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How Playtika tackles its evolving IP partnerships

Stay Informed Get Industry News In Your Inbox… Sign Up Today Branded content in the mobile games industry has become an increasingly popular strategy, one that, when executed well, can yield benefits for both parties. One title partnering with external IPs is Playtika’s Solitaire Grand Harvest, which aims to utilise these licences not only to […]

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Branded content in the mobile games industry has become an increasingly popular strategy, one that, when executed well, can yield benefits for both parties.

One title partnering with external IPs is Playtika’s Solitaire Grand Harvest, which aims to utilise these licences not only to drive user acquisition, but enhance audience engagement.

With the release of The Smurfs movie in 2025, the developer saw an opportunity to expand its IP strategy. Rather than a one-time campaign, the collaboration has become a deeper part of the game.

“Partnering with other IPs who have their own dedicated fan bases keeps Solitaire Grand Harvest and all of Playtika’s games at the forefront of gaming innovation.”

Roi Glazer

“Solitaire is a timeless and classic game, but we are constantly looking for new ways to keep our players engaged and excited while reaching them in new ways,” says Solitaire Grand Harvest GM Roi Glazer.

“Partnering with other IPs who have their own dedicated fan bases keeps Solitaire Grand Harvest and all of Playtika’s games at the forefront of gaming innovation.”

IP partnerships that fit

Mobile games, in particular, have proven a popular choice for IP collaborations, whether with other games, movies or series. Part of the appeal is that many mobile games are free-to-play and support long-term live ops, making them a natural fit. 

In today’s market, players expect more from the partnerships and collaborations introduced into the games they play. These additions need to feel natural and provide enough content to keep players engaged rather than feeling like noise. For Playtika, this means treating each IP as its own character. 

“Players now expect branded content to feel like a shameless extension of the game world, not just a skin or a logo slapped on,” says Glazer. “The robust integrations must be meaningful, interactive and rewarding.”

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The Smurfs partnership features character-driven missions, themed locations, and exclusive rewards that align with the building progression seen in Solitaire Grand Harvest. 

Regarding the IP selection process, Playtika looks not just at a brand’s data but also at its emotional appeal and how that property may be able to connect with players to spark recognition and nostalgia.

Glazer expands on choosing an IP for the game and explains that any partner must align with the gameplay DNA. He states that the team thinks of it like a puzzle and that the IP has to align with the spirit of Solitaire Grand Harvest, suiting its themes of being “relaxing, uplifting, and rich with discovery”.

The Smurfs IP explores themes around community and exploration, something Glazer says is a natural fit for the game.

“We look at IPs with emotional staying power. Listening to how brands resonate with our players is essential.”

Roi Glazer

“It starts with resonance,” he states. “We look at IPs with emotional staying power. Listening to how brands resonate with our players is essential, and they’ve repeatedly been all in on what we’ve brought to the game.”

Glazer points to previous collaborations with the likes of celebrity Sarah Jessica Parker, which has consistently driven the “right type of results” out of a partnership for the studio.

Celebrity partnerships are another collaboration that has become a massive trend in the mobile games industry, with some of the biggest names in Hollywood engaging with mobile advertising campaigns. 

Long-term vision

A successful IP partnership can be seen through increased user acquisition, longer play sessions, and an overall sense of excitement within the community.

Glazer shares that Playtika’s collaborations have “historically rallied the fan base of our partner as well as our own audience” and claims that the results have “consistently been a great success”.

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Bringing globally recognised brands, such as the Smurfs, into a live game means managing expectations from both the IP holder’s side and the studio’s.

“Working with major IP holders like the Smurfs means collaborating with brands with decades of legacy and a passionate fanbase. So the bar is high, and rightly so,” he says. Glazer goes on to explain that the challenge lies in striking the balance between staying true to the essence of the IP and giving it room to shine.

What’s next

Glazer believes that we are entering a new phase in IP partnerships, one where brands don’t just appear in games but are fully immersed in them. 

“The next wave of IP partnerships will be more narrative-driven, longer lasting and interactive.”

Roi Glazer

“We’re moving from moment-based marketing to world-building,” he says.

“The next wave of IP partnerships will be more narrative-driven, longer lasting and interactive. Games are becoming the new stage for storytelling, and brands want in. Not as cameos, but as part of the world players live in.”

Solitaire Grand Harvest is a leader for IAP revenue in the highly competitive Solitaire genre, while Disney Solitaire from the recently acquired SuperPlay is off to a strong start.

Playtika’s Wooga studio had also recently been developing a Solitaire title in Claire’s Chronicles, but was ultimately cancelled. The decision led to approximately 50 layoffs, followed by another round of company redundancies largely impacting the Best Fiends and Redecor teams.

While Glazer doesn’t reveal what’s next to come for Solitaire Grand Harvest, he does share the title won’t be slowing down its experimentation anytime soon.

“Solitaire Grand Harvest is always thinking about the next best thing, from new game innovations to partnerships,” he says.



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A Leader in Gaming, Consumer Tech, and Wellness Categories.

Creator commerce platform Howl has surpassed $1.1 billion in sales and paid over $100 million to its 23,000 creators since launching in 2022. The platform has seen growth in categories like gaming, consumer electronics, and wellness, and has introduced innovations such as Superlinks and Portfolios to simplify creator-brand collaboration and accelerate commerce outcomes. Howl plans […]

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Creator commerce platform Howl has surpassed $1.1 billion in sales and paid over $100 million to its 23,000 creators since launching in 2022. The platform has seen growth in categories like gaming, consumer electronics, and wellness, and has introduced innovations such as Superlinks and Portfolios to simplify creator-brand collaboration and accelerate commerce outcomes. Howl plans to double its creator base by the end of 2025 and target under-monetized, high-growth categories.

Creator commerce platform Howl has achieved a significant milestone, surpassing $1.1 billion in sales and paying over $100 million to its 23,000 creators since its inception in 2022. The platform has demonstrated robust growth in categories such as gaming, consumer electronics, and wellness, and has introduced innovative features like Superlinks and Portfolios to streamline creator-brand collaborations and accelerate commerce outcomes.

Howl’s success can be attributed to its ability to provide real-time analytics and automated rewards, enabling creators to optimize their content and earn performance bonuses. The platform’s high conversion rates, with top-selling products including the Nintendo Switch 2, Sony WH-1000XM6 headphones, the Oura Ring 4, and Nike Vaporfly running shoes, underscore its effectiveness in the creator economy.

Superlinks, a key innovation by Howl, allow creators to generate authenticated links during product launches that automatically track performance and feed into dynamic compensation based on sales impact. This feature simplifies monetization for gamers, athletes, and commentators new to creator commerce. Additionally, Portfolios provide exclusive, time-sensitive opportunities that drive campaign engagement, enabling brands to activate top creators without manual research.

Howl’s growth plans include doubling its creator base by the end of 2025 and targeting under-monetized, high-growth categories. The platform is also positioning itself to capitalize on the shift in consumer behavior towards AI shopping, with creators playing a central role in this experience.

Founded in 2022 and backed by Highland Capital Partners and Act One Ventures, Howl has driven over $1.1 billion in sales across gaming, technology, and wellness. The platform continues to empower lucrative partnerships between creators and major brands, demonstrating its potential in the evolving creator economy.

References:
[1] https://www.prnewswire.com/news-releases/howl-surpasses-1-1-billion-in-creator-led-commerce-302529263.html

Howl Surpasses $1.1 Billion in Creator-Led Commerce: A Leader in Gaming, Consumer Tech, and Wellness Categories.



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NorthStar Gaming Achieves Record Growth and Expands Market Reach

Elevate Your Investing Strategy: Take advantage of TipRanks Premium at 50% off! Unlock powerful investing tools, advanced data, and expert analyst insights to help you invest with confidence. Northstar Gaming Holdings Inc ( (TSE:BET) ) just unveiled an update. NorthStar Gaming Holdings Inc. reported significant financial growth in Q2 2025, with a 15% increase in […]

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Elevate Your Investing Strategy:

  • Take advantage of TipRanks Premium at 50% off! Unlock powerful investing tools, advanced data, and expert analyst insights to help you invest with confidence.

Northstar Gaming Holdings Inc ( (TSE:BET) ) just unveiled an update.

NorthStar Gaming Holdings Inc. reported significant financial growth in Q2 2025, with a 15% increase in revenue and a record gross margin of 40.8%. The company’s focus on operational efficiency and innovative marketing has led to reduced operating expenses as a percentage of revenue, positioning NorthStar for continued profitability. The company has also launched new marketing campaigns and partnerships to strengthen brand loyalty and expand its customer base, while preparing for potential growth opportunities in other Canadian regions.

More about Northstar Gaming Holdings Inc

NorthStar Gaming Holdings Inc. operates in the gaming industry, focusing on managed services and marketing programs to enhance customer engagement and retention. The company is known for its innovative marketing strategies and strong emphasis on financial discipline, targeting growth in the Canadian market.

Average Trading Volume: 152,674

Technical Sentiment Signal: Sell

Current Market Cap: C$4.75M

Find detailed analytics on BET stock on TipRanks’ Stock Analysis page.

Disclaimer & DisclosureReport an Issue



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Aug 17 | Back to School Bash + Foam Party

Whether you’re jumping into school mode or just braving the back-to-school traffic, this is a Sunday you won’t want to miss! 💛For Adults: Enjoy meaningful music and an inspiring message from Fr. Rob on Anti-Fragile – Overcoming Anxiety | Philippians 4:1-7 🤓For Students: Kick off the year with a blessing, a cool bag tag to […]

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Whether you’re jumping into school mode or just braving the back-to-school traffic, this is a Sunday you won’t want to miss!

💛For Adults: Enjoy meaningful music and an inspiring message from Fr. Rob on Anti-Fragile – Overcoming Anxiety | Philippians 4:1-7

🤓For Students: Kick off the year with a blessing, a cool bag tag to clip on your gear, and a 🫧Foam Party🫧 after the service! (bring a towel).

Bring the whole family, invite a friend, and let’s start the school year with joy – together.

Check out all of our Back to School Resources: stmtts.org/BTS



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RubyPlay expands through Rush Street Interactive partnership — CDC Gaming

Charlotte Capewell, COMPLETE iGAMING Email, LinkedIn, and more Igaming development studio RubyPlay has partnered with Rush Street Interactive to bring its slot titles to Delaware, the second state it has expanded to this year. The partnership means players in Delaware have access to over 20 of RubyPlay’s slot titles on Rush Street Interactive’s online casino […]

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  • Charlotte Capewell, COMPLETE iGAMING

Igaming development studio RubyPlay has partnered with Rush Street Interactive to bring its slot titles to Delaware, the second state it has expanded to this year.

The partnership means players in Delaware have access to over 20 of RubyPlay’s slot titles on Rush Street Interactive’s online casino platform, BetRivers.

The new games available to Delaware players include Immortal Ways Diamonds SE, Diamond Explosion Patriots, and Immortal Ways Buffalo. According to RubyPlay, each title will include localized themes.

RubyPlay Chief Product Officer Dr. Eyal Loz said, “Breaking into a second US state is a big moment for us, especially alongside a partner that truly understands the casino games category and shares our vision. We’ve already seen how well our content resonates with BetRivers players in New Jersey, and we’re confident Delaware will be no different. With titles like Immortal Ways Buffalo and Diamond Explosion Patriots leading the charge, we’re bringing something fresh, bold, and built to engage.”



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Seton Hall Esports Students Excel at Gen.G Practicum in South Korea

Pablo Escobedo (left) and Samhitha Swarna (right) display their Gen.G Esports Practicum certificates alongside Esports Manager and Adjunct Professor Victor Gomez (center) in Seoul. Seton Hall Esports and the Stillman School of Business proudly celebrate the achievements of two rising finance majors, Samhitha Swarna (senior) and Pablo Escobedo (junior), who recently took part in the […]

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Gen.G Practicum students with professor

Pablo Escobedo (left) and Samhitha Swarna (right) display their Gen.G Esports Practicum
certificates alongside Esports Manager and Adjunct Professor Victor Gomez (center)
in Seoul.

Seton Hall Esports and the Stillman School of Business proudly celebrate the achievements of two rising finance majors, Samhitha Swarna
(senior) and Pablo Escobedo (junior), who recently took part in the prestigious Gen.G
Esports Practicum Abroad in Seoul, South Korea. Accompanied by Seton Hall’s Esports
Manager and Adjunct Professor, Victor Gomez, the students spent three weeks immersed
in an international learning experience that blended professional development, industry
networking, and firsthand exposure to the global esports scene.

The practicum gathered top university talent from around the world to work on projects
with Gen.G Esports, a world-renowned organization with championship teams in multiple
major titles, including recent wins at the League of Legends Mid-Season Invitational and the Esports World Cup. Both Samhitha and Pablo successfully
completed the rigorous program, and Samhitha earned the “Exemplar” designation, the
highest honor awarded to just one participant in the cohort for going above and beyond
and embodying Gen.G’s values.

Live match

In addition to their project work, the students built a network of 18 other student
leaders. The practicum included projects spanning business, education, and marketing,
giving participants the opportunity to learn directly from Gen.G industry leaders
about how these sectors intersect in esports. Beyond the classroom, they enjoyed rare
experiences such as attending a live match at the LCK Roadshow: T1 Homeground vs.
Gen.G, an electrifying clash between two esports titans that showcased the competitive
atmosphere fueling the industry’s global popularity. They also visited Lotte Tower,
one of Seoul’s most iconic landmarks, and participated in high-level networking sessions
with C-suite executives and leading professionals in esports, marketing, and business
strategy.

This practicum enhanced the students’ professional skills and reinforced Seton Hall’s
commitment to creating opportunities that prepare students for success in competitive
industries. By bridging classroom learning with the global esports stage, the Gen.G
Practicum Abroad has given Samhitha and Pablo a valuable edge as they continue their
academic journeys and pursue careers at the intersection of finance, business, and
gaming.

About Gen.G

Founded in August 2017, Gen.G Esports is a global esports organization inspired by
the talent of Korean pro players and the passion of fans worldwide. Headquartered
in Seoul, Los Angeles and Riyadh, Gen.G fields championship-winning teams across League of Legends, VALORANT, PUBG, EA FC Online and Brawl Stars. Recent milestones include a four-time LCK championship streak, a 2024 MSI title
and a 2024 VALORANT Masters victory. Gen.G also operates the Gen.G Global Academy (GGA) to foster the
next generation of esports talent. The organization is backed by leading partners
including LG, Monster Energy, Logitech, SOOP, Descente, Otoki and SIDIZ, and is committed
to delivering fan-first experiences through innovative partnerships and activations.

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We Love AndaSeat’s Gaming Chairs and They’re Up to $160 Off This Back-to-School Season

If you’re into PC gaming or have a home office, then you know how much a comfy chair can make a difference when you need to be in front of a screen for hours at a time. Gaming chairs are often the best option. They’re generally made with extremely comfortable materials, come in cool, funky […]

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If you’re into PC gaming or have a home office, then you know how much a comfy chair can make a difference when you need to be in front of a screen for hours at a time. Gaming chairs are often the best option. They’re generally made with extremely comfortable materials, come in cool, funky colors and make your entire experience more ergonomic. However, they can be pricey. That’s why we’re glad to let you that AndaSeat — who makes some of our favorite options on the market — is offering gaming chairs for up to $160 off this back-to-school season. These deals are live until Aug. 31, and make now an excellent time to shop.

AndaSeat is offering discounts on a variety of its gaming chairs, but keep in mind that they look different depending on your choice. Some discounts are direct, and others include an extra coupon code you need to cut and paste before checkout. These are clearly labeled under the price, if applicable.

The AndaSeat Kaiser 3 Pro 5D gaming chair is now $489, down from its regular price of $669 when you stack its current discount with the coupon code BTSK30 at checkout. This chair includes a lumbar pillow and an adjustable head pillow.

For those with different needs, the Kaiser 4 series premium chair is now as low as $489, depending on the colorway you select, which saves you up to $60 after you use the coupon code BTSK30 at checkout. This gaming chair is our favorite choice for larger people. It comes in two sizes and multiple colors, and features both lumbar support as well as a magnetic head pillow. Our experts noted that, “It’s great for gamers who like to sit cross-legged or with their feet up and for people who spend long hours seated for work, play or lounging. It’s especially suited for people who want a traditional gaming chair style with premium materials and ergonomic enhancements.”

Hey, did you know? CNET Deals texts are free, easy and save you money.

For a more budget-friendly option, check out the X-Air gaming chair, which is $369 after its discount of $30. The X-Air includes 4D arm rests, lumbar support and allows you to adjust it for height. Finally, the Phantom Series 3 chair is perfect for office or gaming use, and it’s now down to $299, which is a massive $100 off.

With its many colors and editions, AndaSeat has multiple offers, and the entire sale site is worth checking out so you can find just the right fit.

Top deals available today, according to CNET’s shopping experts

Why this deal matters

Gaming chairs aren’t just meant for avid gamers, they also offer more ergonomic support for anyone who still works from home. AndaSeat’s gaming chairs are adjustable, available in multiple colors and offer back support as you work or play. Their current deals save you up to $160 until Aug. 31.





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