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eSports

Andalucía and Giants announce an agreement to promote the tourist destination to a young audience

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The Department of Tourism, Culture and Sport of the Junta de Andalucía and the Malaga-based esports club Giants Gaming have reached an agreement to promote the Andalusian destination among young audiences who consume esports and streaming content. Thanks to this alliance, Giants will wear the Andalucía brand on the front of their jersey during the Valorant Champions being held in Los Angeles.

This agreement was presented at the Giants headquarters by the Minister of Tourism, Culture and Sport of the Junta de Andalucía, Arturo Bernal; and the owners of Giants, José Ramón Díaz and Virginia Calvo. The agreement has a one-year duration.

Under this agreement, the tourism brand of Andalucía will be displayed on the front of the Giants jersey during the Valorant Champions, as well as in several promotional actions on digital platforms and in physical events of the club, the most successful esports team in Spain.

Currently, Giants is the only esports club in Europe promoting tourist destinations. Through this partnership with Andalucía, Giants reinforces its commitment to the territory and explores new markets with the support of one of the most visited places in the world.

After the Champions Valorant, Junta de Andalucía and Giants will work together on different activations to bring the region’s tourism offer to different corners of the world and, above all, to young people who are part of ‘Gen Z’.

The Minister of Tourism, Culture and Sport of the Junta de Andalucía, Arturo Bernal, says: “Our region is once again at the forefront of tourism promotion, as a pioneering destination that is making progress in new media to reach a target audience that is difficult to reach through conventional media. Esports will help Andalucía to capture the attention of a young, modern and technologically active audience in the channels that most interest the ‘Gen Z’, to establish a real connection with potential tourists in the short and medium term.”

José Ramón Díaz, CEO and co-owner of Giants, highlights: “We are an Andalusian club, we are deeply proud of our roots and from Andalucía we have managed to become a reference in our industry in Spain. We are completely sure of the success of this union because Andalucía is innovation, esports are innovation and it is a form of entertainment that reaches more and more people every day, especially young people, so we consider it a great success.”

eSports

Esports World Cup Foundation and Lenovo™ Partner to Power the Next Generation of Esports Champions

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Lenovo’s Legion premium gaming brand joins the world’s largest esports event to fuel elite performance and elevate the fan experience through world-class hardware

The Esports World Cup Foundation (EWCF) and Lenovo, announced a partnership to make Lenovo’s Legion brand of gaming devices the Official PC & Gaming Hardware partner of the Esports World Cup 2025 (EWC). Lenovo Legion is the one of the world’s leading gaming ecosystem brands, and will be bring its relentless commitment to innovation and performance to the global stage, empowering EWC athletes to compete at their highest level.

From training rooms to tournament zones, EWC athletes will be equipped with Lenovo Legion Towers, Lenovo Legion laptops, and peripherals – built for elite esports play with advanced thermal systems, high-performance silicon, high refresh-rate displays and low latency keyboards and mice that meet the demands of top-level competition.

Key models such as the Legion Tower 7i and Legion Tower 5i will feature across the event’s player infrastructure, delivering the reliability and power needed to perform under the intense pressure of elite competition. Designed for esports, both towers offer expansive I/O for a complete gaming setup and Legion Coldfront: Liquid cooling thermal solutions. The Legion Tower 7i boasts advanced cooling and an NVIDIA® GeForce RTX™ 5080 Desktop GPU for the extreme performance that top-tier esports athletes rely on, while the Legion Tower 5i pairs intelligent cooling with the RTX 5070 Ti Desktop GPU to deliver focused, winning gameplay.

EWC will also feature Legion Pro 7i laptops to give attendees the full Lenovo Legion experience. Legion laptops untether elite-level gaming experiences from the desk, allowing gamers to win anywhere they find themselves in competition for the top spot with up to NVIDIA GeForce RTX 5090 Laptop GPUs and Legion Coldfront: Vapor thermal systems, allowing the laptop to deliver up to 250W TDP that brings the most demanding games to life on the 16” PureSight OLED display.

“We’re building the Esports World Cup to set a new global standard — in both competition and the technology behind it,” said Mohammed Al Nimer, Chief Commercial Officer at Esports World Cup Foundation. “Lenovo’s Legion brand understands what elite players need: speed, efficiency, and reliability under pressure. These machines deliver the competitive edge required on the world’s biggest stage, and together we’re pushing the limits of performance — while delivering an experience that meets the expectations of athletes, fans, and the future of global esports.”

“Lenovo Legion equips gamers around the world with outstanding devices to help them achieve their goals and reach their impossible,” said Volker Düring, VP, PC Gaming Business, Lenovo. “The Esports World Cup is the ultimate forum for the world’s best gamers to showcase their mettle and emerge at the top of the world leaderboards, and when the best gamers compete on Lenovo Legion devices, anything is possible.”

As part of the partnership, Lenovo’s Legion branding will appear across EWC’s global broadcast, digital content, and onsite experiences, including fully equipped festival zones with PCs, gear, and laptops available for attendees to play on-site, helping drive deeper engagement with fans while highlighting the ecosystem that supports world-class gaming.

Fans can expect exclusive content, player-focused storytelling, and digital activations across Lenovo Legion’s social channels, offering an inside look at the road to victory – and the technology that powers it.

Returning to Riyadh, Saudi Arabia, from July 7 to August 24, 2025, the Esports World Cup will unite global gaming communities for a celebration of esports culture. With 25 tournaments across 24 games, 2,000 elite players, and 200 Clubs from over 100 countries, the EWC will feature the largest prize pool in esports history, over $70 million. Fans can expect exclusive experiences, from high-stakes competition to live music, anime cafes, retro arcades, cosplay, and more, drawing millions of fans online and in person.

The post Esports World Cup Foundation and Lenovo™ Partner to Power the Next Generation of Esports Champions appeared first on European Gaming Industry News.

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BETBY REDEFINES CHESS BETTING WITH EXPANDED MARKET OFFERING AHEAD OF ESPORTS WORLD CUP DEBUT

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BETBY, the innovative sportsbook supplier, is redefining how chess is experienced in the betting world, launching an innovative suite of markets designed to deepen engagement and bring fresh energy to one of the world’s oldest strategy games.

Marking a new chapter for chess within the iGaming space, BETBY’s upgraded betting content portfolio goes far beyond traditional markets like outright winner or total moves. Bettors can now engage with detailed, event-specific outcomes including the first move made, the first piece captured, number of checks, castlings, and whether a game will feature a pawn promotion, an en passant, or end in stalemate. Several markets also focus on the timing of critical moments, such as whether a checkmate will occur before a certain move, offering more dynamic, real-time decision-making for players.

This launch follows six months of dedicated product development across BETBY’s chess vertical and reflects the company’s long-term vision for the game as a core part of its sportsbook strategy. With chess now officially included in the Esports World Cup, the timing marks a natural convergence of two verticals where BETBY continues to strengthen its position: esports and traditional chess.

As part of this expansion, BETBY is also introducing another exclusive: live betting on the Top Chess Engine Championship (TCEC), a prestigious AI-based tournament. While the event follows a defined schedule, it opens up a new betting experience through intense matchups between powerful engines, enriching the overall chess offering.

Currently, BETBY offers pre-match coverage for around 20 chess tournaments per month, totaling approximately 400 matches. The addition of these expanded markets marks a strategic leap forward in delivering a modern, high-engagement chess product to sportsbook partners and players.

“Chess has always been a passion of ours, and today we’re proud to announce the launch of a truly comprehensive chess offering,” said Kirill Nekrasov, Head of Sportsbook Product at BETBY. “By expanding our market depth and introducing innovative tournaments, including both traditional and AI-driven formats, we’re giving our partners and players a completely new way to engage with the game. Our vision is ambitious: we want chess and betting to become synonymous, to the point where no modern sportsbook feels complete without chess markets. We’ve already done this with Betby.Games and esports, now it’s time to do the same with chess.”

BETBY’s long-term global brand ambassador, five-time world chess champion Magnus Carlsen, will represent Team Liquid at the Esports World Cup. His participation in the tournament, which begins on July 7th, reinforces chess’s growing presence in global esports and its potential as a premium betting vertical.

The post BETBY REDEFINES CHESS BETTING WITH EXPANDED MARKET OFFERING AHEAD OF ESPORTS WORLD CUP DEBUT appeared first on European Gaming Industry News.

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Esportes da Sorte celebrates Brazilian culture with Parintins and São João Sponsorships

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Esportes Gaming Brasil, the owner of Onabet and Esportes da Sorte, is making its debut at the 58th Parintins Folklore Festival with an interactive project that blends cultural promotion, economic development, and social responsibility.

The brand becomes the first regulated betting operator to offer institutional support to the event, which welcomes around 120,000 visitors and generates BRL 184 million in local economic activity, according to the Amazonas State Government.

This cultural commitment comes on the back of Esportes Gaming Brasil sponsoring 31 São João festivals during June in 27 cities across the Northeast and Southeast regions. This initiative strengthens the brand’s strategy of connecting with the public through the appreciation of Brazilian cultural expressions.

Esportes da Sorte’s focus was creating memorable experiences as each event featured scenography by Pernambucan artist Perron Ramos. Another notable element was the Vila Junina (June Village), a themed area blending traditional elements with interactive experiences. Classic games such as Pescaria da Sorte (Fishing of Fortune), Barraca do Beijo (Kissing Booth), and Argola da Sorte (Ring Toss) bring nostalgia to the festivities.

For the three-day Parintins Folklore Festival starting today, the brand will be energising Parintins with a series of experiences celebrating local culture. These include a panoramic lounge with a special view of the Bumbódromo, the Truck da Sorte — a space combining karaoke and free hydration — as well as a Social Arena installed in the Garantido and Caprichoso neighborhoods, featuring artistic performances, rest areas, free water distribution, and Instagram-worthy spots. Festivalgoers will also be able to get their hands on custom giveaways throughout the festival. All elements of the visual project are inspired by Amazonian art. The graphics feature illustrations by Curumiz, a Parintins-based duo formed by Alziney Pereira and Kemerson Freitas.

Sofia Aldin, CMO of Esportes Gaming Brasil, the group behind the brand commented: “Esportes Gaming Brasil cares passionately about regional values and strengthening Brazilian popular culture. It’s more than simply showcasing our brand, we want to create value for the people who live for events like the Parintins Folklore Festival and the São João festivals. Being part of these events backs our strategy of supporting traditions that drive local economies and celebrate regional identities.”

The post Esportes da Sorte celebrates Brazilian culture with Parintins and São João Sponsorships appeared first on Gaming and Gambling Industry in the Americas.

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