Interviews
Exclusive Q&A with Munly Leong, Co-founder of Balance Gaming Network
Let’s begin with your own story. What is the story of Balance Gaming? How was the company founded?
The company was founded when Munly Leong (CEO) and Goodrich Johnson were approached by an esports organization that had floundered for several years and despite their history and money raises and hadn’t so much as put on one event or even had a casual community. This led Munly to look into the current state of esports which he had never been interested in and saw the waste and poor execution that had a common root cause i.e. the people that had access to or ability to raise funding for esports often had nothing to do with gaming and were clueless about it. Super League Gaming was a particularly egregious example where the only reason that raise even happened was that CEO had worked on Sand Hill Rd prior and game from an Oil & Gas background, what the hell is she doing in esports? They recently lost $14m on $1m revenue. We founded Balance at least to take a stab at an organization that would be led and run with gamers at the core with Munly being in a unique position of both having relationships with and an understanding of external capital unlike the average gamer or even game developer. The name Balance comes from us struggling to come up with a name for the niche we had chosen which was to cater for the other 90% of the market and gaming revenue in reality that ISN’T esports from not having enough time for it and Munly referenced an one man indie developer’s name Imba Games (common Russian/CIS region term relating to game imbalance) that he had briefly known at one point, lamenting that it was a great name wasted on something that didn’t have the potential for it and Godric suggested “What about Balance?” with the potential to allude to LAN’s as well if we ever started doing those and there really hasn’t been a name that fit since.
How does it work?
Essentially a bit unique, we started off validating the concept and bringing in early revenue via just a discord and preselling the concept along with an early partnership with Skyworth (largest TV manufacturer in China) who were also launching a VR headset at to both prove we could build and grow a grassroots gaming community first and also monetize it and validate charging for the concept. Most of this happened even by month two. We’ve now taken what was a small community fighting game event intended “for teh lulz” and are building it up with sponsors, streaming support with an invitational that is intended to potentially be small scale, interactive version of EVO that was recently cancelled. More on this later We’re working backwards actually. We’re game developers at heart and are really NOT an esports company. This is being done as a fundraiser primarily as a backup plan / substitute for angel investment post Covid. Essentially our business is to start backwards compared to a typical game developer being community first, community is really at the core. From there we start with merch sales, selling events and sponsorships and are about to offer our own game / bundle deals in the near term along with a new category we still plan on pioneering called Gamer Travel (Covid was great timing huh
Our readers would like to know more about Balance Gaming. Could you elaborate the concept since it is quite unique?
Yeah. It is quite unique where even for gamers. Essentially the concept starts from both a base and the specific type of gamer we are targeting. Specifically gamers who have been able to grow up and are now struggling from a time management standpoint of not having enough time to play, or not getting enough out of their playtime when they do have it rather than spending too much time to play from the standpoint of gaming addiction which is a common assumption with us. We start from a base that gaming is geneeerrraaaaaaally Many look down even on themselves as gamers because of long time history and stigma of the activity when we were kids or younger. Even people with great businesses or solid tech backgrounds themselves often cannot make the immediate mental jump that there may be others who fit the bill and if we just reframe our thinking and rid ourselves of these starting assumptions, we may find that the peer groups we have around gaming are more valuable than many of us are assuming Recently we’ve launched a public alpha of our members site and even some of our more interesting / useful members have only gone so far as to fill out just gamer profiles while not sharing their skills, businesses etc yet and it’s not all a privacy concern either but many either underrate themselves or don’t currently live a life where being known for particular things brings in opportunities for them. I’ll list some examples here where it has happened, but these are folks that are already active in terms of networking ,professional groups and are already pre-disposed to it. I’ll share some examples below and the last being myself. What are the ways an individual gamer will benefit from joining your platform?
Aside from the networking opportunities once we scale further (or even now), we’ll have things like courses, partnerships and hell even gigs down the line in addition to more typical gaming giveaways, discounts and bundles. Instead of only selling this stuff, we’ll tie it to gaming and perhaps networking activity too with the overall theme that the gaming people would do naturally anyway would pay off in real life in ways other than money. At the very base level, we hope that this will be the most “productive” place for anyone to spend their gaming time as getting to know many of us may also open doors outside of gaming for you or at least give you a resource to tap in a lot of things outside of gaming, an analogy to things like country clubs, cigar clubs where you’re more like to meet either independently wealthy or at least time free and lifestyle designer types that one can meet through aviation we hope we end up being a similar space like that but on a broader larger scale too. It’ll be the only place in the world maybe where you can play video games where we also encourage you to ask for intros or open them yourself For “Pros vs Joes” we’re currently offering FREE ENTRY for Members, Financial Services industry (e.g. fintech, crypto, real estate, traders, brokers) , startup founders and game developers and the same/similar benefits package that players get are also available for event viewers that meet this criteria. Startup founders and game developers are just love for us
We also have something that both your better/casino audience as well as crypto guys would want to look at. One of our partners / sponsors is Gold Rush Token / Clean Mining. We’ll be offering a chance to buy CLEAN gold (more on this later) at a double digit discount exclusive to Balance, direct from some of the oldest and historically proven mines in Western Australia. That’s nothing terribly new and there are other tokens that have done it. Those coming from a financial services background will be familiar with the concept of due diligence, things like KYC (Know your Customer) and be a bit better equipped to both perform it for an opportunity like this and ultimately potentially buy-in as well. However, another layer that we’ll offer FREEBIES at a later date on is a world-first tokenization of actual gold ORE. Essentially this will be gold prospecting in a separate video game/digital form and can dramatically lower the cost of entry into the gold market. For those who don’t know, gold actually comes from gold ore which has to be processed and refined which ultimately means that only a fraction of gold can come from overall gold ore. The percent amount can between 10 to 95% before processing and so yes, someone could get very lucky but understandably many others outside of your readership here may not like to gamble. Gamblers or not however, we can offer some of these ore tokens essentially for free as both participants and viewers of our upcoming “Pros vs Joes” fighting game event that was recently postponed until both we and our partners got things more ready. We can now say that we’ll start things off officially by Sep 12th at the latest with official entry deadline by Sep 5th at the latest with trial runs starting as early as this week of the 26th. Depending on how things go and speed of re-registration we may go even earlier but this is so we don’t have to postpone again.
I should mention that not only is the ore special but the gold as well. Those that take advantage of the gold discount will also be pioneers in helping to establish a new category of gold in the global market that isn’t processed/purified via the traditional method of cyanide and mercury leaving no environmental impact that may take decades if not longer to biodegrade, hence CLEAN gold. While the mines themselves old and proven with deeper reserves still left to unlock, the process itself is new and was created by the Australian CSIRO, something like a more generally academic version of NASA that among other things, helped invent Wi-Fi. Regardless of whether anyone in our community pays anything more than an entry fee or not, through gaming, our players will have a chance in both playing a small role in the transformation of gold mining from something that is expensive and hazardous into something that is sustainable and environmentally friendly.
More info on CSIRO and Clean Mining How has been the customer response so far? Could you offer some year on year statistics?
What’s really interesting is that when we started out within the first month or two we had more paid members than free ones on concept alone. 46% conversion rate. By paid members meaning we asked people to pay $10 as a one off to validate that this is something we would pay for once we both had a system to offer digital codes in an automated or at least reliable fashion and enough value lined up where we felt we were ready to start charging monthly. Since when we’ve realized that we needed to make this tier optional as a network only has as much value as it’s members and we are still far from having an interesting enough critical mass yet. We’re not even one year old yet but in the last 2-3 months our Discord community has grown from 100 to 150 ish members now that we have someone who can spend time on it, Oliver/Sundeath who was formerly director level at Razer Europe. A big downside that hampers our growth is that we’re not something that people normally think to search for so doing media, offers and other things that can help get us exposure but we haven’t figured out or own organic traffic yet so growth only happens when we can work on it. Has the recent lock down had any effect on Balance Gaming’s growth? Could your offer details?
Yeah actually our first major growth drive that I headed up brought in many of our first 100 users, lol. That happened a month into the pandemic around Epic’s free release of WWZ. Unfortunately it was both a pretty short game content wise and people really focused on doing nothing but gaming that initial month of lockdowns. No one wanted to hear about “Balancing” and once they were done, many moved on. We did have an interesting story even ahead of time back then where when I was able to play, I encouraged two regulars at the time to talk about their lives and our mutual ASEAN region and those two ended up both doing client projects together and playing other free games together as well. One was a graphic designer and another was a music producer/student. At the time we didn’t have enough of us engaging people so eventually they left since they were largely only playing with each other by that point. Lesson learned not just for Balance and in life for me that I just need to ride waves while they are around instead of what I actually during that period which was working on some contract gamedev work at the time or building the Balance business while everyone else was gaming and would have preferred if I’d either led things or at least joined them for it.
What are the more popular games and tournaments on your platform? Could you describe the games a bit?
Our most popular is Rainbow 6 Siege and that’s a game that should be well known to you guys since it’s gone from underdog cult game to having one of t he better prize pools in eSports with strong Ubisoft support in recent years. Rainbow 6 is a series that is based on terrorist/counterterrorism originally that prided itself on realism being the first “one shot and you get killed usually” game on the market. I can still remember the LAN party where I played the original game in the series for the first time, it was quite refreshing and hilarious compared to the run and gun shooters like Doom and Quake of the day. These days the game is more similar to LoL or DOTA that is based around Heroes having different powers and abilities, some of which are deliberately designed to be counterpicks. They are perpetually “training”/fighting each other given the multiplayer only PVP context and there are generic terrorists only as AI NPC’s to beat on in generic It used to be World War Z as I mentioned which is a co-op class based zombie killing gaming that’s spiritual sequel to Left 4 Dead 2 that I actually like a lot more than it’s original inspiration and in addition to that we have some fighting game players i.e. Street Fighter, Tekken etc but that’s almost a niche within itself in gaming these days that doesnt play other stuff or interact with the broader gaming community. We’re a bit sad about this and even within fighting games themselves, the competitive level has gotten to the point where people not only just focus on one game, but even just on training one particular character and mastering all the various matchups instead. This means that they dont even play the rest of the genre or even necessarily the rest of the characters in the game! This overcompetitiveness isnt necessarily good for the fighting game industry if they focus purely on tournament type players. Happy Medicine (our resident fighting game pro, former CPT/Capcom cup, world class Bison main) and I talk about this separately in this video here – g66FBCzv_mg . We’re still done with World War Z btw, despite how the whole game can be beat in less than 4-5 hours currently and a bit more if you are doing horde mode as well, if you’re deliberately going to slow-play it and make it last, please come and join us! We’re the place for that lol.
Tell us more about the platform and gaming partners of Balance? For our “platform”, we have a few key pillars. The first is the always free Discord community where people can only just join as regular gamer and that’s fine. The next level is the membership site which is intended for people to try and look up / surface people that should try to get to know on Discord for either gaming or things outside of gaming. Maybe find out that someone you’ve been gaming with all along can also be a collaborator of some kind in real life too. We also haev an ecom store for all kinds of stuff i.e. offering our own game codes and digital goodies for sale , physical products like geek toys including “gamereats” where we’ll start with snacks and more. Lastly we want to offer “gamer travel” again as soon as we can, starting out with introducing the concept of geo-arbitrage to gamers that’s already well known to location independent and digital nomad types but is probably brand new to gamers. Essentially this means save money on gaming time (plus get more time) in a cheap locale but we can expand this to travel to places that are significant to gaming history as well given a lot of us have deep knowledge and connections with the industry. This is all going somewhere and your next question will naturally segue into that Finally, how do you see the future developing? Are there going to be any immediate developments in Balance Gaming in the near future?
Yeah we have some angel money hopefully finally coming in within the month and from that we can actually offer some more benefits that hopefully help pull in more users as well and pay for the help in community building Ultimately in the LONG TERM future, despite how all this is already quite the going concern business-wise, the whole goal is to use this cashflow to then fund game development. Both internal and external third party to us. Game development is the unique DNA that I bring to Balance personally and I’m sure you guys know especially looking at companies like Tencent how valuable things can be when you have your own IP to sell and we’ve already learned the hard way that frankly its much easier to build up communities around having your own game vs using others’ games in this new Discord age.
https://network.balancegaming.network/members/hexrays/
https://network.balancegaming.network/members/mono/
https://network.balancegaming.network/members/fathamburger/
https://www.abc.net.au/news/rural/2018-08-30/csiro-pours-first-australian-green-gold/10180014
https://www.csiro.au/en/Research/MRF/Areas/Resourceful-magazine/Issue-13/Golden-alternative
One of our gaming partners BRK / Gen2 Technologies where you picked this up from
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Interviews
Legends Charity Game: Rasmus Sojmark on Football Icons, Lisbon, and Raising €1 Million for Charity
On 15 September 2025, Lisbon will host the Legends Charity Game, a once-in-a-lifetime football match where Portugal’s greatest players face off against global legends—all to raise over €1 million for four life-changing charities. In this exclusive interview, Rasmus Sojmark, CEO & Founder of SBC, shares the inspiration, the star-studded lineups, and the powerful purpose driving this historic event.
Q: What is the Legends Charity Game?
RS: The Legends Charity Game is something we’ve been dreaming about for a long time, and now it’s finally happening.
On Monday, 15 September, right in the heart of Lisbon, a team of Portugal’s greatest football legends will step onto the pitch to take on a global lineup of football legends from across the world.
These legends are the players so many of us grew up watching, idols who shaped our love for the game, now coming together for a match that is about more than nostalgia. It’s about charity, and our goal is to raise over €1,000,000 for four incredible organisations: the Ukrainian Red Cross Society, which continues to support those affected by the war in Ukraine, the Portuguese Red Cross, International Alert, and Caritas Portugal, which all do vital work with vulnerable communities in Portugal and beyond.
The match will welcome 60,000 fans to the stadium, either Estádio da Luz or Estádio José Alvalade, depending on Champions League scheduling announced at the end of August, and will be broadcast to millions around the world.
The Legends Charity Game is how we have chosen to open SBC Summit 2025. With real heart and purpose. So if you are planning to be in Lisbon for the Summit, please make sure to arrive before this Monday evening charity event.
We’ve poured everything into making it special, not because we had to, but because we believe in it. The players believe in it too. It is going to be emotional and genuinely amazing, and we can’t wait to share it with everyone.
I could go on about this for hours, but here’s the short version. This is about celebrating football’s greats, uniting people through sport and charity, and raising money for those who need it most. I’m proud we’re making it happen.
Q: What inspired you to launch the Legends Charity Game?
RS: Football has been part of my identity since I was a kid. I played it from the age of 5, lived it, breathed it. Like so many kids of my generation, I grew up idolising the greats from the 80s, 90s, and early 2000s, whose names appeared on every magazine cover and match highlight.
I played on muddy pitches and even dreamed of a career in the sport. And in one way or another, I did build my career around it, didn’t I?
If you had told me as a kid, sitting in front of my screen for hours playing Championship Manager, picking the likes of Figo, Mendieta, Cafu, Zanetti, Hagi, Del Piero, and Schmeichel for my ultimate squad, that one day I would be organising a real-life legends match, I wouldn’t have believed it.
But that is exactly what has happened.
At SBC and Sport Global, we have always focused on creating unique experiences, not just numbers. It has always been about making people feel something, creating memories, and bringing value and joy. The Legends Charity Game is a natural evolution of that mission.
Over the years, we have welcomed famous footballers to our events in many different ways. Some have played in the SBC Football Championship, like Mendieta. Others have hosted our awards, like Ruud Gullit, Marcel Desailly and Clarence Seedorf. We have had keynote speakers like Figo, Baresi and Peter Schmeichel, and visits from Brazil legends Cafu and Ronaldinho. Blending football with business has always been part of the SBC story.
Now, we are taking it a step further.
This game means a lot to me. It brings together everything I’ve loved since I was a kid. Football, community, and creating something memorable with people who share that same passion. But more than anything, it’s about doing some good and giving back. With so much conflict and hardship in the world, it felt important to use everything we’ve built to support others. It’s a way to give back and hopefully, make a real difference.
Q: Tell us a bit more about the game. Which football legends are confirmed for Portugal?
RS: It still feels surreal seeing all these names on the same team sheet. The Portugal Legends include players like Luís Figo, Deco, Carvalho, Simão, Maniche, Fábio Coentrão, Vitor Baia, Nuno Gomes, Hélder Postiga, and many more who have given fans unforgettable moments over the years.
Portugal made perfect sense for this match. Over the last few decades, the country has produced some of the most ambitious, technical, and passionate players in the world. From the Euro 2016 win to this year’s comeback in the UEFA Nations League against Spain, and the star players in the PSG Champions League-winning side, they’ve built a footballing culture that consistently punches above its weight. Portuguese football is on fire, and it’s clear even just by looking at the number of top players in elite clubs.
We’ve been lucky enough to work closely with the FPF (Portuguese Football Federation) to bring some of these great players along, and it’s been amazing to feel the excitement building in Lisbon. Portugal will be co-hosting the World Cup in 2030, so this match also feels like a tribute to the road that brought them here and the legends who paved the way.
Many of the players taking part were part of that legendary Euro 2004 squad. They made it to the final, only to lose to Greece in one of the biggest upsets in football history.
By the way, Georgios Karagounis, who captained that victorious Greek side in 2004, will now be lining up for the World Legends team, facing off against many of the same Portuguese players he beat in that final. Quite poetic.
Q: What about the World Legends squad?
RS: As mentioned, Karagounis will be lining up for the World Legends team, and I have no doubt some of the Portuguese players will be itching for a little revenge after that Euro 2004 final. That kind of history adds so much depth to this game. It’s not just about who’s playing, it’s about the stories, the rivalries, the shared memories that come flooding back.
They’ll be managed by Peter Schmeichel, an absolute legend, with Diego Lugano serving as assistant manager. Lugano captained Uruguay to Copa América success in 2011 and, while a recent injury keeps him off the pitch, he’ll be bringing his defensive leadership.
In goal, we’ve got none other than Edwin van der Sar, the Dutch giant and Manchester United legend. Two more keepers are yet to be announced!
In defence, we have a line of some of the best defenders the game has ever seen. Let’s start with Cafu, who captained Brazil to World Cup glory in 2002 and was also part of their 1994 winning squad. Cafu is joined by Marco Materazzi, who won five Serie A league titles in a row, a Champions League, and, of course, the 2006 World Cup. Then we’ve got Argentina’s Javier Zanetti, France’s Christian Karembeu — all Champions League winners — and another United and Champions League winner, Patrice Evra. But the rock in defence will be none other than Barcelona one-club legend and Spain 2010 World Cup winner Carles Puyol.
In midfield, we have a historic European dream lineup. Karagounis will be joined by Slovakia’s Marek Hamšík (Mr. Mohawk himself), a Napoli icon and Slovak captain who led his country to their first-ever World Cup. There’s also Gaizka Mendieta, a good friend of mine, representing Spain. I’ve admired Mendieta as one of the best playmakers in the world, especially during those unforgettable Champions League finals with Valencia, which made him the most expensive player in the world when he was sold to Lazio.
From France, we have Youri Djorkaeff, a World Cup winner and now CEO of the FIFA Foundation. Romania will be represented by Gheorghe Hagi, a player who, for me, ranks among the greatest of all time. Representing Bulgaria, we have Krassimir Balakov, a national legend and former national team manager.
And then there’s Kaka. One of the greatest players of all time. He is one of the nine players in the world to win the World Cup, Champions League, and Ballon d’Or.
Up front, we have the legendary Henrik Larsson from Sweden, and rest assured, he will be bringing his finishing touch. He is joined by Argentina’s Javier Saviola, who many Benfica fans will remember fondly (and many Sporting fans, maybe not so fondly)! Representing England, we have Michael Owen, Ballon d’Or winner and England striker ace. And from Italy, we have none other than Del Piero, Juventus superstar and Italy’s 2006 World Cup winner.
We wanted the World Legends squad to reflect the global spirit of football. To show that this is more than just a one-country tribute, but a celebration of the sport’s greatest names from every corner of the globe. Players who’ve shaped football history, brought joy to millions, and now come together for a cause that’s bigger than the game itself.
Q: Why do you believe football, and in particular the Legends Charity Game, is uniquely positioned to rally people behind meaningful causes?
RS: Football has this incredible, almost magical power to bring people together, often in ways nothing else can. I’ve seen total strangers become best friends (or mortal enemies) over a last-minute goal. It’s one of the only things that can make grown adults paint their faces, cry on live TV, and believe that “this year is our year”… every single year. But behind all the passion and drama, football also has a serious superpower: it connects people. That’s what makes it such a powerful platform for rallying people behind meaningful causes.
When legends of the game take to the pitch, people pay attention. And when that spotlight can be used to raise awareness, funding, and momentum for causes that truly matter, it becomes an opportunity to do something that goes beyond the pitch. That’s the spirit behind the Legends Charity Game.
The World Legends and the Portugal Legends appeal to generations. Many of us have grown up idolising these players and watching them play the beautiful game for decades.
Younger generations still admire the legends when they watch streams or YouTube clips of the likes of Ronaldinho bringing his magic to the game like few other players have ever been able to achieve. They are also playing with the Legends in the EA Sports FC game titles (former EA Sports FIFA series), and now they get to watch them play live at the Legends Charity Game.
In a few words, the Legends Charity Game has a generational appeal. Father, son, and grandfather will want to watch the game together.
Q: What guided your decision to aim for over €1,000,000 and choose the charities you’re supporting?
RS: Setting a goal of €1,000,000 was about being honest with ourselves about what this match could achieve. If we’re going to bring together global football icons, fill a stadium in Lisbon, and broadcast this around the world, then we owe it to the cause to aim high. We wanted a goal that felt bold, that actually moves the needle, and that reflects the power of football when it’s used as a force for good.
As for the charities, it was important for us to connect both globally and locally to honour the people in Lisbon welcoming us, and to stand with those who need solidarity the most. This game is our way of doing that. This landmark event supports four incredible charities working on the frontlines of crisis.
- The Red Cross in Ukraine continues to provide emergency aid and medical care to civilians devastated by the war in Ukraine
- The Portuguese Red Cross brings relief to communities affected by natural disasters and economic hardship at home.
- International Alert is working tirelessly to build peace and protect vulnerable lives in conflict-affected regions around the world.
- Caritas Portugal ensures that families in Portugal facing poverty and displacement are given dignity, support, and shelter.
By supporting this game, fans and players alike are turning their love for football into a force for good. It’s a powerful reminder that the global football family can do more than entertain. It can heal, empower, and restore hope. Together, we can make this more than a game. We can make it a movement.
Q: Will the match be streamed or televised? How can fans actively take part in this initiative before, during, or after the match?
RS: Yes, the match will be both streamed and televised. We’re working closely with broadcasters to make sure the Legends Charity Game can be watched by fans around the world, whether you’re in Portugal or elsewhere. The production is being handled by SBC, and we’re treating it like a top-tier broadcast. Think Champions League-level coverage, with multiple camera angles, spider cams, and a full stadium setup. We want people watching from home to feel every moment, just like those in the stands.
As for getting involved, there are lots of ways to be part of this. You can buy a ticket and join us in Lisbon. If you can’t be there in person, you can still support the cause: tune into the livestream, donate online, share the event with your network, or enter the charity raffle that will take place during halftime.
Q: How did you convince sponsors that this wasn’t just a “CSR checkbox” but a meaningful movement?
RS: We’re incredibly grateful to the sponsors who believed in this from the very beginning.
Oftentimes, people view a sponsorship as just putting logos on a screen. This is when it’s hard to sell — if you can’t convince people that there’s something real and solid behind the idea. In this case, it was really easy. It was about standing behind something real.
We never approached sponsors with a slick CSR deck or a “feel-good” checkbox. That’s not what this is about. From day one, the Legends Charity Game has been something built with heart, purpose, and a real desire to use football for something greater.
We are building something with substance. A world-class lineup of true football legends. A clear, ambitious goal to raise €1,000,000. Four incredible charities. And most of all, a belief that football has the power to bring people together and inspire action.
What really made the difference with sponsors was the sincerity. They could see this wasn’t just a one-off. We’re not aiming for a press release headline and moving on. We’re building a tradition. That clarity, combined with the emotion behind the cause, is what resonated.
So, a huge and heartfelt thank you to our early confirmed sponsors like Soft2Bet, Sportingtech, YO Health, Spribe, Amusnet, Vegas Legends, Alea, Playtech, Smartsoft, Superbet and iGP. You didn’t just sponsor a match. You became part of the Legends Charity Game. Your support is helping us do something that goes beyond football, something that will genuinely make a difference in people’s lives. So yes, for our sponsors, it was a show of solidarity. A reminder of what good football can do when we put our hearts into it.
Q: As Lisbon prepares to host 60,000 fans, what role are local and global partners playing in helping you spread the word across borders?
RS: Local and global partners have played a huge role in making this more than just a one-night event in Lisbon. From day one, our goal was to create something that resonated well beyond the stadium walls, and that wouldn’t be possible without the incredible support we’ve had across the board. The Portuguese Football Federation, Benfica, and Sporting CP have been instrumental in giving this project a true home in Portugal. They’re part of the country’s identity, and having their backing has rooted the event in local pride and credibility from the very beginning.
But to spread this message globally, we’ve also leaned on the strength of our media and strategic partners such as A Bola, Ringier Sports Media Group, MARCA, La Gazzetta dello Sport, Better Collective, Sport1, SofaScore, Flashscore, Record, Stats Perform, and more. They’re helping us tell the story, one about legacy, community, and purpose. With their help, we’re reaching fans in Spain, Italy, Portugal, Greece, Poland, Romania, Sweden, Denmark, Slovakia, the Netherlands, Mexico and beyond.
We are working closely with MediaPro to create the live broadcast of the event, which we aim to share with millions of people around the world. Several broadcasting partners have been lined up across Europe, Brazil, and Latin America.
Our own experience as an events company helped us scale this quickly, but it’s the trust we’ve built over time, as SBC and through Sport Global, that opened doors and made people want to get involved. And of course, none of this would be possible without the unbelievable team behind the scenes who turned a big idea into something real in record time.
Q: The Legends Charity Game will take place on September 15, just a day before the SBC Summit 2025 kicks off. How do you envision the synergy between the charity game and SBC Summit?
RS: The timing of the Legends Charity Game on September 15 is obviously very convenient. It’s a way to open SBC Summit 2025 with purpose, emotion, and meaning. The Summit is our biggest show yet, expecting 30,000 attendees from across the global gaming and tech industries. But before all the panels, meetings, and networking kick off, we wanted to ground everyone in what we are really passionate about: a genuine love for sport and a belief in its power to bring people together.
The Legends Charity Game gives us a chance to pause and do something meaningful as a community. It’s about football, connection, and giving back. It brings together iconic players, fans, industry professionals, and local communities around a shared moment. And starting the week that way, not with a handshake, but with heart, changes the tone of everything that follows. Yes, we run major events for the iGaming world, but our mission is bigger than that. We’re here to grow not just the industry, but the impact it can have. That’s the synergy, and it’s what makes this week in Lisbon feel truly special.
And, by the way, on Tuesday, September 16, many of the players from both the Portugal and World Legends squads will appear live on the Super Stage at the MEO Arena. Hosted by Kirsty Gallacher, this will be a rare opportunity for attendees to hear directly from the legends, ask questions, and share a moment with some of football’s most iconic figures. It’s a continuation of the emotion from the night before, and for many, it will be the first time seeing these football greats. What an experience.
Q: Do you think this could become an annual tradition?
RS: Absolutely, it will. With Portugal set to co-host the World Cup in 2030, our goal is to make this an annual fixture, year after year, right here in Lisbon. Honestly, I couldn’t be more excited. It’s a passion project in every sense of the word.
The Legends Charity Game is more than just a match—it’s a celebration of football, unity, and giving back on a global stage. With Portugal’s football heroes facing off against world legends, and a goal to raise over €1 million, this event promises to leave a lasting legacy both on and off the pitch. To hear more of Rasmus Sojmark’s insights into the business of sport, charity, and the iGaming industry, check out his recent appearance on the HIPTHER Talks Podcast — listen to the audio here or watch the video here.
The post Legends Charity Game: Rasmus Sojmark on Football Icons, Lisbon, and Raising €1 Million for Charity appeared first on European Gaming Industry News.
In an era where digital threats are becoming increasingly sophisticated, the iGaming industry faces a relentless battle against fraud and cyberattacks. To combat this evolving landscape, European Gaming recently spoke with Chris Blake, Director at Firesand, about their new product, Firesand Shield. This cutting-edge security solution has been developed to tackle the complex tactics of modern fraudsters and hackers head-on.
In this interview, Chris Blake provides an in-depth look at how Firesand Shield was created specifically to combat the rise of account fraud, explaining how these attacks are becoming more automated and stealthy. He details the product’s multi-layered approach that goes beyond traditional bot detection, integrating seamlessly with operator platforms while delivering powerful real-time intelligence. Blake also discusses how Firesand Shield not only protects against fraud but also helps operators meet stringent regulatory requirements in highly regulated markets. Finally, he shares his vision for the future, outlining how Firesand is committed to staying one step ahead of a constantly changing threat environment.
Firesand Shield was developed to combat the rise of account fraud within the iGaming industry. How are these attacks evolving, and what level of disruption are they causing?
Account fraud is becoming more sophisticated. Attackers now use highly automated ‘low and slow’ techniques that avoid detection by mimicking normal user behaviour, which allows them to evade detection, as well as exploit platforms at scale.
In another change, rather than brute force attacks on platforms, we’re seeing credential stuffing attacks powered by breached data and botnets. This is where nefarious actors will use stolen databases of known usernames and passwords to try and gain access to accounts.
The outcome of this is that these attacks can cause significant impacts on operators. Compromised accounts lead to chargebacks, bonus abuse, regulatory issues, and player attrition.
Firesand Shield was built specifically to address these challenges at the level the industry demands. It goes beyond standard bot detection by recognising behavioural indicators that traditional tools miss, using a multi-layered approach that combines analytics, reputation intelligence, and real time risk profiling.
Our proactive, intelligence-led defence ensures that operators have a significant advantage in preventing fraud, maintaining platform integrity, and crucially, preserves a seamless player experience.
How does Firesand Shield integrate with operator platforms and back ends to deliver a seamless solution?
Integration can take part via two methods, that are both unobtrusive to the day-to-day activities of a platform. A classic API integration sees operators connect core user workflows, including login, registration, password reset, to Firesand via RESTful APIs. Firesand returns risk scores based on credential health, unusual behaviour, and IP location mismatches.
In addition, through both OAuth for enterprise SSO and simple username and password logins, we can facilitate access to a live dashboard provides visibility into login trends, potential attacks, and detailed metrics.
How can Firesand Shield help operators reduce regulatory risk, especially in highly regulated jurisdictions like the US, UK, or mature European markets?
Modern regulations demand active threat detection, prevention, and response, not just passive tools like firewalls or CAPTCHAs. There are demands now to prove you can detect, prevent, and respond to credential-based threats that potentially compromise platform integrity.
Firesand Shield supports this with real-time detection of threats, human-led attack identification, and unwanted actors.
As well as identifying potential threats, our built-in dashboards offer real-time reporting, instant access to logs and forensic data, and are created to ensure that all reports are audit-ready, with one-click data exports. This removes the operational burden of post-incident analysis, and allows operators to demonstrate control across their estate, satisfying regulators and clients alike.
It all aligns with best practices under various regulations, such as GDPR, gambling commission rules, and state-level cybersecurity legislation in the US. Firesand Shield is not just a fraud prevention tool, but a powerful compliance ally.
What kind of real-time fraud intelligence and threat response capabilities does Firesand Shield offer for operators managing large-scale player traffic during peak events?
Big sporting events, casino promotions, or game launches are prime targets for attackers. They use the surge in traffic as cover for credential stuffing, account takeovers, and bonus abuse. These aren’t just bot driven, but increasingly human-led or blended threats designed to bypass legacy defences.
Firesand Shield is built for high-volume, high-risk environments, delivering real time results under pressure, and automated mitigation at scale.
With traffic pattern monitoring that detects abnormal spikes in activity, or dynamic reputation scoring, where traffic from known malicious sources can be blocked, the product allows for real time decision making that assists operators. Firesand Shield goes beyond detection, allowing for immediate responses all controlled from our dashboard.
Even during peak events, Firesand Shield ensures system performance is unaffected while delivering the fraud protection and data required to protect players, satisfy regulators, and maintain operational integrity.
With an outlined roadmap of improvements to Firesand Shield, can security software keep pace with the ever-changing landscape of bot-driven fraud attacks?
Absolutely, and it must. The landscape of account fraud, particularly bot-driven attacks, is evolving faster than ever. Attackers continuously adapt, using more advanced automation, machine learning, and even human fraud farms to bypass traditional defences. Static, rules-based systems quickly become outdated. That is why Firesand Shield is built as a living platform with agility at its core.
Our development roadmap is shaped by continuous threat intelligence, client feedback, and industry trends. Upcoming enhancements include:
- Additional bot detection
- VPN detection
- Adaptive risk-scoring algorithms, tuned in real time to each operator’s unique traffic patterns
- Machine learning models that evolve as attacker tactics change
- Expanded breach intelligence feeds to flag compromised credentials faster
- Operator-led rule customisation, allowing real-time tuning without code or downtime
- User hygiene scoring, offering visibility into the health of player credentials across your platform
What makes Firesand Shield different is that it is not just reactive, but proactive and predictive. We’re not waiting for attackers to act. Instead, we are constantly learning from data across the iGaming ecosystem and pushing updates to stay ahead.
Built with regulatory frameworks in mind, we have strived to produce a solution that counters multiple pain points experienced across the industry that can have severe effects on operations if bad actors are successful with their intentions.
For operators and regulators alike, this means confidence that Firesand Shield is not just fit for today, but also ready for what’s next. Security software can and must keep pace, and our roadmap ensures that Firesand Shield leads that charge.
The post Exclusive Interview: Firesand Shield – Combatting Account Fraud in iGaming appeared first on European Gaming Industry News.
In the dynamic and rapidly evolving world of esports, a new chapter is being written at BETER with the appointment of Adam Conway as the General Manager of Esports. A veteran with over a decade of experience at SIS, where he was instrumental in shaping their esports and trading strategies, Conway brings a wealth of knowledge and a fresh perspective to his new role. In this exclusive interview, we delve beyond the surface-level discussions and get a frank, insightful look into the core issues driving the esports betting industry today.
Conway offers a deep dive into the burgeoning trend of fast-bet esports, examining its growth trajectory and its place within a regulatory framework that is still playing catch-up. He sheds light on the crucial interplay of computer vision, cutting-edge integrity technology, and live data, explaining how these elements are forging the next generation of betting models. The conversation also turns to BETER’s impressive scaling, revealing how the company manages to host over 500,000 monthly events while maintaining an exceptionally low integrity breach rate of under 0.01%.
Furthermore, Conway outlines the strategic importance of key markets such as the US, Latin America, and the APAC region in the future evolution of esports products. This Q&A is a refreshing departure from the usual industry fluff, offering a candid look at both the commercial drivers and the compliance challenges. Conway provides his unique perspective on what regulators often misunderstand about micro-markets, making this a must-read for anyone interested in the future of esports betting.
You spent more than a decade at SIS where you oversaw its trading desks and in-house tournaments. Why after such a long and successful period with the company, did you decide to jump ship to BETER? And what are you hoping to achieve with BETER?
Fast-betting content for esports and sports was pioneered by BETER, which soon became the in-demand provider of this type of content to operators worldwide. Being offered the chance to lead its esports division was an opportunity I knew I was best placed to take, so I couldn’t turn it down. Naturally, it was a tough decision to leave SIS, a company where I spent more than a decade working my way up through senior roles such as Head of Trading and Global Head of Esports and Competitive Gaming, but all good things must come to an end, and for me, the scale of the opportunity and the timing were just right.
In terms of what can be achieved, it’s about building on the incredibly strong foundation that is already in place. This has been done by being a trailblazer in the fast-betting esports content space and bringing next-generation products to market, such as its flagship ESportsBattle tournaments, which set the industry standard. It covers multiple disciplines, including eFootball, eHockey, eBasketball, and most recently, eTennis, with contests held in dedicated facilities located in three countries. Across these titles, BETER has more than 300 semi-professional athletes on its books, just to give you an idea of the scale of the operation. We deliver live streams, real-time data, and odds for more than 35,000 exclusive ESportsBattle events each month, and we are on track to scale that to 500,000 events annually. But this will only be possible because of the passion, commitment, and dedication of the BETER team, while maintaining leading uptime and margins from a trading perspective.
This sheer volume ensures operators can consistently provide a wide range of engaging content, tailored to the interests of their players. And despite the scale, only 0.01% of matches are flagged for investigation as suspicious, thanks to our dedicated Integrity team, which operates around the clock with a clear framework and robust oversight tools.
Additionally, BETER offers a powerful Esports Odds Feed, delivering market-leading odds with the highest uptime for more than 450 tournaments globally. This includes over 40,000 pre-match and live events annually across popular titles such as CS2, Dota 2, League of Legends, Valorant, and more. Our coverage spans tournaments from Tier 1 to Tier 3, accounting for up to 95% of all available contests. Odds are calculated using official data and refined by our in-house team of more than 130 expert traders.
As you can see, BETER is the most promising fast-betting content provider in the industry. Its scale is unmatched across esports and sports products, locations and venues, monthly event volume, athletes, and the calibre of its trading team. But most importantly, this is only the beginning. I see tremendous potential to further expand BETER’s portfolio and transform it into a true industry powerhouse, leveraging my 20+ years of experience to help drive that vision forward.
The scope and scale of your tournaments are unrivalled, with thousands of contests taking place each month with the goal of offering even more. But how are you elevating your offering beyond the quantity of contests run, and how do you ensure you continue to meet the highest standards of quality?
Being able to offer enough events to fill gaps in operators’ offerings is a powerful advantage, especially when it comes to selecting a reliable content provider. However, volume alone isn’t enough to keep bettors engaged 24/7, particularly when catering to Gen Z and Millennial audiences.
That’s why we constantly diversify our offerings by adding disciplines and experimenting with new formats. For example, our eFootball content includes three formats (2×4, 2×6, and Volta), while eBasketball is available in two formats (4×5 and 4×8).
We’ve also recently launched eTennis tournaments, making BETER the first provider to bring such content to the market. This allows operators to stand out with a truly unique product. We’re starting with around 400 monthly events, with plans to scale up to 2,200 by year-end, featuring various match formats across two concurrent 24/7 streams.
It`s just a small part of our broader product development roadmap. We’re actively exploring new opportunities and assessing the potential value we can deliver to partners across the Atlantic. Among the most promising additions to our tournament lineup are eBaseball and American eFootball—two disciplines that align well with the preferences of key target markets and can be seamlessly launched and integrated thanks to our technical capabilities and dedicated professional team.
We’re also focused on delivering a more engaging and comprehensive bettor experience by expanding the number and variety of available markets. Our trading team is currently working on integrating player props, corners, card markets and more into our fast-betting offering, designed to bring more thrills and boost bettor retention.
Our expansion spans all key markets: North America, Latin America, APAC, and Europe. However, global reach also requires continuous product validation and adjustments, particularly in terms of localisation and compliance with local regulatory policies. That’s why we prioritise stability, transparency and reliability—qualities that operators consistently demand. Because of this, ESportsBattle maintains one of the highest uptimes in the industry, exceeding 90%, while also delivering a sustainable operator margin of 7.5%.
In response to partner demand, we’ve also begun offering fully branded, dedicated eFootball tournaments. These give operators the ability to further differentiate themselves and engage bettors more effectively.
BETER team at the EGR B2B Awards 2025 — proud winners of the Esports Betting Supplier award
What integrity safeguards do you consider absolutely essential today, given your pioneering work with sub-second latency streams and on-camera referees? And where do you still see cracks that technology or policy must address?
There are very few cracks left, thanks to the outstanding work of our dedicated Integrity team, which is now over 20 strong and led by Andrii Nekrutov, our Chief Integrity Officer, who brings more than 20 years of experience in law enforcement and security. Integrity is the cornerstone of our operations, and we uphold the principles of fair play across all tournaments and matches.
We’ve developed a comprehensive, multi-pillar approach to integrity, which includes onboarding, education and prevention, regulations, monitoring, investigation and prosecution. We also collaborate closely with law enforcement agencies, sporting bodies and federations.
We maintain a holistic approach to corporate governance, supported by an integrity certification system, multilingual and multi-platform educational programs, our proprietary Integrity Incident Database and Operations Centre, dedicated whistleblowing platform and more. These measures have collectively earned us several accolades, including the Safer Gambling Award at this year’s European iGaming Awards.
To bring all these initiatives together, we developed Integrity+, our proprietary digital platform designed to prevent match-fixing, support athletes and uphold fair play. Powered by AI and accessible across all devices, Integrity+ seamlessly integrates education, reporting and real-time risk management into a single, comprehensive tool tailored to the needs of today’s sports professionals.
Additionally, we recently signed a Memorandum of Understanding with the International Betting Integrity Association (IBIA) and became a member of the Esports Integrity Commission (ESIC, also receiving its Gold Standard Accreditation. As part of that process, ESIC conducted a thorough review of our operations, including physical studio security, access control, surveillance and CCTV coverage, communication device restrictions, event oversight, personnel requirements and game settings. We successfully met all their criteria.
Trading is now very much a data game, but that hasn’t always been the case. Looking back, which single data signal had the greatest impact on pricing accuracy and what underrated metric will you deploy at BETER to keep your esports traders ahead of the competition?
Without a doubt, the automation of scouting through Computer Vision has been a game-changer, and it’s something I’ve made a top priority since joining BETER. This technology, which is set to go live soon, is fundamental because it delivers both speed and precision in trading processes, a combination that’s no longer optional in today’s market.
Looking ahead, the next frontier for us is machine learning. By embedding it into our trading models, we’ll be able to continuously refine and optimise our strategies, unlocking deeper insights, increasing responsiveness, and ultimately delivering greater value to our operator partners and their players. It’s not just about staying ahead—it’s about setting the pace.
Globally, it seems regulators are getting more comfortable with esports but remain cautious about micro-markets. What is it about fast-betting products that some regulators don’t like and how are you looking to educate them as to how the product can be offered responsibly?
As a provider of fast-betting products, it is our responsibility to work closely with regulators, not only to meet their rigorous standards but also to ensure we partner exclusively with official operators and aggregators who hold the necessary approvals in their respective jurisdictions.
For instance, in securing vendor registration in New Jersey, we worked hand in hand with the Division of Gaming Enforcement to obtain the required approvals to deliver our content to local operators and players. We have taken the same collaborative approach in other regulated markets such as Buenos Aires and Peru, where we also maintain the necessary licences and certifications.
In every case, our commitment to integrity has helped reassure regulators that our content is fair, secure, and compliant. We have also demonstrated how we support our operator partners in offering our content responsibly, with our Integrity and Trading teams working side-by-side with partners’ teams.
Of course, it’s essential for operators to offer the experiences players are seeking— increasingly fast-bet products for esports. By partnering with BETER, they can meet this demand while being fully confident in the fairness, integrity, and safety of the content they offer.
The post Driving the Future of Fast-Betting Esports: Inside BETER’s Global Expansion appeared first on European Gaming Industry News.
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