eSports
Halls and Virtus.pro announce partnership

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 clubâs 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: âFor more than 120 years, the Halls brandâs 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 âNothing will distract you from winning if you are charged with concentration with Hallsâ â perfectly reflects the new brand positioningâ.
Alexander Mishutin, Director of Customer Relations at Carat: âThe projectâs goal was to strengthen the brandâs 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, âIncrease your concentration and win prizes for the best game together with Halls and Virtus.pro!â, will be supported on YouTube, VK and other resources with videos engaging Virtus.pro playersâ.
Sergey Glamazda, Virtus.pro General Manager: âESforce 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.â
Evgeny Podergin, Senior Copywriter VMLY&R: âThe 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.â
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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eSports
Esports World Cup Foundation Launches Global âRoad to EWCâ Program, Unveiling Qualification Pathways for the Esports World Cup 2025

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The Esports World Cup Foundation (EWCF) has unveiled the full scope of the qualification system for the Esports World Cup 2025 with the launch of the global âRoad to EWCâ program. Featuring over 200 tournaments spanning grassroots leagues to elite international circuits, the Road to EWC offers opportunities for players at every level to compete on the worldâs biggest stage, the Esports World Cup, set to return to Riyadh, Saudi Arabia, from July 7 through August 24.
âRoad to EWC is a platform for every player, Club, and community whose journey defines the spirit of competition,â said Faisal Bin Homran, Chief Product Officer, of the Esports World Cup Foundation. âBy connecting hundreds of tournaments across the world, we are creating life-changing opportunities for players at every level, bringing the worldâs best talent to Riyadh. This is how we grow the sport â by growing our partnerships, investing in competitions and laying the foundation for sustainable growth across the industry.â
The Road to EWC qualification program marks a major milestone for the Esports World Cup and is a core component of EWCFâs commitment to the sustainable growth of esports, supporting the professional ecosystem and advancing the sport on a global scale. With 25 tournaments in 24 games, including four new games â Chess, Crossfire, FATAL FURY: City of the Wolves and VALORANT â the EWC 2025 will bring together more than 2,000 elite esports players and 200 top Clubs to compete for a prize pool of more than $70 million, the largest in esports history.
For League of Legends, Valorant, Overwatch 2, and Apex Legends, official publisher circuits such as the LEC, VCT, OWCS, and ALGS serve as the primary route to qualification. Other games, including Dota 2, Call of Duty: Warzone, PUBG, Teamfight Tactics, and StarCraft II, are holding open online qualifiers, while fighting games, including Street Fighter 6, TEKKEN 8, and Fatal Fury are qualifying players through community-driven tournaments such as EVO Japan, Combo Breaker, and CEO.
In mobile titles like Mobile Legends: Bang Bang, Free Fire, PUBG MOBILE, and Honor of Kings, region-specific leagues across Southeast Asia, MENA, and LATAM are producing national champions who will represent their respective nations in Riyadh. Finally, for titles such as Chess, EA SPORTS FC 25, and Overwatch 2, a final wave of Last Chance Qualifiers will be staged in July, giving one last opportunity for breakout players and rising stars to earn their spot in Riyadh.
Additional information about the Road to EWC, including events and dates for specific titles, can be found at esportsworldcup.com.
As anticipation builds for the Esports World Cup, the Road to EWC also features a multi-channel marketing campaign with a calendar of original content from selected qualifier events and partner leagues around the world. Player interviews and behind-the-scenes access will bring to life the stakes, talent, dedication and human interest stories behind the competition, alongside tournament and game explainers to introduce EWC games to broader audiences and bring fans closer to the action.
The Esports World Cup 2025 will once again unite gaming and esports communities in Riyadh, Saudi Arabia, for a global competition that will crown the next Esports World Cup Champion. The tournamentâs unique cross-game format will reward Clubs and players competing for a life-changing prize pool across a mix of platforms and genres, bringing together esportsâ best teams, players and games under one banner in the largest-ever celebration of esports.
The post Esports World Cup Foundation Launches Global âRoad to EWCâ Program, Unveiling Qualification Pathways for the Esports World Cup 2025 appeared first on European Gaming Industry News.
eSports
DaNiAL, Tejas to Represent India at Prestigious WAVES Esports Championship Starting May 1

Danial âDaNiALâ Patel and Tejaskumar Hasmukhbhai Bhoi will represent Team India at the prestigious WAVES Esports Championship (WESC), organised by the Esports Federation of India (ESFI), in Mumbaiâs Jio Convention Centre from May 1. The duo will clash against players from five foreign countries in the International leg after emerging victorious in the fiercely contested India leg of WESC 2025, which saw the top Phase winners battle it out for national supremacy.
From a field of over 35,000 participants, the Indian leg brought together the top eight players in two titlesâeFootball and World Cricket Championship 3âfrom the four WESC 2025 phases. In an intense showdown, DaNiAL clinched the top spot in eFootball while Tejas outperformed his peers in WCC3. In the international leg, DaNiAL will face opponents from Malaysia, Laos, and Thailand in eFootball, while Tejas will compete against representatives from Nepal and Sri Lanka in WCC3.
Speaking on the occasion, ESFI President, Mr Lokesh Suji, said: âI am incredibly proud of DaNiAL and Tejas for earning the honour of representing India at the inaugural WAVES Esports Summit. WAVES has been instrumental in unearthing talent from every corner of the country. Their qualification reflects the rising calibre of Indian esports, and Iâm confident theyâll make the nation proud on the international stage.â
Esports holds a significant place within the AVGC-XR pillar of the WAVES Summit, recognising the burgeoning gaming and competitive video gaming scene in India. This dynamic segment benefits from the global Summitâs impressive scale, anticipating over 5,000 delegates from 100 countries and the participation of more than 750 creators.
Amidst this vibrant setting, DaNiAL and Tejas will be honored with the WAVES Trophy on May 4, celebrating their triumph in the Indian leg. Joining them in recognition will be Love Sharma and Pappu Kumar Priyedarshiâwho secured second and third place in WCC3âalong with Akash Rudro Dhar and Pawan Kampelli, who rounded out the podium in eFootball. The overall international champions will be honoured with WESC Medals at the Creatosphere Award Ceremony on May 4.
On his triumph in the Indian leg and his preparations ahead, DaNiAL said: âIâm incredibly proud of this victoryâitâs a testament to the hard work, discipline, and support from everyone around me. Winning here is just the beginning, and Iâm excited to take this momentum into the international stage. My preparation for the international leg will be even more intense. Iâll be analyzing top players, refining my strategies, and staying mentally and physically sharp. This next step is huge, and Iâm committed to giving it everything I have.â
Speaking on his qualification and the chance to represent India, Tejas said: âI feel very proud about qualifying for the finals in the waves. I will try to accept the opportunity that I have got to bring glory to India, and I will try my best to bring the trophy to India. I am ready for the finals. The preparations are intense. I will come back after winning.â
As the governing body for esports in India, ESFI has been instrumental in shaping the countryâs competitive gaming landscape. With a track record that includes the Asian Games and the Commonwealth Esports Championship, and affiliations with leading global bodies, ESFI now proudly hosts WESC as part of its commitment to putting India on the international esports map.
The post DaNiAL, Tejas to Represent India at Prestigious WAVES Esports Championship Starting May 1 appeared first on European Gaming Industry News.
eSports
Esports World Cup Foundation Launches âMusic of EWCâ Initiative with Recording at Legendary Abbey Road Studios to Connect Esports Fans Around the World Through the Power of Music

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The Esports World Cup Foundation (EWCF) announced the launch of âMusic of EWC,â a new initiative that will create an original musical identity for the Esports World Cup 2025, the worldâs largest esports and gaming festival, set to return to Riyadh, Saudi Arabia, from July 7 through August 24. The multi-stage program kicked off on Sunday, April 27, with the recording of a four-track music suite at the legendary Abbey Road Studios featuring original compositions by acclaimed music development collectives 2WEI and Hollywood Scoring.
The EWCF now invites the global music community to take part in shaping the sound of the EWC 2025 through an open competition on Audiotool, a leading cloud-based music creation platform. Two winning tracks will be selected and added to the official EWC music suite, joining the professional works recorded at Abbey Road. The full soundtrack will be featured across tournament broadcasts, on-site events, and digital content during the seven-week event this summer. The inaugural EWC 2024 recorded over 250 million hours watched, reaching more than 500 million viewers and welcomed 2.6 million visitors to Riyadhâs Boulevard City.
âAt its core, the Esports World Cup is about community â a global platform that connects people and elevates talent in all forms,â said Mike McCabe, Chief Operating Officer, Esports World Cup Foundation. âMusic of EWC is a natural extension of that purpose, built on the same passion, creativity, and collaboration that define gaming and competition. Music and esports both bring people together, they let us feel the same rhythm, the same energy, wherever we are. With Music of EWC, weâre creating our own voice, sharing a universal language that tells the story of our sport and defines the role of esports in global culture.â
Studio One at Abbey Road, the birthplace of iconic albums for Pink Floyd, Adele and more; films such as Star Wars, Avengers: Endgame, Across The Spiderverse, and games such as Halo, Call of Duty, Final Fantasy, World of Warcraft, and more, hosted the initial recording session, bringing together two of gamingâs most respected music collaborators. 2WEI, known for producing some of the most popular anthems in League of Legends, and campaigns for Assassinâs Creed Shadows and Call of Duty, and Hollywood Scoring, recognized for its work on the Star Wars films, Riot Gamesâ Arcane, and Disney Parks, will each contribute two original tracks to anchor the suite.
âMusic of EWCâ marks the beginning of a long-term investment by EWCF in music as a universal language that elevates the storytelling, emotion, and drama of competition. By combining professionally recorded music at one of the most iconic studios in the world with community-created works, the EWCF is building a new platform that celebrates the evolving sound of esports and helps shape the cultural identity of the Esports World Cup.
In addition, to support emerging talent from across the globe, two winning tracks from the Audiotool competition will be selected by industry judges to join the suite and debut during the Esports World Cup this summer. The winners will also receive 25 limited-edition vinyls of their track and a one-year LANDR Studio subscription âan opportunity that could launch careers in gaming and entertainment. Submissions must be original, under a Creative Commons license, and are open until 8 June 2025 at ewc.audiotool.com.
âPartnering with the Esports World Cup, the worldâs biggest esports and gaming festival, is a unique opportunity to spotlight new talent on a global stage,â said Andreas Jacobi, CEO of Audiotool. âTogether with EWCF, weâre proud to help emerging artists bring their music into esports â a space thatâs rapidly reshaping the future of entertainment â and share their work with a global audience as part of a cultural moment that connects creativity, community, and competition.â
The Esports World Cup 2025 will once again unite gaming and esports communities in Riyadh, Saudi Arabia, for a global competition that will crown the next Esports World Cup Club Champion. The tournamentâs unique cross-game format will reward Clubs and players competing for a life-changing prize pool across a mix of platforms and genres, bringing together esportsâ best teams, players and games under one banner in the largest-ever celebration of esports.
The post Esports World Cup Foundation Launches âMusic of EWCâ Initiative with Recording at Legendary Abbey Road Studios to Connect Esports Fans Around the World Through the Power of Music appeared first on European Gaming Industry News.
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