eSports
Team Vitality Names Garnier Fructis As Official Haircare Supplier
Garnier Fructis and the L’Oréal group announce their first esports team partnership with Team Vitality as the brands revive the V for Veuch campaign which will focus on providing exclusive fan experiences and exclusive digital content
Leading global esports organisation Team Vitality is pleased to share it has signed a partnership with global beauty leader Garnier Fructis and L’Oréal group. This collaboration spans across 2022 and 2023 and makes Garnier Fructis Team Vitality’s first ever haircare partner. After a previous successful collaboration on the V for Veuch campaign, which saw the debut of a playful sci-fi inspired video, the deal marks Garnier Fructis’ commitment to Team Vitality and its first esports team partnership.
The collaboration will see the continuation of the V for Veuch brand campaign which centres around the power of Garnier Fructis products. Last year the campaign saw the release of a creative mini-film with Team Vitality’s players and ambassadors such as LittleBigWhale and Victor “Fairy Peak!” Locquet on a mission to take down a mysterious monster with the help of Garnier Fructis.
With the new theme, ‘The Force Returns’, Team Vitality and Garnier-Fructis will work together on inspired brand activations. Fans will also have the opportunity to immerse themself in the campaign at selected events alongside Team Vitality’s players. There will also be chances to win experiences through Team Vitality’s social channels as they work together with Garnier-Fructis to offer exclusive opportunities for its fans.
Garnier Fructis will have visibility across all of Team Vitality’s rosters including the likes of League of Legends, CS:GO, and VALORANT with players championing the brand through content and digital assets.
“At Team Vitality we are always looking at ways to reach new audiences so it’s an honour to be recognised in the beauty and grooming space as Garnier Fructis’ first esports team partnership. It’s a true reflection on what we have built at Team Vitality that we are able to forge long-term partners in such an authentic and creative way,” commented Nicolas Maurer, CEO, of Team Vitality
“Garnier has always been a brand that is close to its consumers. Today, more than ever, we take pride in exploring new areas of expression to maintain the intimacy and authenticity that binds us to our target audience. As a result, it was only natural for us to take our first step into the world of esports last year and we are thrilled to be able to continue this beautiful partnership with Team Vitality! This is a great opportunity for our iconic Brand Garnier Fructis to strengthen its presence among Gen Z through the implementation of fun and offbeat activations!” said Stéphanie Borri – General Manager Garnier France.
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eSports
Sportradar flags AI, payments and integrity as World Cup 2026 pressure points in LatAm
Sportradar is positioning the 2026 World Cup (June 11 to July 19, 2026), hosted across the United States, Canada, and Mexico, as a major acquisition moment for Latin American sportsbooks—while warning that the expanded tournament format will raise operational and risk demands. In a “World Cup Report 2026,” the company highlights a 48-team field, 104 matches and a “favorable time zone” for Latin American audiences as factors likely to drive spikes in deposits and in-play betting activity.
The report cites the tournament organizer’s projection of approximately 6 billion engagements across traditional TV, streaming, digital platforms, and public screenings, with streaming and mobile consumption expected to represent over 30% of total audience. Sportradar also points to broader consumer intent data it references: around 60% of consumers plan to bet online or via mobile apps during the tournament, including nearly 19% who plan to bet for the first time.
Operationally, Sportradar argues the expanded match schedule increases exposure: “More matches mean more in-play betting windows, greater liability exposure, and higher volatility.” It also frames payments and product depth as differentiators, citing Brazil’s PIX instant payment system as an example of local rails shaping user expectations and internal efficiency, and pointing to growth in Parlays and Bet Builders among its operator partners.
On market context, the report highlights Brazil entering “its first full event cycle under a licensing framework,” stating the regulated market generated R$37 billion (approximately US$ 7.3 billion) in gross gaming revenue in 2025. It adds that Brazil is projected to account for approximately 10% of global betting handle during the tournament.
Sportradar’s recommended strategy centers on three pillars—enhanced betting experience, deeper fan engagement, and “an ecosystem of uncompromising integrity”—with artificial intelligence positioned as the cross-cutting enabler. The company says its Universal Fraud Detection System (UFDS AI) analyzes “over 30 billion odds movements” annually from more than 600 operators, and claims modern manipulation trends are concentrated in live betting, stating approximately 89% of cases target in-play markets. It also says that in 2025, “AI drove a 56% increase in detections.”
The post Sportradar flags AI, payments and integrity as World Cup 2026 pressure points in LatAm appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
eSports
G2 partners with PUBG MOBILE Esports to scale Western Europe competition
Deal starts with the 2026 PMCO Western Europe Wildcard and adds a JanickaGaming ambassador program.
G2 and PUBG MOBILE Esports have announced a partnership aimed at growing the PUBG MOBILE esports ecosystem in Western Europe, the companies said on June 15, 2026 in Berlin.
The partnership begins with the 2026 PUBG MOBILE Club Open (PMCO) Western Europe Wildcard, with registration open now. G2’s in-house media and production unit, 62, will support tournament operations and community activations, spanning creator campaigns, media buying, and event management.
The first major activation under the agreement will be the 2026 PUBG MOBILE Global Open (PMGO) Western Europe Finals, scheduled for 11–13 September, with registration opening today, according to the announcement.
The companies are also launching an ambassador program for the region, naming German PUBG MOBILE content creator JanickaGaming as the Western Europe ambassador. PUBG MOBILE said she will stream PUBG MOBILE weekly and cover esports topics and tournaments alongside her existing social content.
“PUBG MOBILE has built something really special over the years. It’s one of the biggest games in the world and one of the most impressive esports ecosystems,” said Alban Dechelotte, CEO of G2.
Shaowei Chen, Head of Western Europe Publishing at PUBG MOBILE, added: “Western Europe represents one of the most promising growth frontiers for PUBG MOBILE esports, and G2 stands as a great strategic partner to drive this expansion.”
The post G2 partners with PUBG MOBILE Esports to scale Western Europe competition appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
Asia
Mitrabha Guha qualifies for Esports Nations Cup 2026 Chess alongside Nihal Sarin
Grandmaster Mitrabha Guha has secured India’s second Chess slot for the Esports Nations Cup (ENC) 2026 after topping the regional qualifier, completing the country’s two-player contingent alongside Grandmaster Nihal Sarin. The ENC 2026 Finals are set for Riyadh, Saudi Arabia, with Chess scheduled from November 2 to 8, 2026.
ENC 2026 Chess will feature 128 players competing for a USD 600,000 (~INR 5.7 crore) prize pool. The format starts with a round-robin group stage across 16 groups of eight players, before 64 players advance to a single-elimination playoff bracket, culminating in the final on November 8.
According to the release, 64 of the 128 players received direct invitations via the official Champions Chess Tour (CCT) rankings, with representation spanning 64 countries and territories. Confirmed names include Magnus Carlsen, Jan-Krzysztof Duda, Alireza Firouzja and Hikaru Nakamura. The field also includes Alexandra Kosteniuk and Mai Narva, described as the first women to officially qualify for the event. A further 61 players qualified through Chess.com-operated regional qualifiers, with three wildcard slots rounding out the field.
India’s second slot was determined through the Middle East, India, and Central Asia pathway, which began with an open nine-round Swiss event for verified titled players under a 10+0 rapid time control, followed by a double-elimination bracket. Guha finished the Swiss stage as the only unbeaten player (six wins, three draws), then defeated Syria’s Malek Koniahli and Iran’s Artin Ashraf in the upper bracket to clinch qualification.
Speaking about his qualification, Grandmaster Mitrabha Guha said, “The regional qualifier was challenging from start to finish. Chess has become an increasingly important part of the global esports ecosystem, and the Esports Nations Cup is a great reflection of that growth. The tournament will bring together some of the strongest players from around the world, so preparation will be key. Over the coming months, my focus will be on refining different aspects of my game and ensuring I am ready to perform at my highest level when the competition begins”
Beyond Chess, NODWIN Gaming, identified as India’s National Team Partner for ENC 2026, has announced national team rosters for DOTA 2, MOBA Legends: 5v5! and Rocket League, with regional qualifier windows listed as June 29-July 1 (DOTA 2), August 15-16 (MOBA Legends: 5v5!, if India misses a direct invite), and July 17-19 (Rocket League).
The post Mitrabha Guha qualifies for Esports Nations Cup 2026 Chess alongside Nihal Sarin appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
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