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GAMING
Industry:
YouTube expands Playables to more than 50 markets. YouTube is continuing its push into gaming, expanding its Playables offering across the EU and Nordics. The platform’s collection of instantly playable games is now available in more than 50 markets, a significant jump from the seven markets included when Playables first launched in 2024. The expansion gives even more users access to games directly within YouTube and marks another step in the platform’s growing presence in the gaming space.
EU KIDS Act sparks debate across the games industry. The European Commission has announced the EU KIDS Act, proposing new measures designed to strengthen protections for children across social media and online games. Among the proposals are mandatory age assurance tools for app stores and restrictions on features including push notifications and streak mechanics. Trade body Video Games Europe has responded with both support for stronger child protection and concerns about the potential impact of broad restrictions on games and their design. With engagement mechanics increasingly under regulatory scrutiny, the proposals could have important implications for developers, platforms and the wider mobile gaming ecosystem.
Games:
Monopoly Go brings KPop Demon Hunters and Ghostbusters in-game. Scopely is tapping into two major entertainment franchises for Monopoly Go’s latest “Monster Mash” season, teaming up with Netflix’s KPop Demon Hunters and Ghostbusters. Running from September 23 to November 25, the collaboration introduces themed mini-games, board experiences and music from KPop Demon Hunters. Players can explore everything from a Seoul street race and Huntr/x concert experience to Ghostbusters-inspired challenges around 550 Central Park West and the iconic Firehouse. It’s another example of how major mobile games are using entertainment IP and live events to keep their experiences fresh and give players new reasons to return.
Pokémon Go heads to space with the European Space Agency. Pokémon Go is teaming up with the European Space Agency (ESA) for a space-themed experience running across Europe from October 4, 2026, until April 30, 2027. Players visiting six participating science and space museums across Europe will be able to encounter Astronaut Pikachu and access special event-themed gameplay. Participating locations span the UK, France, Germany, Spain, the Netherlands and Belgium. The collaboration brings Pokémon Go’s location-based gameplay together with real-world science and space exploration, continuing the game’s long-running approach of connecting digital experiences with physical destinations.
ADTECH
exmox ranked among the ad networks gaining advertiser spend in Singular’s Q2 2026 data, placing #10 overall and #8 on Android for ad spend gained. The ranking tracks where existing advertisers are increasing their budget allocation, highlighting the networks capturing a growing share of spend. Across all platforms, Google Ads led spend gains, followed by AppLovin and Moloco, while Meta led in attracting new advertisers. Another notable development was OpenAI entering the ranking for the first time, placing sixth for advertisers gained overall and fifth on Android. It marks the first AI platform to appear in Singular’s table, pointing to AI assistants as an emerging advertising and app discovery channel alongside established search, social, programmatic and app-store channels.
