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Running for those who can’t: Allwyn unites leading voices in sports and para sports to drive record participation in the world’s largest race

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Global sporting stars have come together alongside Allwyn, a leading multi-national lottery operator, to shine a light on the role of sport in building a better world. Colin Jackson, former GB Olympian and world record holder; Marc Herremans, Belgian wheelchair Ironman triathlete; and Professor Nick Webborn CBE, Chair of the British Paralympic Association, have united alongside Allwyn to encourage people from around the world to take part in the 2024 Wings for Life World Run on 5 May, targeting a record one million participants in the world’s biggest simultaneous race.

Established in 2014, The Wings for Life World Run is a uniquely inclusive global event. All participants start at the same time, worldwide. There is no fixed finish line, instead the virtual Catcher Car begins its chase 30-minutes after the start and increases in speed, passing participants one by one until the last participant is caught. Once overtaken, you are a finisher. With hundreds of thousands running, rolling, or walking at the same time in the world’s largest simultaneous race.

100% of all entry fees and donations are given to scientific research and clinical studies worldwide to find a cure for spinal cord injuries. The Wings for Life World Run has raised €43m for Wings for Life, a non-profit foundation which provides funding for international scientific research on spinal cord injury.

The World Health Organisation estimates there are up to 500,000[1] new spinal cord injuries every year. Depending on the severity of the injury, that can lead to paralysis, sensory disturbance, and even breathing problems. These injuries typically occur as a result of an accident in daily life, which in an instant drastically changes a person’s life. The Wings for Life World Run unites people from around the world to help change the trajectory of these injuries by funding cutting-edge research projects.

Professor Nick Webborn CBE, in addition to acting as Chair of the British Paralympic Association is a researcher in Paralympic sports medicine and wheelchair tennis player, who himself suffered a spinal cord injury at a young age said: “As we approach the Paris 2024 Paralympics, it is a great time to demonstrate the importance of inclusivity in sports. Spinal cord injury can have a profound effect on an individual and those around them, and staying physically active is especially important for disabled people to maintain their health. The vision of the British Paralympic Association is ‘Through sport, a better world for disabled people’. The values of Allwyn and the Wings for Life World Run marry perfectly with this vision, and highlights what makes participating in this event so valuable. I am delighted to be able to support Wings for Life to help raise funds to find a cure for spinal cord injury through research.”

Allwyn’s three-year agreement as official global partner of the 2024 Wings for Life World Run sees it encouraging over 7,000 employees and others from AustriaCzech RepublicSwitzerlandGreece & Cyprus, UK, and the United States to participate and raise funds. Allwyn’s partnership with Wings for Life World Run is just one of the contributions made as part of its commitment to give back to good causes.

Colin Jackson and Marc Herremans, as Sports Director and Wheelchair Sports Director for the Wings for Life World Run, visited Allwyn colleagues at their offices in Watford and Prague to explain the cause and impact of the event, and to encourage people to take part.

Marc Herremans commented: “I have experienced first-hand how a spinal cord injury can transform your life. With the support of Allwyn colleagues and global participants in this year’s race, we move one step closer to improving the quality of life of people with spinal cord injuries around the world.”

Colin Jackson added: “The Wings for Life World Run is truly an event like no other. Seeing the enthusiasm of people to join in, knowing they take part alongside thousands of others, is always inspiring. Allwyn’s mission to change lives for the better is what the race is all about, and their support makes our mission possible.” 

Pavel Turek, Chief Global Brand, Corporate Communication and CSR Officer at Allwyn said: “Allwyn’s commitment to inclusivity and giving back to good causes makes our partnership with the Wings for Life World Run a perfect match. We are proud to be going into our second year as official global partner to this unique and inspiring event. With each person wheeling, running, or walking their own race together, however we take part, we all win.”

The post Running for those who can’t: Allwyn unites leading voices in sports and para sports to drive record participation in the world’s largest race appeared first on European Gaming Industry News.

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G2 drops limited-edition One Piece streetwear capsule on June 25

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The esports organisation’s second anime apparel collaboration will be sold exclusively via g2esports.com/shop.

G2 is launching a limited-edition G2 | One Piece capsule collection on June 25, with the drop available exclusively through the organisation’s online store at g2esports.com/shop.

The collection is inspired by One Piece’s Gear 5 Monkey D. Luffy and includes hoodies, zip-ups, t-shirts, caps, sleeves, and tote bags. According to G2, the items use a black-and-white palette and feature a minimalist embroidered logo alongside a custom G2 | One Piece Jolly Roger that combines the G2 samurai emblem with Luffy’s straw hat.

“At G2, we’re continuing to push the culture and fashion of esports beyond competition alone, and this One Piece collection is a natural extension of that,” says Sabrina Ratih, COO of G2 Esports. “We wanted to create a capsule that continues to elevate the esports fashion space – understated, premium, and stylish enough for everyday wear, while still carrying the spirit of adventure, ambition, and individuality that defines One Piece and G2 alike. Every piece is designed to bridge the gap between fandom and everyday style, and continuing our mission to redefine what esports fashion can be.”

G2 described the drop as its second anime collaboration, following a previous apparel collaboration with Solo Leveling. The company positioned the release as part of its broader effort to connect esports, anime, and streetwear.

One Piece debuted in 1999 and remains one of the largest anime franchises globally. G2 cited over 600 million manga copies sold and more than 1,160 episodes for the series.

The post G2 drops limited-edition One Piece streetwear capsule on June 25 appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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Ygam joins four UKRI-funded gambling harms research partnerships

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Projects sit within UKRI’s Research Programme on Gambling and the GHR-UK Evidence Centre, backed by the statutory levy.

Ygam has been named as a partner on four projects funded through the UKRI Research Programme on Gambling, supported by the statutory levy. The charity will work with academic teams including the University of Birmingham, Bournemouth University, the University of Plymouth, Lancaster University, and Liverpool John Moores University.

The four projects sit within the Gambling Harms Research UK (GHR-UK) Evidence Centre, which coordinates 19 one-year Innovation Partnerships under the programme. UKRI has been appointed by the UK Government to oversee research commissioned through the new statutory Gambling Levy. Under the levy, 20% of annual funding will be allocated to research, equating to £22.1 million in 2025/26.

Emily Tofield, Chief Executive of Ygam, said: “We are pleased to be working in partnership with leading university partners, contributing our expertise in a key strategic area of our work. A defining strength of our approach is that it is grounded in robust insight and research, underpinning everything we do. This enables us to understand how and why harms emerge and translate that into practical, preventative education that is credible and scalable. We look forward to achieving these outcomes together and informing effective measures to prevent harms among children and young people.”

Ygam said its advisory panels — including young people, individuals with lived experience, community and faith leaders, gaming and esports representatives, and student ambassadors — will help shape the research to reflect “real-world experience and diverse community perspectives.”

The four partnerships are: INTEGRATE (University of Birmingham, Ygam, Al-Hurraya and Community Connexions), focused on intersectional gambling harm and interventions for children, young people and emerging adults; “From Evidence to Action: Safeguarding Neurodivergent Young People in Gamified Digital Environments” (Bournemouth University, Ygam, Work’n’Diversity CIC), focused on gambling-like risks in gamified digital environments; GRASP (University of Plymouth-led partnership including NatCen, NHS and third-sector organisations, and Ygam), mapping support pathways and gaps in prevention and recovery; and GRACE-Net (Lancaster University and Liverpool John Moores University with local authorities, NHS partners, third-sector organisations and Ygam), testing collaborative approaches in the North West of England and sharing learning more widely.

The post Ygam joins four UKRI-funded gambling harms research partnerships appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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Study: 400m Gen Z esports fans say brand activations drive purchases

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EFG, Hero Esports and Niko Partners survey 8,000 fans across eight markets; 74% report ads and brand presence influence buying.

ESL FACEIT Group (EFG), Hero Esports and Niko Partners have released a multi-country Gen Z esports study claiming around 400 million Gen Z consumers (20%) regularly engage with esports. The findings were published on 25th June 2026 in Cannes, France, in a white paper titled The Esports Generation: Who They Are & Why They Spend.

The report is based on survey data from 8,000 Gen Z esports fans aged 13-30 across eight markets. It positions esports as a high-attention channel for brands: 85% of respondents said they notice branding in esports, while 74% self-reported that advertising and brand participation in gaming spaces influences their purchasing behaviour. The study also reports that 66% have bought a product following a collaboration or co-branding partnership with an esports team, game or player.

On consumption and fandom touchpoints, the study found 71% regularly watch gaming content, including 66% who watch gaming livestreams and 33% who watch or listen to gaming podcasts. It also points to offline reach: 21% said they regularly attend gaming conventions and esports events, with the average respondent attending at least one in-person event in the past nine months.

The white paper also breaks out claimed purchase categories linked to esports collaborations over the past year, led by food and beverage (33%), electronics (33%) and fashion (32%). Beyond core categories, it reports 28% bought esports-related collectibles, 17% purchased makeup, beauty, or skincare products, and 10% bought from partnered brands in other categories.

Niccolo Maisto, CEO at ESL FACEIT Group said: “Esports has evolved into one of the most effective channels for companies looking to connect with Gen Z audiences at scale. What makes it unique is not just its reach, but the depth of engagement and trust that exists between fans, players, teams, and events. This research shows that esports fans are highly invested participants, not passive viewers, creating an opportunity for brands that show up authentically and build meaningful and lasting connections with this key audience.”

Danny Tang, Co-Founder and CEO of Hero Esports said: “This whitepaper confirms what we at Hero Esports have long believed: esports has evolved into a global cultural and economic force. The data shows an audience that is young, diverse, and deeply engaged. For brands, the message is clear—esports is no longer a niche market; it is the premier platform to connect with the next generation of consumers. We are proud to partner with Niko Partners and EFG to provide this blueprint for understanding and succeeding in this dynamic industry.”

Lisa Hanson, CEO at Niko Partners said: “Our data shows that, much like fans of other sports, Gen Z esports fans are incredibly passionate and have formed strong bonds within their communities. However, their media and consumer affinities extend well beyond gaming and esports, with our research revealing naturally connected interest areas that create valuable overlapping opportunities for brands and partners that show up authentically in this ecosystem.”

The post Study: 400m Gen Z esports fans say brand activations drive purchases appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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