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

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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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Vlad Marinescu Re-Elected as 10th IESF President

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The International Esports Federation (IESF) concluded its 17th Ordinary General Meeting (OGM) in Kuala Lumpur, Malaysia, alongside the 17th World Esports Championship Mobile Legends: Bang Bang (MLBB) Finals. Member federations from around the world gathered to review the federation’s annual progress, adopt key motions, and participate in the 10th IESF Elections, marking a milestone moment in the federation’s governance history.

During the election session, Vlad Marinescu was re-elected as the 10th President of the IESF, securing his second term. His re-election reflects the continued confidence of the membership in his leadership and vision for the future of the World of Esports.

“I am truly grateful for the trust placed in me to continue leading the International Esports Federation,” Marinescu said. “As we mark our 10th election cycle, we remain steadfast in our commitment to unity, transparency, and the sustained growth of the World of Esports.”

Delegates reviewed strategic priorities for the year ahead, including enhanced governance standards, expanded athlete development initiatives, and strengthened international cooperation. Voting on member-submitted motions underscored the federation’s collective commitment to advancing integrity, professionalism, and institutional maturity across the esports ecosystem.

The assembly also elected the IESF Board for 2026, comprising:

Board Members:

  • HRH Prince Omar Bin Faisal – Jordan

  • Afiq Fadhli Bin Narawi – Malaysia

  • Elin Yoojung Moen – Norway

  • Clint Kennedy – United States

  • Flip De Bruyn – Namibia

The OGM concluded as the 17th World Esports Championship MLBB Finals continued, highlighting IESF’s ongoing mission to unite nations through Esports and support athletes, federations, and fans worldwide.

The post Vlad Marinescu Re-Elected as 10th IESF President appeared first on European Gaming Industry News.

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GG.BET launches Bet Builder for a new way to bet

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Customers can now use Bet Builder, a format that lets them build their own set of markets on one match into a single bet with higher odds. Bet Builder is available for both esports and sports events. You can try out the new feature with a deposit bonus of up to 150% and a free bet worth up to $50.

Customers can now place a combined bet on a single match by picking various options for how events in the match will play out. For example, in CS2, customers can choose which team will win on a specific map, how many kills a specific player will rack up, how many rounds will be played on a single map, and so on.

To place a Bet Builder bet, pick an event that hasn’t started yet, press the ‘Bet Builder’ button, put together your selection of markets from those available, get higher combo odds, and finish placing the bet in one click. At this initial stage, GG.BET is offering Bet Builder on football, basketball, hockey, CS2, Dota 2, LoL, and VALORANT, with more sports and disciplines to be added down the line.

GG.BET has always been known for embracing unconventional markets and elaborate betting options. Bet Builder is there to meet customer demand for more interesting formats in a single match. The ability to make predictions right down to a specific round and any other tiny detail of a match is what gives users variety and improves their skills,” the GG.BET press office explained.

GG.BET is offering customers the opportunity to test out the Bet Builder format with a deposit bonus of up to 150% and a free bet of up to $50.

The post GG.BET launches Bet Builder for a new way to bet appeared first on European Gaming Industry News.

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IESF Officially Opens the World Esports Championship 2025 in Kuala Lumpur

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The World Esports Championship 2025 (WEC25) is officially open in Kuala Lumpur, welcoming athletes, fans, and delegations from around the globe. With 19 nations taking part in Mobile Legends: Bang Bang (MLBB), this year’s event stands as the most internationally diverse MLBB competition in IESF history.

After a year filled with national and regional qualifiers and preparations from teams around the world, the world’s top esports athletes have arrived in Malaysia’s capital, Kuala Lumpur. The opening ceremony set the tone for the days ahead, offering fans a first glimpse of the excitement and atmosphere surrounding this year’s championship.

“WEC25 reflects the continued growth of esports as a space for connection, competition, and shared passion,” said IESF General Secretary Boban Totovski. “Bringing together 19 nations for MLBB is a milestone not just for the title, but for the entire esports ecosystem. We are proud to bring this edition of the championship to Kuala Lumpur.”

As the competition officially kicks off, the schedule is fully packed with exciting match-ups among Nations, competing for their flag and country. The best from all over the world will have the unique opportunity to become the MLBB World Champion.

IESF extends its gratitude to the Malaysian government and the Ministry for Youth and Sports, partners, athletes, and global supporters who continue to elevate the championship’s reach and impact.

The post IESF Officially Opens the World Esports Championship 2025 in Kuala Lumpur appeared first on European Gaming Industry News.

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