Sports and the passion generated by fandom around athletes, leagues and teams is fueling media, culture and marketing live never before. That was the focus of the Variety Sports Culture Happy Hour presented by Uber Advertising, hosted June 17 during the Cannes Lions Festival of Creativity in Cannes, France.

The session offered perspectives on the growth of sports-related opportunities from the perspective of two top athletes — Olympic gold medal winners Jordan Chiles and Tara Davis-Woodhall — and top executives from the NBA, Uber Advertising and American Express.

The 30-minute panel, moderated by Cynthia Littleton, Variety co-editor in chief, also touched on how panelists grapple with strategic business decisions, authentic partnerships and using social media as a tool to connect with audiences outside of their respective sports.

Track and field superstar Davis-Woodhall, who won the gold medal for women’s long jump at the 2024 Summer Olympic Games, surprised the crowd by noting how precious little airtime is devoted on sports networks to track and field — despite the growth in the number of outlets chasing sports deals. She and her husband, fellow track star Hunter Woodhall, invest in their own camera crews to capture their performances to distribution later via YouTube and social media.

“It’s really hard to find clips of track and field. So we have to bring our videographers to come film and actually make my and Hunter’s jumps and running a little bit more sexy. So it can be appealing to the naked eye for someone who’s not a track fan,” Davis-Woodhall said. “We have to go a little bit deeper into our social media to make it an actual brand.”

Chiles, who won a gold medal for gymnastics last year, noted that her commitment to gymnastics has helped prepare her for the world of being a celebrity and striking partnerships with brands.

“As an athlete, no matter where we are, no matter what we’re trying to do within our lives, everybody has to see that we strive and thrive for greater each and every single day,” Chiles said. “That’s why I like working with certain brands because it’s like they understand that. They understand, you know, that I wake up in the morning at 4:00 a.m. just to go do a workout at six, I wake up in the morning to go do a cold plunge.

“Knowing that I have this opportunity that I can say yes to things, I can say no to things, but understanding that each brand, each partnership, whether it’s long-term, long-term, short-term, is that they understand who I am,” Chiles said. “They understand that authenticity that I get to bring to help them make sure that their brand looks good. If I’m looking good, then I want the brand to look good as well.”

Davis-Woodhall added: “You have to work hard to win. That’s been where the path has taken me through social media and how I’ve signed and worked with brands. Are these brands gonna help me achieve my goal, which is to be the Olympic gold medalist? Is this brand going to be value to me as a person and a human being at the end of the day?”

Woodhall-Davis also addressed the downsides of social media — the tidal wave of criticism and worse that comes pouring out of anonymous commentators. Both Olympians discussed strategies for tuning out the noise and maintaining their own mental health.

“We’re putting ourselves out there and, honestly, it fuels the hell outta me when someone says I can’t do something,” Woodhall-Davis said. “My Facebook is very polished, my Instagram is good, then TikTok is unhinged.”

Chiles concurred. “You go on my social media, you’re gonna know I’m a dog mom. You’re gonna know that I love fashion,” she said. “I don’t want you just to think of me as Jordan Chiles, a two-time Olympian who did this, that and the other in gymnastics. I would like for you to understand that I like watching other sports. I would like for you to understand that Uber Eats is literally the only app I have on my phone.”

To that point, earlier in the conversation, Georgie Jeffreys, Uber’s head of marketing for the U.S. and Canada, stated flatly the importance of sports and related fandom to achieving marketing goals.

“If you don’t have a sports strategy in the industries that we’re in — food delivery and mobility — you don’t really have a marketing strategy,” Jeffreys said. “The reason why sport is so important for us is because the traditional fan base for sport is really changing and evolving. And a lot of that is because of things like [Netflix’s Formula 1 docu series] ‘Drive to Survive’ and the way these social relationships are building between fans and the athletes themselves. We think a lot about how do we treat fans as fans, not as buyers and not as consumers. And we really build and tailor our creative and marketing strategies around that.”

Jess Ling, American Express executive VP of global brand advertising, echoed Jeffreys’ sentiment as it helps guide the credit card giant’s marketing expenditures. American Express, which is marking its 175th year in business, has been a visible player in major sports for decades.

“We are not just a credit card company. We are a membership company,” Ling said. “So when we think about how we structure what membership looks like — that’s travel, dining, sports, entertainment. And so where we really leaned in is where can we continue to co-create experiences that elevate access for card members? Right now what we’ve been really, really focused on is how do you build differentiation through music and entertainment in a way that gives card members either early access to tickets, exclusive merchandise and really pulls them in to the experience of that artist.”

Henault said the NBA is gearing up for a big 2025-26 season as the league’s new media rights deals take effect. More NBA games are going to be on old-school broadcast platforms as well as getting cutting-edge streaming treatment on Peacock and Amazon than ever before.

“We’re a massive lifestyle brand so we can insert ourselves culturally in all types of conversations. And our fans are fans of music, fashion, gaming, et cetera. So we’re able to insert ourselves and then bring our brand partners along for the ride as well,” Henault explained. “So when we make decisions around what investments we make, we really think hard about can we add to the fan experience. Can we not just make a media moment? Can we add meaning to what it means to be an NBA fan? How do we really take the idea and experience of being a fan and together with those partnerships elevate them?”

(Pictured top: Uber Advertising’s Georgie Jeffreys, Tara Davis-Woodhall, NBA’s Tammy Henault, Jordan Chiles and American Express’ Jess Ling)

Microsoft announced this week that it had extended its partnership with AMD, who will be designing the chips to go in the company’s next-generation Xbox games consoles. While it might seem like an obvious bet, this is still a big win for AMD, and potentially for consumers, too.

For AMD, this represents a long-tail partnership with likely tens of millions of chip orders over the life of the next-generation console, and even more when you factor in Microsoft’s language around expanding portable gaming options.

Holly, MI — June 20, 2025

Holly Middle School students and staff are celebrating a successful first year of the school’s esports team, including the team’s first-ever competition in the multiplayer video gaming activity.

At the beginning of the school year, the Holly Middle School students formed teams to compete in the Super Smash Bros. and Mario Kart esports leagues. Along the way, the Bronchos learned about sportsmanship and experienced the camaraderie of being part of a competitive team while learning Science, Technology, Engineering, and Math (STEM) skills that last a lifetime.

Last fall, the students honed their gaming skills during practice competitions against other schools in preparation for online competition this spring. Beginning in February, the teams started competing against other schools for coveted spots in the esports finals at Oakland University. The esports team is led by coach Ben Lin.

Two Broncho teams made it to the Super Smash Bros. playoffs, and one team qualified for the in-person championship. Holly Middle School students Mason Day, William Yarbrough and Liam Senton finished in the top four during the in-person competition.

“Esports is a fun way for our students to engage in STEM learning that provides the building blocks for success and eventually for in-demand careers,” said Monica Turner, Holly Middle School principal. “We are thrilled to see our esports program draw so much interest in just our first year and look forward to involving more students next season as we open our new middle school.”

“Congratulations to these talented Bronchos who had a unique opportunity to develop teamwork, self-discipline and other key life skills on our esports team,” said Scott Roper, Holly Area Schools superintendent. “We look forward to the continued growth of our esports program as part of our ongoing efforts to prepare all Bronchos for success and the careers of tomorrow.”

The iGaming industry has undergone significant transformation over the past decade, with technological advances and changing consumer preferences driving new approaches to digital entertainment. Among the companies leading this transformation, SPRIBE has emerged as a pivotal force, demonstrating how innovative thinking and strategic execution can reshape entire market segments and establish new industry standards.

Industry transformation through social gaming

Traditional iGaming experiences historically centered on individual gameplay with limited social interaction, but market trends indicate growing demand for community-driven entertainment that combines gaming with social engagement. SPRIBE’s development of Aviator represents a strategic response to these market shifts, creating gaming experiences that prioritize multiplayer interaction and collaborative decision-making over isolated individual play.

The success of this approach is evident in market performance metrics that demonstrate sustained player engagement and retention rates significantly above industry averages. With over 42 million monthly active users and more than 350,000 bets per minute, Aviator has established market benchmarks that influence competitor strategies and industry development priorities.

David Natroshvili, SPRIBE’s founder and CEO, identified these market trends early in the company’s development: “We wanted to create games that focused on social interaction and skill, not just chance. We envisioned a completely new gaming category that would bridge the gap between traditional gaming experiences and the interactive nature of modern mobile gaming.”

This market positioning has proven prescient as industry analysis reveals increasing consumer preference for interactive, skill-based gaming experiences over traditional slot-style games. SPRIBE’s early recognition of these trends and successful implementation of social gaming features has positioned the company as a market leader while competitors work to develop similar capabilities.

Crash game genre establishes new market category

SPRIBE’s pioneering work in the crash game genre has created an entirely new market category that now attracts significant industry investment and development resources. The success of Aviator—which has become the world’s leading crash game by market share—has demonstrated market viability for skill-based, multiplayer gaming experiences that combine strategy with entertainment. Industry analysis has documented how SPRIBE revolutionized real-money gaming by releasing Aviator, the industry’s first crash game, creating a phenomenon that captivated players worldwide.

Market analysis indicates that the crash game genre has achieved mainstream adoption across diverse geographical markets and demographic segments. The universal appeal of Aviator’s core mechanics—where players make real-time decisions about when to cash out before a virtual aircraft disappears—has proven effective across cultural and regional boundaries, suggesting fundamental alignment with human psychology and gaming preferences.

Industry competitors have responded to SPRIBE’s success by developing similar gaming experiences, but Aviator’s first-mover advantage and technological sophistication have maintained market leadership. The game’s provably fair algorithm, social features, and mobile optimization represent technological barriers that require significant investment and expertise to replicate effectively.

The establishment of crash games as a legitimate market category has attracted regulatory attention and framework development, with gaming commissions across multiple jurisdictions developing specific guidelines for this gaming format. SPRIBE’s proactive engagement with regulatory bodies has helped shape these frameworks while ensuring compliance across international markets.

Global market penetration drives industry standards

SPRIBE’s international expansion has influenced industry approaches to global market development, demonstrating how technology companies can achieve rapid international growth through strategic partnerships and localized market strategies. The company’s success across Asia Pacific, Africa, Europe, and the Americas provides a template for effective global expansion that other industry participants have begun to emulate.

Market performance data reveals the effectiveness of SPRIBE’s regional strategies. In Asia Pacific, the company achieved a remarkable 629.67% year-over-year increase in Monthly Active Users during 2024, while retention rates improved by 25.36%. These metrics significantly exceed industry averages and demonstrate the effectiveness of localized approaches to international markets.

Africa’s contribution of 19.81% of new player inflow for Aviator, combined with 53.93% year-over-year growth in Monthly Active Users, illustrates how SPRIBE has successfully entered emerging markets that many traditional gaming companies have struggled to penetrate effectively. This success has encouraged broader industry focus on emerging market opportunities.

The company’s partnerships with global entertainment brands, including recent agreements with UFC and WWE, represent innovative approaches to marketing and brand development that extend beyond traditional gaming industry partnerships. These collaborations demonstrate how gaming companies can leverage entertainment industry relationships to achieve mainstream market recognition and player acquisition.

Technological innovation influences industry development

SPRIBE’s implementation of blockchain technology and provably fair algorithms has established new industry standards for transparency and player trust. The integration of cryptographic verification systems within gaming experiences addresses fundamental industry challenges related to player confidence and regulatory compliance.

Market adoption of provably fair technology has accelerated following SPRIBE’s successful implementation, with numerous competitors developing similar systems to meet player expectations for transparency and verifiable fairness. This technological trend represents a significant shift from traditional gaming approaches that relied primarily on regulatory oversight for fairness assurance.

The success of Aviator’s mobile-first architecture has influenced industry development priorities, with companies increasingly focusing on mobile optimization and responsive design capabilities. Market research indicates that mobile gaming represents the fastest-growing segment of the iGaming industry, validating SPRIBE’s early strategic focus on mobile platforms.

Real-time multiplayer functionality has become an industry expectation rather than a competitive advantage, as players increasingly demand social features and community interaction within gaming experiences. SPRIBE’s pioneering work in this area has established technical standards and user experience expectations that influence competitor development strategies. Gaming industry publications have emphasized how social interaction has become key to the success of crash games, with operators recognizing the importance of community features for player retention.

Financial performance sets market benchmarks

SPRIBE’s financial performance provides market benchmarks that demonstrate the viability of innovative gaming approaches and social entertainment strategies. In December 2024 alone, Aviator players worldwide wagered more than $14 billion, representing significant market penetration and player engagement that validates the company’s strategic approach.

The company’s growth from a small Georgian startup to a global gaming leader with operations across multiple continents demonstrates how technological innovation and strategic execution can achieve rapid market expansion. This growth trajectory has attracted industry attention and investment interest in similar gaming concepts and business models.

Revenue per user metrics and player lifetime value calculations for Aviator significantly exceed industry averages, indicating that social gaming approaches can generate superior financial performance compared to traditional gaming formats. These metrics have influenced industry investment priorities and development strategies.

Market analysts note that SPRIBE’s success has contributed to increased investor interest in innovative gaming companies and social entertainment platforms. The company’s achievements have demonstrated market appetite for gaming experiences that extend beyond traditional formats and incorporate social engagement elements.

Regulatory impact and industry standards

SPRIBE’s global operations have required engagement with diverse regulatory frameworks and compliance requirements, contributing to industry understanding of international gaming regulation and best practices. The company’s successful navigation of regulatory requirements across multiple jurisdictions provides valuable precedents for industry participants pursuing international expansion.

The implementation of provably fair technology and blockchain verification systems has influenced regulatory discussions about gaming transparency and player protection standards. SPRIBE’s proactive approach to compliance and transparency has contributed to regulatory framework development that benefits the broader industry.

Licensing achievements across major markets, including certifications from the Malta Gaming Authority and the UK Gambling Commission, demonstrate SPRIBE’s commitment to regulatory compliance and industry standards. These credentials provide credibility that facilitates market entry and partnership development with established industry participants.

Industry collaboration through trade associations and regulatory working groups has positioned SPRIBE as a thought leader in gaming innovation and regulatory compliance. The company’s expertise in emerging gaming formats and international operations provides valuable insights that influence industry policy development and best practice establishment.

Future market trends and industry direction

Market analysis indicates continued growth in social gaming and interactive entertainment formats, suggesting that SPRIBE’s strategic focus aligns with long-term industry trends. Consumer preferences for community-driven gaming experiences and skill-based entertainment continue strengthening across global markets. Trade publications have noted how David Natroshvili and his team have positioned their flagship game to appeal particularly to younger audiences, including Millennials and Gen Z demographics.

Technological advancement in mobile platforms, network infrastructure, and cloud computing capabilities creates opportunities for enhanced gaming experiences that build upon SPRIBE’s foundational innovations. The company’s investment in research and development positions it well for continued leadership as these technologies mature and become more accessible.

The integration of gaming with broader entertainment ecosystems—demonstrated through SPRIBE’s partnerships with UFC and WWE—represents a significant trend that could reshape how gaming companies approach market development and brand positioning. These cross-industry collaborations suggest potential for gaming experiences to achieve mainstream entertainment status.

Emerging markets continue presenting growth opportunities as internet connectivity improves and smartphone adoption increases globally. SPRIBE’s success in markets like India and across Africa demonstrates the potential for continued international expansion as technological infrastructure develops in additional regions.

The company’s influence on industry development extends beyond direct market competition to include technological standards, regulatory frameworks, and business model innovation. SPRIBE’s achievements demonstrate how strategic innovation and execution can create lasting industry impact that extends far beyond individual company success. Industry observers have highlighted how the gaming company has made a significant impact in mobile gaming by offering unique experiences with provably fair technology and seamless cross-platform compatibility.

As market trends continue favoring interactive, social gaming experiences, SPRIBE’s early leadership in this space provides sustainable competitive advantages that position the company for continued growth and industry influence. The establishment of crash games as a legitimate market category and the successful implementation of social gaming features represent foundational contributions to industry development that will likely influence gaming innovation for years to come.

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