Cookie Run: Crumble is set for a global launch on July 30, 2026, across iOS, Android, and PC, with pre-registration offering enticing rewards. The game expands the popular Cookie Run franchise into the idle RPG genre, boasting over 1.8 million pre-registrations and promising strategic gameplay and vibrant visuals.

Haikyu!! Fly High celebrates its first anniversary with a special event from July 22 to August 5, offering login rewards, exclusive cosmetics, and new recruit resources. Highlights include the debut of a new mini-game, "Showdown! Midnight Treasure Hunt," and two new SP characters from Kamomedai High School, enriching the gameplay experience.

Bandai Namco reveals three new Soul Reapers for BLEACH Mirrors High, designed by Tite Kubo, with a closed beta set for July 22-29, 2026. The game offers deep customization and strategic gameplay, featuring beloved Bleach characters and new originals.

Umamusume Pretty Derby launches a new ballroom-themed update featuring two new characters, Tap! Tap! Tap! and Tanino Gimlet, with exciting outfits and support cards. The Phantasmagoria event offers players new strategies and rewards through late July, alongside unique KakaoTalk emoticons to enhance player engagement.

The PUBG Mobile Comrade Rally Event is underway, offering cash and UC vouchers for reactivating inactive players amid a Naruto collaboration until July 30. Participants can earn up to 800 points by inviting returning players, with rewards available through in-game mail or redemption platforms.

PUBG Mobile partners with Musinsa and 999Humanity for a fashion crossover, launching in-game skins and apparel on July 20. The collaboration aims to attract younger audiences, leveraging Musinsa's platform and hosting engagement activities to boost brand synergy.

Tencent is reportedly negotiating to buy Playtika's SuperPlay studio for up to $1.5 billion, aiming to bolster its mobile gaming capabilities. The acquisition could ease Playtika's financial pressures, shifting its focus from social casino games to broader casual gaming.

Take-Two Interactive is gearing up for potential acquisitions and enhanced investment in technology as its financials show strong cash flow and record net bookings. With GTA 6's impending launch, expected to generate up to $5.2 billion in launch-week sales, the company anticipates a historic year, leveraging its robust balance sheet to explore strategic mergers and further franchise development.

The Esports World Cup 2026 Free Fire grand finals shattered records with 802,488 concurrent viewers, a 44% increase over last year, underscoring Free Fire's growing global influence. LYON, a South American team, claimed victory and $300,000, propelling them to the Global Finals and cementing their LATAM fanbase with a record-setting performance.

The football gaming market is diversifying, driven by new platforms, licensing shifts, and innovation, despite challenges in execution and costs. EA Sports FC remains the leader, but new players like eFootball and UFL are carving out space by offering unique models, while regions like MENA and Latin America show growth potential.

BLEACH Mirrors High, a new mobile game with direct involvement from Tite Kubo, is set to launch its closed beta from July 22 to 26. The game features customizable avatars and strategic gameplay with iconic characters, generating buzz with character reveals and voice actor insights.

Niantic's Michael Stringa credits Pokemon Go's enduring success to its adaptability and multigenerational appeal, catering to diverse player needs. The game's evolution aims to foster long-term engagement through community events and innovative features.

PUBG Mobile's new collaboration with Naruto launched on July 9, offering fans interactive experiences and exclusive collectibles. The event, organized by KRAFTON, runs at the Mall of Egypt until July 24, blending gaming and anime culture with immersive activities.

Big Blue Bubble announces My Singing Monsters Karaoke, a free rhythm game spin-off launching on Steam in August. Players control pitch and timing with eight Monsters, including exclusive performances by bbno$, expanding the beloved franchise.

Supercent unveiled its AI-based content production system at Google's CEO Summit for Gaming 2026, indicating a shift towards becoming a content-tech company. The company boasts 1.5 billion downloads, 100 million monthly active users, and plans to expand its workforce, emphasizing AI's role in enhancing human capabilities without replacing jobs.

Savvy Games Group acquires Moonton from ByteDance for $6 billion, uniting a key MOBA title and esports operations under its umbrella. The deal, pending regulatory approval, marks one of the largest in gaming history, as ByteDance shifts focus to AI and core businesses.

PROJECT MATIS update for "Goddess of Victory: NIKKE" launches July 23, 2026, introducing enhanced characters Laplace and Maxwell with new costumes and skills. The update also features a fully voiced story event, system improvements, and quality-of-life enhancements, available until August 12, 2026.

Pokémon Sleep's latest event offers players temporary power-ups, higher appearance rates for select Pokémon, and various in-game bonuses. Running across two weeks in late July, the event includes new Pokémon debuts, such as Turtwig and Chimchar, with features linked to sleep data and special items like Dream Gifts and Festive Flowers.

Netflix is expanding its kids' gaming division to target six to eight-year-olds, aiming to compete with platforms like Roblox and Minecraft. This initiative is part of a 2024 strategy that also includes enhancing cloud gaming, following notable successes with recent cloud game launches.