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Lando Norris launches gaming and lifestyle brand Quadrant

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  • McLaren Formula 1 driver’s racing and gaming activities collide
  • Norris joined by prestigious talent team – FNG, Aarava, SuperGT and RiaBish
  • Quadrant to bring fans closer to the action with ‘real-life’ content

Formula 1 ace Lando Norris has today announced the launch of his very own premium lifestyle and gaming brand, Quadrant. The organisation aims to bridge the gap between his real-world motorsport activities and his now reputable streaming ventures.

Norris’s profile has risen exponentially since joining the Formula 1 paddock in 2019 and has continued to grow following a slew of strong results this season. In parallel, his online presence has expanded, thus creating the opportunity for an innovative online brand which combines many of his passions.

Quadrant will focus on blending four key aspects: gaming, apparel, racing and content, prioritising audience entertainment through authentic, casual content. The channel will also look to engage fans in new and exciting ways, with plans for Norris to use a Quadrant-designed helmet at the 2020 Bahrain Grand Prix and the aim to bring the squad to multiple Formula 1 race locations next year.

Owing to Norris’s passion for apparel, clothing will also be a big part of the Quadrant project with another arm of the brand designing and creating hoodies, t-shirts and hats among other items.

Joining the 20-year-old at Quadrant are a team of esteemed influencers across multiple different gaming platforms and genres, who collectively amass over 1.3 million YouTube subscribers.

Among them, is none other than F1 2020 YouTube star Aarav Amin (Aarava). Aarav is one of the world’s most popular Formula 1 game streamers and brings with him over 450,000 subscribers. Having previously worked with three of his four co-stars, he was a natural fit for the team.

Leading virtual racer Steve Alvarez Brown (Super GT) also joins the roster. Like Lando, Steve’s channel provides a mix of real-world and virtual racing. As a successful kart racer, Gran Turismo competitor and naturally funny streamer, Super GT was quickly snapped up and added to the team.

Next in the line-up is Maria Bish (RiaBish). Despite being relatively new to streaming, Maria brings with her a huge Call of Duty Warzone following adding extra layers to Quadrant’s offering, expanding its reach beyond motorsport and virtual racing.

Niran Yesufu (FNG) completes the squad. Niran is a FIFA content creator known for sparking conversation, meaning he was quickly identified as the perfect influencer to regularly engage with Quadrant’s fanbase and to spearhead the channel’s efforts at Grand Prix.

The project was co-ordinated by Veloce Esports and ADD Management – Norris’s management company – with the goal of bringing five huge names from the world of streaming under one roof and, now that the team is assembled, the channel will produce videos and streams on a weekly basis for fans to enjoy.

Lando Norris, Founder, Quadrant, commented:

“I’m so excited to introduce Quadrant to the world. I’ve been working hard on this behind the scenes for a while now with my management ADD and it’s a great feeling to finally have everything in place. I’m a gamer at heart but I’m also passionate about apparel and getting closer to my fans. I’ve always been keen to build a brand of my own, so this is a great way to blend all of that together whilst having fun with a few of my good friends.”

Mark Berryman, ADD Management, said:

“We are really pleased to be able to launch this new company alongside Lando and continue to help him to achieve all his goals, both in Formula 1 and outside of the paddock. We know how important gaming and streaming is to him, so Quadrant is going to be a fantastic outlet for this and will give fans a much sought-after insight into his other activities.”

Jamie MacLaurin, Chief Sporting Officer, Veloce Esports, said:

“Veloce Esports was a great match for Quadrant. We have worked with Lando before on the #NotTheGP series, and similarly with the other streamers on several other projects, so it seemed a perfect fit to bring everyone together. We’ve got some brilliant content coming your way and we can’t wait to see what the future holds for this exciting brand.”

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PopOK Gaming Joins the 22nd Edition of Peru Gaming Show

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PopOK Gaming is taking part in the Peru Gaming Show (PGS) 2025, scheduled for June 18-19 in Lima, Peru. The event marks its 22nd edition this year and is recognized as one of the most prominent gaming industry gatherings in Latin America.

Participating in PGS reflects PopOK Gaming’s ongoing commitment to strengthening its presence in the Latin American market. The PopOK team values the opportunity to engage directly with regional partners, explore collaboration opportunities, and better understand the local market dynamics.

The event offers a space to not only showcase innovation but also to build meaningful connections with industry professionals in a growing and competitive landscape.

PGS has steadily grown in attendance and scale, welcoming over 8000 visitors and 80+ exhibitors in 2024. The show brings together companies across the gaming and iGaming sectors, providing a platform to explore new technologies, market developments, and regulatory trends relevant to the region.

PopOK Gaming will use the opportunity to present its latest game releases and product updates to industry professionals attending the show. The team will also be available for live demos and conversations with operators looking to enhance their offering with engaging, performance-driven content.

In addition to the exhibition, the event includes two days of conference sessions, known for their focus on the Latin American market and their lineup of experienced industry speakers.

The post PopOK Gaming Joins the 22nd Edition of Peru Gaming Show appeared first on Gaming and Gambling Industry in the Americas.

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IGT PlaySports Continues Partnership with Boyd Gaming in Nevada via New Three-year Technology Agreement

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International Game Technology PLC announced that it recently signed a new, three-year sports betting technology agreement with Boyd Gaming Corporation. Under the terms of the agreement, IGT’s award-winning PlaySports platform will continue powering Boyd Gaming’s retail and mobile sports betting offering in Nevada through August 2028. The new agreement builds on IGT and Boyd Gaming’s long-standing sports betting technology partnership that started in 2018.

“Boyd Gaming is pleased to announce our decision to continue powering our retail and mobile sportsbooks in Nevada with IGT PlaySports technology. As the core technology of our sports betting offering in Nevada, IGT PlaySports’ platform enables us to evolve Boyd Sports in ways that deliver incremental value to our players and seamlessly scale our offering to address new business opportunities,” said Bob Scucci, Vice President of Race & Sports Operations for Boyd Gaming.

“IGT PlaySports looks forward to continuing our close partnership with Boyd Gaming in Nevada for three additional years and helping them engage players across channels in the most mature, competitive sports betting market in the US. IGT PlaySports continues to invest in and grow our footprint in Nevada. The performance, reliability and scalability of our technology stack and self-service betting technologies ensure our customers benefit from the most comprehensive B2B solution in North America,” said Joe Bertolone, IGT SVP of Sports Betting.

In addition to using the IGT PlaySports platform, Boyd Gaming will continue to offer IGT’s PlaySports Kiosks at its 10 retail betting locations across Nevada.

The post IGT PlaySports Continues Partnership with Boyd Gaming in Nevada via New Three-year Technology Agreement appeared first on Gaming and Gambling Industry in the Americas.

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MGCB Issues Cease-and-Desist Orders to Five Illegal Online Gambling Operators

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The Michigan Gaming Control Board (MGCB) has issued cease-and-desist orders to five illegal online gambling operators—BoVegas Casino, BUSR, Cherry Gold Casino, Lucky Legends, and Wager Attack Casino—after discovering they were targeting Michigan residents without proper licenses. These operators are violating Michigan’s Lawful Internet Gaming Act, the Michigan Gaming Control and Revenue Act, and the Michigan Penal Code.

“These illegal sites undermine the integrity of Michigan’s regulated gaming industry and put players at serious risk. We will not tolerate unlicensed gambling operations that exploit Michigan residents. Our top priority is to protect the public by enforcing the law and shutting down these illegal platforms,” said Henry Williams, Executive Director of the MGCB.

Details of the Crackdown

BoVegas Casino: Offers slots and table games while ignoring Michigan’s strict licensing requirements, leaving players vulnerable to fraud and unfair gaming.

BUSR: Markets itself as a sportsbook and casino but operates without the consumer protections required by Michigan law.

Cherry Gold Casino: Promotes a wide range of slots and table games but lacks Michigan licensure, putting players at risk.

Lucky Legends: Claims to offer a “VIP experience” with bonuses but bypasses state regulations designed to ensure fairness.

Wager Attack Casino: Combines sports betting and casino gaming without a Michigan license, exposing consumers to unregulated practices.

The MGCB’s investigations found that these sites have been accepting wagers and deposits from Michigan residents on sports events, slots, blackjack, and other casino games—all without the oversight and safeguards required by law. Players using these platforms face unreliable payouts, unfair gaming practices, and have no legal recourse in case of disputes.

“These illegal operations, whether offshore or operating without a Michigan license, exploit players and put them at risk. We will continue to take strong action to protect the integrity of Michigan’s gaming industry and to ensure that residents have access to safe, legal, and regulated gambling options,” Williams said.

The cease-and-desist orders demand that each operator immediately halt all gaming activities in Michigan. They have 14 days to comply or face further legal action from the MGCB in collaboration with the Michigan Department of Attorney General.

The post MGCB Issues Cease-and-Desist Orders to Five Illegal Online Gambling Operators appeared first on Gaming and Gambling Industry in the Americas.

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