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Young entrepreneurs booming business moves into gaming and esports

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A young entrepreneur in the UK who set up his business at the age of just 17 with £300, has moved into the gaming and esports industry due to huge consumer demand pressures.

George Greenhill, Founder of Protein Package, established the healthy snack brand business in 2017 from his parents’ home in Wolverhampton whilst he was still at secondary school.

The business provides a ‘pick and mix’ style approach to ordering a variety of nutritional supplements and snacks online which are sourced from all over the world. The company really took off in 2020 owing to an increase in online consumer habits during the pandemic.

This recent growth has resulted in gamers and esports fans requesting that Protein Package expands into the gaming supplementation space to accompany their wide range of sports supplements and ‘better for you’ snacking options.

In November 2021, Protein Package decided to answer consumer calls and make the move, commenting on the expansion into the gaming sector, George said: “We’re very excited to be entering this ever-expanding market, especially one with innovative brands popping up all of the time. We made the progression from selling only high protein products to general healthy snacks back in 2019 and felt now was the right time to dive into the gaming and esports supplement market.

We’ve been getting requests daily to help improve the range of gaming supplements in the country and it’s a community I have always had close ties with. After looking into the UK market, we felt it has been neglected and left behind due to the lack of top brand availability such as GFUEL, CTRL and Razorwire when compared to America and Canada. At Protein Package, we want to change that so gamers don’t have to wait for weeks to receive international shipments which can face lengthy delivery and expensive unexpected customs charges.”

Sophie Edwards, Brand Manager at Protein Package said: “We’ve been working closely with various companies around the world to import all the best gaming supplements into the UK and offer the largest range. Many of the products have energy-boosting properties like the sport-focused supplements we currently stock so believe many of our existing customers will benefit from being able to try these brands out as a pre-workout.”

As of last week, Protein Package already has GFUEL Energy listed on their website that includes all the bestselling flavours and the popular collaboration flavours with industry heavyweights KSI and PewDiePie. GFUEL’s other products such as Energy Crystals, Ready-To-Drink Cans and Hydration Formulas will be imported and introduced online in the coming days.

George and Protein Package are aiming to have several other brands added to the store before the start of the New Year and prioritise offering the most competitive prices with fast UK delivery.

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Chess Set to Make Its Debut at Esports Nations Cup 2026

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The Esports World Cup Foundation (EWCF) has revealed Chess as the newest addition to the 16 games that national teams and players will contest in the first Esports Nations Cup 2026 (ENC), scheduled to take place in Riyadh, Saudi Arabia, from November 2 to 29, 2026. Chess at ENC 2026 will feature an unmatched number of participants, enabling emerging talents and lesser-represented nations to compete on a prominent platform as the historically important game evolves into a larger esport.

Here’s all you should be aware of regarding Chess at ENC 2026:

SCHEDULE AND FORMAT

● The Chess tournament at ENC will begin on November 2, 2026, and will conclude with the playoff final on November 8, 2026.

● The opening portion of the tournament will consist of 128 players competing in a round-robin group stage, featuring 16 groups of eight players.

● The top four players from each group will advance to the next stage.

● The second stage will consist of 64 players competing in a single-elimination playoff bracket.

● All group stage matches will be best-of-two. All Round of 64 and 32 matches will be best-of-two, while the quarterfinals and beyond will be best-of-four.

● Armageddon games will be used as tie-breakers.

● The event will be played in a Rapid 10+0 time control format.

RANKING SYSTEM AND QUALIFIER INFO

● 128 players representing their respective nation will compete in the Chess event at ENC 2026:

○ 64 players from 64 nations will be directly invited based on the official Champions Chess Tour (CCT) rankings

○ 56 players will qualify through regional qualifiers

○ 8 players will come from Wildcard slots

● The Esports Nations Cup will determine its direct invites via the official CCT rankings, limited to one player per nation. The Titled Tuesday Spring Split will be used as an additional tie-breaker should there not be 64 unique nations featured in the CCT rankings. The cut-off date for determining direct invites to ENC 2026 is May 26, 2026.

● Chess will feature two regional qualifiers in each region, taking place on June 6-7 and June 13-14. Each Qualifier will consist of two stages; a Swiss stage and a double-elimination stage, with four players from each qualifier making it to ENC, giving a total of eight players per region. Qualifiers will be operated by Chess.com, and hosted in each of the following regions:

○ North America (8 slots)

○ South America (8)

○ Africa (8)

○ Western Europe (8)

○ Eastern Europe (8)

○ Middle East + India + Central Asia (8)

○ East Asia + Southeast Asia + Oceania (8)

● Every nation can have up to two representatives at the event. Should a nation have a player directly invited through the rankings, only one more player from that nation can make it through the regional qualifier. Nations without a direct invite can still have two players qualify online.

CHESS AT THE ESPORTS WORLD CUP

Chess captured attention during its Esports World Cup debut in 2025, confirming the emergence of a new digital age for the oldest and most cherished games globally. Enthusiasts of esports and chess had never witnessed an event like this previously and remained enthralled as the thrilling action unfolded. The most successful competitors and top figures faced off in the playoffs, as the sport’s leading star Magnus Carlsen (Norway) secured the first Chess at EWC title for Team Liquid.

A total of 20 countries participated in the Chess main event and Last Chance Qualifier in Riyadh during EWC 2025.

“Playing for Gen.G at the Esports World Cup was a great experience for me. The energy there was amazing and unlike any chess tournament I’ve played before. It’s really exciting to see chess becoming part of the esports world and reaching so many new people. I’m looking forward to the Esports Nation Cup and can’t wait to start competing again.” said Arjun Erigaisi, who is currently India’s number 1 ranked chess player.

Sagar Shah, co-founder and CEO at ChessBase India said, “I am very excited that the Esports Nations Cup is happening for the first time this year! In 2024 when the Chess Olympiad happened, it was such an exciting time for Indian chess. I am sure there will be a similar level of excitement in the Indian community for the Esports Nations Cup as well since they will be rooting for the nation and our top Indian players! I am really looking forward to it.”

Grandmaster and prominent chess commentator, Tania Sachdev commented, “After the incredible success of chess at the Esports World Cup, bringing it into a nation based format adds a powerful layer. Playing for your flag brings pride, pressure, and passion and that’s what makes fans invest so deeply. Having been part of the Esports World Cup broadcast and experiencing its impact ring side I’m very excited to see this next chapter as the game cements its place as a perfect fit in the world of esports.”

The post Chess Set to Make Its Debut at Esports Nations Cup 2026 appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Yalla Group Announces Strategic Partnership with Saudi Esports Federation

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Yalla Group Limited, the largest Middle East and North Africa (MENA)-based online social networking and gaming company, has announced a strategic partnership with the Saudi Esports Federation (SEF) to drive the continued expansion of Saudi Arabia’s national esports ecosystem, broaden opportunities for local talent and promote greater inclusivity in competitive gaming. The partnership represents a key element of Yalla’s strategy to deepen engagement in Saudi Arabia, one of the region’s most important growth markets.

Supporting the aims of Vision 2030 and the National Gaming and Esports Strategy, SEF and Yalla Group signed two Memoranda of Understanding (MoUs) to further develop esports within the Kingdom and establish new pathways for aspiring talent to develop key skills and experience.

Under the partnership agreements, Yalla has been appointed Official Event Partner of the Saudi eLeague (SEL) 2026, the Kingdom’s premier national esports competition. Support for the Women’s Saudi eLeague will be a key focus of the partnership, aligning with Yalla’s dedication to promote inclusion, community development and broader participation in digital entertainment. By cultivating female talent and establishing structured pathways for women’s participation in competitive esports, Yalla aims to contribute to the growth and vitality of Saudi Arabia’s gaming sector.

In addition, Yalla will launch a talent development programme in collaboration with the SEF’s Saudi Esports Academy, designed to foster local esports talent through training, mentorship and competitive experience. The initiative aims to strengthen foundational talent pipelines and improve the long-term competitiveness of Saudi Arabia’s esports ecosystem.

Saifi Ismail, President of Yalla Group, said: “This partnership marks an important step in our engagement with Saudi Arabia’s esports sector. By supporting both national competitions and talent development, we are proud to contribute to the sustainable growth of the Kingdom’s gaming ecosystem.”

“Partnering with a MENA leader like Yalla Group brings valuable regional expertise to the Saudi eLeague. This collaboration is crucial for amplifying the league’s prestige and ensuring it delivers a world-class experience for players and fans,” said Ibrahim Alsheddi, Chief Shared Services Officer at the Saudi Esports Federation.

The post Yalla Group Announces Strategic Partnership with Saudi Esports Federation appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Martin Lycka Joins Oddin.gg as Vice President of Institutional Affairs

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Oddin.gg has named Martin Lycka as Vice President of Institutional Affairs, enhancing the firm’s knowledge in regulation and responsible gambling as esports wagering grows in regulated markets worldwide.

Lycka offers over 15 years of high-level regulatory and responsible gambling expertise in Europe, North America, and Latin America. Most recently, he held the position of Senior Vice President for American Regulatory Affairs and Responsible Gambling at Entain, where he directed regulatory strategy throughout the Americas and oversaw global esports regulatory issues. He additionally sits on the Board of Directors for the American Gaming Association.

Before joining Entain, Lycka had high-level regulatory positions at GVC Holdings and Paddy Power Betfair, overseeing licensing initiatives and regulatory strategy in various jurisdictions.

In his new position at Oddin.gg, Lycka will collaborate with regulators, policymakers, publishers, tournament organizers, and integrity bodies, making sure the company’s esports betting solutions keep up with changing compliance standards. Situated on the U.S. East Coast, Lycka will aid the company’s growth into more regulated markets worldwide, with this new role highlighting the increasing industry need for suppliers with substantial institutional trustworthiness.

Martin Lycka, VP Institutional Affairs at Oddin.gg, said: “Esports betting has experienced significant development within fully regulated environments. This has been the outcome of proactive engagement, education, transparency, and open dialogue with regulators. Oddin.gg, as an industry pioneer, has built its approach around those principles, and I’m looking forward to supporting the company as it scales across many more global markets.”

Marek Suchar, Co-Founder and Managing Director at Oddin.gg, added: “As esports betting continues to scale, institutional credibility becomes just as important as product quality. Martin brings deep regulatory experience and a practical understanding of what regulators seek to become comfortable with innovative betting products. His appointment strengthens our ability to engage constructively with regulators, addressing integrity, governance, and technological concerns, and to support partners operating in complex regulatory environments.”

The post Martin Lycka Joins Oddin.gg as Vice President of Institutional Affairs appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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