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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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$75 Million Prize Pool, Full Game Lineup and Schedule Announced for Esports World Cup 2026

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The Esports World Cup Foundation (EWCF) announced a total prize pool of $75 million alongside the full game lineup and schedule for the Esports World Cup 2026 (EWC), the world’s largest esports event, set to return to Riyadh, Saudi Arabia, from July 6 through August 23. More than 2000 players and 200 Clubs from over 100 countries will compete in 25 tournaments across 24 games over seven weeks to crown the next Esports World Cup Club Champion.

The record-breaking prize pool reflects the evolution of the EWC as a premier sporting event and the anchor multi-title competition within the global esports ecosystem. Delivered at scale for a third year through an established, cross-game format, the EWC brings together the world’s best players, Clubs, games and a global community of fans through a shared calendar that sets the rhythm of the global esports season.

“The life-changing prize pool exists to support the people at the heart of esports: the players and the Clubs that invest in them year after year. EWC is different because of the Club Championship. One title crowns a champion. EWC crowns the ultimate cross-game Club Champion,” said Ralf Reichert, CEO of the Esports World Cup Foundation.

In 2026, the EWC Club Championship, the EWC’s flagship cross-game competition, will award $30 million to the top 24 Clubs, an increase of $3 million year-on-year. The winning Club will receive $7 million, with increased prize allocations distributed across the remaining top finishing positions. Last year’s Club Championship title was decided in the final week of competition, with seven Clubs remaining in contention entering the closing stages.

Individual Game Championships will each carry their own prize pools, with combined allocations exceeding $39 million. The remainder of the prize pool will be distributed through a combination of Club and Player Awards, including MVP awards for each tournament and the Jafonso Award for players or Clubs that win a Game Championship after advancing from a Last Chance Qualifier, as well as through qualifying events hosted by partnered publishers and organizers ahead of the EWC 2026 main event in Riyadh.

Alongside the prize pool, EWCF will continue to operate ecosystem support programs, including the EWCF Club Partner Program and the Road to EWC qualification system. The 2026 Club Partner Program will again support a lineup of 40 top global esports organizations, while publisher-led circuits, tournaments, and grassroots events provide the foundation for the Road to EWC, giving more players and Clubs defined qualification pathways to compete in Riyadh.

Twenty-four competitive titles, including new additions Fortnite and Trackmania, will showcase the best Clubs, players and talent the esports world has to offer on stage at EWC 2026 in Riyadh this summer. The EWC 2026 lineup of games features: Apex Legends, Call of Duty: Black Ops 7, Call of Duty: Warzone, Chess, Counter-Strike 2, Crossfire, Dota 2, EA Sports FC 26, FATAL FURY: City of the Wolves, Fortnite, Free Fire, Honor of Kings, League of Legends, Mobile Legends: Bang Bang, Overwatch 2, PUBG: Battlegrounds, PUBG Mobile, Rocket League, Street Fighter 6, Teamfight Tactics, TEKKEN 8, Tom Clancy’s Rainbow Six Siege X, Trackmania, and VALORANT.

EWC 2026 competitions will be staged across seven weeks and multiple arenas, allowing several game championships to take place in parallel with a coordinated, multi-venue schedule designed to enhance fan experience and viewership across the lineup.

Tickets for EWC 2026 will be available at esportsworldcup.com, and through EWC 2026 international ticketing partners: Webook, Platinumlist, Damai, Maiseat, and Tixr. Early Bird tickets include Weekly Access Passes, Premium Tournament Passes, and Hospitality Packages for the Esports Embassy, the EWC’s premium on-site hospitality destination.

The announcement builds on the landmark success of the Esports World Cup 2025. In its second year, EWC reached 750 million viewers worldwide and generated 350 million hours watched, with peak concurrent viewership of 7.98 million during the League of Legends at EWC ‘25 tournament. Coverage was delivered across 28 platforms through 97 broadcast partners and more than 800 channels in 35 languages. Twenty-five tournaments spanning 24 games featured more than 2000 players representing approximately 200 Clubs from over 100 countries. In Riyadh, the EWC and its Festival welcomed more than 3 million visitors over the seven-week event.

The post $75 Million Prize Pool, Full Game Lineup and Schedule Announced for Esports World Cup 2026 appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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World Esports Summit Celebrates Its 10th Edition in Busan

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The World Esports Summit returns to Busan, South Korea, for its 10th edition, taking place on 10–11 February 2025.

Hosted at the Wyndham Grand Busan, the Summit will bring together 40+ speakers from the international esports ecosystem, including representatives from federations, publishers, global brands, sports organizations, technology companies, and public institutions.

Over the past decade, the World Esports Summit has provided a platform for dialogue and cooperation among stakeholders shaping the world of esports. The 2025 edition will continue this role, offering space for discussion on current developments, industry challenges, and future directions.

The Summit will feature contributions from a wide range of organizations, including Alibaba, FIBA, FIFAe, Tencent, Moonton, NetEase, FIA, Sportradar, EFG, Good Game, Telekom, among others.

Across two days, participants will take part in keynote sessions and panel discussions addressing topics such as esports governance, international collaboration, industry development, integrity, and the continued convergence of esports and traditional sports.

Further information on the program, speakers, and registration is available on the official World Esports Summit website.

The post World Esports Summit Celebrates Its 10th Edition in Busan appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Team Vitality Enters Age of Empires II Esports with Star-Studded Roster

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Team Vitality, one of the most influential names in modern esports, has officially announced its entry into the Age of Empires II competitive scene. This marks a major milestone: the merging of a contemporary esports powerhouse with one of the most iconic real-time strategy franchises in history.

Aiming for the Throne: Star-Studded Roster

Team Vitality isn’t just entering for exposure — they are targeting dominance. The team has assembled a roster featuring three of the most decorated players in Age of Empires II history:

  • Hamzah “Hera” El-Baher – The Golden Boy
    Known for his unmatched consistency and strategic mastery, Hera defines the modern AoE era. In 2023, he achieved a historic 14-tournament winning streak in S-Tier events. Fresh off his Red Bull Wololo: El Reinado 2024 victory, the current Player of the Year is set to continue his reign under the Vitality banner.
  • Kai “Liereyy” Kallinger – The Archer God
    Renowned for exceptional micro-management and aggressive play, Liereyy brings mechanical perfection and explosive strategies to the squad. A multi-time Red Bull Wololo Champion (II & IV), the Austrian star is widely regarded as one of the most spectacular talents in the game’s history.
  • Hernán “Hearttt” Pizarro – The Veteran Strategist
    With a professional career dating back to 2012 and 80+ tournament appearances, Hearttt is the rock of the team. Named Comeback Player of the Year 2023, the Peruvian strategist provides depth, resilience, and unparalleled tactical insight.

First Major Appearance: Red Bull Wololo 2026

Team Vitality’s AoE II roster will make its competitive debut at Red Bull Wololo 2026: Londinium, one of the most prestigious events on the global RTS calendar. Fans can expect high-level strategic gameplay and the start of Vitality’s quest for world championship titles in the genre.

“At Team Vitality, our expansion is always driven by a certain ambition: to compete for and win World Championships in the world’s most iconic games. Age of Empires and our new superstar lineup align perfectly with that vision… We are honored to be part of this history and can’t wait to welcome AoE fans into the Vitality Hive.” — Danny Engels, Corporate Director, Global Operations, Team Vitality

Why This Matters

Team Vitality’s entry into Age of Empires II is a significant moment for the RTS esports ecosystem:

  • It bridges legacy RTS titles and modern esports organizations.
  • Brings global visibility to Age of Empires II tournaments.
  • Sets the stage for strategic showdowns at major international events.

With Hera, Liereyy, and Hearttt, Team Vitality is positioned to challenge for the top spots in competitive AoE II and potentially reshape the RTS landscape for years to come.

The post Team Vitality Enters Age of Empires II Esports with Star-Studded Roster appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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