By Pete Vasquez
Pvasquez@cherryroad.com

The William Adams Middle School Esports Team has made history once again, capturing their second consecutive state championship at the Texas Esports Spring Finals held this past Saturday in Arlington.

Competing against some of the most talented middle school teams from across Texas, the William Adams squad demonstrated incredible poise, strategy, and technical skill across a range of competitive titles—including Valorant, Apex Legends, Marvel Rivals, and Super Smash Bros.

“This win is a testament to the relentless dedication of our students and coaching staff,” said [Insert Principal or Coach’s Name], proudly watching the team climb the podium once more. “They’ve trained for months, stayed focused, and worked together as a true team. We couldn’t be prouder.”

The team’s road to the championship was far from easy, with each match pushing players to adapt and perform under pressure. But their discipline and synergy paid off—securing them a spot as the dominant force in middle school esports for the second year running.

In just two short years, William Adams Middle School has positioned itself as a trailblazer in the growing world of scholastic esports, setting a high standard for teamwork, digital literacy, and competitive excellence.

“This is more than just gaming,” said Coach [Insert Coach’s Name]. “It’s about learning how to work together, how to think strategically, and how to grow through both wins and losses.”

With the spotlight on them once again, the William Adams Esports Team has proven that champions are built not just by talent—but by community, commitment, and heart.

FirstBank, the West African premier bank and financial inclusion service provider, is proud to announce a strategic collaboration with EStars Education Africa Limited (EStars), a global leader in educational esports.

Empowering the Next Generation of Esports Professionals

The partnership provides a platform for FirstBank to support the rollout of EStars’ comprehensive esports qualifications, including entry-level Certificates and BTEC courses in esports. These programmes are designed to equip students with the necessary skills and knowledge to excel in the burgeoning esports industry.

Innovative Financial Solutions for Gamers

In addition to educational initiatives, FirstBank and EStars are exploring the development of a co-branded gaming credit card, with the goal of enhancing customer experience and offering them a unique blend of exclusive benefits, rewards, and gaming-centric features.

A Commitment to Excellence and Innovation

As a leading financial services provider in Africa, with a vast network of over 820 business locations and 39 million+ customer accounts, FirstBank is uniquely positioned to drive economic growth and empowerment. The collaboration with EStars embodies FirstBank’s commitment to innovation, youth development, and supporting emerging sectors like esports, ultimately ensuring a stable economic future for generations to come

Mags Byrne, EStars CEO stated: “We are thrilled to be partnering with FirstBank, Nigeria’s oldest bank, to introduce our educational products to their customers.  Our aim is to bring educational esports to all of Africa, and innovative partnerships like this make this possible”. 

 Joel Popoola, EStars’ Africa Advisor added: “This partnership between EStars and FirstBank marks a significant milestone in advancing esports education in Nigeria. By integrating structured learning pathways into the rapidly expanding esports industry, we are providing Nigerian students with the opportunity to develop essential digital, entrepreneurial, and technical skills that are critical for the future workforce. This collaboration is about more than just gaming—it’s about equipping young people with the knowledge and competencies they need to thrive in a digital economy, opening doors to new career opportunities in technology, manufacturing, and beyond.”

Expressing enthusiasm about the partnership, Chukwuma Ezirim Group Executive, E-Business and Retail Products Division, FirstBank, said “We are excited to collaborate with EStars in pioneering esports education for the youths. Esports present a new frontier of creativity, innovation and career opportunities. We recognize the vast potential of esports in shaping the future of our youth and we are ready to harness it for their benefits. By investing in esports education, we are not only opening up exciting career paths for the youths but also contributing to the growth and development of the African esports ecosystem. FirstBank is proud to be at the forefront of this innovative endeavour”

Mobile gaming remains one of the most competitive spaces in entertainment, and creators have only become more central to how games grow. In 2024, influencer marketing moved from a supporting role to a strategic cornerstone for top publishers. It wasn’t just about visibility; it was about performance, retention, and long-term engagement.

Drawing insights from our State of Mobile Gaming report, we’ve taken a closer look at how the 200 top-ranking mobile games in the U.S. leveraged YouTube creators last year — and how those strategies are already shaping the trends we’re seeing this year.

YouTube’s enduring power in mobile gaming

When it comes to driving measurable, long-term results, YouTube remains the go-to platform for mobile gaming brands. Its reach and influence continue to outperform other channels, making it a foundational element of any performance-driven marketing strategy.

Among the many formats, the 60-90 second integration has proven to be especially effective, consistently delivering strong returns on ad spend. These brief yet impactful moments capture the essence of a game, leaving players eager to dive in.

QR codes have quickly become an industry standard, effortlessly connecting content with conversion by providing players instant access to exclusive promotions and in-game rewards.

Influencer marketing across mobile gaming genres

Influencer marketing has become integral to mobile gaming, though its impact varies by genre. RPG and MMORPGs, with franchises like Raid: Shadow Legends, Honkai: Star Rail, and Marvel Strike Force, are the heaviest investors, using influencers as key drivers of success. About 60% of these titles rely heavily on influencer campaigns, with creators shaping both the narrative and gameplay experience.

Strategy games, such as Rise of Kingdoms and Call of Dragons, are no strangers to influencer partnerships either, often turning to YouTube creators for long-form content. Roughly 35% of the top strategy games leverage this approach for sustained engagement.

Action and shooter games like Call of Duty: Mobile focus on more niche creators, selecting influencers who align with their specific audience. While only 20% of action titles engage in influencer marketing, their targeted campaigns often pay off with highly engaged players.

Casual games like Monopoly GO! and June’s Journey are taking a different route, teaming up with influencers in lifestyle, entertainment, and DIY circles. Though just 20% of casual games use influencers, this strategy has proven successful, with over half of gamers more likely to buy based on influencer recommendations.

Social casino games, once sidelined, are making a bold push, increasing their investment in influencer-led event campaigns to appeal to a wider audience, signaling their growing importance in the space.

The investor landscape

In 2024, mobile game publishers invested an average of $447K annually in YouTube influencer marketing, though the spending varied based on strategy. Long-term creator partnerships were the most lucrative, averaging $1.1 million per year, while seasonal campaigns tied to in-game events typically spent around $272K. Test campaigns, aimed at exploring new partnerships, were the smallest, averaging $100K.

The difference was even clearer on a campaign-by-campaign basis. While the typical campaign costs $79K, RPG and MMORPG titles regularly surpassed $131K. Meanwhile, social casino games spent more selectively, averaging just $26K per campaign, as they navigated their growing role in influencer marketing.

High-cost installs = High-quality players

For most apps, optimization is simple: the lower the CPI is, the higher the ROAS is. But for games with in-app monetization, the quality of players matters more than the quantity. A few paying users are more profitable than an army of freeloaders.

And quality players cost more. Ilia Lotarev, Head of Strategy at Zorka.Agency, explains, “you’re not going to find them with trash banner traffic. So it’s no surprise that successful games spend so much on brand awareness and influencer campaigns: motivated players, albeit more expensive initially, yield higher returns.”

Finding the right influencers

Gaming-focused YouTube creators dominate the influencer space, accounting for nearly 80% of all partnerships. Yet, a shift is underway. Casual and social casino games are branching out, turning to lifestyle influencers to capture wider audiences. RPG and MMORPG titles favor mid-tier creators, typically those attracting 100K–250K views per video, while FPS and strategy games lean into niche creators, focusing on deep engagement over mass reach.

A notable trend is the growing importance of long-term relationships. Around 20% of creators collaborate repeatedly with the same brand, with this figure rising in RPG, MMORPG, FPS, and social casino games. This shift underscores a move toward sustained partnerships, with influencers evolving into brand ambassadors rather than temporary campaign participants.

The rise of creator-generated content

One standout trend is the growth of Dedicated Creator-Generated Content (CGC), where brands partner with influencers to create YouTube channels focused entirely on a single game. This strategy not only helps launch new titles but also keeps established games relevant through consistent content. As the competition for attention sharpens, expect more brands to invest in influencer-led channels as a long-term engagement tactic in 2025.

Changing content consumption habits

As audience behavior evolves, marketers face new hurdles. Video retention has dropped by 7.4%, now averaging just under 40%. Despite this, retention for promotional content remains steady, highlighting the importance of compelling storytelling in sponsored segments. Another key shift is the move from mobile devices to larger screens. With more players watching gaming content on desktops, laptops, and smart TVs, brands must adapt their creative assets for these diverse viewing experiences.

Partnerships shift and QRs

While current data shows promotional content maintaining steady retention, industry trends suggest a significant drop in the near future.

As Alex Oleinykov, Strategist at Zorka.Agency, explains, “this is the reason why more brands are now moving past those one-off promo posts and are building long-term partnerships, turning quick and short promos into something that sticks around better and helps brands keep the product consistently in the limelight, even as consumer attention spans continue to decrease.”

In parallel, the shift of viewers to larger screens is the exact reason why QR codes are now an essential part of every campaign, as it could attract more “clicks” and downloads for the campaign, which could otherwise be ignored because of inconvenience.

What lies ahead

Mobile gaming influencer marketing is rapidly evolving into a more sophisticated and strategic endeavor. As brands diversify their approaches — integrating long-term partnerships, seasonal campaigns, and creator-driven content — the landscape becomes even more competitive. YouTube continues to dominate, but how brands leverage influencer relationships is shifting to meet the demands of an increasingly savvy audience.

Looking ahead to 2025, the key to success will not only be in choosing the right creators but also in aligning those creators with deeply integrated, authentic campaigns. Crafting seamless calls-to-action, ensuring a balance between engagement and reach, and remaining agile in response to fast-shifting audience behaviors will be crucial for staying ahead.

Publishers who can innovate, anticipate these changes, and maintain flexibility in their influencer strategies will not only maximize their ROI but also secure a lasting competitive advantage in an industry that is showing no signs of slowing down.

With the stakes higher than ever, the future of mobile gaming influencer marketing promises to be both challenging and exhilarating for brands willing to adapt and evolve.

Ponca City Wildcats Esports Overwatch 2 Team is going to OKSE State.

The Overwatch 2 team battled through a tough playoff bracket of 8 different teams. They played a minimum of 2 games per team leading to a 7-5 victory in playoffs. This has landed them the number 3 seed going into the OKSE State Bracket. They will face off against Owasso, Bixby, and Epic for the State title at Bixby High School on May 13th starting at 9am. It will be live streamed on Bixby’s Twitch account StraitBixbyEsports (https://www.twitch.tv/straitbixbyesports) or Bixby’s Youtube Account, Bixby Esports, (https://www.youtube.com/@bhsesports).

The Ponca City Wildcat Overwatch 2 Team is made of up of Carson Lunn (9), Elizabeth Burdick (11), Jaxon Bahner (10), Robert Watkins (10), and Jackson Holliman (11).

The international recognition reinforces Control F5’s prominence and expertise in the Gaming sector, now competing for three of one of the most prestigious awards in the market.

The SBC Awards Americas 2025 edition will be held on May 14 at the elegant Pier Sixty Six, in Fort Lauderdale, Florida, bringing together 600 guests for a night of celebration, networking and recognition.

The awards ceremony is part of the SBC Summit Americas, considered the most important mid-year event for the casino and sports betting sector in the Americas.

Expected to welcome more than 10,000 attendees and bring together 250 exhibitors and sponsors at the Broward County Convention Center, the event is consolidating itself as a strategic platform to delve deeper into topics such as regulation, innovation, artificial intelligence, cybersecurity, payments and licensing opportunities in key markets in North America and Latin America.

Control F5 receives 3 nominations

Once again, Control F5 is present at the SBC, consolidating its international impact and its connection with the main players in the sector. Its participation in the 2025 edition of the SBC Awards Americas epresents not only recognition, but also a great business opportunity.

“We see the SBC as a strategic showcase. It is where the market meets, where ideas become projects and partnerships come to life. Being there with our positioning is more than special, it is the chance to show the world the strength of the Control F5 ecosystem,” comments Natalia Nogues, CEO of the company.

Control F5 was nominated in three important categories:

* Marketing and Services Provider of the Year;

* Acquisition and Retention Partner;

* Employer of the Year.

The nominations reflect the company’s versatility and impact on different fronts of the Gaming sector, from the delivery of integrated marketing solutions to the appreciation of talent and excellence in customer service.

Flávia Merlo, Head of Marketing at Control F5, highlighted: “It is an honor to be among the nominees in three categories that represent essential pillars of our operations“.

“These nominations reflect the hard work of our team and the commitment to delivering complete solutions that truly make a difference for our customers and for the sector as a whole“, she concluded.

The company’s presence among the finalists reinforces the evolution of the Brazilian betting and gaming market, which is gaining more and more space and recognition on the international scene.

“Being among the finalists for ‘Employer of the Year’ is especially significant for us,” highlights Orlando, Organizational Development Manager at Control F5.

“We have always believed that a company’s success starts with its people. We invest heavily in recruitment, development and training because we know that a strong team transforms any operation.“

Recognition as a “Marketing and Services Provider” and “Acquisition and Retention Partner” reinforces Control F5’s role as a complete strategic arm for brands that want to grow in a structured manner and with a focus on measurable results.

“The SBC Awards is one of the world’s biggest showcases for those working in the Gaming sector. Being there, alongside global giants, shows that Brazil is well represented,” concludes the CEO.

Natalia Nogues will participate in important debates.

Control F5 will also have an active presence in the event’s strategic debates. On May 13, from 4:30pm to 5:30pm, Natalia Nogues will host a roundtable at Pier Sixty Six Resort, a space close to SBC Americas. Open to all Leaders Summit attendees, the roundtable invites industry professionals to join Control F5 in an open exchange about the Brazilian market.

The following day, May 14, from 12:00pm to 12:45pm, Natalia will also participate in the panel “Brazil 2025: Increase in licensing and lessons learned so far”, reinforcing the company’s position as an active voice in discussions about the future of the industry in the country.

Control F5 is an ecosystem of specialized solutions for the betting market, offering a complete model of strategic, operational and creative support for companies in the Gaming sector. Its 360° proposal integrates:

– Marketing: branding, on/offline media, CRM, affiliates, influencers, events and more;

– Customer service: digital and human customer service, 24/7 omnichannel, ombudsman and call center;

– Consulting and business: strategic planning, regulation, brand expansion and connection with the best partners;

– Human Resources: specialized recruitment, training and qualification for high performance;

– Training: courses focused on sales, customer service, leadership and the Gaming market.

– Business: business connection with the best partners in the market, from legal processes to specialized payment methods.

With a strong presence at the SBC Awards 2025, Control F5 consolidates its position as one of the most innovative and complete forces in the sector in the Americas. The three nominations reflect not only the talent and dedication of the team, but also the market’s confidence in a business model that delivers strategy, performance and results.

“If you are looking for performance, strategy and innovation to operate in the gaming market, Control F5 is your ideal partner. With tailored solutions, the specialized team accompanies all stages of your business journey, from structuring to retention,” guarantees the company.

Get in touch to find out more!

Source: GMB