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Menace, a disruptive new iGaming brand backed by its own media operation, has launched with the mission to create player experiences where power, entertainment and money collide.

The new brand is founded by experienced iGaming executive Dmitry Belianin, alongside a group of industry veterans.

It’s backed by a media group, also operating under the Menace banner, which has already accumulated 2.5 million followers across social channels. It is generating 400 million monthly organic views, up from 30 million at the start of the year.

Many have been drawn to its bold take on sport and unashamedly male aesthetic across several niches, including MMA, boxing, NFL, football and padel.

“With Menace, we’re declaring war on the ordinary,” said founder Dmitry Belianin. “We are building Menace into a cult-like, global lifestyle and entertainment brand across sports, media and gambling.

“The aim is to eventually enter the biggest regulated markets in the world, and the early success of our media assets shows we have the potential to scale extremely quickly. Soon, everyone will want to become a menace.”

A team of 85 has been building Menace in stealth mode over the previous few months. The brand, which will be entering regulated markets, blends flexible payments across both fiat and crypto with modern technology, free-to-play, media assets and other gambling verticals. It is laser-focused on delivering the ultimate player experience.

An affiliate programme, Menace Partners, is already live and designed to grow alongside some of the boldest names in content and marketing.

The post Dmitry Belianin launches new operator brand and media ecosystem, Menace appeared first on European Gaming Industry News.

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BETBY, a Tier-1 sportsbook supplier, has announced a new partnership with Abelson Sports, a leading sports data and player props provider, to further enhance its soccer coverage and expand its range of betting markets with a market leading offering.

Through this collaboration, BETBY will integrate Abelson’s comprehensive player statistics and prop markets, bringing even greater depth to its soccer offering. The partnership will allow operators powered by BETBY’s sportsbook to access a richer variety of player-specific outcomes, such as first and anytime goalscorers, as well as card markets, for the world’s top soccer leagues and tournaments.

With Abelson’s player props now part of BETBY’s ecosystem, partners can deliver more engaging betting experiences tailored to modern user preferences. This addition reinforces BETBY’s commitment to continuous product innovation and to empowering operators with versatile tools to enhance retention and engagement, keeping in mind the upcoming World Cup.

Sergey Tsukanov, Chief Sportsbook Officer at BETBY, commented: “We’re thrilled to partner with Abelson, a company widely recognised for its expertise in player data and soccer markets. Today’s fans follow players as closely as they follow teams, they understand the game at an individual level. By integrating Abelson’s player props, we’re enabling our partners to tap into that engagement and offer markets that reflect how users actually watch and enjoy soccer. It’s a crucial step in making the sportsbook experience more personal, interactive, and aligned with modern betting behaviour.”

Simon Temple, Chief Operations Officer at Abelson Sports, said: “BETBY is one of the few suppliers truly pushing the boundaries of sportsbook innovation, so aligning with them was an obvious move. They recognised the value of our player markets immediately, and we’re excited to see how they elevate them within their product ecosystem.”

About BETBY

BETBY is a leading B2B provider of top-tier sports betting services, renowned for its groundbreaking technology and dedication to excellence. BETBY’s team of industry veterans tap into their knowledge and expertise to deliver a premium, adaptable, and scalable sportsbook platform tailored to meet the varied demands of operators across the globe. From dynamic in-play betting options to robust risk management tools and ground-breaking AI tools, Betby is committed to propelling the success of its partners in the rapidly evolving landscape of online sports betting.

For more information visit betby.com

The post BETBY TO OFFER MARKET-LEADING PLAYER PROPS THROUGH NEW PARTNERSHIP WITH ABELSON SPORTS appeared first on European Gaming Industry News.

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Cubeia, a Sweden-based iGaming software solutions provider, is turning up the excitement at ICE Barcelona 2025 with a VIP poker experience unlike any other.

Two legendary football players will be joining the Cubeia team at Stand 2R10 to take part in an exclusive poker game — and attendees will have the chance to win a seat at the table through a raffle held on Day 1 of the event.

Those lucky enough to play will not only compete against football icons but also have the opportunity to win fantastic prizes if they manage to beat them in the game.  Alongside the headline poker event, Cubeia will also host its popular raffle, featuring huge LEGO sets and other exciting giveaways. Visitors can enjoy beer, champagne, and great company at the stand throughout the show.

The exact timing of the VIP poker match will be revealed closer to the event – stay tuned for updates via LinkedIn and Instagram. ICE attendees visiting Cubeia’s stand will be able to experience Cubeia’s expanding portfolio of games, created by its superb Originals Studio. The portfolio features an extensive catalogue of titles, soon to be enhanced by the launch of Chicken Cross Tower, Multiplier Roulette, Baccarat, Blackjack, and Snakes.

Cubeia’s Marketing & Event Coordinator, Tove Nilsson, said: “Something extraordinary is coming to ICE Barcelona – and it’s happening right here at Cubeia’s stand (2R10). We can’t reveal everything just yet, but let’s just say this: if you love the thrill of poker, the glory of football, and the excitement of being part of something truly exclusive, you’ll want to stay close. A once-in-a-lifetime VIP experience is in the works – one that unites the spirit of the game with the presence of legends. Soon, a select few will earn the chance to take their seat at the poker table, facing off against two football icons in an unforgettable showdown. This is more than a game – it’s an invitation to make history.”

The post Cubeia brings legendary football action and VIP Poker excitement to ICE Barcelona appeared first on European Gaming Industry News.