eSports
Esports World Cup and The Esports Awards Announce Three-year Partnership
The Esports Awards and the Esports World Cup Foundation (EWCF) have announced a three-year partnership that brings the world’s most prestigious esports awards ceremony and platform to the Esports World Cup, the world’s largest gaming festival set to take place this summer in Riyadh, Saudi Arabia.
The 2024 Esports Awards will be held on August 24 in Riyadh as a dynamic gala that honours the best in esports from every corner of the globe, celebrating clubs, athletes, content creators, games and more. The partnership ensures that the Esports Awards will deliver on a grander scale than ever before, with elevated experiences at the Lifetime Achievement mixer, Red Carpet Event, Esports Village and the awards ceremony itself. Fans can vote on awards finalists when they are revealed on June 27.
Since its inception in 2015, the Esports Awards has earned a reputation for recognising excellence in esports globally and supporting initiatives to grow the industry. Over the past decade, it has evolved from a London dinner event into the premier global awarding body and de-facto platform for esports recognition.
The global red carpet event has hosted unforgettable events in London, Dallas, and Las Vegas and now comes to Saudi Arabia for the first time. Last year’s star studded ceremony attracted over 22 million viewers and saw some of the biggest brands, athletes and publishers take home thirty awards across Entertainment, Industry, Creative, Pro, On-Air Talent and Collegiate categories. The event also secured a Guinness World Record for largest digital video game display when WWE superstars and gaming legends alike played Pac-Man on a 100,000 square foot screen.
As the industry advances, acknowledging the events shaping competitive gaming’s future is crucial. By hosting its annual event in a significant and growing esports hub like Saudi Arabia, the Esports Awards can further its mission alongside the Esports World Cup, one of the most exciting esports events of the year.
“Partnering with the Esports World Cup enables us to offer an even more exceptional experience to our nominees, guests and viewers. The Esports Awards have always been dedicated to celebrating incredible achievements in esports, so we naturally saw the opportunity to join forces with EWC in Riyadh as an excellent fit. The Middle East is home to one of the fastest growing and most passionate esports communities in the world and I’m delighted to be bringing the awards to the region for the first time. I cannot wait for this year’s ceremony, which I expect will be the most impressive and memorable one yet,” Michael Ashford, CEO of Esports Awards, said.
“Hosting the Esports Awards in Riyadh enriches the Esports World Cup, bringing the entire world together to commemorate esports excellence. Here, we can support the Esports Awards as a valuable bridge between Eastern and Western audiences. The Esports Awards is a fantastic gala that celebrates stakeholders from across the global esports ecosystem, recognizing not only competitive greatness but also greatness in production, broadcasting, leadership, creative design and more. I’m excited to attend the Esports Awards this year in Riyadh and honor the best in esports,” Ralf Reichert, CEO of Esports World Cup Foundation, said.
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eSports
ESIC and MOONTON Games Enter into Strategic Partnership
The Esports Integrity Commission (ESIC) and MOONTON Games, the publisher behind the popular mobile game Mobile Legends: Bang Bang, have entered into a strategic partnership to bolster integrity within the esports ecosystem. This collaboration marks a significant step towards ensuring fair play and ethical standards across mobile esports, a rapidly growing sector of the global gaming industry.
Through this Memorandum of Understanding (MoU), ESIC and MOONTON Games will work together on a range of initiatives aimed at safeguarding the integrity of esports. The partnership encompasses activities such as information sharing, educational campaigns, policy development, risk management and the identification of emerging threats in the esports environment. MOONTON Games will also join ESIC’s Publisher Committee, actively participating in shaping integrity policies and providing industry insight.
“MOONTON Games has long been the leader in the global mobile esports space, and we are excited to welcome them as a partner in our ongoing efforts to protect the integrity of esports. Through this partnership, we aim to promote a fair and secure competitive environment, ensuring that mobile esports can continue to thrive,” said Stephen Hanna, CEO of ESIC.
Lucas Mao, Managing Director of Global Esports at MOONTON Games, said: “Professionalism and integrity have always been cornerstones of Mobile Legends: Bang Bang competitive esports. By working together with ESIC, we are setting a new standard for fairness in esports and reaffirming our commitment to building a transparent and ethical gaming environment where excellence and integrity go hand in hand.”
Additionally, both ESIC and MOONTON Games will explore joint opportunities to develop policies that address the unique challenges of mobile esports. This includes identifying potential risks in the growing mobile esports ecosystem and working collaboratively to mitigate them through industry-leading practices.
This collaboration reflects the growing importance of mobile gaming in the esports world and reaffirms both organisations’ commitment to fostering transparency, fair competition and ethical behaviour.
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eSports
Altenar expands DATA.BET partnership with major esports upgrade
Leading sportsbook provider adds official data feeds and cutting-edge features to new esports lobby
Altenar, a leading sportsbook and iGaming software provider, has strengthened its long-term collaboration with premium esports betting specialist, DATA.BET, to significantly enhance its esports offering through the integration of official data feeds.
Altenar first partnered with DATA.BET earlier this year to integrate fully tailored odds and live score feeds on more than 30 esports disciplines. Central to its latest product upgrade is a new standalone esports lobby with intuitive navigation, a custom streaming player, and upcoming features including live scoreboards and a real-time map tracker.
As part of the extended agreement, Altenar will continue to set a new standard for sports betting with official logos and images across its esports feeds, providing its operator partners with an immersive and visually engaging experience. These enhancements are set to improve market uptime, increase event coverage, and expand the variety of betting markets available for Altenar’s operator partners.
The collaboration underscores Altenar’s commitment to fostering successful long-term partnerships that meet the needs of the market, positioning the company at the forefront of the rapidly evolving esports vertical.
Dinos Doxiadis, Sportsbook Product Development Manager at Altenar, commented: “As esports continues its rise in popularity, especially with major events like the 2025 Esports Olympics approaching, the integration of DATA.BET’s official-only data has elevated our offering to another level.
“This standalone lobby will empower our partners to tap into a growing esports market, attracting and retaining players like never before.”
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Asia
Gen.G Esports Announces Partnership with Descente
Global esports organisation Gen.G Esports (Gen.G) announced that it has partnered with global sports brand Descente to showcase a new uniform for the 2024 League of Legends World Championships (Worlds). As its first esports collaboration, Descente has partnered with Gen.G to support the team’s pursuit to win Worlds 2024 and designed the uniform that captures Gen.G’s confidence and desire to win to inspire athletes and fans alike.
“We’re excited to be able to announce this new partnership with Descente at Worlds 2024. With this launch, we wanted to pay homage to Descente’s history of high performance and innovation to deliver a product for our fans that reimagines our team’s look and celebrates the difficult journey to win Worlds,” said Arnold Hur, CEO of Gen.G Esports.
The Worlds 2024 uniform, a collaboration between Gen.G and Descente, consists of two pieces, a jersey and a jacket. The “Worlds White” uniform was created at the request of the team to express their belief in winning Worlds, accentuated by the golden lines of the iconic Gen.G logo throughout the body of the uniform. The brand name in the center of the jersey features a scratch by a tiger, which is Gen.G’s mascot, expressing the fight needed to achieve victory.
“With our good performance in LCK and MSI, we were able to quickly qualify for Worlds. We will ride on this momentum and perform brilliantly in our new uniforms. We will repay our fans for their support with great news at this Worlds,” said Gen.G Chovy Jung Ji-hun.
The Worlds 2024 uniform, a collaboration between Gen.G and Descente, will be unveiled on the 25th of this month through Gen.G’s official social media channels. Pre-sales for Gen.G Crew members will also begin on that date. Starting September 30, the uniform will be available for purchase on the official Gen.G online store. Additionally, Gen.G will offer exclusive membership content and host viewing parties throughout the Worlds event.
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