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  • Megan Thee Stallion and Klay Thompson turn up the heat in red carpet debut

    Megan Thee Stallion and Klay Thompson turn up the heat in red carpet debut

    Megan Thee Stallion makes red carpet debut with Klay Thompson

    Megan Thee Stallion and Klay Thompson made their red carpet debut as a couple this week.

    The couple stepped out on Wednesday for the rapper’s Inaugural Pete & Thomas Foundation Gala in New York City.

    Megan, 30, dressed in a halter-neck black gown adorned with a bejewelled silver asymmetrical belt detail, while Klay, 35, looked dapper in a classic black-and-white tux.

    The rapper also dished on her first meeting with the NBA star. “Oh, we met and it was such a meet-cute. It was like a f******* movie,” Megan told People Magazine at the gala.

    “I won’t tell you how and I won’t tell you when, but it was a movie that he’s the nicest person I’ve ever met in my life.”

    The gala was hosted by Megan’s charity, named after her late parents, Joseph Pete III and Holly Thomas, with a vision to provide resources and drive positive change for women, children, senior citizens, and underserved communities, especially in Houston and globally. The foundation focuses on education, housing, health and wellness, and community goodwill.

    “I feel like they can see what I’m doing right now,” Megan added of honoring her family’s legacy. “I feel like they’re looking down on me from heaven, and I feel like they’re like, ‘Yes, daughter!’ I feel like my momma’s so happy.”

    “I feel like she is clapping,” she added. “I feel like my great-grandma is so happy. I feel like my daddy is like, ‘this is exactly what I knew my child was gonna do.’ I feel like they’re super proud.”

    The couple’s first-ever red carpet moment comes a week after Megan soft-launched her romance with Klay on Instagram, posting a July 9 photo carousel in which the Dallas Mavericks star could be seen in the background.


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  • NCCIA summons Aleema Khan today for investigation

    NCCIA summons Aleema Khan today for investigation

    Aleema directed to appear in person to record statement in her defence.

    ISLAMABAD  –  The National Cyber Crime Investigation Agency (NCCIA) has summoned Aleema Khan, the sister of jailed former prime minister Imran Khan, to appear before its investigation officer today at the agency’s Lahore office as part of an ongoing probe into alleged anti-state activities on social media.

    According to a notice issued by the NCCIA, Aleema has been directed to appear in person to record a statement in her defence. “In case of non-appearance, it will be assumed that you have nothing to present or state in your defence,” it added.

    The NCCIA had initiated the inquiry in May this year and Aleema faces charges of spreading fake news, through a group of activists, on social media to undermine the state. According to the NCCIA sources, a legal process would be initiated against her if she failed to appear before the investigation officer.

    Court to indict accused in Nov 26 protests cases

    An Anti-Terrorism Court (ATC) on Wednesday summoned all accused for indictment in a case against protest and vandalization on November 26. The court ordered to share the copies of challan to the co-accused of PTI founder in this case. ATC Judge Tahir Abbas Sapra heard the case.

    During the hearing yesterday, Sardar Muhammad Masroof Khan, Murtaza Turi and Zahid Bashir Dar appeared in court on behalf of the founder PTI and workers. The court distributed copies of the challans to the accused present in the November 26 protest case. The accused should be indicted on the next hearing of the case. The court issued arrest warrants for the absent accused and adjourned the hearing of the case until July 26.

    Meanwhile, in the case registered in the Sangjani police station of the Azadi March 2022 under trial in the same court, the hearing could not proceed due to the unavailability of the founder PTI and there was no response to the letter written by the court to the Ministry of Law. The court instructed the prosecutor to take this letter or decision and submit it to the next hearing. Tell us what the prosecution wants on the date. The court adjourned the further hearing of the case until July 26.


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  • Seven Brumbies headline Wallabies team for first Lions test

    Seven Brumbies headline Wallabies team for first Lions test

    Seven Brumbies have been included in the Wallabies team for the first test against the British and Irish Lions at Suncorp Stadium on Saturday night.

    Veteran prop James Slipper will join fellow centurion George Smith as the only Wallabies to feature for Australia in back-to-back Lions Series in the professional era.

    Canberra junior Nick Champion de Crespigny will make his Test debut against the British & Irish Lions on Brisbane on Saturday night.

    The flanker is one of a few changes to the team that beat Fiji in Newcastle, with flyhalf Tom Lynagh named in the number 10 jersey, set to become the first player to follow in their father’s footsteps in playing against the Lions after his father Michael pulled on the same numbered gold jersey when the side toured in 1989.

    The 22-year-old is joined by the experienced scrumhalf Jake Gordon, along with hooker Matt Faessler who benefitted from a hit out against the Lions for the Queensland Reds in their Tour match two weeks ago.

    A Darling Downs junior, Faessler is joined by tighthead Allan Alaalatoa and Test record holder James Slipper in the run on front row.

    Lock partners Nick Frost and Jeremy Williams will again start in the second row, with long-time club and state teammates Fraser McReight and Harry Wilson completing the loose forward trio alongside Champion de Crespigny. Wilson will again lead the side in the number eight jersey.

    The experienced Len Ikitau and 21-year-old Joseph-Aukuso Suaalii will combine in the Wallabies midfield for the fifth time, while Harry Potter and Max Jorgensen will feature on the wings. Tom Wright has been named at fullback for the 14th time in the Wallabies’ last 15 Test matches.

    Dubbo junior, and Western Force player of the year, Tom Robertson has been selected as the replacement tighthead prop for what will be his first Test since 2022, working alongside Billy Pollard and Angus Bell in the substitute front row.

    The versatile Tom Hooper and Western Force back rower Carlo Tizzano have been named as the remaining forward cover.

    No stranger to Suncorp Stadium as Queensland captain, Tate McDermott will provide spark as the replacement scrumhalf, with Ben Donaldson again selected as the substitute playmaker. The experienced Andrew Kellaway has been named in the number 23 jersey for what will be his 40th Test for his country.

    Wallabies coach Joe Schimdt said: “The whole squad has worked hard as a group to prepare for what’s going to a massive challenge against an in-form Lions team.

    “With the short runway leading up to such a big Test match, we know we must adapt fast and improve quickly, from the performance we had against Fiji recently.

    “We’re very much aware of the occasion and conscious of earning the support from the public through the effort they see on the field.”

    Wallabies team to play British & Irish Lions at Suncorp Stadium in Brisbane on Saturday July 19 at 7:45pm AEST

    1. James Slipper (144 Tests) – #843; Bond Pirates

    2. Matt Faessler (14 Tests) – #969; USQ Saints

    3. Allan Alaalatoa (81 Tests) – #896; West Harbour Juniors

    4. Nick Frost (26 Tests) – #953; Hornsby Lions

    5. Jeremy Williams (11 Tests) – #973; Wahroonga Tigers

    6. Nick Champion de Crespigny* – Canberra Grammar School

    7. Fraser McReight (26 Tests) – #937; Albany Creek Brumbies

    8. Harry Wilson (c) (23 Tests) – #933; Gunnedah Red Devils

    9. Jake Gordon (29 Tests) – #925; Canterbury Juniors

    10. Tom Lynagh (3 Tests) – #977; University of Queensland

    11. Harry Potter (3 Tests) – #989; Moorabbin Rams

    12. Len Ikitau (40 Tests) – #944; Tuggeranong Vikings

    13. Joseph-Aukuso Suaalii (5 Tests) – #988; The Kings School

    14. Max Jorgensen (8 Tests) – #984; Balmain Wolves

    15. Tom Wright (38 Tests) – #939; Clovelly Eagles

    Substitutes

    16. Billy Pollard (7 Tests) – #958; Lindfield Junior Rugby Club

    17. Angus Bell (37 Tests) – #940; Hunters Hill Rugby Club

    18. Tom Robertson (31 Tests) – #898; Dubbo Junior Rugby Club

    19. Tom Hooper (11 Tests) – #964; Bathurst Bulldogs

    20. Carlo Tizzano (6 Tests) – #982; University of Western Australia

    21. Tate McDermott (42 Tests) – #936; Flinders Rugby Club

    22. Ben Donaldson (17 Tests) – #962; Clovelly Eagles

    23. Andrew Kellaway (39 Tests) – #943; Hunters Hill Rugby Club

    *denotes Test debut

    The Qatar Airways British & Irish Lions Tour of Australia 2025

    Western Force 7 defeated by the British & Irish Lions 54 on Saturday 28 June at Optus Stadium, Perth

    Queensland Reds 12 defeated by the British & Irish Lions 52 on Wednesday 2 July at Suncorp Stadium, Brisbane

    New South Wales Waratahs 10 defeated by the British & Irish Lions 21 on Saturday 5 July at Allianz Stadium, Sydney

    ACT Brumbies 24 defeated by British & Irish Lions 36 on Wednesday 9 July at GIO Stadium, Canberra

    AUNZ Invitational XV 0 defeated by British & Irish Lions 48 on Saturday 12 July at Adelaide Oval, Adelaide

    Wallabies v British & Irish Lions at 7:45pm AEST on Saturday July 19 at Suncorp Stadium, Brisbane

    First Nations & Pasifika XV v British & Irish Lions at 7:45pm AEST on Tuesday 22 July at Marvel Stadium, Melbourne

    Wallabies v British & Irish Lions at 7:45pm AEST on Saturday July 26 at Melbourne Cricket Ground, Melbourne

    Wallabies v British & Irish Lions at 7:45pm AEST on Saturday August 2 at Accor Stadium, Sydney


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  • Niigata University team reports novel treatment for IDH2-mutant brainstem glioma

    Niigata University team reports novel treatment for IDH2-mutant brainstem glioma

    A group led by the Department of Neurosurgery at the Brain Research Institute, Niigata University, has successfully treated a patient with a brainstem glioma harboring a rare IDH2 mutation. The patient initially presented with a gradual loss of hearing in the left ear, and MRI showed a lesion at the left side of the brainstem, near the root exit zone of the left acoustic nerve. Initially, a brainstem glioma with H3K27M mutation was suspected.

    However, the gradual clinical course and unusual location of the brainstem glioma were considered atypical. The patient underwent magnetic resonance spectroscopy in which 2-hydroglutarate, a marker for IDH mutation, was evident. Subsequently, the patient underwent a surgical biopsy, and pathological analysis revealed a rare IDH2 mutation. Although most brainstem gliomas with H3K27M mutation have an unmethylated MGMT promoter and thus are resistant to temozolomide, about 70% of IDH-mutant astrocytomas are known to have a methylated MGMT promoter and are sensitive to temozolomide.

    A team led by Dr. Manabu Natsumeda successfully treated the patient with temozolomide and radiation, and the tumor dramatically shrank, and surprisingly, the patient’s hearing improved. The patient has been off treatment after 1 year of maintenance temozolomide treatment, but the tumor has not relapsed. “We were fortunate to detect IDH mutation in this patient, or else we would not have used temozolomide. This case illustrates the importance of screening by MRS for IDH mutation and a safe biopsy to determine the optimal treatment.” explains Dr. Natsumeda. The case report was published online in the journal Frontiers in Oncology on July 8, 2025.

    Source:

    Journal reference:

    Okada, T., et al. (2025) Case Report: Improved hearing in a rare, adult IDH2-mutant brainstem astrocytoma successfully treated with radiation and temozolomide. Frontiers in Oncology. doi.org/10.3389/fonc.2025.1555986.

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  • Affordable Gaming-Brand Monitors : aoc e4 monitors

    Affordable Gaming-Brand Monitors : aoc e4 monitors

    AOC has introduced its Essential E4 series, comprising ten entry-level monitors designed for modern business and professional environments. The lineup spans standard 24-inch and 27-inch IPS displays up to 34-inch curved ultrawides, with core models including the 24E4U, 27E4U and Q27E4U. At launch in July 2025, the 24E4U is priced at £119.00, the 27E4U at £139.00 and the Q27E4U at £169.00, offering organizations and home users affordable options for daytime productivity and task-focused workflows.

    The core E4 monitors feature Full HD (1920×1080) and QHD (2560×1440) resolutions on IPS panels, each delivering a 120 Hz refresh rate to ensure smooth scrolling and reduced motion blur. All models carry TCO Certified Generation 10 accreditation and include a five-year warranty, underscoring AOC’s emphasis on sustainability and long product lifecycles. Ergonomic considerations such as height adjustment, tilt, swivel and pivot are standard across the series, and hardware-based low blue light and flicker-free technology support extended use without added eye strain.

    Image Credit: AOC

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  • Major relief for Elahi as LHC suspends NAB’s decision in graft case

    Major relief for Elahi as LHC suspends NAB’s decision in graft case





    Major relief for Elahi as LHC suspends NAB’s decision in graft case – Daily Times


































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  • Cryo-electron microscopy – Reaction cycle of an enzyme for CO2 fixation decoded

    Cryo-electron microscopy – Reaction cycle of an enzyme for CO2 fixation decoded

    High-resolution cryo-electron microscopy makes it possible to study complex enzymatic processes in detail. With this method, a research team of the University of Potsdam and Humboldt-Universität Berlin succeeded in characterizing the CODH/ACS enzyme complex in detail. They discovered that the complex moves in the course of chemical reactions and thus determines the reaction sequence. Their results have been published in the journal “Nature Catalysis”.

    Prof. Petra Wendler and Dr. Jakob Ruickoldt when preparing the sample holder for cryo-electron microscopy.

    Before the start of photosynthesis in Earth’s history and accumulation of oxygen in the atmosphere, anaerobic microorganisms lived here, which do not need oxygen for their metabolism. Anaerobic carbon fixation is considered one of the oldest and most efficient processes of its species and also plays a central role in modern ecosystems – for example in volcanic swamps or in the animal digestive tract. The enzyme complex CO-dehydrogenase-acetyl-CoA-synthase (CODH/ACS) essential for this has been preserved in microorganisms for over 3.5 billion years.

    Catalysis, i.e. the acceleration of chemical processes in CODH/ACS, is based on various nickel-iron metal clusters that convert carbon dioxide into the important biomolecule acetyl-CoA in several reaction steps. The efficiency of this reaction makes CODH/ACS a promising enzyme candidate for biofuel production from carbon dioxide. Researchers from the University of Potsdam and Humboldt-Universität Berlin have now used high-resolution cryo-electron microscopy (cryo-EM) for the first time to elucidate the catalytic cycle of CODH/ACS. Cryo-EM has a wide range of applications and can be used for the structural analysis of various enzymes and biopolymers.

    “Our cryo-EM maps of six intermediate states of the CODH/ACS are so highly resolved that the molecules bound to the metal center can be clearly correlated with the movements of the protein,” says Jakob Ruickoldt, first author of the study. „The different binding states of CODH/ACS have not yet been investigated using cryo-EM,” says Petra Wendler. “By using this method, we have discovered how the binding of the different molecules prepares the active center for the next reaction step and thus prevents side reactions and the loss of valuable reaction intermediates. This knowledge will help to utilize the catalysis of the ancient enzyme complex for biotechnological carbon fixation.”

    Original publication

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  • Smart Coach Enables LLMs to Toggle Text, Code

    Smart Coach Enables LLMs to Toggle Text, Code

    Large language models (LLMs) excel at using textual reasoning to understand the context of a document and provide a logical answer about its contents. But these same LLMs often struggle to correctly answer even the simplest math problems.

    Textual reasoning is usually a less-than-ideal way to deliberate over computational or algorithmic tasks. While some LLMs can generate code like Python to handle symbolic queries, the models don’t always know when to use code, or what kind of code would work best.

    LLMs, it seems, may need a coach to steer them toward the best technique.

    Enter CodeSteer , a smart assistant developed by MIT researchers that guides an LLM to switch between code and text generation until it correctly answers a query.

    CodeSteer, itself a smaller LLM, automatically generates a series of prompts to iteratively steer a larger LLM. It reviews the model’s current and previous answers after each round and provides guidance for how it can fix or refine that solution until it deems the answer is correct.

    The researchers found that augmenting a larger LLM with CodeSteer boosted its accuracy on symbolic tasks, like multiplying numbers, playing Sudoku, and stacking blocks, by more than 30 percent. It also enabled less sophisticated models to outperform more advanced models with enhanced reasoning skills.

    This advance could improve the problem-solving capabilities of LLMs for complex tasks that are especially difficult to solve with textual reasoning alone, such as generating paths for robots in uncertain environments or scheduling shipments in an international supply chain.

    “There is a race to develop better and better models that are capable of doing everything, but we’ve taken a complementary approach. Researchers have spent years developing effective technologies and tools to tackle problems in many domains. We want to enable LLMs to select the right tools and methods, and make use of others’ expertise to enhance their own capabilities,” says Chuchu Fan, an associate professor of aeronautics and astronautics (AeroAstro) and principal investigator in the MIT Laboratory for Information and Decision Systems (LIDS).

    Fan, the senior author of the study, is joined on a paper about the work by LIDS graduate student Yongchao Chen; AeroAstro graduate student Yilun Hao; University of Illinois at Urbana-Champaign graduate student Yueying Liu; and MIT-IBM Watson AI Lab Research Scientist Yang Zhang. The research will be presented at the International Conference on Machine Learning.

    An LLM “trainer”

    Ask an LLM which number is bigger, 9.11 or 9.9, and it will often give the wrong answer by using textual reasoning. But ask it to use code to answer the same question, and it can generate and execute a Python script to compare the two numbers, easily solving the problem.

    Initially trained to understand and predict human language, LLMs are more likely to answer queries using text, even when code would be more effective. And while they have learned to generate code through fine-tuning, these models often generate an incorrect or less efficient version of the code.

    Rather than trying to retrain a powerful LLM like GPT-4 or Claude to improve these capabilities, the MIT researchers fine-tune a smaller, lightweight LLM to guide a larger model between text and code. Fine-tuning a smaller model doesn’t change the larger LLM, so there is no risk it would undermine the larger model’s other abilities.

    “We were also inspired by humans. In sports, a trainer may not be better than the star athlete on the team, but the trainer can still give helpful suggestions to guide the athlete. This steering method works for LLMs, too,” Chen says.

    This trainer, CodeSteer, works in conjunction with the larger LLM. It first reviews a query and determines whether text or code is suitable for this problem, and which sort of code would be best.

    Then it generates a prompt for the larger LLM, telling it to use a coding method or textual reasoning to answer the query. The larger model follows this prompt to answer the query and sends the result back to CodeSteer, which reviews it.

    If the answer is not correct, CodeSteer will continue prompting the LLM to try different things that might fix the problem, such as incorporating a search algorithm or constraint into its Python code, until the answer is correct.

    “We found that oftentimes, the larger LLM will try to be lazy and use a shorter, less efficient code that will not carry the correct symbolic calculation. We’ve designed CodeSteer to avoid this phenomenon,” Chen says.

    A symbolic checker evaluates the code’s complexity and sends a signal to CodeSteer if it is too simple or inefficient. The researchers also incorporate a self-answer checker into CodeSteer, which prompts the LLM to generate code that calculates the answer to verify it is correct.

    Tackling complex tasks

    As the researchers designed CodeSteer, they couldn’t find suitable symbolic datasets to fine-tune and test the model, since many existing benchmarks don’t point out whether a certain query could be best solved with text or code.

    So, they gathered a corpus of 37 complex symbolic tasks, including spatial reasoning, mathematics, order reasoning, and optimization, and built their own dataset, called SymBench. They implemented a fine-tuning approach that leverages SymBench to maximize the performance of CodeSteer.

    In their experiments, CodeSteer outperformed all nine baseline methods they evaluated and boosted average accuracy from 53.3 percent to 86.4 percent. It maintains similar performance even on unseen tasks, and on a variety of LLMs.

    In addition, a general-purpose model augmented with CodeSteer can achieve higher accuracy than state-of-the-art models designed to focus on complex reasoning and planning, while requiring much less computation.

    “Our method uses an LLM’s own capabilities. By augmenting an LLM with the ability to smartly use coding, we can take a model that is already very strong and improve its performance even more,” Chen says.

    In the future, the researchers want to streamline CodeSteer to speed up its iterative prompting process. In addition, they are studying how to effectively fine-tune a unified model with the ability to switch between textual reasoning and code generation, rather than relying on a separate assistant.

    “The authors present an elegant solution to the critical challenge of tool utilization in LLMs. This simple yet impactful method enables state-of-the-art LLMs to achieve significant performance improvements without requiring direct fine-tuning,” says Jinsung Yoon, a staff research scientist at Google Cloud AI, who was not involved with this work. “This research represents a substantial contribution that promises to significantly enhance the application of LLMs to a diverse range of tasks with which they currently struggle.”

    “Their success in training a smaller, specialized model to strategically guide larger, advanced models is particularly impactful,” adds Chi Wang, a senior staff scientist at Google DeepMind who was not involved with this work. “This intelligent collaboration among diverse AI ‘agents’ paves the way for more robust and versatile applications in complex real-world scenarios.”

    This research is supported, in part, by the U.S. Office of Naval Research and the MIT-IBM Watson AI Lab.

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  • Largest piece of Mars on Earth sells for $5.3M in Sotheby’s auction

    Largest piece of Mars on Earth sells for $5.3M in Sotheby’s auction

    The largest piece of Mars on Earth is seen on display as part of Sotheby’s Geek Week series of auctions in New York on Tuesday. Photo by Sarah Yenesel/EPA

    July 17 (UPI) — A meteorite from Mars, the largest piece ever found on Earth, sold for $5.3 million to an anonymous bidder at a Sotheby’s auction in New York on Wednesday.

    Bidding for the 54-pound, reddish-brown object began at $2 million, according to ABC News, and it went to $4.3 million plus $1 million in fees and taxes. The original owner wasn’t disclosed.

    The rock, known as NWA 16788, is 70% larger than the next largest piece of Mars recovered, according to Sothebys. It is nearly 15 inches long.

    “This is the largest piece of Mars on planet Earth,” Cassandra Hatton, vice chairwoman of the science and natural history at Sotheby’s, said in a video posted online. “Remember that approximately 70% of Earth’s surface is covered in water. So we’re incredibly lucky that this landed on dry land instead of the ocean where we could actually find it.”

    The auction house said the rock broke from Mars after an asteroid strike and went more than 140 million miles to Earth.

    The piece crashed in the Saharan Desert in Nigeria’s Agadez region. It was discovered by a meteorite hunter in November 2023, according to Sotheby’s.

    Martian meteorites make up 400 of the 77,000 officially recognized meteorites, according to the auction house.

    Testing determined it is an olivine-gabbroic shergottite, which is a relatively new type of meteorite from Mars. That material is also found on the Earth’s upper crust.

    The rocket is composed of 21.2% of a glass known as maskelynite, which was produced when an asteroid struck the Martian surface and forced the object off the planet’s surface.

    Only about 19 craters are big enough to produce meteorites on Earth.

    “This isn’t just a miraculous find, but a massive data set that can help us unlock the secrets of our neighbor, the red planet,” Hatton said.

    The rock was on public display at the Italian Space Agency in Rome and in a private gallery in Arezzo, Tuscany, in 2024.

    “It would be a shame if it disappeared into the vault of an oligarch,” Steve Brusatte, professor of paleontology and evolution at Scotland’s University of Edinburgh, told CNN before the auction.

    The Martian rock was part of Geek Week with sales of items related to natural history, science and technology history, and space exploration.

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  • Epic Games responds to “Squid Game” creator backlash

    Epic Games responds to “Squid Game” creator backlash

    After protests from creators over a delay in the launch of Fortnite’s official “Squid Game” integrations, Epic Games has said it will better coordinate future IP rollouts to align with the original properties’ release dates.

    “Squid Game” is Netflix’s most popular series of all time, but you wouldn’t know it from looking at Fortnite. The platform is currently devoid of any creator-made “Squid Game” experiences — and not due to any lack of interest on creators’ part. Creators on one of the top gaming platforms are currently unable to monetize what has become one of the world’s most prominent media properties during the hype period following its June 27 release.

    Fortnite has long been home to fan-made “Squid Game” islands, with titles like “Octo Game 2” and “Squid Guys” building organic audiences on the platform since the first season dropped in September 2021. But after Epic Games announced an official “Squid Game” licensing agreement with Netflix last month, the company started to crack down on these unlicensed experiences, removing them from the platform entirely. So far, the only sanctioned integration is a “Squid Game” section within “Reload,” an experience created in-house, not by the creator community.

    Epic has framed the crackdown as enforcement of existing guidelines intended to “remove infringing ‘Squid Game’ content from violative islands,” not the result of a new policy. An Epic spokesperson told Digiday that the delayed rollout was intentional, to give creators time to build before the official release of “Squid Game” assets. The spokesperson confirmed that Epic is aware of creators’ concerns about the delayed timing and plans to lift publishing holds earlier for future IP integrations. The spokesperson did not provide exact timelines.

    “A staggered publish date gives creators time to build unique and high-quality gameplay experiences in Fortnite, and is consistent with our most recent IP collaborations. We want creators to find success that outlasts a show’s launch weekend or any other singular moment,” the Epic spokesperson said. “While ‘Squid Game’ season 3 remains in the No. 1 spot for non-English shows globally, we hear the feedback from the community and going forward we’ll aim to lift publishing holds so they align with what works best for creators and players.”

    For both creators and marketers, the main source of frustration around the rollout of Epic’s “Squid Game” integrations is its timing. Creators are not permitted to publish officially licensed “Squid Game” experiences until August 14, nearly two months after the June 27 release of the show’s third season. Until then, creators interested in reaching the show’s fandom have had to carefully toe the line, with experiences like “Octo Game 3” managing to stick around by avoiding any explicit references to Squid Game characters or locations. 

    Among both creators and marketers, the consensus is that the lack of licensed “Squid Game” creator experiences on Fortnite since the release of “Squid Game” season three has cost Netflix meaningful marketing value. This timing is particularly surprising in light of Netflix’s past promotion of “Squid Game” through video games such as “Squid Game: Unleashed,” which Netflix published two weeks ahead of the release of the series’ second season in December 2024. A Netflix representative did not respond to requests for comment.

    “One reason why brands shouldn’t clamp down on unlicensed copies is because there is a huge amount of value in co-producing,” said Nina Mackie, the co-founder of the gaming advertising consultancy WeGame2. “That’s where your fan base comes from.”

    The impact on Fortnite creators

    For creators, Epic Games’ crackdown on unlicensed “Squid Game” experiences has upended the once-standard practice of building experiences around popular IP viewed as “safe” to adapt, including Mr Beast and “Five Nights at Freddy’s.” Historically, tying a Fortnite experience to one of these properties was viewed as a surefire way to attract viewership and engagement, with creators interpreting the lack of any official crackdown as a tacit endorsement of the practice from both Epic and the IP holders. Moving forward, Fortnite creators such as Austin “Tom Jank” Rodriguez said that they plan to focus entirely on original properties and licensed IP, with the understanding that no IP is “safe” for unlicensed adaptation.

    “It’s revealing the problem in not defending your IP [earlier] on these big UGC platforms, because if you come in this late and start shutting stuff down, it’ll just undermine how you look to creators,” Rodriguez said. “At the same time, there’s creators like me, who are happy to see them take stuff down, because I want people to do it less.”

    Roblox creators have watched the past week’s events unfold on Fortnite with interest. Roblox has yet to crack down on its many unlicensed “Squid Game” experiences. But creators believe Epic’s recent removals are tied to its licensing deal, which gives the IP holder a 15 percent cut engagement revenue from official experiences. They anticipate that the rollout of Roblox’s own official licensing product — which launched yesterday and pays out between 15 and 25 percent of an experience’s revenue to the IP holder — could lead some brands to enact a similar crackdown on Roblox, where unofficial “Squid Games” experiences are also prolific. (A Roblox spokesperson clarified to Digiday that the punishment for unlicensed content is up to the IP holder’s discretion under the platform’s new licensing system, with one option being to remove the offending content.)

    “If I was in Roblox, I’d be looking very closely at how they’re rolling out ‘Squid Game’ on Fortnite, and hopefully learning some lessons,” said Charles Hambro, CEO of the UGC data platform GEEIQ.

    The marketer perspective

    Brands and marketers aren’t upset by Epic Games’ crackdown on unlicensed content. They see it as a positive move that will boost IP holders’ confidence in integrating their properties into Fortnite, especially since they stand to earn millions of dollars from the 15 percent payout cut.

    GEEIQ CEO Hambro, who often facilitates brands’ requests for proposals for Fortnite and Roblox activations, said that only 20 to 30 percent of advertisers are comfortable with entirely unlicensed use of their IP. However, he said most advertisers are open to collaborating with unlicensed experiences to bring them into the licensed fold, making Fortnite and Roblox’s recently announced official licensing tools valuable for this category of advertiser.

    “I think all brands are considering this — they are all thinking about how they can make more money on new platforms,” Mackie said. “The in-game products or in-app purchases are not quite cutting it, and this is another way for them to monetize.”

    Although formalizing IP licensing is a positive change for platforms like Fortnite and Roblox, Mackie said that the delayed timing of the rollout of official “Squid Game” assets in Fortnite squandered the opportunity, leaving free marketing value on the table by striking down dozens of unlicensed experiences without allowing creators to swap in licensed replacements. At the time of this article’s writing, nearly 8,000 Fortnite users are currently playing “Octo Game 3” — and they are explicitly doing so without engaging with “Squid Game” branding or assets. 

    “The one thing you don’t want to do is upset the people who are going to be using your IP,” Hambro said. “You want to partner with them, especially if they’re going to give away 15 percent of profits that they weren’t giving away before.”


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