partnerships
Jesse Lingard’s JLINGZ Esports announces a new strategic alliance with one of Korea’s most popular Esports and Entertainment Organisations Liiv Sandbox
This week’s announcement signifies a new shared vision and partnership between SBXG, a leading esports and entertainment company, and Jlingz esports, the esports organisation owned by UK Footballer Jesse Lingard. As part of this new alliance JLINGZ and SBXG will extend brand reach into respective markets of Europe & Asia by collaborating across social and digital platforms, talent management as well as creating exciting new opportunities for brands with combined commercial partnerships .
Through this business agreement, the two companies will strengthen the promotion of content using IP between SBXG and JLINGZ Esports. It plans to draw partnerships with other esports teams using Jesse Lingard’s own famous IP and continue to produce promotional content for JLINGZ Esports and SBXG.
Jesse who was pivotal in the making of this deal shared his thoughts, ‘I’ve been lucky enough to travel to Asia when playing football and the fans have always been incredibly welcoming and passionate. I’m really excited by the chance to return and experience a whole new fanbase that I know will be just as amazing! I love gaming and esports and I’m proud that our Org can partner with such Orgs like SBXG as they share a lot of my beliefs in how powerful gaming and the community are and the potential for esports to grow even bigger than it is today. It’s going to be a lot of fun and 100% I’m coming to Seoul soon!’
SBXG CEO Jeong In-mo said, “SBXG is active in collaboration with existing legacy sports. Jesse Lingard is a famous Premier League player but also an esports fan who has the potential to create synergy between each other in that he runs the club himself. Through this business agreement, we will be able to expand the base of the esports business.
Lee Moon-hee, co-Founder of the E-sports agency FNBL, said, “The crossover between sports will provide a touchstone for LCK’s new development model.
Toby Wakefield, MD of Jlingz Esports said about the deal ‘We’re incredibly excited by this partnership. SBXG is an unbelievable org and perennial winners across the titles they compete in. We have an amazing opportunity to learn and do so much with them. It’s a great platform for JLINGZ as well to grow our own brand and fanbase with esports and gaming fans in such a diverse and exciting part of the world’
Casino Portugal, one of the leading online gaming operators in the country, has announced the addition of MGA Games titles to its digital entertainment catalog. Thanks to this partnership, users can now enjoy some of the Spanish developer’s most successful releases, such as O Bandido Explosivo, O Gato Mago, Fortuna do Petróleo, Mar Dourado Megaways, Avalanche Selvagem, Minerais Mágicos, Carnaval de Lendas Míticas, and Giro Estelar, among others. This integration strengthens the casino’s content offering, which currently includes over 800 available games.
The arrival of MGA Games’ titles marks another step in Casino Portugal’s strategy to offer a diverse, safe, and high-quality gaming experience tailored to the tastes of the local audience. MGA Games, in turn, continues to expand its international presence with its innovative localized productions, which are already a benchmark in Spain, Europe, and Latin America. With a catalog of over 200 games and 20 years of industry experience, the company is recognized for its ability to adapt to each market.
“We are very pleased with the launch of our games at Casino Portugal, a leading company in the sector. This agreement allows us to bring our productions even closer to the Portuguese audience, a strategic market in our European expansion,” said Javier Lanfranchi, Commercial Director of MGA Games. “We will continue to invest in innovative and localized content that connects with players in each country.”
The post MGA Games’ Iconic Slot Catalogue Now Live on Casino Portugal! appeared first on European Gaming Industry News.
Max Level will work closely with Riot’s India and South Asia teams to amplify brand campaigns, regional esports initiatives, product updates, and community-first storytelling in India, Bangladesh, Nepal, and other South Asian markets. The collaboration aims to build authentic, culturally resonant narratives that reflect Riot’s mission as a player-focused organisation.
The win follows a competitive multi-agency pitch process that saw Max Level selected from among several top PR agencies. The decision was based on Max Level’s deep understanding of the gaming and esports audience, its creative-first approach, and its proven ability to drive conversation and cultural relevance.
Siddharth Nayyar, Co-founder and Chief Executive Officer at Max Level, said, “Winning the PR mandate for Riot Games is a defining moment for us. Riot has not only shaped the modern multiplayer era but also built global communities around player-first values. We’re thrilled to help expand that legacy in India and South Asia, a region that’s growing and evolving at a breakneck pace.”
Max Level’s mandate includes ongoing campaign support for key products and IPs, regional amplification of Riot’s global esports events, as well as strategic counsel on community engagement and creator collaborations. The agency’s track record with brands like NODWIN Gaming, SuperGaming, CyberPowerPC India, KRAFTON, ESL FACEIT Group among others makes it uniquely positioned to drive culturally relevant PR in gaming and esports.
According to the Lumikai State of India Gaming Report 2024, India’s gaming market reached $3.1 billion in FY23, with projections to hit $7.5 billion by FY28, fueled by a base of over 568 million gamers, nearly half of whom are paying users. The report also highlights how India is now the largest consumer of mobile games globally, creating an immense opportunity for publishers like Riot to scale their reach and community.
The post Max Level Wins PR Mandate for Riot Games in India and South Asia appeared first on European Gaming Industry News.
partnerships
kwiff unveiled as official betting partner and Back Of Shirt sponsor of Motherwell FC for 2025/26 Season
kwiff, the super-charged sports betting service, has been unveiled as the official betting partner and Back of Shirt Sponsor of Motherwell FC ahead of the 2025/26 Scottish Premiership season in a 2-year agreement at least.
This is kwiff’s debut football partnership in Scotland, and signifies a big step forward as the brand continues to amplify its UK presence. As part of the agreement, kwiff’s branding will feature on the back of the club’s home and away kits, along the bottom.
Garry McGibbon, Director of Spryme Limited, commented: “We’re very pleased to join forces with Motherwell FC, a club with a proud history and passionate fans. Working with Motherwell gives us the perfect chance to introduce our brand to Scottish supporters – and we’re looking forward to getting behind Motherwell in the upcoming campaign.”
Suzanne Reid, Commercial Director at Motherwell FC, said: “Welcoming kwiff as our Official Betting Partner and Back of Shirt Sponsor for the 2025/26 season is the perfect way to kick-start our campaign. It’s great to have kwiff behind us for the season ahead.”
The post kwiff unveiled as official betting partner and Back Of Shirt sponsor of Motherwell FC for 2025/26 Season appeared first on European Gaming Industry News.
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