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Enriching the Gaming Experience With Microsoft

Gaming is a larger platform than film, TV, and music, forming a powerful media channel and opening vast opportunities for retail media and advertising. In this episode of The Garage, hosts Dan Masamino and Evan Hovorka sit down with Greg Carroll, general manager of gaming experiences at Microsoft Advertising, to explore the nexus of gaming […]

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Gaming is a larger platform than film, TV, and music, forming a powerful media channel and opening vast opportunities for retail media and advertising.

In this episode of The Garage, hosts Dan Masamino and Evan Hovorka sit down with Greg Carroll, general manager of gaming experiences at Microsoft Advertising, to explore the nexus of gaming and retail media.

They explore the world of gaming advertising, showing how brands can create authentic engagements with audiences while preserving the integrity of the gaming experience. Take a deep dive into the potential of Microsoft’s ecosystem, which reaches over 3.4 billion gamers worldwide. 

From sharing stories about small-town origins to exploring how to turn offline data into actionable insights, this episode of The Garage offers a clear look at how hyperlocal advertising can create new opportunities for brands, agencies, and retailers.  

Episode highlights:

[05:26] The Evolution of Gaming — The evolution of how people interact with gaming and its relationship with advertisers, retail media, although new compared to films and TV has introduced the monetization of the industry. Greg discusses how he leverages different things to bring retail media to focus in this space while protecting the gamer. He shares how his expertise in advertising technology and passion for gaming merged to birth his journey.

[09:04] The Delicate Balance of Gaming Experience for Brands and Users — Enrich the experience and unlock something that people are passionate about and love. Greg describes the gaming space as one closest to sports. This strategy ensures the halo effect for brands and retailers and any disruptions to this experience can have negative consequences for both users and brands. Greg adds that the alignment of passions always creates a win-win situation.

[15:43] The Future of Gaming Marketing — Greg shares the importance of a multi-platform approach and the effectiveness especially in a mid-to-lower marketing process and how it helps brands reach gamers in relevant ways across board, highlighting The Prada Candy Crush partnership as one that showcases these interactive branded experiences. He explains that Microsoft’s gaming ecosystem offers a diverse range of interaction channels that optimize advertising performance and aligns messaging with gaming context and platform. He highlights The Prada Candy Crush partnership as one that showcases the  effectiveness of interactive branded experiences.

[26:34] How Gaming Influences Community Building — The Covid-19 lockdowns validated how important gaming was as an escape, allowing gamers not just to associate but also socialize. Social gaming platforms recorded a massive surge in participation – it was an absolute boom for gaming according to Greg. The platform creates meaningful connections between people as well as shared experiences and this has transformed gaming. He says that with the engagement levels comparable to traditional sports, gaming communities require a nuanced understanding and respect to ensure successful marketing integration.



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Why Districts Are Turning to Esports to Reach More Learners

The energy was electric: Three teams of students from three neighboring school systems faced off in a high-stakes competition, their colorful jerseys and team pride on full display. But this wasn’t your typical sporting event; students were navigating block-based worlds, racing against the clock to design sustainable, hurricane-resistant schools. This was the South Florida Showdown, […]

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The energy was electric: Three teams of students from three neighboring school systems faced off in a high-stakes competition, their colorful jerseys and team pride on full display. But this wasn’t your typical sporting event; students were navigating block-based worlds, racing against the clock to design sustainable, hurricane-resistant schools.

This was the South Florida Showdown, the first Minecraft Education tri-district esports challenge of its kind. For the students, it was more than a game. It showcased communication, collaboration, creativity and critical thinking — the 4Cs in action. These essential, durable skills are at the heart of frameworks like ISTE’s Standards for Students and the Partnership for 21st Century Learning’s framework, which emphasize what students need to thrive in school and beyond.

Esports Moves from the Sidelines to the Spotlight

Esports has been exploding across schools; thousands of schools now offer some form of competitive gaming. For many students, these programs provide a sense of belonging and a platform for leadership.

“Beyond the thrill of competition, esports supports students’ education by engaging them in exciting online gaming, developing teamwork and collaboration skills, increasing critical thinking and spatial reasoning, and promoting leadership abilities in a safe, controlled online space,” says Dr. Lisa Milenkovic, supervisor of STEM and computer science at Broward County Public Schools.

Through competitive gaming, students strengthen digital literacy, teamwork and social-emotional skills, while also creating pathways to explore STEM learning and career readiness.

Programs like New York City’s Battle of the Boroughs and the South Florida Showdown reframe esports as more than after-school entertainment. They’re becoming instructional models that promote problem-solving, community building and student voice.

“Watching students from across Miami-Dade, Broward and Palm Beach come together to solve real-world challenges using Minecraft Education was inspiring,” says Carlos Vazquez, founder of Miami EdTech. “It showed that when we invest in creativity and community, we build more than projects; we build futures.”

Building Real-World Learning Through Games

Florida schools face frequent hurricane threats, making resilient building design a critical local issue. By focusing on hurricane-resistant schools, the challenge connected STEM learning to real-world community needs.

The South Florida Showdown aimed to engage thousands of learners across three counties in designing sustainable solutions for their communities, researching the impacts of climate change and exploring the opportunities of green design for their neighborhoods.

The event’s three-phase structure made room for everyone to get involved:

  • Phase 1 District Innovation: Over 350 students submitted Minecraft builds of hurricane-resistant, sustainable communities, showcasing their creativity while tackling real-world problems.
  • Phase 2 Semi-Finals: District champions tackled the challenge of restoring the Everglades ecosystem, applying science and teamwork in a digital environment.
  • Phase 3 Live Finale: Elementary, middle and high school teams competed in a 30-minute esports showdown, held at the Levan Center of Innovation at Nova Southeastern University, to design climate-resilient schools. Standouts included the all-girl team “The Banana Splits,” the middle school team “1204” from Miami-Dade and high school champs “Coral Crafters” from Broward.

Leigh Arnold, an educational technology specialist from the School District of Palm Beach County, noted that “students enjoyed the opportunity to participate in something they love, while educators were thrilled to see them demonstrate their knowledge through creative builds and presentations.”

What stood out most? The way the Showdown brought together students from every district and grade level. With its success, regional leaders are already planning the next phase, emphasizing teacher training, broader participation and enhanced support. Esports is fast becoming a cornerstone of innovative education.

What Students Take Away from Competitive Play

These esports events are not just about technical proficiency but about building transferable skills that prepare students for the future.

“The real joy came from working together — six minds with a hundred thousand ideas. When we created our world, we had our differences, but we found common ground by including some ideas and compromising on others. Minecraft esport teamwork at its best,” says Nina, a member of the Banana Splits team.

What do students take away from these experiences? More than you might expect:

  • Critical Thinking: Students tackle real-world problems with technical expertise.
  • Collaboration: Teams build shared purpose and community.
  • Future-Ready Skills: Participants gain experience in public speaking and digital design.
  • Confidence: English Language learners improve through hands-on projects.
  • Teamwork: Students develop leadership and communication skills under pressure.

The gaming world hasn’t always been known for its diversity, but that’s starting to change. Programs like this open new doors for students who don’t always see themselves represented in traditional extracurriculars, especially girls, multilingual learners and students with disabilities.

A student from Coral Springs High School, Broward County, shared, “This was my first time participating in an esports competition, and honestly, I can’t wait to do it again! From the brainstorming to building to the presentation, I feel honored to have been part of this experience.”

How to Launch an Esports Program

Districts hoping to replicate this success can take a few key lessons from the South Florida model:

  • Start with curriculum integration. Esports becomes more than a game when tied to academic content. Embedding challenges into interdisciplinary units — such as STEM or social studies lessons that explore environmental impact, community planning or climate justice — turns gameplay into real-world problem-solving.
  • Focus on teacher support. Teachers are the backbone of success. Offer hands-on training, lesson plans and co-teaching models to help educators feel confident using game-based tools.
  • Leverage accessible tools. Platforms like Minecraft Education offer plug-and-play templates, tutorials and in-game guidance — perfect for easing adoption. Choose tools that are affordable, device-friendly and inclusive.
  • Encourage mentorship and partnerships. Partner with local edtech nonprofits, higher ed institutions and industry experts to create authentic experiences. Mentors can guide students in both gameplay and career exploration, strengthening community ties.

As more districts look for innovative ways to prepare students for the digital economy, these esports events set the stage for a new kind of classroom — one that meets students where they are and takes them where they want to go.


Attending ISTELive 25? Check out the session “Build a Chicken: Run an Esports Challenge with Minecraft” for more information on getting started. Register here.



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Jio Partners with KRAFTON India to Launch Country’s First-Ever Gaming Pack

BusinessWire India Advertisement Bangalore (Karnataka) [India], June 18: In a game-changing move for India’s mobile gaming community, Jio, India’s digital lifeline, in partnership with KRAFTON India, the publisher of India’s most loved battle royale game – BATTLEGROUNDS MOBILE INDIA (BGMI), has launched India’s first-ever gaming pack. This is the first time any operator is offering […]

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Bangalore (Karnataka) [India], June 18: In a game-changing move for India’s mobile gaming community, Jio, India’s digital lifeline, in partnership with KRAFTON India, the publisher of India’s most loved battle royale game – BATTLEGROUNDS MOBILE INDIA (BGMI), has launched India’s first-ever gaming pack. This is the first time any operator is offering a gaming-specific plan — and it’s only fitting that it begins with the country’s most iconic gaming title.

This collaboration brings together industry leaders with a shared vision: to empower India’s rapidly growing gaming community – a surge fuelled by widespread internet accessibility across the nation.

Priced at just INR 495/month, the Jio Gaming Pack offers exceptional value to Jio users by combining ultra-fast 5G connectivity on India’s most advanced 5G network, and exclusive in-game rewards for BGMI players — all in a single, seamless recharge.

Seddharth Merrotra, Head – Business Development and Partnerships, KRAFTON India, added, “At KRAFTON, our mission has always been to elevate and democratize gaming experiences for Indian players. With over 200 million downloads and one of the most passionate communities in the country, BGMI has become more than just a game; it’s a cultural phenomenon.”

Delighted to collaborate with Jio, he further added, “Our partnership with Jio is a strategic step towards unlocking the next generation of gamers of our country, where mobile-first gaming is booming. Jio’s unmatched digital infrastructure, combined with our immersive game content, creates a powerful ecosystem where access, performance, and experience go hand in hand. Together, we’re not just enabling gameplay, we’re building the future of gaming in India.”

A Jio spokesperson said,”Gaming is an integral part of India’s digital lifestyle, and Jio is committed to enhancing that experience. With this gaming pack, we are not just providing connectivity; we are delivering real value by offering 5G connectivity, Cloud Gaming Subscription, and Exclusive in-game rewards with a single recharge. This partnership with BGMI sets a new benchmark in the industry.”

Unlocking the Power of the Jio Gaming Pack – Empowering Gamers with Seamless Connectivity and Exclusive Rewards

With the new Jio Gaming Pack, users receive:

1. Special coupons to claim premium skins like the Bard’s Journey Set, Desert Taskforce Mask, and Tap Boom Molotov Cocktail of Battlegrounds Mobile India (BGMI) as in-game rewards with every recharge

2. JioGames Subscription enables gameplay across 500+ premium cloud-based game titles

3. With Cloud Gaming, there is no console or download required – stream instantly anytime-anywhere on devices like Smartphones, Jio Set-Top Box, Web Browsers, and Android TVs

How to redeem and activate your in-game rewards

1. Step 1: Recharge with the Jio Gaming Pack. You’ll receive a confirmation SMS

2. Step 2: Receive unique BGMI reward codes on MyJio App (→ Profile → Coupons & Winnings)

3. Step 3: Redeem codes on BGMI’s official redemption site, https://www.battlegroundsmobileindia.com/redeem (→ Enter Your Character ID, Redemption Code & verify CAPTCHA → press “Confirm” button). You will receive a message: “Code has been redeemed” on successful redemption

How to access your JioGames Cloud subscription

1. Install & Open JioGames App – https://jiogames.page.link/GPack

2. Log in with your recharged Jio number

3. Start playing – cloud gaming access is pre-activated

Availability of the Pack

The Jio Gaming Pack is now available for recharge across platforms. Gamers can enjoy seamless access to premium cloud games while unlocking exclusive benefits through MyJio app or by visiting www.jio.com.

Jio continues to redefine connectivity and the future of digital entertainment, putting power, performance, and play in the hands of every Indian gamer.

(ADVERTORIAL DISCLAIMER: The above press release has been provided by BusinessWire India. ANI will not be responsible in any way for the content of the same)

(The story has come from a syndicated feed and has not been edited by the Tribune Staff.)





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SPRIBE’s Strategic Partnerships Drive Global Gaming Expansion Across Key Markets

The iGaming industry’s competitive landscape has intensified as companies seek innovative approaches to capture international audiences. SPRIBE, the software development company behind the viral gaming sensation Aviator, has distinguished itself through strategic partnerships and targeted market expansion that demonstrate sophisticated understanding of regional gaming preferences and global entertainment trends. Partnership Strategy Reshapes Market Presence SPRIBE’s […]

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The iGaming industry’s competitive landscape has intensified as companies seek innovative approaches to capture international audiences. SPRIBE, the software development company behind the viral gaming sensation Aviator, has distinguished itself through strategic partnerships and targeted market expansion that demonstrate sophisticated understanding of regional gaming preferences and global entertainment trends.

Partnership Strategy Reshapes Market Presence

SPRIBE’s recent multiyear agreements with UFC and WWE represent more than traditional sponsorship deals—they signal a comprehensive approach to global brand positioning that leverages the massive international reach of sports entertainment. Under these partnerships, Aviator branding will appear prominently on UFC’s Octagon canvas at every event worldwide, while WWE will showcase the brand at select marquee events, accompanied by integrated social media campaigns and premium hospitality experiences.

The strategic significance of these partnerships extends beyond visibility metrics. UFC and WWE collectively command audiences across 170 countries, providing SPRIBE with access to demographics that align closely with Aviator’s target market. This alignment reflects careful analysis of player behavior and entertainment preferences that guide the company’s expansion strategy. Industry analysts have noted how the gaming company’s strategic partnerships represent a new model for cross-industry collaboration in entertainment sectors.

“UFC and WWE collectively offer one of the most formidable marketing platforms in sports entertainment,” said Nicholas Smith, Vice President of Global Partnerships at TKO. “Aviator’s dynamic appeal mirrors the energy and innovation of both organizations, making this a perfect partnership to engage millions of fans globally.”

Regional Market Performance Drives Expansion Decisions

SPRIBE’s global expansion strategy is informed by comprehensive data analysis of regional market performance and growth potential. The company’s success across diverse geographical markets demonstrates its ability to adapt gaming experiences to local preferences while maintaining universal appeal.



In Asia Pacific, SPRIBE achieved remarkable growth in 2024, with the region accounting for 18.70% of Aviator’s new player inflow distribution globally. The region experienced an extraordinary 629.67% year-over-year increase in Monthly Active Users, representing the highest growth rate worldwide. Retention rates in Asia Pacific also improved by 25.36%, while bets per player increased by 18.14%, indicating strong engagement levels that sustain long-term market presence.

India emerged as the top-performing growth market for SPRIBE in 2024, driven by partnerships with leading local operators and the country’s expanding digital infrastructure. The success in India reflects broader trends in South Asian markets, where mobile-first gaming experiences align with consumer behavior patterns and technological adoption rates.

Africa represents another significant growth opportunity, contributing 19.81% of new player inflow for Aviator in 2024, with an impressive 53.93% year-over-year growth in Monthly Active Users. The continent’s young, tech-savvy population and increasing smartphone penetration create favorable conditions for SPRIBE’s expansion strategy. Retention rates in Africa rose by 2.23%, while bets per player saw a steady 9.83% year-over-year increase.

Market-Specific Strategies Enhance Regional Performance

SPRIBE’s approach to international expansion involves developing market-specific strategies that address regional preferences, regulatory requirements, and cultural considerations. This localized approach has proven effective across multiple markets, contributing to the company’s global success metrics. Business publications have highlighted how these strategic partnerships mark a bold step in the company’s global expansion strategy.

David Natroshvili, SPRIBE’s founder and CEO, emphasized the importance of understanding regional market dynamics: “India’s passion for high-energy, strategic gaming aligns perfectly with Aviator. Through our partnerships with UFC and WWE, we aim to bring Aviator to millions more players across India, enhancing their gaming experiences with innovation and excitement.”

The company’s expansion into European markets has been supported by comprehensive regulatory compliance, including licenses from the Malta Gaming Authority and the UK Gambling Commission. These certifications provide the foundation for sustainable growth in highly regulated markets where player protection and operational transparency are paramount.

In the United Kingdom, SPRIBE has established a strong presence within the competitive iGaming landscape. The company’s operating license from the UK Gambling Commission underscores its commitment to the region, where Aviator has become popular among British players seeking strategic gaming experiences. The game’s intuitive design and multiplayer functionality have driven significant growth, making it a cornerstone of SPRIBE’s European operations. Media coverage has emphasized how the software developer views the UK as a focal point for its growth strategy.

Technology Infrastructure Supports Global Operations

SPRIBE’s global expansion has been facilitated by robust technological infrastructure that supports operations across multiple time zones and regulatory jurisdictions. The company maintains offices in strategic locations including Kyiv, Tallinn, Warsaw, Tbilisi, and the Isle of Man, with over 270 team members contributing to global operations and innovation initiatives.

This distributed operational model enables SPRIBE to provide localized support while maintaining consistent service quality across all markets. The company’s investment in technological infrastructure has proven essential for supporting Aviator’s massive scale, with the game facilitating over 350,000 bets per minute and serving more than 42 million monthly active users worldwide.

The implementation of blockchain technology and provably fair algorithms has enhanced player trust across international markets, particularly in regions where gaming transparency and fairness are primary concerns. This technological foundation has supported SPRIBE’s expansion into markets with stringent regulatory requirements and sophisticated player expectations.

Strategic Partnerships Amplify Market Penetration

Beyond the headline-generating UFC and WWE partnerships, SPRIBE has developed strategic relationships with industry leaders that enhance its global market position. Partnerships with Monster Energy and PRIME Hydration demonstrate the company’s ability to collaborate across entertainment and lifestyle sectors, expanding brand visibility beyond traditional gaming channels.

These partnerships reflect SPRIBE’s understanding that modern gaming companies must engage with broader entertainment ecosystems to achieve sustainable growth. The strategic alignment with globally recognized brands provides credibility and market access that would be difficult to achieve through traditional gaming industry partnerships alone.

The company’s collaboration with over 4,500 active clients worldwide demonstrates its ability to build and maintain relationships across diverse market conditions and regulatory environments. This extensive network of operator partnerships provides the foundation for continued expansion into emerging markets and the development of new gaming experiences.

Financial Performance Validates Expansion Strategy

SPRIBE’s global expansion strategy has generated impressive financial results that validate the company’s approach to international market development. In December 2024 alone, Aviator players worldwide wagered more than $14 billion, highlighting the game’s massive global appeal and the effectiveness of SPRIBE’s market penetration strategies.

The company’s ability to generate significant engagement across diverse markets demonstrates the universal appeal of its gaming philosophy and the effectiveness of its localization strategies. This financial performance provides the resources necessary for continued expansion and innovation initiatives.

Regional performance metrics indicate sustained growth across key markets, with consistent increases in player acquisition, retention rates, and engagement levels. These trends suggest that SPRIBE’s expansion strategy is building sustainable market positions rather than generating short-term growth spikes.

Future Expansion Opportunities

SPRIBE’s current market position provides multiple opportunities for continued global expansion. The company’s success in establishing strong positions across Asia Pacific, Africa, Europe, and select markets in the Americas demonstrates its ability to adapt to diverse market conditions and regulatory requirements.

“The relationships we have forged with UFC and WWE are meaningful building blocks in our roadmap to global expansion and market penetration,” Natroshvili said. “We look forward to building on this momentum to deliver maximum upside for our key stakeholders.”

The ongoing development of market-specific features and campaigns tailored to regional preferences suggests that SPRIBE will continue refining its localization strategies. From co-branded campaigns with UFC and WWE to in-game elements that reflect local cultural preferences, the company aims to create gaming experiences that feel personally relevant to players across different markets.

Latin American markets present significant expansion opportunities, given the region’s enthusiasm for sports entertainment and growing digital infrastructure. The alignment between UFC’s popularity in Brazil and other Latin American countries and SPRIBE’s gaming offerings suggests potential for substantial market penetration.

The company’s investment in emerging technologies, including artificial intelligence and enhanced mobile optimization, positions it well for expansion into markets where technological innovation drives consumer adoption. As global internet connectivity continues improving and smartphone penetration increases, SPRIBE’s mobile-first approach provides competitive advantages in emerging markets. Industry trade publications have documented how David Natroshvili and his team have positioned the company as a dominant force in the B2B iGaming software market.

SPRIBE’s global expansion strategy demonstrates how modern gaming companies can achieve international success through strategic partnerships, technological innovation, and deep understanding of regional market dynamics. The company’s ability to maintain consistent growth across diverse markets while building sustainable competitive advantages suggests continued expansion potential as global gaming markets mature and new opportunities emerge.



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Orlando’s esports scene levels up with bigger tournaments, and learning opportunities

After seven years of growing in Daytona, the Community Effort Orlando fighting game championship returned to Orlando last weekend with its biggest attendance yet. From Friday to Sunday, 6,000 spectators and competitors from all over the world filled a 200,000 square foot space at the Rosen Shingle Creek Resort. Attendance was a massive improvement compared […]

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After seven years of growing in Daytona, the Community Effort Orlando fighting game championship returned to Orlando last weekend with its biggest attendance yet.

From Friday to Sunday, 6,000 spectators and competitors from all over the world filled a 200,000 square foot space at the Rosen Shingle Creek Resort. Attendance was a massive improvement compared to the 300 people in attendance at the inaugural competition 15 years ago. CEO’s success is a microcosm of Orlando’s overall growth in the esports community as a hub for competitive gaming.

Hundreds of computer monitors filled the room, all displaying dozens of different fighting games like Street Fighter, Tekken, and Super Smash Bros. Competitors matched up at different gaming tables, or match pools, ready to take on their opponents, climb the ladder out of their pools, and reach gaming glory.

Two competitors step into CEO's featured wrestling ring on display for all attendees to watch, as the competitors play an early round of Fatal Fury City of the Wolves.

Joe Mario Pedersen

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Central Florida Public Media

Two competitors step into CEO’s featured wrestling ring on display for all attendees to watch, as the competitors play an early round of Fatal Fury City of the Wolves.

Round 1 featured John Bartley from Louisville, Kentucky. He approached his opponent with his personal arcade-style controller. Bartley selected his favorite character in Street Fighter 6, the green, animalistic brawler, “Blanka.” His opponent selected Zangief, a red-costumed, colossal wrestler, known for grappling.

And grapple after grapple, Bartley submitted defeat to his opponent

“I have pretty good experience against grappling,” Bartley said. “I just got a little nervous. I dropped a couple of combos that would have won the game, but it’s how it goes.”

(center right in yellow) John Bartley, of Kentucky, drove to Orlando to compete in Street Fighter. He sits here in the first round.

Claire Macchiarola

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Central Florida Public Media

(center right in yellow) John Bartley, of Kentucky, drove to Orlando to compete in Street Fighter. He sits here in the first round.

Bartley and his wife, Alecia, drove from Louisville to attend CEO. They try to go to one tournament a year.

“We were a CEO last year. We liked it. New venue this year, so we decided to come out and try it again,” he said.

Alecia isn’t a competitor, or at least not yet.

“I’ve got the bug, so I’m learning how to play,” she said.

Alecia came out to support her husband. She was disappointed to see him lose, but the two were ready to watch the rest of the competition; they’re both big fans of watching Street Fighter matches.

“I love watching because You’ll you never know what can happen,” she said.

Behind her is a non-metaphorical wrestling ring in the center of the room. Inside, it is yet another monitor and game console used to display featured fights at the tournament. On either side of the ring are two huge video displays for all to see the players’ match.

“We like to add that whole facade. It’s a fighting game, after all. There’s no actual fighting going on in it, but we want people to feel like it’s a grand stage,” said wrestling ring owner and CEO founder Alex JaBailey.

The CEO creator isn’t just a fan; he’s a competitor, too. During the weekend festivities, JaBailey was entered in the Street Fighter 2 tournament… Although it didn’t go as planned, he lost his match competing while communicating with his staff via text to make sure the event was running smoothly and keeping his guard up in the game.

Alex JaBailey, founder of the CEO fighting game championship, is playing Street Fighter on the opening day of the games.

Claire Macchiarola

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Central Florida Public Media

Alex JaBailey, founder of the CEO fighting game championship, is playing Street Fighter on the opening day of the games.

In defeat, JaBailey looked frustrated, but he shrugged it off, shook his opponent’s hand, and strode away, off to put out a small “fire” the staff was dealing with.

“It’s about video games and having a good time. I am a competitor, first and foremost,” he said.

JaBailey started playing Street Fighter in college. Once finished, he began touring the world competing in tournaments and learning how to put one on.

In 2010, JaBailey began CEO in Orlando with a small crowd and a big dream.

“I looked at my community, and I said, let’s grow this thing in Florida. We can do something really special. And over the years, I learned something new every year, until we kept growing it. And now it’s at a very good state where we can turn this into something special for Florida,” he said.

CEO temporarily left Orlando for a bigger venue in Daytona, but the event outgrew the space and returned to Orlando this year, using, for the first time, a large space in Shingle Creek.

In Daytona, CEO cost about $3 million to put on, JaBailey said, which was accomplished. During the event, he wasn’t sure what this year’s expenses were exactly, but he was confident it would also be a multi-million-dollar event.

Six thousand people visited and/or competed in the CEO fighting game championship over three days.

Claire Macchiarola

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Central Florida Public Media

Six thousand people visited and/or competed in the CEO fighting game championship over three days.

“You just gotta take risks and hope that people come and support you. And so far, we’re killing it,” he said. “Going into the grand finals, on Sunday, the energy you feel around that ring when the matches are good is something like it. And that’s what makes me happy. Makes me tear up at the end of the weekend, like this is why I do this.”

The Sunday night finals were streamed on Twitch, and at one point or another, at least 200,000 people were tuned in. Inside the venue,2,000 people sat outside the wrestling ring, eager to see who would dominate in Street Fighter 6.

The finalists featured two players from South Korea. The winner of the night, Shin Moon-sup, aka Leshar. With his opponent at match point, the 25-year-old staged a comeback victory. The crowd erupted in a joyous raucous as Leshar claimed his $7,000 prize.

The South Korean finalists were hardly the only international guests, as competitors also came from Switzerland and Japan. That kind of travel for video game tournaments is becoming more common in Orlando as the City Beautiful continues to level up as an esports hub.

Orlando Esports Journey

Beyond CEO, Orlando has attracted some big names in gaming.

Over the last 15 years, Orlando has grown in the esports community, hosting competitions like the Call of Duty World League Championship in 2017 at the Kia Center, the Pokémon Regional Championship in 2023 held at the Orange County Convention Center, and EA’s Madden Championship, hosted at Full Sail University’s esports arena, “The Orlando Health Fortress.”

The latter, which occurred earlier this year, featured 14 of the top Madden players competing on the Fortress’ main stage for a share of the $1 million prize pool.

Sari Kitelyn, director of esports at Full Sail University, stands in the university's Orlando Health Fortress, an esports gaming arena.

Joe Mario Pedersen

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Central Florida Public Media

Sari Kitelyn, director of esports at Full Sail University, stands in the university’s Orlando Health Fortress Esports Arena.

“We’re a city that’s rooted in family entertainment and innovation, and it just only makes sense that we’re leaning heavily into an industry that connects with that audience, audiences of all of those different ages,” said Sari Kitelyn, director of esports at Full Sail.

Kitelyn noted that Orlando is ripe with ideal qualities for it to be an esports town. It has huge venue space, like the Orange County Convention Center, the Rosen Shingle Creek, the Amway Center, and Full Sail’s Orlando Health Fortress. Additionally, it also has tremendous industry experience in putting on large events from veterans of the tourism sector and those working in production, but the crucial element that makes esport productions possible in the city is Orlando’s investment in fast internet, Kitelyn said.

“There are a lot of cities that are not necessarily understanding the power and the impact of that bandwidth and of that level of technology infrastructure,” she said. “Those that are working within the event space, in Central Florida, they already get it, and that’s what’s really awesome, is that you go to the table and you have to understand that, no, we need hardwire internet for 100 PCs all at the same time.”

According to Kitelyn, Orlando’s esports watershed moment came in 2013 when Full Sail hosted Major League Gaming’s Dota 2 and Call of Duty Championships.

Full Sail University Orlando Health Fortress Esports Arean first opened in 2019.

Joe Mario Pedersen

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Central Florida Public Media

Full Sail University Orlando Health Fortress Esports Arean first opened in 2019.

“That event marked one of the region’s first high-profile moments on the national esports stage and helped set the tone for what’s now a thriving, multi-faceted esports ecosystem,” she said.

While Full Sail has invested in game development for about 30 years, its hosting of the MLG set in motion an investment toward more esport development in the area.

In 2019, Full Sail’s Orlando Health Fortress opened. According to the university, it is the largest collegiate esports arena in the nation. The Fortress was an old sound studio converted to accommodate 500 spectators, a main stage, and a massive LED lighting rig.

Since opening, the Fortress has hosted the Red Bull Conquest – a regional fighting game tournament series – in 2019, the Blizzard Hearthstone Collegiate Championship that same year, and the NBA2K League Draft in 2024.

Full Sail University's Armada HQ is the home of the university esports varsity team, but officially opened to all students Monday.

Joe Mario Pedersen

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Central Florida Public Media

Full Sail University’s Armada HQ is the home of the university esports varsity team, but officially opened to all students Monday.

This week, Full Sail took another step into expanding community esports by opening its “Armada HQ,” a gaming and production center on campus. It includes 45 PC game stations and console lounges with PS5 and Nintendo Switch systems.

The HQ is home to the school’s esports varsity team, the “Armada.” The team is in the off-season currently and is hosting tryouts this summer, hoping to flesh out a roster between 80 and 100 athletes. The team took home the league champion title in the spring of 2023 for the MOBA game Smite, and the eastern conference champion titles for Super Smash Bros in 2023 and 2024.

Armada HQ had a soft opening in March for its athletes, but is now open to all students who are looking to casually game. But Armada HQ also has opportunities for students interested in esports commentating with a dedicated broadcast studio for streaming production.

“We want to support this kind of evolution for our students,” Kitelyn said. “This industry is being built right now, and we want to give them the opportunities to understand the landscape.”

Kitelyn thinks Orlando’s esports’ potential is only going to grow with more broadcast opportunities, more commercial events and more collegiate events.

“There are so many different aspects of areas that we can kind of go into, and all those tapping in so well, to what Orlando is really bringing to the table, the growth opportunity is going to be seen,” she said. “I honestly, really do believe that the growth here is limitless.”





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SheTech Interns Interview Audra Yocom

Empowering the Next Generation: Audra Yocom’s Mission to Transform Tech Education When it comes to inspiring students in technology, few do it like Audra Yocom. Audra Yocom was recognized by the Women Tech Council as a finalist for the 2024 Women Tech Awards in the Education category. With nearly a decade of experience teaching at Pleasant […]

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Empowering the Next Generation: Audra Yocom’s Mission to Transform Tech Education

When it comes to inspiring students in technology, few do it like Audra Yocom.

Audra Yocom was recognized by the Women Tech Council as a finalist for the 2024 Women Tech Awards in the Education category. With nearly a decade of experience teaching at Pleasant Grove High School, Yocom is a leader in Utah’s Alpine School District — not just in the classroom but across the region’s tech education programs. She has helped shape curriculum, build new learning models, and launch opportunities that didn’t exist before. Along the way, she’s become a mentor and role model to hundreds of students discovering their futures in computer science and IT.

Yocom grew up in Pleasant Grove, Utah, and graduated from nearby American Fork High School. After attending Brigham Young University, she explored a variety of career paths — including a stint in civil engineering — before turning toward education.

“I often wondered if there was something that was a better fit,” she says. Her interest in computer science was first sparked by her mom, a computer teacher who helped her see the possibilities early on. “Especially as a girl in a class full of boys, it can be intimidating. I got super lucky that my mom was there.”

While serving as a TA, Yocom had what she calls her “aha moment.” She realized she didn’t just like coding — she loved helping others understand it. “Why don’t you become a teacher? You enjoy this. You’ve taught swimming lessons. Why not?” she recalls. That moment led her to pursue a degree in Technology and Engineering Education at BYU.

Now, Yocom brings that same moment of discovery into her own classroom. “My biggest thing is: You can do hard things. Like the quote on my wall — ‘keep moving forward,’” she says. “It’s more meaningful when students have those aha moments themselves.”

Her teaching philosophy encourages students to take charge of their learning. Whether it’s building apps or designing game mods, she urges students to explore what excites them — and use tech as a tool to enhance it.

She’s also had a major role in expanding esports in Utah schools. As part of the Ken Garff Esports program and in partnership with the Success in Education Foundation, Yocom helped establish and grow statewide participation. “Even though I’m not a gamer — my biggest claim to fame was beating Frogger — I saw how esports created connection,” she says.

Yocom believes esports can be a bridge between students and parents. “I think it would surprise parents how much their student would open up if they showed a shared interest in esports,” she says.

One of her latest efforts is a new district-wide course called Advanced CS & IT. The class uses WebEx to connect students from multiple high schools across Alpine District in real-time. Each participating teacher leads different modules — meaning students gain exposure to a wide range of topics and instructors. “In one class period, I might have students from seven different schools learning five different things, all at the same time,” Yocom explains.

This innovative format has quadrupled the number of tech-related CTE courses available to students across the district — a major leap in accessibility and course variety.

For Yocom, the real reward comes when students stay in touch and share their paths into tech careers. “I just love when students come back and say I helped them see what was possible,” she says.

Her advice to students? “Even if you fail, get up, dust yourself off, and try again. Don’t be afraid to explore.”

It’s a mindset she lives by — and one she’s passed on to a growing generation of tech-savvy Utah students ready to keep moving forward.

SheTech Media Interns, Lynny Gibson and Kate Topham, have participated in SheTech programs, including the SheTech-TechBuzz Media Internship this past year for which they’ve interviewed and written about Women Tech Finalists and Awardees. Their work is published on TechBuzz NewsSilicon Slopes, and other media channels.

Lynny attends Taylorsville High School in the Granite School District serves as a SheTech Student Board member, a Keys to Success Ambassador, and has been recognized as a participant in Distinguished Young Women of Utah. Passionate about lacrosse, Lynny plays on Taylorsville’s emerging team and brings that same energy to her academic and leadership pursuits. Through the SheTech TechBuzz internship, she enjoys connecting with inspiring industry professionals across Utah. Lynny plans to pursue a career in Business Management and Administration.

Kate recently graduated from Lone Peak High School, where she led the SheTech chapter for the past three years, taught Science to the academic decathlon team, founded the Chinese Language Honor Society, and was named Sterling Scholar in the Science.


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VALORANT Champion TenZ Joins Red Bull’s Competitive Roster

Red Bull has added VALORANT champion and content creator Tyson “TenZ” Ngo to its competitive gaming lineup, the company announced Tuesday. TenZ joins the Red Bull VALORANT roster alongside Tarik “tarik” Çelik, Melanie “meL” Hoi-San Man and the Sentinels organization.   With a combined following of nearly 11.8 million across social platforms, Ngo emerged as […]

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Red Bull has added VALORANT champion and content creator Tyson “TenZ” Ngo to its competitive gaming lineup, the company announced Tuesday. TenZ joins the Red Bull VALORANT roster alongside Tarik “tarik” Çelik, Melanie “meL” Hoi-San Man and the Sentinels organization.

 

With a combined following of nearly 11.8 million across social platforms, Ngo emerged as one of VALORANT’s most influential figures as the game’s popularity surged. His poised performances under high stakes helped Sentinels complete an undefeated run at VCT Masters Reykjavik in 2021, marking the first global LAN event in the game’s history and cementing his status as a leading competitor.

 

After stepping away from professional play at the close of 2024, TenZ has maintained his prominence as a top-ranked Twitch streamer and entrepreneur. He leveraged his esports reputation to launch a line of gaming peripherals, extending his reach into hardware design and consumer products. His continued success in streaming and merchandise reflects a growing trend of pro players who parlay in-game achievements into long-term brand partnerships.

 

 

TenZ’s career arc—from Counter-Strike prospect to VALORANT world champion—illustrates the evolving landscape of esports, where performance and personality intersect. His disciplined approach to practice and content creation resonates with a new generation of gamers seeking sustainable careers beyond competition. This philosophy aligns with Red Bull’s strategy to support talent capable of shaping the broader gaming culture.

 

Born May 5, 2001, in Vancouver, TenZ is 24 years old and holds Canadian citizenship. His precision aiming and calm demeanor have defined his playstyle, earning him recognition among peers and fans alike. As he transitions fully into content creation under Red Bull’s banner, TenZ is poised to influence both competitive circuits and online entertainment for years to come.



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