Revolutionizing Philippine Gaming: Adscholars and iion’s Dynamic Partnership
The leading ad tech provider Adscholars has partnered with global gaming advertising leader iion. This collaboration aims to redefine the gaming advertising landscape in the Philippines amidst an industry boom, boasting a gamer population of 43 million, according to Newzoo. The partnership brings one-of-a-kind technology and programmatic-enabled gaming inventory solutions to the Philippine market. iion will scale immersive gaming solutions in this market, using Adscholars’ programmatic expertise. It will offer multiple activation options and unique experiences to connect with consumers on their preferred platforms.
The collaboration between Adscholars and iion arrives at a crucial juncture, as brands seek to reach the gaming audience in the Philippines. This partnership enables iion to utilize Adscholars’ market knowledge and brand collaborations, resulting in immersive and contextually fitting in-game, around the game and away from the game advertising encounters. iion’s immersiion is the first platform to connect game publishers and brands seamlessly across all digital worlds, providing a holistic targeting experience in-game, around the game, and beyond.
Gaming Boom in Philippine Market
Recent reports indicate that the Philippines is among the select group of five nations poised to emerge as a major gaming market within the Asia Pacific region. According to a comprehensive study conducted by Newzoo, a prominent provider of market intelligence within the gaming industry, the Philippines boasts a substantial gamer population of 43 million, with a projected growth rate of 14.3 percent spanning from 2020 to 2023. The growing popularity of online gaming in the country is driven by faster internet availability, more smartphone users, and the thriving eSports industry. The strategic partnership between Adscholars and iion places them at the forefront of innovative game advertising in the Philippines, ushering in a new era of industry growth amid the nation’s burgeoning gaming landscape.
Srikanth Rayaprolu, CEO of Adscholars said, “We are thrilled to announce our collaboration with iion, a prominent advertising platform that extends its reach across diverse gaming environments. As the gaming industry continues to flourish in the Philippines market, Ad Scholars, in partnership with iion Gaming, is set to provide brands with an exceptional opportunity to connect with gamers both within the gaming realm and in its periphery. This collaboration promises exciting creative possibilities that will actively engage your brand with this dynamic gaming audience.”
Yun Yip, iion’s Chief Commercial Officer says, “With AdScholars, we are poised to reshape the game advertising landscape in APAC. Our collaborative efforts and platform will empower brands and agencies to explore new ways of engaging with an ever growing audience, whilst delivering superior marketing outcomes in game advertising. A successful gaming strategy is a now possible, accessible and measurable”
True Gamers invests $13.5 million in the UAE Gaming Scene
Image Credit: Hypernia
True Gamers, a Moscow-based leading eSports company is geared up to completely reform the cyber games landscape in the MENA region. They plan to launch a series of first-of-its-kind projects to establish a network of gaming lounges across the region. This $13.5 million dollar investment will take place by the end of 2023. It will be used to organize tournaments attracting gamers and organizers from around the world.
Anton Vasilenko, co-founder, and CEO of True Gamers said,
Over the next two years, we’ll be investing significantly in the future development and expansion of eSport lounges in the UAE and across the broader Middle East region. By the end of 2023, we plan to invest $13.5 million into developing our gaming centers in the UAE alone.
Mr. Vasilenko had recently announced a partnership with Baz Station Interiors, a Dubai-based gaming room design company as an entry plan in the Emirates. Baz Station Interiors will provide True Gamers with portable interiors that could be transferred and installed in distinct locations. The eSports company intends to renovate the eSports industry to help with social good. Their commitment to innovation resulted in the launch of robot waiter dogs. People with disabilities will be able to remotely control them. However, the CEO stated that the company’s joint venture with Baz is only limited to interior development.
Rise in GCC Gaming Landscape
According to a report by Boston Consulting Group titled ‘Game Changer,’ about 60% of the population in the Middle East identified themselves as gaming enthusiasts, driving half the share of mobile gaming app downloads. The Middle East and North Africa region, more specifically, the GCC arena has observed a significant progression. It has developed into a nerve center for the gaming and eSports industry. As a result, this flourishing sector has drawn the attention of both players and spectators alike. It has also fascinated investors, organizations, and sponsors.
The availability of high-speed internet and the progressive gaming frameworks have been the major contributors for the surge in the eSports and gaming industry. The GCC countries have witnessed a substantial amount of investment in technology and connectivity. Because of these developments, gamers are able to participate in a seamless online gaming experience. Additionally, the region hosts dedicated gaming facilities for hosting competitions, events, and increasing visibility. At the same time, modern and hi-tech equipment, expert training, and space to connect with fellow gaming enthusiasts allow players to compete in major international tournaments.
Apart from that, the government’s encouraging policies and initiatives have nurtured the industry’s growth. One such noteworthy example is the DMCC gaming center, launched by the Dubai Multi Commodities Center. This space provides a platform for professionals to connect, team up, and discover new opportunities.
All eyes are on Abu Dhabi
True Gamers have opened gaming spaces in 6 locations in Dubai, including the reputable Dubai Mall. The company now looks to expand its reach and assess potential markets in the rest of the Emirates. They currently have their sight set on Abu Dhabi. Abu Dhabi enjoys the benefits of in-house support and events like Yas Gaming Month, because of its partnership with industry players like Ubisoft and Unity. AD Gaming, an initiative by the Abu Dhabi government for driving and creating self-reliable gaming, pledges to make Abu Dhabi the principal gaming hub in the UAE. They have forged a relationship with SAWA, to localize gaming video games, especially the ones developed in China. The objective is to make the vast gaming library more accessible for Arabic speakers. This cooperation will facilitate the Chinese eSports company to expand internationally via Abu Dhabi.
Plans of expansion in the MENA region.
The plan to arrange the very first tournament in True Gamers club and launch new lounges in Dubai is currently in the pipeline. The company is in talks with charities and businesses for funds to make the dream to enter the UAE market a reality.
The company plans to penetrate the Saudi Arabian market. They have already taken measures to research the market and understand the customer needs. According to the BCG’s report, Saudi Arabia is the industry leader in the gaming sector. Saudi Arabia has approximately 45% market to its name. It boasts a value that exceeds $1.8 billion dominating the mobile gaming market. It contributed to 65% of the revenue. They even plan to expand in Egypt. As such, they are looking for prospective local partners.
By 2027, the gaming industry in the Middle East and North Africa region is predicted to reach $6 billion. These figures are expected to be double what it was in 2021. This just suggests that there is a ton of room for growth in these untapped regions.
Read More: Is 28% GST on Online Gaming A Setback For Gaming Industry?
Is 28% GST on Online Gaming A Setback For Gaming Industry?
The GST Council announced a decision stating that online games would be subject to 28% GST. This decision has come as a shock to the recently flourishing gaming industry in India.
The report published by the GST Council stated that 28% GST would be imposed on total winnings, including the platform fee. Finance Minister Nirmala Sitharaman commented after the GST Council meeting, “We will bring an amendment to GST law to include online gaming, and will be taxed at 28 percent on its full face value.” She also mentioned that the decision was not made under the pretext of aiming for a specific industry.
The gaming industry is currently booming, providing vast employment opportunities for youth in the field of IT and creative professionals such as streamers, e-athletes, engineers, etc. The gaming industry hosts around 500 million gamers and a report published by the All India Gaming Federation stated that it is set to increase by $8.6 million by 2027, growing at a CAGR of 27%.
Although the gaming industry has boomed in recent years but has seen its fair share of setbacks from the ban on PUBG to state governments imposing restrictions on games to curb gambling addiction. The industry has been very optimistic with the reforms and advancements brought in by the IT rules as well as the TDS administration on net wins. However, experts have concluded that all these would be in vain if the GST regime was not liberal with these changes.
And that’s what they said
Malay Kumar Shukla, secretary of the E-Gaming Federation said, “This is an extremely unfortunate decision, as charging 28% tax on full face value will lead to a nearly 1000% increase in taxation and prove catastrophic for the industry.”
He added that playing online games is quite distinct from gambling and that judgments by the Indian Supreme Court and High Court have confirmed that playing skill-based online games is a legal activity that is protected as a fundamental right under Indian law.
Roland Landers, CEO of The All-India Gaming Federation remarked, “The decision was “unconstitutional, irrational, and egregious”, ignoring 60 years of settled legal jurisprudence and lumps online skill gaming with gambling activities.”
He further added, “We hope that the government will reconsider this recommendation and not implement it, as it will be catastrophic for the 1 trillion dollar digit economy dream of the Honorable PM.”
Industry experts believe that this judgment negates all of the government’s past efforts to advance the gaming industry.
