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Team Vitality launches RushBee: Creative media agency dedicated to helping brands shape the future of entertainment

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Team Vitality, one of the world’s leading esports clubs, is excited to announce the launch of RushBee, a new marketing agency designed to deliver high-impact, culturally relevant campaigns. Built to meet the evolving expectations of Gen Z and Alpha, RushBee helps brands craft authentic narratives that drive engagement across gaming, entertainment, and pop culture.

Building on over a decade of Team Vitality’s expertise in building online communities and partnering with top content creators, RushBee offers brands a unique gateway into emerging digital behaviours and trends. The agency specializes in immersive, social-first brand experiences that connect meaningfully with digital-native audiences.

While rooted in the gaming culture, RushBee’s ambitions go beyond the esports sector, aiming to help brands engage with next-gen audiences across traditional and media industries, creating immersive,social-first brand experiences, designed for Gen Z and Alpha.

RUSHBEE: THE AGENCY SERVING BRANDS IN TODAY’S FAST-MOVING DIGITAL WORLD

With over 3.3 billion gamers worldwide, younger generations are shifting their attention from traditional media to new platforms such as Twitch, TikTok, and YouTube. Video games and social media are now the pillars of contemporary pop culture and the brands looking to connect meaningfully with Gen Z and Alpha, must embrace this cultural phenomenon to be successful.

RushBee has been launched to help brands navigate this cultural phenomenon with authenticity, speed, and creative edge. With a team of experts in strategy, production and creation, RushBee will deliver standout brand stories that resonate across platforms and generations to help brands cut through the noise, offering complete support on four major key pillars including:

  • Brand strategy: Connect brands with the new generation of consumers who shape trends and spark cultural conversations – turning attention into long-term affinity.
  • Creative factory: From idea to execution, crafting bold, original campaigns that cut through the noise and come to life across every channel.
  • Growth media: Design data-led, tailor-made media strategies that reach the right audience, spark engagement, and drive measurable results.
  • Experiential: Building immersive, innovative brand experiences that captivate all types of audiences and create lasting emotional impact.

Under the leadership of François-Xavier Roux – an expert in creative industries and artistic production with a background at M6 Music, Paramount Media Networks, and Endemol – RushBee is positioning itself as a new force in cultural marketing. “Through RushBee, we want to channel the expertise we’ve developed in esports to service more traditional brands,” explains François-Xavier. The high expectations of gaming and esports communities have pushed us to move faster, think sharper, and execute with greater precision than traditional agencies, especially when it comes to creativity and data. RushBee is uniquely equipped to tell powerful stories and help brands create bold, engaging campaigns that resonate.”

Drawing on his deep experience in brand strategy and the production of high-impact content, François-Xavier will guide brands across the entire value chain, from strategic consulting and creative campaigns to immersive activations, talent partnerships, and the production of innovative formats.

TEAM VITALITY PROVIDES PREMIUM SUPPORT TO BRANDS

Leveraging a network of partners including ALDI, NESCAFÉ LATTE, UNILEVER, hummel, and EVNIA by Philips, RushBee draws on Team Vitality’s proven expertise in brand collaboration. Rooted in a global footprint including 12 esports teams across Europe, Asia, and the Americas, over 13 million social media followers, and offices in Paris and Berlin, RushBee builds on a strong foundation of influence and credibility.

This new business unit represents a powerful growth engine, enhancing Team Vitality’s premium services and marking a new chapter where cultural relevance, sporting ambition, and long-term value creation converge.

Team Vitality continues its expansion with a clear objective: to become the go-to partner for brands shaping the future of gaming, entertainment, and digital culture.

Amélie Canet, Director of Strategy and Brand Development at Team Vitality, shares:
“The creation of RushBee aligns perfectly with our 2025–2027 roadmap and marks a strategic turning point for Team Vitality. It reflects our ambition to build a sustainable business model that supports our global development beyond pure competitive performance. RushBee embodies our commitment to innovation, diversification, and delivering tangible value, both for our long-standing partners and new brands seeking to connect with the digital generation. It also reinforces our positioning as a premium international brand.”

The post Team Vitality launches RushBee: Creative media agency dedicated to helping brands shape the future of entertainment appeared first on European Gaming Industry News.

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BetBlocker Launches the Scheduler – Reimagining Blocking Software as a Harm Prevention Tool

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As part of Safer Gambling Week, harm prevention charity BetBlocker today announces the launch of its revolutionary Scheduler tool.

BetBlocker, which provides blocking software to help people manage or restrict their access to online gambling services, is unique in adopting a charitable model for this type of support, and facilitating users accessing protection both free of charge and anonymously.

Traditionally, blocking software has been a crisis management tool, facilitating users restricting their access to gambling services once they’ve already experienced an unsustainable loss.

The Scheduler tool looks to engage users earlier in their journey, before a crisis has occurred, creating the option for players to plan ahead and build a bespoke block to protect them when they need protected.

The new feature supports users to manage their access to gambling is a way that promotes healthier and safer engagement, allowing them to build out a weekly profile, or customise blocks on individual days.

Want to make sure your bills are paid? Block the week after pay day.

Get carried away with In Play betting? Set your block to switch on during match time.

Staying up too late playing on work nights? Set yourself a curfew.

This feature is placed perfectly to support users after GambleAware’s findings last week, that over 5 million people in the UK want to reduce their gambling. BetBlocker’s Scheduling feature is targeted at supporting exactly that need.

BetBlocker’s Founder and Managing Trustee, Duncan Garvie expressed his enthusiasm for the project:

“To date, blocking software has really only looked to offer support after things have gone too far. It’s critical to provide that support for the people who need it, but it would be far better for everyone if we could reach people earlier and prevent the crisis occurring in the first place.

BetBlocker is proud to innovate and be unique amongst blocking softwares in offering harm minimisation functionality alongside our traditional crisis management support.

Our Scheduling tool looks to meet users where they are, redefining blocking software so that it is no longer a binary choice between blocked or not blocked. In taking this step forwards, we’re hoping to engage an entirely new audience, and reach users who are not yet ready to embrace complete abstinence. There is potential to see a huge reduction in gambling harm across society if we can intervene earlier and support people to embrace lower risk behaviours.”

The post BetBlocker Launches the Scheduler – Reimagining Blocking Software as a Harm Prevention Tool appeared first on European Gaming Industry News.

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Impact of an increase in Machine Games Duty (MGD), on the land-based casino sector, investment, and economic growth

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This summer the DCMS brought forward into legislation a much needed modernisation and deregulation package. The reforms comprising more proportionate gaming machine allocations and the ability to offer sports betting promised to support the UK land-based casino sector, enabling (£) tens of millions of investment, and contributing to the Government’s growth agenda.

When introducing the measures in the House of Commons in June, DCMS Minister, Stephanie Peacock MP, set the scene:

“The Government is focussed on economic growth…this package of measures will unlock additional investment up and down the country” and “will put the casino sector back on a stable footing” “We expect a number of venues to be modernised and refreshed…we also
anticipate this capital investment will be spent across the country not just in London…allowing this historic sector to thrive.”

And when introducing the same measures in the Lords, the Gambling Minister, Baroness Twycross said:

“Since being appointed, I have visited casinos and witnessed the contributions that they bring with jobs, tax revenues and support for the night-time economy. The sector generates £866 million in gross gambling yield each year, with up to 50% of this paid in gaming duty.”

The Minister went on to add that the modernisation measures are estimated to increase GGY by £53million to £58million.

The BGC casino group couldn’t agree more with Ministers.

This is why we are deeply concerned that all of this progress could be wiped out, at a stroke, if there is an increase in MGD, from the current rate of 20%, in the forthcoming Budget. An increase in MGD would fundamentally undermine the sustainable footing which the new policy reforms placed the sector firmly upon.

For example, Rank Group plc (Grosvenor Casinos), the UK’s largest licensed operator of casinos, has reported that 12 of its 50 venues were loss-making in the 12 months to June 2025. These casinos have been kept in operation in the expectation that their financial performance will be improved by this summer’s legislative modernisation.

By illustration, an increase in MGD from 20% to 25% would make a third of the Grosvenor casino estate unprofitable. As well as offsetting all of the benefit Grosvenor expected to gain from the land-based policy reforms, it would not be possible to sustain loss making venues, with up to 20 casinos being forced to close. For the remaining casinos, the planned investment case, announced at £60million per annum for the next two years, would become unaffordable.

Investment committed in light of the new policy reforms

With the new policy reforms industry embarked on a programme of substantial capital
investment to upgrade existing casinos and develop new venues. Great news for the sector,
our customers, and the Government’s growth agenda.
The promised stability enabled confidence for operators to make commitments for UK-wide
investments. Operators have collectively announced or confirmed investment of £300
million, including:

  • Rank Group plc investment of £60million per annum for next two years, to capitalise
    on casino reforms
  • Genting Casino £40million new casino at the Trocadero in London’s West End
  • Genting Casino Westcliff £10million refurbishment in Southend-on-Sea
  • Rank’s Grosvenor Victoria Casino £15million refurbishment and expansion in London
  • Bally’s £3.7million, securing 170 jobs, first UK land-based investment in Newcastle
  • Hippodrome £1.5million new Sports Book venue in London’s West End
  • Other multi-million pound redevelopments of casinos in Brighton, Bolton, Coventry,
    Leicester, Liverpool, Manchester, and Reading.

An increase in MGD will inevitably lead to a reversal of these steps forward, plus casino closures and job losses. Operators will be forced to cancel investment plans and look to cut jobs as growth plans falter. The investment plans above would not see sufficient returns (and
may even lead to losses) with a direct and material negative impact on company financial performance across the sector. Current investment plans will cease, and future investment won’t happen. Overseas investors will be deterred, seeing the UK market as high risk for investment. And tax yield from the sector would reduce.

At 25% MGD, casino industry analysis shows that up to 40 casinos would close, with the loss of up to 3,500 jobs – equating to a third of the whole industry.

BGC casino group Budget submission

In our Budget submission (full copy attached) we set out for the Treasury the economic contribution of Britain’s land-based casinos and the significant challenges already facing them, which would only be exacerbated by further tax pressures.

More broadly, the sector is still recovering from the damage caused by the lockdown measures of 2020 to 2021. In the year to March 2024 (the most recent period for which data is available), customer spending (gross gaming yield) in Britain’s casinos was 22% lower than in the year to March 2019 – a 43% reduction in real terms.

At the same time, casino operators are experiencing significant cost pressures. The sector employs around 11,000 skilled (and often personally licensed) people and so is particularly sensitive to wage inflation and this year’s rise in employer National Insurance Contributions (which together will impact the sector by between £25m and £30m a year). Additionally, with the Treasury’s convention of duty revalorisation in abeyance since 2022, operators continue to suffer real-terms increases in gaming duties.

In conclusion, I am at pains to stress, that any proposed increase in MGD in the Chancellor’s budget, would lead to the closure of a large number of casinos and the loss of thousands of skilled jobs, as well as risking planned UK-wide investment in the sector.

The post Impact of an increase in Machine Games Duty (MGD), on the land-based casino sector, investment, and economic growth appeared first on European Gaming Industry News.

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RANGERS FANS BRAVE THE ELEMENTS TO RAISE MONEY FOR HOMELESSNESS IN GLASGOW

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Over 180 Rangers fans came together over the weekend to raise money for Glasgow-based homelessness charities and the Rangers Charity Foundation’s work within the local community.
Participants spent a night pitchside at the iconic Ibrox Stadium embracing the cold winter’s night, getting a small glimpse of what homeless people in the city experience nightly.
Amongst the fans braving the elements, Rangers Academy players Arran Kerr and Greig Thackray also took part in the Sleep Outs. Players from across the First Teams have also shown their support for the cause, displaying the strength of community across all aspects of the club.
First-team goalkeeper Jack Butland said: “The Rangers Big Ibrox Sleep Out is a hugely important event. It raises awareness and vital funds for homelessness in Glasgow. Our front-of-shirt sponsors – 32Red – are big supporters of this initiative. This year they contributed £10 to each and every person who braved the cold November night. All those who took part deserve enormous praise and they should be heartened that their collective efforts are directly helping tackle homelessness in the city. Well done to everyone involved.”
Half of the funds raised from the Sleep Outs will benefit the work of Glasgow City Mission and Simon Community Scotland, with the other half going to support the Rangers Charity Foundation’s work in the community.
32Red, Rangers front-of-shirt sponsor, provided the first £10 of each participant’s total. They also provided a hot breakfast the following morning to all who attended.
Adam Gaskell, Head of UK Brand Marketing, FDJ United said: “We’re proud to be supporting Rangers Charity Foundation and their work in the local community. At 32Red, our sponsorships are built to benefit communities, so we are honoured to be able to help such an important cause with the Big Ibrox Sleep Out once again. We’ve supported this event for many years now and it never ceases to amaze us how much the participants give and their overwhelming generosity. It is a fantastic and important initiative that Rangers fans should be extremely proud of.”
The full total raised from this year’s Sleep Outs will be announced in mid-December.

The post RANGERS FANS BRAVE THE ELEMENTS TO RAISE MONEY FOR HOMELESSNESS IN GLASGOW appeared first on European Gaming Industry News.

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