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Halls and Virtus.pro announce partnership

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Halls and Virtus.pro announce partnership
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VMLY&R (part of WPP), Carat and The Story Lab (part of dentsu Russia) agencies continue to develop the esports direction for Halls (Mondelez International). The cooperation with ESforce, the largest esports organization in Russia, opens a new page for the brand cooperation.

Halls will be integrated into Virtus.pro media resources (part of ESforce).

The creative idea of the esports campaign was developed by the VML&R agency. The integration ideas were developed by The Story Lab together with ESforce. The media support is provided by Carat agency. As part of the cooperation, a promotional video has been prepared with the first Dota 2 roster. The video will be published on the club’s official YouTube channel. Within six months, Virtus.pro accounts will host posts with integrations of Halls brand, banners, articles on the site, etc.

Anna Semchuk, Senior Brand Development Manager: “For more than 120 years, the Halls brand’s mission has been to help the world breathe better. A charge of menthol in each pack is a crisp breath of air, an opportunity to focus on the moments that matter. Halls gives you a boost of concentration so you can get the most out of the game. The creative idea is ”Nothing will distract you from winning if you are charged with concentration with Halls” – perfectly reflects the new brand positioning”.

Alexander Mishutin, Director of Customer Relations at Carat: “The project’s goal was to strengthen the brand’s positioning among the young audience, where esports is an important communication channel. Such cooperation is interesting and promising for Halls in terms of engagement, increasing loyalty and the chance of attracting a new audience. The key message of the campaign, “Increase your concentration and win prizes for the best game together with Halls and Virtus.pro!”, will be supported on YouTube, VK and other resources with videos engaging Virtus.pro players”.

Sergey Glamazda, Virtus.pro General Manager: “ESforce Holding has been cooperating with the Mondelez brands for a long time. Joint projects have repeatedly shown their effectiveness and this time Halls brand becomes a Virtus.pro partner. I am pleased to welcome Halls and I am confident that our collaboration will resonate with the esports audience.”

Evgeny Podergin, Senior Copywriter VMLY&R: “The simple truth is: as you get down to the game, so you will make it. For esports players, mood and concentration before a match are as important as for traditional sportsmen. When hundreds of important things are happening on the screen in front of you every minute, you have no option to lose focus. This is the essence of our campaign and the main thing of Halls RTB. Thanks to menthol, our drops can really help you focus at the right moment, take a deep breath, exhale and throw yourself into the game without any distraction, which can prevent you from victory.”

In 2020, Halls brand has already sponsored an esports championship. Within the framework of the project, Carat agency appreciated the effectiveness of esports integrations. According to the study, Halls brand video was remembered by more than 50% of the audience, while the benchmark for FMCG brands here is only 32%. In addition to the record values, the experts of Carat revealed a loyal attitude of the esports audience to advertising integrations.

eSports

Dignitas Partners with Virus International

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Dignitas, the esports vertical of New Meta Entertainment (NME), has announced athletic wear brand VIRUS International as its Official Game Day Apparel Partner.

As per the deal, VIRUS International will create Dignitas’ Official Competitive Game Day uniform including the Official Team Jersey with logo presence on the front of the jersey, Game Day Warm Up and Performance Workout Apparel kits which include T-Shirt, Sweatshirt, Hoodie, Player Jacket, Joggers and Leggings. Both kits will be uniquely designed to fit Dignitas Women’s and Men’s teams. All apparel will be co-branded with Dignitas and VIRUS International.

Dignitas will integrate Dignitas and VIRUS International co-branded merchandise into its online store, which will be available for fans to purchase at DignitasStore.com.

“We’re excited to partner with Dignitas and break into the esports & gaming community. The synergy is perfect. VIRUS’ mission has always been to provide the highest quality gear to our athletes in order to help them perform their best and to enable them to achieve their athletic & lifestyle goals without restriction,” Ashley Gomez, Director of Brand & Partnerships at Virus International, said.

“VIRUS operates at the forefront of the latest innovations in apparel and bio-physical technology which has allowed our brand to produce technology-infused fabrics that have stood the test of time since 2010. Like VIRUS, Dignitas marries technology with its sport and industry, and this synergy between technology and gamers is undeniable,” Melanie Lin, Director of B2B Sales at Virus International, said.

“Dignitas is thrilled to partner with VIRUS International, an athleticwear brand that understands the needs of our esports athletes. Performance apparel is an everyday part of our athletes’ lives as they train, travel the world, and compete against the world’s best competition on-stage. VIRUS’ end-to-end control of the design and manufacturing process allows us to collaborate on new silhouettes to match our diverse fans and athletes’ tastes season to season and in real-time globally,” Ian K. Partilla, SVP of Strategic Global Business Development at Dignitas, said.

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Compliance Updates

Intema announces Isle of Man OGRA license application

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Intema announces Isle of Man OGRA license application
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Intema Solutions Inc. is pleased to announce that the Isle of Man regulatory authorities have formally accepted for review the application by Livestream Esports Limited, a wholly owned subsidiary of Intema, for a license under the Online Gambling Regulation Act (OGRA) 2001.

“Obtaining this license from one of the world’s most prestigious gaming jurisdictions would be another great milestone for Intema, particularly in the context of the proposed acquisition of LOOT.BET,” said Laurent Benezra, Intema’s President and Chief Executive Officer. “The Isle of Man promotes the highest standards of jurisdictional control in the gaming industry. In addition, the license granted by this regulatory body has many financial and logistical benefits, and would allow us to offer continuous fun, safe and responsible gaming experiences for gamers around the world.”

Team Bloodhounds Inc. Acquisition

Additionally, further to the press release dated June 22, 2021 and the press release dated September 24, 2021, as consideration in respect to the acquisition of Team Bloodhounds Inc. (“Team BH), Intema has made a cash payment of $60,500 and issued 943,396 common shares of Intema to the shareholders of Team BH (with an additional cash payment $60,500 payable in three months following the closing of the acquisition).

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Asia

M88 expands esports coverage by partnering with BETER

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M88 expands esports coverage by partnering with BETER
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International sports and esports betting provider BETER announced today that they have teamed up with M88. The leading Asian sportsbook has decided to take advantage of BETER’s portfolio to further engage their players across the region with the addition of more than 30,000 extra global esports tournament events and 200,000 ESportsBattle matches every year.

“Here at BETER, we are convinced that collaborating with M88 is another significant step towards increasing our presence in the Asian market, which is one of our primary focuses for the next few years. We firmly believe that this partnership will prove to be prosperous and beneficial for both parties,” said Gal Ehrlich, CEO at BETER.

BETER will provide M88 with customised quarter markets that perfectly suit their players’ needs. All live streams, data, odds, and margins can easily be managed in the BETER’s Client Console.

“We’ve been interested in the type of fast content which BETER provides for some time, and we also see exactly what BETER can offer to M88 customers with live streaming of engaging ESportsBattle matches and odds for the most popular global esports tournaments. The integration and testing process proved that we found a reliable partner with top-notch solutions that will help us further enhance what we offer bettors,” said Alan Wafer, Head of Business Development at M88.

In his strategy presentation in July 2021, Gal Ehrlich emphasised that expanding into the Asian market is one of BETER’s core goals, as this region represents a promising avenue for future business growth. He also added that the company would focus on expanding its product portfolio and developing exclusive content.
BETER is a leading provider of fast sports & esports content, live streaming, live data, and odds for the betting industry. BETER powers Setka Cup, ESportsBattle and Asia Pro League tournaments and offers trading of world esports events. BETER sports and esports content is featured on more than 100 sportsbooks across the globe.

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