September 2025 Gaming and Adtech News Recap

As September winds down, both the gaming and adtech industries are charging ahead with major shifts, launches, and bold moves. From global platform rollouts to fresh acquisitions and even iconic character comebacks, the past month has set the stage for an exciting final stretch of the year. Here’s a quick look at the most important headlines you might have missed.

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GAMING

Industry:

Apple has rolled out its new Games app alongside iOS 26, iPadOS 26, and macOS Tahoe 26. The hub lets users access all their games, discover new titles, compete with friends, and follow live events in one place.

The Turkish Competition Authority has approved Zynga and Rollic’s full acquisition of Color Block Jam from Gybe Games. Take-Two strengthens its global IP portfolio by bringing the hit title entirely under its publishing umbrella.

Google Play has added new gaming features by introducing Play Games Leagues, real-time Sidekick coaching, and a personalized You tab. Players can now compete for rewards starting with Subway Surfers on October 10, while enjoying tailored profiles and recommendations across 200,000+ titles.

Games:

Here are the latest soft launch games in September that you need to know about.

Riyadh-based Steer Studios, part of Savvy Games Group, is creating an officially licensed Tom and Jerry mobile game with Warner Bros. It will be the studio’s second global release since launching in 2022, blending local and international expertise.

ADTECH

Our parent company Aonic has completed its largest acquisition yet, buying research tech firm Prime Insights for over $250 million. The move expands Aonic’s rewards and data platform, reaching 50M+ consumers, 12 brands, and generating $300M+ in annual revenue.

OpenAI to build in-house ad infrastructure. A new job listing shows OpenAI is hiring for its “ChatGPT Growth team” to build internal tools for campaign management, ad platform integration, and real-time attribution. The role highlights OpenAI’s plans to expand ChatGPT’s marketing reach with its own paid marketing platform.

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