eSports
Leading Esports Organisation Gen.G Enters a New Strategic Alliance with SPORTFIVE

Global esports organisation, Gen.G Esports, and global sports marketing agency, SPORTFIVE, today announced the launch of a new multi-year strategic alliance to grow and strengthen the esports organisation’s commercial portfolio.
As its lead commercial representative, SPORTFIVE will work together with Gen.G to build a competitive internationalisation strategy and support the commercial development of its esports and gaming initiatives. With over 30 years of proven performance in Asia, a vast network of brands globally, paired with decades of local expertise in the different markets, SPORTFIVE is well placed to help create and grow long term value for all of Gen.G’s stakeholders and deliver integrated sports marketing solutions for all parties. As part of this mandate, SPORTFIVE will be responsible for marketing all of Gen.G’s commercial rights, including securing long-term partnerships and managing sponsorship engagements with like-minded brands in its key markets.
Ranked #8 in the 2022 Forbes list of the world’s most valuable esports companies, Gen.G owns and operates top, global championship-winning teams in titles such as League of Legends (LoL), NBA 2K, Fortnite, Valorant, Overwatch and PUBG. With seven teams spreading over three countries, Gen.G adopts an international, market-crossing strategy to grow their global reach and establish a strong presence in their major esports markets – South Korea, the United States, and China.
With the goal of building a global, inclusive, and cross-cultural community through esports and gaming, the partnership with SPORTFIVE signifies Gen.G’s continued commitment to serving fans and athletes at all levels, and maximising engagement opportunities in and beyond competitions.
Martin Kim, CRO of Gen.G said: “We are thrilled to team up with SPORTFIVE to boost our commercial efforts in the market. With our cross-market focus, it is perfect to partner with an internationally-renowned agency like SPORTFIVE and leverage on its sales expertise and extensive global network to identify the right partnership opportunities for our esports teams and gaming portfolio. We believe this partnership will allow us to explore new boundaries and develop unique concepts to connect with our audiences, and propel our Gen.G brand to the next level.”
Gyllensvard, Eike Gunnar, President, Global Esports Partnerships at SPORTFIVE, said: “SPORTFIVE is proud to be selected as the lead commercial partner of Gen.G, a leading global esports organisation with one of the most exciting rosters of esports teams and gaming talents. The global esports market revenue is growing exponentially every year, with a major segment attributed to sponsorships. More and more non-endemic brands are also realising the attractiveness and popularity of esports as a marketing opportunity, especially when engaging with the younger demographic. As such, we are thrilled to be teaming up with Gen.G in these exciting times, to optimise their commercial potential and maximise value for their avid global gaming audience.”
Gen.G has won seven global championships to date. Most recently, Gen.G’s LoL team clinched their first-ever LoL Champions Korea (LCK) championship title, after defeating T1 in the grand finals of the 2022 LCK Summer Season. This has enabled Gen.G to claim Korea’s first seed for the LoL World Championship 2022 which kicked off on 29 September.
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Asia
JBO Thailand Launches Esports World Cup Promotion

JBO, a well-established online gaming and entertainment platform, has announced an exciting new promotion tailored for the highly anticipated Esports World Cup 2025. Esports enthusiasts in Thailand now have a compelling opportunity to win up to 30,000 Jcoin by placing wagers on the thrilling “World Cup Qualifiers” matches. This shows JBO Thailand’s commitment to giving great value and fun experiences to all its players.
This exclusive event is ongoing and will conclude on August 24, 2025, at 23:59 (GMT+8). This period strategically aligns with the intensified global esports calendar, leading up to the Esports World Cup and its critical qualifying rounds. JBO Thailand is actively creating an immersive environment that allows fans to engage more deeply with preferred teams and competitive events. Participation in the promotion is straightforward. Players are simply required to place bets on eligible “Esports World Cup Qualifiers” matches through JBO’s designated esports betting providers, IM Esports and TF Esports. The promotion is conveniently accessible via the “Reward Corner” section on the JBO platform, ensuring a seamless and intuitive user experience for all participants.
At the core of this attractive offer is JBO’s innovative Jcoin reward system. Players who log in to JBO and achieve a weekly turnover exceeding 3000 in the Esports category will automatically qualify for Jcoin rewards. The reward system gives bigger prizes as you play more, with up to 30,000 Jcoin available each week.
JBO also ensures a smooth and secure experience through the easy-to-use JBO app available for both Android and iOS devices. With fast withdrawals and smooth gameplay, the platform is ideal for esports fans to enjoy and earn real rewards. JBO is trusted across Asia and has Dimitar Berbatov as its brand ambassador, showing it as a top sportsbook and esports operator.
The post JBO Thailand Launches Esports World Cup Promotion appeared first on European Gaming Industry News.
Compliance Updates
Oddin.gg Officially Registered with LOTBA as a Supplier in the City of Buenos Aires

Oddin.gg has been officially registered as a supplier by the Lottery of the City of Buenos Aires (LOTBA). This authorization clears the way for Oddin.gg to provide its end-to-end esports betting ecosystem—including its Odds Feed, Risk Management, BetBuilder, Widgets, and more—to licensed operators in the City of Buenos Aires. The milestone reinforces Oddin.gg’s strategic focus on supporting partners across Latin America.
LOTBA, the regulatory authority for online gaming within the Autonomous City of Buenos Aires, is well known for its rigorous compliance and technical standards. While the body manages licensing and enforcement, suppliers must undergo a formal registration process before providing services to local operators. Oddin.gg’s successful registration confirms that it has met all relevant technical, financial, and compliance requirements.
Juana Bischoff, Senior Business Development Manager LATAM at Oddin.gg, said: “Being officially registered with LOTBA marks an important step in Oddin.gg’s long-term commitment to the Latin American market. Esports is gaining real traction across the region, and we want operators in Buenos Aires—and beyond—to have the tools and insight to deliver a top-tier esports betting experience. We’re not just bringing leading technology—we’re bringing the local expertise and regulatory awareness needed to help our partners like Betsson and Jugadon grow.”
The post Oddin.gg Officially Registered with LOTBA as a Supplier in the City of Buenos Aires appeared first on Gaming and Gambling Industry in the Americas.
eSports
eWear launches aim.one – the world’s first functional gaming wear for esports athletes and gaming-fans

From hoodies to short-sleeved jerseys: the entire collection has been developed to meet the specific needs of gamers – uncompromising, highest-quality and thought-out down to the last detail.
“There is the right functional clothing for every sport – for soccer, tennis, golf… Gaming used to have this gap. Not anymore!”, say the founders.
The debut collection features 4 products and thus offers the right piece for all gamers: hoodie, longsleeve, shirt and pants. Each combines innovative functionality with comfort and style. Smart gadgets – including special ventilation zones, padding and other features to promote reaction, focus and grip – make this clothing a real support in the game.
Developed from the ground up specifically for playing at a PC, “aim.one is for everyone who wants to take their gaming to the next level – from high-end eSports pros to hobby gamers,” say the founders. “With this collection, gamers finally get their own clothing tailored to their passion!”
The product launch will take place via Kickstarter on the 5th of August!
Until launch, Gamers can unlock MVP status for only a €/$1 donation. This grants up to 35% discount during the campaign — plus a free nickname print on their apparel.
The post eWear launches aim.one – the world’s first functional gaming wear for esports athletes and gaming-fans appeared first on European Gaming Industry News.
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