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Halls and Virtus.pro announce partnership

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VMLY&R (part of WPP), Carat and The Story Lab (part of dentsu Russia) agencies continue to develop the esports direction for Halls (Mondelez International). The cooperation with ESforce, the largest esports organization in Russia, opens a new page for the brand cooperation.

Halls will be integrated into Virtus.pro media resources (part of ESforce).

The creative idea of the esports campaign was developed by the VML&R agency. The integration ideas were developed by The Story Lab together with ESforce. The media support is provided by Carat agency. As part of the cooperation, a promotional video has been prepared with the first Dota 2 roster. The video will be published on the club’s official YouTube channel. Within six months, Virtus.pro accounts will host posts with integrations of Halls brand, banners, articles on the site, etc.

Anna Semchuk, Senior Brand Development Manager: “For more than 120 years, the Halls brand’s mission has been to help the world breathe better. A charge of menthol in each pack is a crisp breath of air, an opportunity to focus on the moments that matter. Halls gives you a boost of concentration so you can get the most out of the game. The creative idea is ”Nothing will distract you from winning if you are charged with concentration with Halls” – perfectly reflects the new brand positioning”.

Alexander Mishutin, Director of Customer Relations at Carat: “The project’s goal was to strengthen the brand’s positioning among the young audience, where esports is an important communication channel. Such cooperation is interesting and promising for Halls in terms of engagement, increasing loyalty and the chance of attracting a new audience. The key message of the campaign, “Increase your concentration and win prizes for the best game together with Halls and Virtus.pro!”, will be supported on YouTube, VK and other resources with videos engaging Virtus.pro players”.

Sergey Glamazda, Virtus.pro General Manager: “ESforce Holding has been cooperating with the Mondelez brands for a long time. Joint projects have repeatedly shown their effectiveness and this time Halls brand becomes a Virtus.pro partner. I am pleased to welcome Halls and I am confident that our collaboration will resonate with the esports audience.”

Evgeny Podergin, Senior Copywriter VMLY&R: “The simple truth is: as you get down to the game, so you will make it. For esports players, mood and concentration before a match are as important as for traditional sportsmen. When hundreds of important things are happening on the screen in front of you every minute, you have no option to lose focus. This is the essence of our campaign and the main thing of Halls RTB. Thanks to menthol, our drops can really help you focus at the right moment, take a deep breath, exhale and throw yourself into the game without any distraction, which can prevent you from victory.”

In 2020, Halls brand has already sponsored an esports championship. Within the framework of the project, Carat agency appreciated the effectiveness of esports integrations. According to the study, Halls brand video was remembered by more than 50% of the audience, while the benchmark for FMCG brands here is only 32%. In addition to the record values, the experts of Carat revealed a loyal attitude of the esports audience to advertising integrations.

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Team Vitality Signs 16-Year-Old Tekken 8 Prodigy Neia to Fighting Games Roster

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Leading French esports organization Team Vitality has announced the signing of Neia, one of the most promising young talents in Tekken 8, as part of its Fighting Games division.

Following a breakthrough 2025 season and a standout showing at EVO Nice, the 16-year-old phenom has committed to representing Team Vitality for the next two competitive seasons.

Neia now joins an elite lineup within Team Vitality, training alongside renowned Tekken players Jeondding and KingReyJr, as well as the H-DOPE and K-TOPE duo CientifiKOF in Fatal Fury. The signing underlines Team Vitality’s continued ambition to nurture emerging talent while strengthening its presence across the fighting game ecosystem.

A breakout year for a rising Tekken star

Despite her young age, Neia has rapidly established herself as one of France’s most exciting Tekken prospects. Known for her mastery of Lili, she stands out for her aggressive playstyle, creative decision-making, and strong technical execution.

Her rise began on June 8, 2025, during a Kayane Session hosted at V.Hive, Team Vitality’s Paris headquarters. Spotted by French champion and content creator Kayane, Neia impressed immediately by defeating several high-level players, including a professional competitor — a performance that sparked widespread attention within the community.

Strong results on the international stage

Neia’s momentum continued throughout 2025:

  • 13th place at Ultimate Fighting Arena (UFA) Paris in September
  • 17th place at EVO Nice in October while representing French club BMS, eliminating top international players such as Tibetano
  • 4th place at Galaxian Explosion in December, defeating Jodd in the top eight — her best result to date

These performances confirmed her status as a breakout Tekken 8 talent with significant international potential.

The next chapter in yellow and black

For the 2026 season, Neia has chosen to continue her competitive journey with Team Vitality, benefitting from world-class coaching, infrastructure, and performance support. Her next major milestones include Tekken World Tour Sweden (January 2026) and EVO Japan (May 2026).

Team Vitality’s commitment to talent development

As a major force in European esports, Team Vitality places player development at the heart of its strategy. By joining the organization, Neia will train in a high-performance environment alongside seasoned professionals, accelerating her growth on the international fighting game circuit.

Fabien “Neo” Devide, President and Co-Founder of Team Vitality, commented: “We are delighted to welcome Neia to Team Vitality. Her potential, seriousness, and determination fully reflect the club’s mindset. Alongside her mentor Kayane, we are proud to support her in this new phase and confident she will find the ideal conditions to thrive with our fighting game players.”

With Neia’s arrival, Team Vitality strengthens its Fighting Games roster while reinforcing its role in shaping the next generation of esports champions.

The post Team Vitality Signs 16-Year-Old Tekken 8 Prodigy Neia to Fighting Games Roster appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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BETER dominates ICE Barcelona 2026 with prestigious double esports award win

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BETER, a Europe-based provider of live streams, live data, and odds for esports and sports, is celebrating a double award win at ICE Barcelona 2026.

The provider took home the trophy for Best Esports Innovation at the European iGaming Awards 2026 and Esports Innovator of the Year at the International Gaming Awards 2026.

​The win marks the second consecutive year that BETER has topped the Esports Innovator category at the International Gaming Awards, driven by its commitment to evolving the iGaming industry with new formats of in-demand, fast-paced content.

BETER’s esports offering sets the standard for others to follow, consisting of its exclusive ESportsBattle tournaments. These tournaments deliver non-stop betting action across popular titles, including eFootball, eBasketball, eHockey, and eTennis, with more than 500,000 events scheduled annually.

Underlining the provider’s commitment to transparency, ESportsBattle recently received the ESIC Gold Standard Accreditation, further establishing BETER as one of the most trusted names in high-frequency content.

Operators can also take advantage of BETER’s Esports Odds Feed, delivering market-leading odds with the highest uptime across more than 450 tournaments globally, covering 40,000+ pre-match and live events annually, all powered by a team of in-house expert traders.

The awards follow a hugely successful period for BETER’s esports division, including the launch of eTennis, the first of its kind in the market, as well as the addition of the European Conference tournament to its eBasketball series.

BETER has also strengthened its position in the US market, where ESportsBattle is already live in New Jersey and Colorado with tier-one operator bet365. Internationally, the product was integrated by leading operators and aggregators, including Entain CCE and Meridianbet in 2025.

Securing two major award wins at ICE Barcelona is a testament to the quality of BETER’s market-leading fast-betting product suite, as well as the dedication and professionalism of its team.

Vladyslav Vitrenko, Public Relations Lead at BETERsaid: “Winning two major esports awards at ICE is a significant milestone for BETER and marks an incredibly strong start to the year.

“We have worked hard developing the best fast-betting products in the market, and this award is a testament to the effort put in by the team – effort that we continue to make to ensure more players than ever before can access our products.

“We are constantly developing new products while maintaining a strong public presence, openly showcasing our operations, integrity measures, and product updates to remain transparent and trustworthy for our operator partners and their players.

​“The demand for fast-betting content will only continue to rise, and these awards further position BETER as the go-to provider on the market.” 

The post BETER dominates ICE Barcelona 2026 with prestigious double esports award win appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Esports World Cup 2026 Tickets on Sale Now

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First wave of tickets includes Early Bird passes, premium experiences and special travel offers ahead of seven-week competition for a record-breaking $75 million prize pool

The Esports World Cup Foundation (EWCF) officially opened tickets sales 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. The first wave of ticket options for fans is now live at esportsworldcup.com and through international ticketing partners Tixr (US and EU), Webook (Middle East and Saudi Arabia), Platinumlist (Middle East and India), and Damai (China), alongside special travel packages from Saudia Holidays available to first purchasers.

EWC 2026 will feature a record-breaking $75 million prize pool that reflects the evolution of the EWC as a premier sporting event and the anchor multi-title competition within the global esports ecosystem. Over 2,000 players representing more than 200 Clubs and over 100 countries will compete in Riyadh in the industry-leading cross-game Club Championship that is now a focal point of the esports calendar.

Limited-edition goodie bags for Weekly All-Access and Premium Tournament purchases contain a collector coin, trading card, aluminium water bottle, tote bag, T-shirt, fridge magnet, merch voucher, and a collectible pin.

Saudia Holidays, the travel division of Saudia Airlines, the Kingdom’s national carrier, now also offers an all-in-one Early Bird package to experience the Esports World Cup in Riyadh, including return flights, hand-picked hotels near the action, and a free All-Access Pass for the full duration of the stay, with one simple booking and no hidden fees.

Regular Tournament Passes and Daily Passes will be released in the next wave of sales.

The EWCF has officially confirmed the weekly schedule for EWC 2026, locking in seven weeks of world-class competition. Below is the schedule for each EWC tournament, sorted by week.

The post Esports World Cup 2026 Tickets on Sale Now appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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