eSports
Lavazza with Fnatic to debut into the esports industry with the “Icons of Italy” Campaign
Lavazza enters the world of esports with purpose-driven, interactive in-game experience that celebrates coffee and the Italian spirit.
Lavazza and Fnatic, the leading global esports organisation, today announced a partnership to launch the “Icons of Italy” Campaign that brings a custom, co-branded map to the Fortnite game. This first-of-its-kind collaboration marks Lavazza’s innovative entrance into the esports industry in an engaging, unique and disruptive way.
The campaign features professional Fortnite player and streamer, POW3R, telling the lifestyle journey of Lavazza and Fnatic through an interactive in-game experience. Players engage through a custom map called “Icons of Italy” that begins at POW3R’s mansion and where they’ll compete to complete the course as fast as possible.
The timed map is presented to the player as a true experiential journey through Italian culture, symbolically represented by coffee-themed customisation and references to the Lavazza A Modo Mio brand. What makes it truly representative are the Lavazza headquarters in Turin, the Nuvola signed by architect Cino Zucchi, and symbols of Italian cultural heritage such as the Colosseum. The map will have two additional levels added over time. Players will then submit their best runs by posting videos using the hashtag #IconsofItaly and tagging Lavazza, POW3R and Fnatic on Instagram or Twitter.
“We are delighted to announce this collaboration with Fnatic because it represents an important debut for Lavazza in a sector that is experiencing considerable growth, and we could not have hoped for a better partner”, said Carlo Colpo, Group Marketing Communication Director and Brand Home Director. “Esports and gaming is an interesting, challenging world, perfectly in line with the brand’s desire to relate to young people through tools and languages that are more appropriate to them”.
“Fnatic and Lavazza share the same values including a strong sense of heritage, a passion for work ethic and an unrelenting drive to be the best,” said Craig Santicchia, Partner Development Director, Fnatic. “This partnership is a taste of what’s to come from our two brands as we continue pushing boundaries and activating inside the most relevant platforms for Gen Z. Helping Lavazza enter the industry in a fun, disruptive way via these digital experiences shows that the only limitation is our imagination.”
The first prize winner with the fastest time will win a digital meet and greet with POW3R held via Zoom, along with a bunch of co-branded products. The second and third prize winners will receive the co-branded products and Fnatic Gear.
Looking ahead, this partnership will culminate in a two-part documentary that chronicles POW3R’s rise to professional esports stardom, merging the cinematic world with gaming. The documentary will uncover how he, with the support of Fnatic and Lavazza, transformed the Italian market to make gaming a part of mainstream culture. The documentary will be available on December 16 on Fnatic’s Youtube channel.
POW3R will officially kick off the “Icons of Italy” campaign tomorrow, November 11th, live streaming his first run on the custom co-branded Fortnite map via Twitch.
eSports
Emmy-Winning Director R.J. Cutler’s Docuseries Esports World Cup: Level Up Premieres June 6 on Prime Video
Prime Video, one of the leading entertainment destinations, will premiere the five-part documentary Esports World Cup: Level Up on June 6, with new episodes released weekly. Directed by Emmy-winning filmmaker R.J. Cutler (Billie Eilish: The World’s a Little Blurry, Elton John: Never Too Late and Martha), the series goes behind-the-scenes of the inaugural Esports World Cup (EWC) in 2024 — a defining moment in global esports, where over $60 million in prize money ignited a high-stakes, multinational battle to crown the world’s top esports Club.
The series is produced by This Machine (a part of Sony Pictures Television), with R.J. Cutler directing, John Dorsey serving as showrunner, and Jane Cha Cutler, Trevor Smith, Elise Pearlstein and Mark Blatty executive producing. Level Up will premiere exclusively on Prime Video in more than 240 countries and territories worldwide.
Esports World Cup: Level Up offers a rare look inside a global competition that’s redefining what it means to be a champion for a new generation of athletes and fans. R.J. Cutler and his team of expert storytellers embedded themselves within the eight-week tournament – watched by over 500 million fans globally – to uncover the personal sacrifices, rivalries and stakes driving the action.
Shot in verité style, the series combines intimate home visits from around the world and on-the-ground coverage from Riyadh, Saudi Arabia. It follows a wide cast of characters – from Club CEOs orchestrating million-dollar strategies to rising stars chasing life-changing wins – while capturing the pulse of elite esports competition.
“What drew me to the Esports World Cup was the compelling human stories unfolding within this high-stakes arena. Level Up isn’t just about the incredible competition and prize money; it’s about the dedication, the passion, and the sheer will of these athletes and teams pushing the boundaries of what’s possible. Under high pressure, we discover the true character of the competitors who vie for $60 million, but who also expose their humanity in the process,” said Cutler.
At the heart of Level Up is the “EWC Club Championship,” an unprecedented, multi-title tournament format where Clubs compete across more than 20 games, earning points toward a single leaderboard. Every match, every point, reshapes the race for global dominance. With the highest prize pool in esports history on the line, the EWC is not just a tournament – it’s a proving ground for the next generation of sports icons.
“A win might make the headlines — but the real story is the people behind it. Level Up dives into the human side of esports: the pressure, the ambition, the sacrifices. It’s about what it really takes to compete at the highest level — and why it matters. R.J. is the best at bringing those stories to life, and this one captures the heart of what we’re building,” said Ralf Reichert, CEO of the Esports World Cup Foundation.
The post Emmy-Winning Director R.J. Cutler’s Docuseries Esports World Cup: Level Up Premieres June 6 on Prime Video appeared first on Gaming and Gambling Industry in the Americas.
Esports betting pioneer adds daily fantasy esports offering to its growing range of products, with its sights set on the US market
PandaScore, the award-winning provider of esports odds, data and betting products, has continued to push boundaries with the launch of Daily Fantasy eSports, a truly groundbreaking product for operators and players.
Daily Fantasy eSports has been developed for the US market but will have global appeal with players drawn in by the chance to create virtual teams of real-life players and earn points based on their actual game performances.
Contests range from daily matchups to season-long leagues, with plenty of prizes up for grabs.
PandaScore’s Daily Fantasy eSports is backed by an expert-led esports trading team to deliver fast, accurate settlement data across unique, player-focused markets driven by the provider’s established and proven betting models.
An Interactive Player Widget serves up rich player stats and profiles, with PandaScore’s powerful BetBuilder enabling same-game parlays.
But that’s not all. PandaScore has more than 17,000 players in its esports player age and info database, the largest in the market.
It also offers dedicated helper codes and documentation to ensure smooth and seamless operator integration. It really is as easy as 1-2-3.
1 – There is a kick-off call to align on goals, timelines and fantasy formats.
2 – The operator accesses PandaScore’s dedicated fantasy-focused API to accelerate the build
3 – The dedicated integration manager ensures effortless onboarding and a successful launch
By leveraging PandaScore’s odds and data, alongside its team of experts and specialists, online sportsbook and daily fantasy sports operators can launch faster, ensure accuracy and scale their Daily Fantasy eSports offering with confidence.
Oliver Niner, Head of B2B at PandaScore, said: “Daily Fantasy eSports is a pioneering product from PandaScore that will really hit the mark with operators across North America, as well as other global markets.
“It allows operators to engage esports fans and bettors with a compelling product and proposition, but without the degree of risk that comes with standard betting as the payouts are controlled.
“Daily Fantasy eSports is already live with Dabble and is performing incredibly well, so we look forward to going live with more operators in the coming months.
“This really is a game-changing product, and we can’t wait to see it become available at some of the biggest betting brands in North America and beyond.”
The launch of Daily Fantasy eSports complements PandaScore’s growing esports betting offering, which includes odds and data for a huge number of disciplines, plus betting products like its BetBuilder, MicroMarkets and StoryBuilder.
The post PandaScore launches game-changing Daily Fantasy eSports product appeared first on European Gaming Industry News.
Esports Charts, a Ukraine-born analytics company that aggregates real-time viewership insights about esports, has won the Esports Innovation Award at the EsportsNext Industry Awards, hosted by the Esports Trade Association (ESTA) in Dallas, US.
The Esports Innovation Award recognizes an organization or individual that has introduced groundbreaking technology, services, or strategies significantly advancing the esports industry.
Esports Charts was honored for its scalable analytics platform, which provides comprehensive tournament and viewership statistics across more than 25 livestreaming services — helping stakeholders from publishers and teams to fans make smarter, data-driven decisions.
“Winning the Innovation Award from ESTA is an important milestone for us as a leading esports analytics service in the world. Also, we’re especially proud to represent Ukraine-born innovation on an international stage.
“From day one, our mission has been to bring clarity and transparency to the world of esports data. And this recognition from the industry is both an honor and a motivation to keep raising the bar.
“Thank you to our incredible team and partners, who believed in us from the start. This award is a shared success — and we’re just getting started,” Artyom Odintsov, co-founder and CEO of Esports Charts.
The post Esports Charts Wins “Esports Innovation Award” at the EsportsNext Industry Awards appeared first on Gaming and Gambling Industry in the Americas.
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