments of an expanding narrative hidden within this dying alien landscape.

Illuvium: Arena and Illuvium: Zero

So, what are Illuvium: Arena and Illuvium: Zero, and how are these connected with Illuvium: Overworld?

Illuvium: Arena allows you to bring your captured Illuvials and showcase your tactical prowess. Begin by honing your skills in the Survival arena, and when ready, enter our multiplayer game modes featuring ranked, casual, and custom matches. With a deep and strategic combat system, you can train your Illuvials to gain an edge in competitive multiplayer battles and tournaments. Customisable battle tactics and team formations add layers of strategy, while the upcoming 8-player round-robin auto-battler will provide a fresh and exciting challenge. Whether engaging in PvE Survival Mode against AI or competing in PvP with ranked, casual, and custom matches, every battle will test your tactical skills.

Illuvium: Zero: A mobile city-building game combining resource management and strategic growth. In Zero, you play as a reconnaissance drone jettisoned from the ship before impact, tasked with developing your land, extracting valuable resources, and managing your operations to thrive in the Illuvium economy. Your mission is to reconnect with the crew and provide them with the fuel they need. The game integrates seamlessly with the broader Illuvium economy, supporting your adventures in Overworld and Arena. Strategic planning will be crucial as you optimise resource extraction and engage in collaborative and competitive interactions with other players. Available across PC, Mac, and Android, players can grow their digital industrial complex on the go.

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AdInMo Launches InGamePlay SDK 3.0 with Clickable Ad Units



AdInMo Launches InGamePlay SDK 3.0 with Clickable Ad Units
Reading Time: 2 minutes


AdInMo, the most innovative and player-centric monetization platform for mobile game developers, has announced the beta release of its InGamePlay SDK 3.0.

InGamePlay 3.0 builds on AdInMo’s existing tech stack which offers multi-format non-interruptive immersive advertising. The latest SDK launches clickable in-game ad units designed with the player experience at the forefront, driving better monetization for free-to-play developers and higher engagement for advertisers.

One of the unique ways AdInMo’s SDK drives intentional clicks is through the ‘InGamePlay Magnifier’, which spotlights an advert within the game environment to improve its viewability. The SDK also features customisable visual options, such as a glowing or pulsing placement border to signify to the player whether an ad is clickable. Gameplay is not affected because the game is paused as soon as the player chooses to interact with the ad, and then is frictionlessly returned to the game.

Players are familiar with the idea that objects are interactive in a game world, AdInMo has harnessed this mechanic to integrate advertising in an immersive and non disruptive way. Engaging with the advert will always be the player’s choice, making clicks intentional which is highly valuable for both advertisers and developers.

AdInMo CEO and Co-Founder Kristan Rivers, explains: “Making a game that generates sustainable revenue while still being joyful for players is the perennial balancing act for developers. Our latest SDK offers a frictionless way to increase the effectiveness of in-game advertising without impacting the player experience and crucially gives developers more ways to make money.”

InGamePlay 3.0 SDK utilises AdInMo’s data-led PlayerPersonaFramework™, to target the right player audiences with the right message which could be a brand awareness, direct response or in-app campaign using AdInMo’s new hybrid-monetization solutions.

Kristan Rivers, continues: “The games industry is gearing up to a future where free-to-play is dominated by hybrid-monetization. Our new clickable ad placements can already be used to advertise a developer’s portfolio in-game with our CrossPromo feature and that’s just the start of AdInMo’s hybrid-monetization roll out this summer.”  

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