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got2b and SPORTFIVE embark on the next level with esports

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The trend styling brand becomes the official partner of the EU Masters and opts for digital interaction with the gaming and esports community

After the successful entry into the gaming cosmos last year, got2b is now expanding its activities and enters professional esports for the first time: The trend styling brand will become the official partner of the EU Masters, the biggest League of Legends competition on the European Continent, next to the LEC.

The global sports business agency, SPORTFIVE, which recently expanded its consulting know-how through the acquisition of the esports agency build a rocket (BLRK), has again developed a campaign for the Henkel brand, got2b. Within the scope of this cooperation, SPORTFIVE and BLRK are responsible for the mediation, consulting, conception, activation and implementation of the partnership, as well as the related interactive Twitch campaign.

After a market analysis and consultation, SPORTFIVE already developed a gaming campaign in 2020 for the Henkel hairstyling brand, got2b: #got2ChangeTheGame. During the course of the analysis, it was determined that a high affinity exists between the got2b target group and the subject of gaming. The main aim of the partnership with the EU Masters is therefore still to approach and interact with the gaming community. In doing so, got2b is leaving its comfort zone in the beauty and lifestyle area and is addressing another relevant target group. The partnership and the campaign are focussing on the DACH region and further expanding #got2ChangeTheGame as a campaign.

As integral part of the campaign, got2b is collaborating with five relevant and individual gaming influencers and thereby creating digital live moments on the Twitch streaming platform, which are intended to motivate the community of influencers to have interactions. The focus is on a creative mixture of live streams, hairstyling and quiz elements that significantly integrate got2b into the gaming world. Furthermore, authentic product placements are planned, which cater to the gaming target group and give the community the opportunity to try out new styles that underscore their personality.

In line with the campaign, SPORTFIVE/BLRK have also created a dedicated landing page: www.got2bgaming.de celebrates its launch today and creates further attractive touchpoints for got2b fans from the gaming scene via a major raffle. Awareness, Purchase, Consideration: The goal of the cooperation between got2b and the EU Masters is to achieve interaction and engagement among fans and followers and to sustainably address an important new target group.

Rik Strubel, CMO Henkel Beauty Care, explains: “got2b is a rebel for bold, load communication and innovative products in our Henkel Beauty Care portfolio. Last year, in collaboration with SPORTFIVE, we were able to position got2b very successfully in the gaming community. In order to further expand our involvement in the area of esports, we are now going a step further: As a partner of the European Masters and in collaboration with streamers and gamers, we will succeed in inspiring the community with interactive and entertaining content. In doing so, we will showcase that everyone should style and express themselves just as they want and we clearly embrace diversity and self-expression.”

Karsten Bentlage, Managing Director with SPORTFIVE Germany Consulting, adds: “This intensified partnership not only impressively demonstrates the added value that the gaming and esports world offers Henkel and got2b as a communication platform, but also the power and know-how that build a rocket and SPORTFIVE collectively bring to the table. This cooperation will be authentically and creatively filled with life and new approaches in the digital world!”

Alexander Albrecht, Managing Director of build a rocket, says: “It makes us proud to take this partnership to the next level! After a successful start, Henkel is now taking the next step with got2b and becomes a strong esports partner. We are delighted to once again be able to create, implement and accompany the entire campaign in all its facets with our expertise and in close cooperation with SPORTFIVE.”

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MEGA hires Leapfox founder Patrick Collins as VP of Growth

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The ex-Wasserman and former Excel Esports partnerships lead joins the London-based group behind the Esports Awards and MOBIES.

The Mobile, Esports and Gaming Alliance (MEGA) has appointed Patrick Collins as Vice President of Growth, the company said on April 15, 2026. Collins will lead growth strategy, including commercial partnerships and new business development, from London.

Collins joins from boutique agency Leapfox, which he founded in early 2022. Prior to that, he led commercial partnerships at UK esports organisation Excel Esports, securing deals with brands including BT, Sony, JD Sports, Neosurf and Chupa Chups, alongside partners such as HyperX, Anda Seat, Belong Gaming Arenas and Chillblast PCs.

Earlier in his career, Collins worked at sports marketing agency Wasserman, where MEGA said he helped secure EE’s six-year partnership with Wembley Stadium and advised brands including American Express, Vodafone and PepsiCo. The company also cited experience working with Premier League football clubs and brands including Barclays, Santander, Under Armour and Puma.

“I’m pleased to officially join MEGA at such an important time for esports and gaming,” said Patrick Collins, VP of Growth at MEGA. “Having worked across traditional sport, esports, and commercial partnerships, and founding Leapfox to bridge these worlds and guide my clients, I’m looking forward to applying my experience to support MEGA and our properties as we continue to grow.”

“We’re delighted to welcome Patrick to MEGA as our new Vice President of Growth,” said Michael Ashford, Co-Founder of MEGA. “His extensive experience, including founding Leapfox, uniquely positions him to shape the future of our company. With Patrick on board, MEGA is determined to accelerate our growth, embark on transformative partnerships, and deliver world-class experiences that will define the next era of esports entertainment.”

Relevant data as follows:

The post MEGA hires Leapfox founder Patrick Collins as VP of Growth appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Akshat Rathee

Manish Agarwal Joins NODWIN Gaming Board as Non-Executive Director

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NODWIN Gaming, a leading esports and youth entertainment company, announced the appointment of Manish Agarwal to its Board as a Non-Executive Director. An executive who played a key role in scaling and taking public India’s only listed gaming company, Manish brings deep experience in public market readiness, governance and institutional growth as NODWIN accelerates preparations for a potential public listing. Notably, he has been associated with NODWIN since its early days leading Nazara Technology’s investment into the company, bringing a long-term perspective on the company’s evolution, strategy and category leadership.

Manish is a successful entrepreneur and ecosystem builder, currently Co-founder of KGeN (Kratos Gamer Network) – a verified human distribution network organizing micro-communities across the Global South to power engagement, commerce. KGeN is backed by leading global investors including Accel and Prosus, with its most recent private round valuing the company at approximately $500 million.

He is also the Founder of Humyn Labs, which works with frontier technology companies to transform signals from real-world communities into structured human intelligence systems for AI.

As a Non-Executive Director, Manish will work closely with the Board and leadership team to strengthen governance, strategic oversigh, and long-term value creation as the company scales across markets and builds institutional depth aligned with public market expectations.

Manish Agarwal, Co-Founder of KGeN & Humyn Labs, said: “Having seen NODWIN’s journey from its early stages to becoming a leading force in youth culture and gaming, it’s been exciting to watch its evolution. As the company now prepares for its next phase, including its path towards public markets, I look forward to contributing to building a globally relevant and institutionally strong platform.”

Akshat Rathee, Managing Director and Co-Founder of NODWIN Gaming, said: “Manish has been a long-time partner in NODWIN’s journey, from leading Nazara Technologies’ investment into the company to now joining our Board at a crucial inflection point. He is the leader who took Nazara public and created immense shareholder value, and brings that same mindset as we prepare for our own public market journey. Manish brings a rare combination of entrepreneurial vision and public market experience that is incredibly valuable at this stage of our journey. We are confident his strategic guidance will play an important role as we advance our pre-IPO round and continue creating long-term value for our stakeholders. We are delighted to welcome him to the Board at this important stage.”

NODWIN Gaming has been steadily expanding its footprint across gaming, creator ecosystems and youth culture, building a diversified platform spanning content, commerce and experiences. The company continues to invest in strengthening its institutional capabilities, governance frameworks and global presence as it prepares for its next chapter.

This appointment is part of a broader set of strategic moves by NODWIN Gaming as it prepares for its next phase of growth. Earlier this month, the company brought back Sidharth Kedia to lead strategy, capital planning and M&A, reinforcing its focus on disciplined growth and shareholder value creation.

Alongside bringing Arnd Benninghoff onto the Board and kicking off a $100 million pre-IPO fundraise, these moves reflect a deliberate effort to strengthen leadership, governance and strategic depth as NODWIN moves closer to the public markets. After posting a strong INR 524 Cr in FY25, the result of a consistent 50%+ CAGR since 2018, the company has already eclipsed that milestone. In the first three quarters of FY26 alone, revenue reached INR 530.3 Cr while maintaining EBITDA-positive operations, signaling a record-breaking year ahead.

The post Manish Agarwal Joins NODWIN Gaming Board as Non-Executive Director appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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NODWIN Gaming partners Runestone on integrity and real-time data for esports events

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Deal launches with NODWIN Clutch Series as the companies target better oversight and more interactive broadcasts across Tier 2 CS2 and beyond.

NODWIN Gaming has signed a strategic partnership with Prague-based esports technology company Runestone to add integrity monitoring and real-time data tools across NODWIN’s global tournament portfolio. The companies said the collaboration has launched with the NODWIN Clutch Series.

NODWIN and Runestone positioned the deal around tournament oversight and broadcast engagement, as organizers increasingly use data-driven tooling to support fair competition and build more interactive viewing experiences.

The partnership begins on a Tier 2 Counter-Strike 2 property. The latest edition ended with BIG winning NODWIN Clutch Series 5, beating ECSTATIC 2–1 in the grand final of the $50,000 online tournament.

Speaking on the partnership Teemu Koski, Chief Business Officer at NODWIN Gaming MENA and Global Head of Data Monetization, said, “We’re excited to partner with Runestone as we continue expanding our competitive gaming portfolio across high-growth regions and titles. Integrity and transparency are fundamental to sustainable esports ecosystems, especially in Tier 2 competition where the next generation of talent emerges. Runestone’s expertise in real-time data and integrity infrastructure complements our experience in building scalable esports IPs and competitive ecosystems. Together, we’re able to strengthen tournament operations while unlocking richer engagement experiences for fans. Starting with the NODWIN Clutch Series for CS2, we see strong potential to expand this collaboration across new IPs, new regions, and new competitive formats.”

Michael Schwartz, Head of Partnerships at Runestone, added, “NODWIN Gaming has built one of the most dynamic esports ecosystems across emerging markets, and we’re thrilled to collaborate with a partner that shares our focus on building sustainable competitive ecosystems. By combining NODWIN’s experience in operating global esports IPs with Runestone’s integrity and engagement infrastructure, we can support tournaments with greater transparency, deeper fan interaction, and scalable operational tools. Supporting the NODWIN Clutch Series is an exciting starting point, and we’re looking forward to expanding into new titles, formats, and regions together.”

The post NODWIN Gaming partners Runestone on integrity and real-time data for esports events appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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