The JUSTIN2026 campaign was shot in Denver and rolls out over four weeks ahead of the 14 June event at the White House.

Duelbits has launched a branded content campaign with UFC interim Lightweight Champion Justin Gaethje, timed to UFC Freedom 250 at the White House on Saturday 14th June.

The campaign, branded JUSTIN2026, was shot on location in Denver, Colorado by UK-based creative agency YRDS. Duelbits said the content is designed as a “premium, cinematic series” and will roll out in phases over the next four weeks, peaking on event day.

According to the company, the campaign was planned before UFC Freedom was officially confirmed. Duelbits framed the early commitment as part of a strategy to move faster than traditional sportsbooks around major cultural moments.

“We didn’t want to create another sportsbook promo,” said Jasper Hoekert, Chief Marketing Officer at Duelbits. “We wanted to create something that combat sports fans want to watch, content built around Justin’s authenticity and intensity, not just his fight record. We were planning this before the White House event was even officially confirmed. When you believe in the magnitude of a moment, you don’t wait for permission to act on it.”

“Duelbits came to me with a vision, not just a brief,” said Gaethje. “They wanted to create something that reflected the reality of what I do and who I am, with no smoke and mirrors. When a brand shows up with that kind of conviction and creative ambition, you back it. This campaign is going to be something people remember.”

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GR8_TECH said its branded podcast Bet It Drives has been named a Bronze Honoree at the 18th Annual Shorty Awards in the Branded Podcast category.

The company positions Bet It Drives as a non-studio format that puts guests in a moving car for unscripted conversations. According to GR8_TECH, episodes have been filmed across London, Lisbon, Rome, and Barcelona, with guests including Clarion Gaming MD Alex Pratt, SBC founder Rasmus Sojmark, and SiGMA founder Eman Pulis.

GR8_TECH said the show, now complete across four seasons, has surpassed 2 million YouTube views and generated 280+ media publications.

“Bet It Drives was built to challenge the safe, predictable way our industry tells stories. We wanted conversations with personality, tension, and exceptional insight. The Shorty Awards recognition proves that audiences are looking for content that’s bold, genuine, and impossible to ignore,” said Yevhen Krazhan, Bet It Drives host and GR8_TECH’s CSO.

“This year’s winners didn’t just chase views and clicks; they used digital as a bridge to genuine human connection,” said Junmian Sun, Managing Director of the Shorty Awards. “We’ve entered a new era where digital is no longer about rented platforms, but owned ecosystems. The most successful work we are celebrating today succeeded because it built spaces where audiences feel noticed and understood, rather than just targeted.” Winners are selected by the Shorty Awards’ Real Time Academy, the awards said.

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RubyPlay has launched Firerose, a new studio aimed at building operator-specific casino game experiences, as suppliers and operators push for more branded content to stand out in crowded markets.

The company said Firerose is designed to let operators combine RubyPlay’s existing game catalogue with the studio’s technology and creative resources, using operator-led insight to shape games around an operator’s brand identity rather than standardised supplier content.

RubyPlay said Superbet is among the first operators to launch Firerose-powered titles. The supplier did not disclose game names or specific performance figures, but said early results showed “strong engagement metrics”.

Firerose becomes part of RubyPlay’s multi-studio structure alongside Koala Games, Mad Hat Games, Ruby Studio, and Xslots, which the company said share technology, infrastructure and distribution.

Dima Reiderman , Chief Commercial Officer at RubyPlay, said: ”Firerose represents a deliberate shift in how we think about content creation and partnership. The market is no longer driven solely by volume, but by identity. Operators want experiences that feel native to their brand and help them clearly differentiate in increasingly competitive casino environments.”

Dr. Eyal Loz, CPO at RubyPlay, added: “Firerose was created to put the operator’s voice at the centre of the creative process. Every game starts with their brand, their audience and their story, and our role is to bring that to life through the full weight of RubyPlay’s creative capabilities.

“We’re shaping experiences that players immediately associate with the operator itself. That level of ownership is what allows operators to stand out in increasingly crowded casino environments.”

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