Connect with us

eSports

Halls and Virtus.pro announce partnership

Published

on

Reading Time: 2 minutes

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.

Powered by WPeMatico

Continue Reading
Advertisement

eSports

Esports World Cup 2026 Opens Registration for Last Chance Qualifiers

Published

on

esports-world-cup-2026-opens-registration-for-last-chance-qualifiers

 

The Esports Foundation (EF) announced the official lineup and details for the Last Chance Qualifier (LCQ) tournaments that will award the final spots in eight different competitions at this year’s Esports World Cup, set to be hosted in Paris, France, from July 6 through August 23.

The programme forms the final stage of qualification for EWC 2026, concluding a global Road to EWC that spans more than 230 tournaments and qualification events worldwide and is expected to engage more than 350,000 competitors across publisher ecosystems, regional leagues and official circuits.

The Last Chance Qualifier series consists of eight open tournaments across Counter-Strike 2, EA FC, Rocket League, TEKKEN 8, Chess, Call of Duty: Black Ops 7, FATAL FURY: City of the Wolves and Street Fighter 6.

Held in Paris between July 5 and August 10, the events will award the final qualification spots for 37 solo competitors and six Clubs at the Esports World Cup 2026, including four Clubs in Counter-Strike 2 and one Club each in Rocket League and Call of Duty: Black Ops 7. EA FC qualifiers will advance to the Play-Ins stage, while all other LCQ winners will qualify directly for the main event.

LCQ Schedule and Qualification Slots

• Street Fighter 6 (July 5): 4 players qualify

• Chess (July 9-11): 14 players qualify

• EA FC (July 24-26): 6 players qualify for Play-Ins

• TEKKEN 8 (July 31-August 2): 4 players qualify

• Rocket League (July 31-August 2): 1 Club qualifies

• FATAL FURY: City of the Wolves (August 4-6): 4 players qualify

• Counter-Strike 2 (August 7-9): 4 Clubs qualify

• Call of Duty: Black Ops 7 (August 8-10): 1 Club qualifies

Some of the most remarkable moments in EWC’s history have come as a result of the LCQ. In 2024, EA FC pro João “JafonsogV” Vasconcellos battled through the LCQ before going on to claim the championship, etching his name into esports history. His performance inspired the creation of the Jafonso Award, which is awarded to teams or players that win an EWC championship after qualifying through the LCQ.

In 2025, Team Falcons’ Overwatch roster pulled off that feat to not only claim the first Jafonso Award and the OWCS Midseason Championship, but win what would turn out to be a crucial tournament victory that cemented Falcons’ second straight Club Championship. In the same year, Chess Grandmasters Nihal Sarin and Levon Aronian both reached the playoffs after qualifying for the first EWC Chess main event through the LCQ.

The Esports World Cup 2026 will be hosted at Paris Expo Port de Versailles, in Paris, France, from July 6 through August 23, bringing together more than 2000 players and 200 Clubs from over 100 countries across 25 tournaments and 24 games for a record-breaking $75 million+ prize pool.

The post Esports World Cup 2026 Opens Registration for Last Chance Qualifiers appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Continue Reading

Animesh Agarwal

S8UL’s Apex Legends Team Qualifies for EWC 2026

Published

on

s8ul’s-apex-legends-team-qualifies-for-ewc-2026

 

S8UL Esports has officially qualified for the Apex Legends tournament at the Esports World Cup (EWC) 2026 following a standout performance in the Apex Legends Global Series (ALGS) 2026: Split 1 Pro League – APAC South. The qualification makes Apex Legends the fourth title in which the organization has officially secured a spot at the world’s biggest esports event.

The ALGS 2026 Split 1 Pro League – APAC South brought together 30 of the region’s top teams and was divided into two phases: the Triple Round Robin and the Regional Final. During the Triple Round Robin stage, the teams were split into three groups of 10 and competed across six match series spanning 36 games. The top 20 teams advanced to the Regional Final, with Pro League Points awarded based on performances throughout both stages. These points determined the final regular season standings, with the top eight teams securing qualification for the ALGS 2026 Split 1 Playoffs at the EWC 2026.

Competing in Group A, S8UL’s all-Australian roster of Rick Wirth (Sharky), Benjamin Spaseski (Jesko), and Tom Canty (Legacy), under the guidance of head coach Harrison Rogers (Rogers), delivered a consistent performance throughout the season. The team accumulated 106 Pro League Points during the Triple Round Robin stage to finish second in the standings and advance to the Regional Final. Building on that momentum, S8UL continued its strong run in the Regional Final, earning 21 additional Pro League Points to secure second place in the overall regular season standings with a total of 127 Pro League Points. The result secured qualification for the global event, while also earning the team USD 15,000 (approximately INR 14.2 lakh) in prize money and 1350 Championship Points towards the ALGS 2025-26 rankings.

“APAC South is one of the most competitive Apex Legends regions in the world, so qualifying for the Esports World Cup is never something you can take for granted. The team showed tremendous consistency throughout the split, which was a key part of our game plan from day one. We are excited to represent S8UL at the EWC once again and build on the momentum we have generated this year. Our focus now shifts to refining our approach, continuing to improve as a team, and preparing for the level of competition we’ll face on the international stage,” said Harrison Rogers, coach of S8UL’s Apex Legends team.

This marks the second consecutive year that S8UL will compete in Apex Legends at the EWC. After reaching the Grand Finals of the ALGS 2025 Midseason Playoffs at EWC 2025, the organization has continued to establish itself among the world’s elite teams. Earlier this year, S8UL secured a historic top-five finish at the ALGS 2026 Championship, the best-ever result achieved by an Indian esports organization in the title on the global stage. Building on that momentum, S8UL will return to EWC 2026, where 40 of the world’s top teams will compete in the ALGS 2026 Split 1 Playoffs for a prize pool of USD 2 million (~ INR 19 crore) from July 7 to July 11.

“Success in esports is rarely defined by a single tournament. It is built through sustained investment and support in players, coaching staff, and a culture that encourages excellence over the long term. Our Apex Legends team has consistently proven itself against some of the strongest competition in the APAC region, and qualifying for the Esports World Cup once again is a testament to its preparation, discipline, and hard work. As we continue expanding our global footprint, achievements like these reinforce our commitment to competing at the highest level and carrying the S8UL banner onto the biggest stages in esports,” said Animesh Agarwal, Co-founder and CEO of S8UL.

Having been selected for the Esports Foundation’s Club Partner Program for the second consecutive year, S8UL earlier unveiled its most ambitious international esports campaign to date, pursuing qualification across 13 titles at the EWC 2026. While continuing to field elite international talent, the organization has also placed a strong emphasis on Indian representation across its competitive ecosystem.

That strategy has already begun delivering results. S8UL’s Honor of Kings roster, comprising Indian players, has secured qualification for EWC 2026, while Indian chess grandmasters Nihal Sarin and Aravindh Chithambaram have become the only players from the country to officially qualify for the chess competition so far. The organisation has also secured qualification in Fortnite through its international roster and now adds Apex Legends to its growing list of confirmed titles at the event.

Scheduled to take place in Paris, France, from July 6 to August 23, EWC 2026 will bring together more than 2000 players representing 200 clubs from over 100 countries competing for a record-breaking prize pool of USD 75 million.

The post S8UL’s Apex Legends Team Qualifies for EWC 2026 appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Continue Reading

eSports

G2 launches Performance Lab research unit backed by Red Bull

Published

on

g2-launches-performance-lab-research-unit-backed-by-red-bull

Berlin-based initiative will embed researchers with teams and publish findings with partners including German Sport University Cologne.

G2 on 5 June 2026 announced the G2 Performance Lab, an applied research and innovation platform focused on performance development for its competitive rosters. The initiative is based in Berlin and has a dedicated site at.

The lab is launching with support from Red Bull and is designed to combine scientific research with day-to-day performance work across G2 teams. G2 said it intends to share outputs beyond the organisation through scientific publications and academic work with institutions including the German Sport University Cologne.

Launched earlier this year, the Performance Lab is led by PhD candidate and G2 Performance Coach Ismael Pedraza-Ramirez. Its first project, “A Space for Leaders”, focuses on leadership development across G2 staff and sits under one of four stated pillars: coaching and coach development. The other pillars are training design & delivery, player development, and performance health & support systems, with projects planned for 2026 involving academic contributors including German Sport University Cologne and Vrije Universiteit Brussel.

“As a long-standing partner of G2, Red Bull has played a central role in supporting the vision behind the G2 Performance Lab,” said Alban Dechelotte, G2 CEO. “Red Bull’s track record of investing in athlete performance and high-performance environments speaks for itself. Across traditional sports and esports alike, they share our ambition to build something truly impactful. When you have partners around the table who have that same mindset, it pushes ideas further, raises the standard, and helps challenge what’s possible.”

”The work we’re doing at the G2 Performance Lab is truly innovative for esports and sports, and is going to revolutionise how we approach performance improvement at G2 and beyond,” said Ismael Pedraza, Performance Lab Director and Performance Coach at G2. ”Elite esports competitors are incredible at what they do, yet they have the potential to go even further. Little is still known about how to properly develop them into world-class competitors, and we’re taking steps to change that with Red Bull’s support. Through robust scientific research and practical work, we’re designing the tools and building the infrastructure to bring out the best in our competitors, while also sharing our findings with the world to support the entire esports scene.”

The post G2 launches Performance Lab research unit backed by Red Bull appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Continue Reading

Trending

Get it on Google Play

Fresh slot games releases by the top brands of the industry. We provide you with the latest news straight from the entertainment industries.

The platform also hosts industry-relevant webinars, and provides detailed reports, making it a one-stop resource for anyone seeking information about operators, suppliers, regulators, and professional services in the European gaming market. The portal's primary goal is to keep its extensive reader base updated on the latest happenings, trends, and developments within the gaming and gambling sector, with an emphasis on the European market while also covering pertinent global news. It's an indispensable resource for gaming professionals, operators, and enthusiasts alike.

Contact us: [email protected]

Editorial / PR Submissions: [email protected]

Copyright © 2015 - 2024 - Recent Slot Releases is part of HIPTHER Agency. Registered in Romania under Proshirt SRL, Company number: 2134306, EU VAT ID: RO21343605. Office address: Blvd. 1 Decembrie 1918 nr.5, Targu Mures, Romania