eSports
got2b and SPORTFIVE embark on the next level with esports
The trend styling brand becomes the official partner of the EU Masters and opts for digital interaction with the gaming and esports community
After the successful entry into the gaming cosmos last year, got2b is now expanding its activities and enters professional esports for the first time: The trend styling brand will become the official partner of the EU Masters, the biggest League of Legends competition on the European Continent, next to the LEC.
The global sports business agency, SPORTFIVE, which recently expanded its consulting know-how through the acquisition of the esports agency build a rocket (BLRK), has again developed a campaign for the Henkel brand, got2b. Within the scope of this cooperation, SPORTFIVE and BLRK are responsible for the mediation, consulting, conception, activation and implementation of the partnership, as well as the related interactive Twitch campaign.
After a market analysis and consultation, SPORTFIVE already developed a gaming campaign in 2020 for the Henkel hairstyling brand, got2b: #got2ChangeTheGame. During the course of the analysis, it was determined that a high affinity exists between the got2b target group and the subject of gaming. The main aim of the partnership with the EU Masters is therefore still to approach and interact with the gaming community. In doing so, got2b is leaving its comfort zone in the beauty and lifestyle area and is addressing another relevant target group. The partnership and the campaign are focussing on the DACH region and further expanding #got2ChangeTheGame as a campaign.
As integral part of the campaign, got2b is collaborating with five relevant and individual gaming influencers and thereby creating digital live moments on the Twitch streaming platform, which are intended to motivate the community of influencers to have interactions. The focus is on a creative mixture of live streams, hairstyling and quiz elements that significantly integrate got2b into the gaming world. Furthermore, authentic product placements are planned, which cater to the gaming target group and give the community the opportunity to try out new styles that underscore their personality.
In line with the campaign, SPORTFIVE/BLRK have also created a dedicated landing page: www.got2bgaming.de celebrates its launch today and creates further attractive touchpoints for got2b fans from the gaming scene via a major raffle. Awareness, Purchase, Consideration: The goal of the cooperation between got2b and the EU Masters is to achieve interaction and engagement among fans and followers and to sustainably address an important new target group.
Rik Strubel, CMO Henkel Beauty Care, explains: “got2b is a rebel for bold, load communication and innovative products in our Henkel Beauty Care portfolio. Last year, in collaboration with SPORTFIVE, we were able to position got2b very successfully in the gaming community. In order to further expand our involvement in the area of esports, we are now going a step further: As a partner of the European Masters and in collaboration with streamers and gamers, we will succeed in inspiring the community with interactive and entertaining content. In doing so, we will showcase that everyone should style and express themselves just as they want and we clearly embrace diversity and self-expression.”
Karsten Bentlage, Managing Director with SPORTFIVE Germany Consulting, adds: “This intensified partnership not only impressively demonstrates the added value that the gaming and esports world offers Henkel and got2b as a communication platform, but also the power and know-how that build a rocket and SPORTFIVE collectively bring to the table. This cooperation will be authentically and creatively filled with life and new approaches in the digital world!”
Alexander Albrecht, Managing Director of build a rocket, says: “It makes us proud to take this partnership to the next level! After a successful start, Henkel is now taking the next step with got2b and becomes a strong esports partner. We are delighted to once again be able to create, implement and accompany the entire campaign in all its facets with our expertise and in close cooperation with SPORTFIVE.”
Mumbai turned into a gamer’s paradise as Red Bull hosted the first-ever Red Bull AFK Party – a one-of-a-kind celebration that brought together gaming, music, and culture in a way India has never seen before. Described by many as the coolest party for gamers, the night united the country’s top gaming creators, esports stars, and fans for an immersive, high-energy experience done the Red Bull way.
The party welcomed people the Red Bull way, with a real static Formula 1 car right at the entrance. Inside, the venue transformed into a playground for gamers: an adrenaline-pumping RC Racing Track hosted by Ocean Sharma, Red Bull Athlete V3nom’s Reflex Challenge to test reaction speeds, Retro Arcade Section with a life-sized PAC-MAN and Tetris arcade, while the Console Gaming Zone buzzed with intense matches in EA FC 25 and Street Fighter.
As the night wore on, the gaming gave way to a packed dance floor with sets from OG Shez and DJ Kaartl.
V3nom on Red Bull’s Push for Gaming in India
The Red Bull AFK put Red Bull’s gaming athletes at the heart of the experience, showing the brand’s commitment to growing the ecosystem. As V3nom summed it up:
“Red Bull is getting into gaming full-on, hosting a lot of events and bringing together top creators and gaming athletes at gatherings like Red Bull AFK. It’s a huge and positive step for the community. I’m really happy to see it, and I hope events like this continue because we have so much more to do for gaming in India, ensuring future generations can make the most of the opportunities ahead.”
When asked about his favorite part of the party, V3nom added: “I think my V3nom Reaction Challenge, because it combines a bit of fitness with reaction time, and tests your reflexes — which are essential for gaming.”
From Mumbai to Dubai – The Tetris Challenge
One activation that had everyone talking was the Tetris challenge, inspired by Red Bull Tetris. Here, players could stack their way up the leaderboard for a chance to represent India at the Red Bull Tetris World Finals in Dubai later this year — bringing a global competitive pathway right to the AFK floor.
Jonathan’s Championship Moment
Another highlight was the Street Fighter x BC One Dance-Off, a crossover where gaming skill met dancing. Four creators — Jonathan, Ocean, Sharkshe, and V3nom — each teamed up with a professional dancer for a two-part battle.
After Sharkshe edged past Ocean and Jonathan toppled V3nom in the semis, the grand finale saw Jonathan dominate in Street Fighter before his dance partner delivered a flawless routine to seal the win.
The post From Street Fighter Glory to a Global Tetris Path: Inside the First-Ever Red Bull AFK Party appeared first on European Gaming Industry News.
BASILISK, the global esports organization built to champion science, announced the signing of legendary fighting game competitor Justin ‘Jwong’ Wong as captain of its newly formed Fighting Game Community (FGC) Division. Wong will lead BASILISK’s entry into the FGC by recruiting players, developing community events, and creating FGC – science crossover content.
“Justin isn’t just a competitive genius – he is a cultural icon and humble leader within the FGC. We are incredibly proud to have him leading our FGC division and support the amazing work he already does for the community,” said BASILISK co-founder Christopher Bothur.
A nine-time Evolution Championship Series (Evo) Champion and Guinness World Record holder, Wong brings unparalleled FGC credibility and expertise to BASILISK. His reach extends across the entire FGC fandom of millions, and he was immortalized in Evo Moment #37 which has over 100 million views.
As Captain of BASILISK FGC, Wong will leverage BASILISK’s data analytics to scout and train the next generation of FGC pros.
“Math is super important to fighting games. I’m excited to join science’s esports team. I’m passionate about finding promising players with a positive mentality and shaping them into the next big thing. I want to see somebody else in the spotlight after me and help them reach their potential. If we can discover the next world champion, that would be fantastic,” said Wong upon joining BASILISK.
The signing comes on the heels of BASILISK’s new partnerships with The Planetary Society and Caltech’s Institute for Quantum Information and Matter (IQIM), announced in July. These collaborations create a powerful bridge between renowned scientific institutions and gamers, which Wong will amplify to his millions of followers and fans.
“Justin is a dream addition to our organization. He exemplifies the dedication and analytical capacity required to be an esports champion or great scientist,” added BASILISK co-founder Hans Kassier.
Wong becomes the second “GOAT” (Greatest of All Time) to join BASILISK, alongside Finnish StarCraft 2 legend Joona “Serral” Sotala, who just captured the SC2 Esports World Cup Championship in July 2025. The signing also creates opportunities for cross-over content with BASILISK’s diverse roster, including chess Grandmaster Vincent Keymer and award-winning science communicator Kyle Hill, who brings over 2.5 million followers and a vast network of science enthusiasts to the organization.
The post Fighting Game GOAT Justin Wong Joins BASILISK, Science’s Esports Team appeared first on Gaming and Gambling Industry in the Americas.
Riot Games, in association with Aftermath Ventures, has officially concluded the inaugural Legends Ascend South Asia, with S8UL Esports emerging victorious after four months of intense competition. The win secures them the coveted spot at the League of Legends Championship Pacific (LCP) Wild Card Playoffs, set to take place between August 28 to August 31, where they will face top teams from across the region for a chance at LCP 2026 promotion.
Legends Ascend South Asia, announced in April 2025, set out to provide a structured, competitive platform for the region’s League of Legends talent. With a total prize pool of INR 10,00,000, the tournament brought together 95 teams from India, Bangladesh, Sri Lanka, Nepal, Maldives, and Bhutan, competing across three open qualifiers, a round robin league stage, and double-elimination playoffs.
The tournament kicked off with three open-registration qualifiers held from April to May, producing nine standout teams: S8UL Esports, Kakao Gaming, PnX ASCENSION, Revenants, SUVO HATERS, Jetfire’s Dojo, Syndicate, Poro Patrol, and Report Precog Gaming. These teams advanced to the Round Robin Stage in June and July, where S8UL Esports, Kakao Gaming, Revenants, and Syndicate emerged as the top four to enter the playoffs.
The Double Elimination Playoffs in July and August delivered high-stakes best-of-three and best-of-five clashes, with S8UL Esports displaying consistency, adaptability, and fearless drafting en route to the championship title. The final standings were:
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S8UL Esports – Champions (Advance to LCP Wild Card Playoffs)
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Kakao Gaming
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Revenants
Spanning over 29 broadcast days, Legends Ascend South Asia generated more than 1.3 lakh YouTube views and attained a reach of over 7 lakh through the Aftermath Ventures’ FragNation channel. The event also saw 12 community watch parties across the region, amassing an additional 1.25 lakh views from grassroots fan hubs.
Speaking on the conclusion of the tournament, Arun Rajappa, Country Manager, India & South Asia, Riot Games, said: “Legends Ascend was about discovery, growth, and empowering the South Asian League esports landscape by providing them with a structured pathway to compete alongside global talents. Seeing S8UL lift the trophy after such a grueling journey is a testament to the depth of talent here, and we couldn’t be more excited for them as they head to the LCP Wild Card Playoffs.”
Mansoor ‘Nabu’ Ahmed, Founder & CEO, Aftermath Ventures, added: “From the first qualifier to the final game, Legends Ascend showcased what South Asia’s League of Legends community is capable of. The passion from players, fans, and watch-party hosts has been incredible. Congratulations to S8UL Esports for not just winning, but setting an example for the next generation of players in the region.”
As S8UL Esports prepares to represent South Asia at the LCP Wild Card Playoffs, the success of Legends Ascend South Asia underscores Riot Games’ long-term vision of building sustainable competitive pathways for amateur players in the region.
Fans can relive all the action from Legends Ascend South Asia on the FragNation YouTube channel, and follow Riot Games India & South Asia for updates on the region’s next big competitive milestones.
The post S8UL Esports crowned champions of Legends Ascend South Asia 2025 appeared first on European Gaming Industry News.
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