Ready to Fight by Oleksandr Usyk and GR8 Tech have joined forces in a technological partnership that bridges the worlds of sports and innovation.

As Ready To Fight’s exclusive Partner in Tech, GR8 Tech combines its UNrivaled expertise in iGaming with RTF’s experience as the UNdisputed champion’s team to deliver solutions that push boundaries and achieve extraordinary results.

“The iGaming industry is a highly fluid environment, very similar to boxing as a competitive sport: The winners in it are strategic thinkers, relentless in preparation and flawless in execution. These qualities unite GR8 Tech and Ready to Fight by Oleksandr Usyk and serve as the foundation of our partnership, empowering GR8 Tech to help its clients achieve UNdisputed success in their own rings,” said Sergey Ghazaryan, CRO at GR8 Tech.

“Our partnership with GR8 Tech is about bringing the boxing world closer through technology and creating something new for fighters, fans, and industry leaders. We’re combining GR8 Tech’s expertise in iGaming with our vision to build a stronger, smarter platform. Together, we’ll be rolling out new features and innovations to bring people together and make the boxing experience better with great tech,” said Oleksandr Usyk, Co-Founder of Ready to Fight.

GR8 Tech’s top-tier Sportsbook and iGaming platform stands out for its scalability, precision, and exceptional performance – qualities that align with Usyk’s UNwavering drive and UNstoppable track record. Just as Ready To Fight by Usyk wins the global boxing market, GR8 Tech excels with UNparalleled event coverage, sophisticated margin management, and a geo-specific approach, providing everything operators need to achieve extraordinary success in any market.

Ready to Fight’s mission to merge technology with boxing comes to life through GR8 Tech’s advanced platform. By leveraging GR8 Tech’s technological expertise, RTF meets the high operational standards of iGaming leaders. Both brands share a data-driven, innovative approach, empowering their audiences to break boundaries and achieve UNprecedented success at the intersection of sports and technology.

This UNdisputedly GR8 partnership marks the start of an exciting 2025, bringing digital activations, exclusive merch, and a groundbreaking product tech collaboration. Stay up-to-date with all the latest news by following GR8 Tech on its website and LinkedIn.

– Study of almost 4,000 Gen Alpha/Z respondents reveals how brands can best engage the vital but elusive kid and teen audience –

SuperAwesome, the leading youth technology and insights provider, has launched a groundbreaking in-depth study into the passions and fandoms that enable brands and IP owners to forge deeper connections with young audiences.

Kids and teens remain a vital but elusive audience. They shift across a hyper-fragmented media landscape, immersed in (and defining) cultures that move faster than ever before. The long-standing challenge of data scarcity relating to under-18 audiences makes connecting meaningfully with them incredibly difficult for brands.

Conducted among 3,750 under-18s and their parents across the US, UK and Germany, the new research provides critical insights to help brands decode the passions and fandoms that fuel youth audiences. Launched today at the London Toy Fair, ‘Fandoms & Passions: The Antidotes to Hyper-Fragmented Youth Audiences’ reveals that meaningful and lasting relationships are developed throughout childhood and teenhood that impact brand loyalty in this timespan and beyond.

Kate O’Loughlin, CEO of SuperAwesome, said: “The fragmentation of kids’ and teens’ digital behaviors continues to grow, yet the insights on how to engage them have been limited to rudimentary observations of what they interact with online – without understanding the WHY. We conducted this research to uncover the complex drivers of how brands can build real resonance with young audiences.”

Fandoms and Passions – What’s the Difference? 

Passions are hobbies or interests (think gaming, sports, or music). They’re important for self-discovery and shaping individual perspectives, and are primarily focused on the personal connection with an activity or interest. Tapping into passions gives an instant connection to young audiences on a personal level.

Fandoms can elevate this further by adding a social dimension. They’re built around community or consumable content that unites people (think particular video games, film franchises, or a musician, for example). They allow kids to be part of a collective, creating a sense of community and belonging. This shared experience strengthens their connection to the fandom and the brands that interact with them authentically.

How Important Are Fandoms and Passions Really? 

3 in 5 kids engage with their passions daily, and 56% of kids engage with their fandoms daily. On average, young people have 4 passions but only 2 fandoms at any given time due to the social and potential financial investment fandoms require. More than half (55%) of those surveyed said their top fandom had an enormous influence on their daily lives, rating its impact at least 9 out of 10.

How Do Fandoms and Passions Translate Into Engagement Opportunities with Gen Alpha & Gen Z? 

Young audiences are naturally drawn to brands that reflect their values: 74% say they feel more connected to brands that share their passions, while 73% feel more positive about brands that collaborate with something or someone they’re a fan of. Not every brand can create a fandom, but it is possible to leverage passions and collaborate with fandoms to maximize the potential of understanding and connecting with young people.

Kate O’Loughlin, CEO of SuperAwesome added: “With this research, making safe connections to Gen Alpha and Gen Z can be as sophisticated as they are. The ability to take an audience-based approach with youth – rooted in a comprehensive understanding of their values, passions and emotions – is a necessary leap forward to meet the challenge of engaging kids and teens as they rapidly evolve.”

The research highlights that brands that are looking to connect with youth audiences cross-platform can begin with understanding their deep interests, emotional engagement and commitment. 47% of respondents watch content (like on YouTube) and shows (on streaming platforms) related to their fandoms, plus 22% also play games, use apps or buy merchandise related to the fandoms too.

Far from trying to exclude brands from their fandoms and passions, the research shows that 67% of young people think brands could do more to connect with them. It’s up to brands to make sure they do this with a deep understanding of their audience, enabling them to engage with meaning and authenticity.

Download the full report at this link: superawesome.com/identities-fandoms-and-understanding-youth-audiences/