Claims of Google’s involvement in blockchain gaming investments remain unconfirmed as of July 25, 2025, despite persistent speculation. Sundar Pichai, CEO of Google, explicitly stated, “We do not have any official partnerships or investments in blockchain games to announce at this time,” refuting rumors of financial backing [1]. While Google’s WeArePlay campaign recently highlighted My Lovely Planet, a Web3 game, as a promotional partner, the collaboration does not imply direct equity stakes or capital commitments [2]. This distinction underscores the industry’s ongoing ambiguity between brand visibility and tangible investment, with analysts noting that promotional campaigns often precede, rather than confirm, financial participation.

The blockchain gaming sector continues to face challenges amid a 20% decline in Q2 2025 funding, according to DappRadar. This trend, observed across the industry, shows no correlation to Google’s activities. Major players like MARBLEX and Immutable remain dominant, while competitors such as Sega and Ubisoft expand their blockchain initiatives independently of Google [1]. Financial analysts emphasize that unverified claims of tech giant involvement—such as those linking Google to a $1 billion valuation target for My Lovely Planet—lack corroborating evidence from public disclosures [2]. Meanwhile, speculative projects like Project Rescue and Bitcoin Swift, which promote high-yield staking models, operate outside any confirmed Google connection [2][3].

Market observers highlight the need for caution in distinguishing promotional partnerships from capital commitments. Google’s WeArePlay campaign, which aligns with its broader Web3 strategy, has not released financial reports or public statements confirming equity investments. This opacity mirrors broader crypto industry trends, where promotional campaigns often lack accompanying transparency. For instance, Bitcoin’s outperformance of gold in 2025 and the rise of presale projects reflect market enthusiasm but remain unrelated to Google’s strategic focus [4].

The sector’s competitive landscape is further shaped by emerging protocols like Miracle Chain’s Q4 2025 mainnet launch and Solana-compatible infrastructure expansion. However, no dominant player has emerged, and Google’s absence from these developments remains notable. The company’s current emphasis on awareness-building, rather than direct investment, aligns with a cautious approach to blockchain adoption. Analysts suggest this stance may evolve if regulatory clarity or market demand intensifies, but as of July 2025, no such shifts have materialized [5].

Investors are advised to prioritize project fundamentals over corporate affiliations, particularly in high-yield staking models where risks remain elevated. While innovations in AI-driven governance and sustainability-focused blockchain infrastructure continue to attract interest, Google’s nonparticipation does not detract from the sector’s potential. The blockchain gaming industry, though speculative, remains a focal point for innovation and investment, driven by its own momentum rather than external validation from major tech firms.

Sources:

[1] [No Confirmed Google Investment in Blockchain Gaming as of July 2025] [https://coinmarketcap.com/community/articles/6882cb547d1070328ddde500/]

[2] [My Lovely Planet Becomes First-Ever Web3 Game Recognized by Google’s WeArePlay Campaign] [https://www.wjhl.com/business/press-releases/globenewswire/9499677/my-lovely-planet-becomes-first-ever-web3-game-recognized-by-googles-weareplay-campaign]

[3] [Bitcoin Swift Nears End of Stage 1 Presale with AI-Driven Yield Protocol and Governance Model] [https://www.counton2.com/business/press-releases/globenewswire/9499791/bitcoin-swift-nears-end-of-stage-1-presale-with-ai-driven-yield-protocol-and-governance-model]

[4] [Project Rescue Aims to Turn $5 into $25 and Save Lives with Blockchain-Powered Impact] [https://fox40.com/business/press-releases/ein-presswire/833520789/project-rescue-aims-to-turn-5-into-25-and-save-lives-with-blockchain-powered-impact]

[5] [Miracle Chain’s Q4 2025 Mainnet Launch and Solana-Compatible Infrastructure] [https://coinmarketcap.com/community/articles/6882cb547d1070328ddde500/]

Authentic brand–creator partnerships are like a good outfit: effortless, memorable, and sells itself. For Sydeon, although she’s made a name for herself streaming gameplay on Twitch, her content has always reflected her broader interests in fashion and lifestyle, whether she’s cosplaying as Rogue from X-Men, giving a wig tutorial, or travel vlogging foodie adventures overseas. Which makes it that much easier for a brand like New Balance to sign on. “New Balance has this really unique outlook on their brand and on culture and just craftsmanship and individualism and all those things,” Sydeon says, “and I think that kind of lined up with me as a streamer as well.”

Dive Brief:

• Spotify and Netflix have partnered to create The Happy Gilmore 2 Tournament, the first interactive, golf-inspired game built within the Spotify app, per details shared with Marketing Dive. The effort is timed around the release of “Happy Gilmore 2” on July 25.
• Spotify users can play through golf challenges inspired by the movie and unlock movie audio clips, easter eggs and a personalized “Happy” playlist. The effort also includes a video takeover and voice reads from “The Ringer” founder Bill Simmons.
• The effort marks the first time Spotify has developed a fully custom audio gaming experience for a brand and comes as a number of other marketers unveil themed activations around the highly anticipated “Happy Gilmore” sequel.

Dive Insight: 

In many ways, the Happy Gilmore 2 Tournament game is as much a way for Spotify to further demonstrate how it can bring campaigns to life as it is a promotional partnership for Netflix’s film. Spotify has been working hard in recent months to showcase its friendliness to advertisers. At an event earlier this year, the company showed off several new ad-buying and management capabilities, along with creative opportunities, including generative artificial intelligence developments, through its in-house agencies.  

“We’ve been investing to become a platform that can deliver results for advertisers, whatever their goal, whatever their size,” said Lee Brown, Spotify’s global head of advertising, in a blog post about the event. “Whether you’re a CMO, a media agency buyer, a podcast publisher, a seasoned creative director, or a creator looking to grow your brand, we’ve got you covered.” 

The “Happy Gilmore 2” tie-in checks off a major first for Spotify, demonstrating the streamer’s capabilities in creating bespoke, immersive campaigns for brands and entertainment properties. It also rewards users with elements unique to the Spotify platform, like a personalized playlist, to deepen connections between the user and the brand.

The gameplay is also decidedly simple. The game begins with a short-distance (using a hockey stick, like Happy Gilmore would) where app users can tilt their device to perfect their swing. Then, players advance to mid- and long-range shots, with audio clips played after each hole. Players get one swing per course and can replay the game after completing all three holes. At the end of the game, users can share their score across social media and watch the movie’s official trailer.  

Among summer films, “Happy Gilmore 2” has attracted some notable brand partnerships, including Subway, which was part of the original film’s marketing promotions, and U.S. Bank, which will be integrated into the film as a top sponsor of the fictional “Tour Championship.”

Müller FRijj, the iconic ready-to-drink milkshake brand, has launched a major gaming campaign across the UK, in collaboration with world-leading gaming adtech platform, Overwolf Ads.

The activation marks an extension of Müller FRijj’s recent integrated campaign, ‘Just feel the URjj’, building on Müller UK & Ireland’s growing reputation for bold, humorous work, this time turning its attention to Gen Z males. In a world where young men are being told to hustle harder and grind more, Müller FRijj offers a much-needed antidote, reminding consumers to not take life so seriously.

Under the banner ‘Just Feel The URjj: Winning Is Overrated’; the in-game activation rewards players not for coming first, but for embracing chaos and silliness. Starting July 1st and wrapping up at the end of the month, the campaign features curated challenges across major titles like Fortnite, Rocket League, and League of Legends. Whether it’s collecting potions and emoting mid-battle in Fortnite, or pulling off backflips and wheelies in Rocket League, gamers will be incentivised for having fun, not just winning.

To join in on the fun, players in the UK can download BUFF from the Overwolf app store and opt-in to the challenges by clicking the Just Feel the URjj Challenge icon on the left menu bar. From there, players just need to launch Fortnite, League of Legends, Rocket League and play! Participants who complete challenges will earn raffle tickets for a chance to win three Alienware m18 Gaming Laptops alongside 500 Buff Points. For a detailed breakdown of how it works, players can head here.

“At Müller FRijj, we believe in celebrating the fun and escapism which milkshakes have always offered. The ‘Just Feel The URijj Challenge’ brings that same spirit into gaming – a space where many of our target audience of Gen Z males spend their time,” said Hannah

Gillespie-Cross, Senior Brand Manager at Müller. “By championing a more relaxed and humorous approach, we’re offering players a welcome break from the pressures of competitive gameplay, reminding them not to take life too seriously in line with our wider ‘Just feel the URjj’ positioning.”

In order to execute the campaign, Müller FRijj is harnessing Overwolf Ads’ highly innovative gaming technology to recognise and trigger contextual messaging in real-time based on specific player achievements, offering exclusive in-game and physical rewards for completing light-hearted and unconventional missions.

“This collaboration with Müller FRijj exemplifies the growing demand from brands to create authentic, culturally relevant campaigns within gaming environments,” said John-Paul Burke, Head of Brand Partnerships, UK & Ireland at Overwolf Ads. “By rewarding players for their creativity and humour, Müller FRijj taps into the lighter side of gaming culture in a way that truly resonates with younger audiences whilst staying true to its own brand ethos.”

The gaming activation reflects a strategic alignment with Müller FRijj’s broader media and audience strategy, developed with its agency partners EssenceMediacom, leveraging its unique targeting data and insights. The agency played a key role in identifying Overwolf as the ideal partner to reach these gaming audiences and brokering the partnership.

“This campaign demonstrates how brands can meet Gen Z audiences in the spaces they naturally inhabit, and do so in a way that feels native, engaging and on-brand,” said Ryan Turner, Partnerships Account Director at EssenceMediacom. “We’re proud to support Müller FRijj as they extend their bold creative platform into an interactive gaming environment.”

Source: EssenceMediacom

  Beverage, Campaign, Collaboration, EssenceMediacom, Gaming, Marketing, Müller, Müller FRijj, Non Alcoholic, Overwolf Ads, UK, WPP