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CHEL INTEL: EUROPEAN CHAMPIONSHIP EDITION
This is CHEL Intel: European Championship Edition, where we’ll provide an overview of the EA SPORTS NHL 24 European Championship, profile the eight players who have qualified for the Final round, as well as provide updates from the North American side of the draw. The final round of the EA SPORTS NHL 24 European Championship will take place in-person on Sunday, March 17 at the Copenhagen Media Facility in Copenhagen, Denmark. The full live stream will be available on the NHL’s Twitch channel beginning at 7 p.m. CET / 1 p.m. ET.
Now in its eighth season, the EA SPORTS™ NHL 24 World Championship is the NHL’s premier global esports competition and concludes by crowning a World Champion on April 7, 2024. News, qualifier information and results can be found in real time on the tournament’s website. Fans can follow along on social media using #NHL24WC.
Returning for consecutive seasons, the NHL24WC European Championship broadcast team will be led by gaming expert and play-by-play announcer Cameron ‘NoSleeves’ Halbert with color commentator Anthony ‘GrizGoal’ Scibilia III providing player background and analysis.
EA SPORTS NHL 24 European Championship Format
The European Championship will be played among the top eight players from European Console Final. The right players will be split into two pools of four players who will compete in a best-of-one round robin. Players will be assigned to a round-robin pool based on order of seeding from the European Console Final. Each round robin match will be scored as two points for a win, one point for an overtime loss, and zero points for a regulation loss. Ties will be broken by (1) head-to head record, (2) goal differential, (3) number of total goals for, (4) fewest number of goals against, and then (5) a coin flip.
The top two finishers from each pool will advance to a semifinal round. The highest finisher in one pool will play the second finisher in the other. The semifinal and final rounds of the European Championship will be a best-of-three to determine the European Championship.
EA SPORTS NHL 24 European Championand runner up will also automatically qualify for the EA SPORTS NHL 24 World Championship held on April 7 in New York.
All remaining NHL24WC competitions will be played on the PlayStation 5 Console.
The EA SPORTS NHL 24World Championship is produced by NHL24WC partner DreamHack Sports Games(DHSG), a brand of the ESL FACEIT Group (EFG), the leading esports and video game entertainment company. EFG is dedicated to creating worlds beyond gameplay and builds innovative ecosystems that enable global communities of players, fans and creators around esports and video games.
Let’s meet the finalists:
Along with being one of the youngest players in the field, Alphaborje (Liam Borjesson) is also one of the two Swedish competitors in the European Final, hailing from Eksjo, Sweden. He has played competitively for three years and is excited to be competing in his first European Final despite being relatively new to the NHL’s global gaming tournament. Alphaborje hopes his calm demeanor and offensive attacking style will help him bring home the title and $15,000 USD prize in his first LAN event. He is just getting started and would like to use the money to upgrade his gaming setup.
Borjesson is a huge Detroit Red Wings fan and has appropriately chosen to represent the club for the European Final. His favorite player is Red Wings forward and fellow countryman Lucas Raymond (Gothenburg, SWE), who was a star of Frölunda – Borjesson’s favorite team in the Swedish Hockey League – before being drafted by the Red Wings (No. 4 in 2020).
Alphaborje played ice hockey for eight years before picking up the console. While he is one-of-a-kind in the virtual rink, it may be surprising that he has a twin brother. Alphaborje’s fandom for up-and-coming stars extends further than just his favorite player, as he believes Blackhawks rookie Connor Bedard should be on the cover of NHL 25.
Road to the European Championship
European Championship: Console Final – Playdown Round of 16 (series win 2-0 vs. JJJimbo-)
European Championship: Console Final – Playdown Round of 32 (series win 2-0 vs. bystorm__)
European Championship: Console Final – Playdown Round of 64 (series win 2-1 vs. juusoskari)
European Championship: Console Final – Playdown Round of 128 (series win 2-0 vs. AgreLith)
EU Championship Open Play (PS5): 1,787 points, 18 wins
* * * * *
A consistent NHLWC performer, Eken45jr (Henrik Eklund) is one of two Swedish players in the final eight vying for the EA SPORTS NHL European Championship title. The 24-year-old Vasternorrland-native is representing the NHL’s Pittsburgh Penguins during this year’s competition, and lists captain Sidney Crosbyas his idol and favorite player. Eken played ice hockey growing up until he was 16 and wanted to be a great role model like Crosby, both off and on the ice. Unfortunately, his hockey career abruptly ended when he became sick and needed to have a kidney replacement, which made him miss a full year in recovery.
His passion for the game, however, continued on the virtual ice when he started to play the NHL title in 2008 and started to play competitively in 2018. Eken describes himself as “chill and laid back” and says his pregame routine usually involves working out to clear his mind. His strengths are his hockey IQ as well as his ability to read the game and adapt to his opponent. He loves playing at LAN events and has family near and far cheering him on.
Eken’s accolades include being an NHL GWC European regional finalist in three consecutive season (2020-2022), a nine-time Swedish Champion and winning the 2021 Bolts Chel Challenge title. His resume includes success in 6v6 and 1v1 competitions. Off the virtual ice, Eken45jr has also found success as an above average golfer with a 6 handicap.
An avid NHL hockey fan, Eklund’s most memorable NHL experience was skating at Rogers Arena in Vancouver when he was younger.
Road to the European Championship
European Championship: Console Final – Playdown Round of 16 (series win 2-0 vs. Johicho96)
European Championship: Console Final – Playdown Round of 32 (series win 2-0 vs. CptAnonymous91)
European Championship: Console Final – Playdown Round of 64 (series win 2-0 vs. Renson)
European Championship: Console Final – Playdown Round of 128 (series win 2-0 vs. biqqiz)
EU Championship Open Play (PS5): 2,024 points, 24 wins
* * * * *
The most decorated player on the EA SPORTS NHL World Championship circuit, Eki (Erik Tammenpää), has dominated the NHL gaming scene for years and is the reigning EA SPORTS NHL European Champion. The 24-years-old resident of Uusimaa, Finland is the oldest player in this year’s European Final field and will once again be representing the NHL’s New York Islanders during the competition.
The runner up in last year’s EA SPORTS NHL 23 World Final, Eki’s spacious NHLWC trophy case includes one World Championship (2018) and five European Championships (2018, 2019, 2021, 2022, 2023), as well several top finishes and prize wins at NHL Club Championships.
Tammenpää is a popular full-time YouTube and Twitch content creator and EA SPORTS™ NHL® 24 expert who first started playing the NHL title on EA SPORTS NHL 07. Every player in this year’s European Final considers Eki to be the G.O.A.T. of Chel and expects him to be the hardest competition they will face in the road to this year’s title.
Being at the top of their game is something Eki has in common with his favorite NHL player, who he lists as Toronto Maple Leafs phenom Auston Matthews, who he says is “an awesome two-way player with incredible skill and an eye for scoring unbelievable goals.” Perhaps it was his own 14 years of playing hockey on the ice as a goalie that allows Eki to remain calm and positive during all his matches. He lists his gameplay strengths as passing, adaptiveness to his opponents, patience and not overreacting to difficult moments.
Experts agree that Eki remains ‘the one to beat.
Road to the European Championship
European Championship: Console Final – Playdown Round of 16 (series win 2-1 vs. Artuzio)
European Championship: Console Final – Playdown Round of 32 (series win 2-1 vs. Miseee96)
European Championship: Console Final – Playdown Round of 64 (series win 2-0 vs. pakjiz)
European Championship: Console Final – Playdown Round of 128 (series win 2-0 vs. XBlack)
EU Qualifier: Chel Showdown – Playdown Final (series loss 0-2 vs. sisu33_) **
EU Qualifier: Chel Showdown – Playdown Semifinal (series win 2-0 vs. Houkka)
EU Qualifier: Chel Showdown – Playdown Quarterfinal (series win 2-0 vs. Pikkarii)
EU Qualifier: Chel Showdown – Playdown Round of 8 (series win 2-0 vs. WeDuX_)
EU Qualifier: Chel Showdown – Open Play (19 wins, 1 loss)
**automatic entry to European Console Final
* * * * *
After finishing in the top 16 of the EA SPORTS NHL European Championship in 2022, Kibeeex(Tommi Lehtimaki) is ready to take the next step in his NHL 24 journey by attending his first LAN European Final this weekend. The 21-year-old from Vantaa, Finland is representing the NHL’s Toronto Maple Leafs during competition and says his biggest gaming strengths are his offense and ability to create scoring chances quickly.
Columbus Blue Jackets forward and fellow countryman Patrik Laine is his favorite NHL player, but he thinks Colorado Avalanche superstar Nathan MacKinnon would be the best athlete to grace the cover of NHL 25. Kibeeex has been playing the NHL title his whole life but started playing more seriously in 2021. He credits his family and friends as his biggest supporters for both live and virtual competitions. He says that Eken45jr is his biggest rival since he knocked him out of the EA SPORTS NHL European Championship two years ago.
Growing up in Finland, Lehtimaki played ice hockey outdoors in the winter and notes that music and great food are some of his passions. He also likes to take walks outdoors to clear his mind before pivotal matches.
Road to the European Championship
European Championship: Console Final – Playdown Round of 16 (series win 2-1 vs. x-BoBi-x)
European Championship: Console Final – Playdown Round of 32 (series win 2-0 vs. ZonjaZeshkan)
European Championship: Console Final – Playdown Round of 64 (series win 2-0 vs. ProfaneKiss)
European Championship: Console Final – Playdown Round of 128 (series win 2-0 vs. Ermine50)
EU Championship Open Play (PS5): 1,944 points, 21 wins
* * * * *
A relative newcomer to the EA SPORTS NHL World Championship scene, Launonexx (Eetu Launonen) is one of two 18-years-olds (also Alphaborje) participating in this year’s European Regional Final. A native of Silinjarvi, Finland, Launonexx will be taking part in his first LAN event of the NHLWC circuit after finishing in the top 16 in 2023.
Launonexx lists Tampa Bay Lightning star forward Nikita Kucherov – one of the reasons why he has chosen to represent the Tampa Bay Lightning during this competition – as his favorite player due to his skill, creativity, and ability to pass and shoot. Like Kucherov, he says his Chel strength is offensive zone pressure. Last year, Launonexx was part of the 6’s team that won the #ECL23Spring Lite Championship.
Launonen’s first EA SPORTS NHL title was NHL 10 and he started playing competitively in 2020. He would like to see Colorado Avalanche superstar Nathan MacKinnon as the cover athlete of NHL 25. If Launonen wins the EA SPORTS NHL 24 European Championship, he will invest his prize money for the future.
He lists fishing as one of his hobbies, so we hope he hooks ‘the big one’ this weekend and takes home the $15,000 USD cash prize.
Road to the European Championship
European Championship: Console Final – Playdown Round of 16 (series win 2-0 vs. WeDuX_)
European Championship: Console Final – Playdown Round of 32 (series win 2-0 vs. Houkka)
European Championship: Console Final – Playdown Round of 64 (series win 2-0 vs. Jackey1939)
European Championship: Console Final – Playdown Round of 128 (series win 2-0 vs. TomasFridel)
EU Championship Open Play (PS5): 1,881 points, 19 wins
* * * * *
Twenty-year-oldNikkeDangles (Niklas Tukiainen) from Uusimaa, Finland is entering his second consecutive European Final and will be playing his matches representing the NHL’s Washington Capitals. He finished in fourth place in the European Championship last year and second in 2021. Although he started to play the NHL title in 2009, Dangles says he started to play competitively in 2018 and notes that his aggressive, fast and creative style of play sets him apart from his competitors. NikkeDangles is one of the more vocal players in the field, and even though it’s his third NHLWC LAN competition, he says he still gets nervous on the big stage.
Tukiainen and his 6’s teammates also just collected their fifth #ECL24Winter Elite Championship in February and hopes to continue the momentum heading into the European Championship. Should he win the EU title this weekend, Tukiainen would put the grand prize winnings of $15,000 USD towards buying a car. He says his family is always cheering him on both in the virtual arena and at in-person events.
Dangles lists Edmonton Oilers captain Connor McDavid as his favorite NHL player because “he is the greatest of all time” but wants to see New Jersey Devils’ Jack Hughes on the cover NHL 25.
NikkeDangles has high hopes to represent Finland at the World Final this year.
Road to the European Championship
European Championship: Console Final – Playdown Round of 16 (series win 2-0 vs. hajsmik20)
European Championship: Console Final – Playdown Round of 32 (series win 2-0 vs. Vattuyy)
European Championship: Console Final – Playdown Round of 64 (series win 2-0 vs. SadaPoika)
European Championship: Console Final – Playdown Round of 128 (series win 2-0 vs. Wengerii)
EU Qualifier: New Year’s Open – Playdown Final (series loss 1-2 vs. JesseL2002) **
EU Qualifier: New Year’s Open – Playdown Semifinal (series win 2-1 vs. temppanen)
EU Qualifier: New Year’s Open – Playdown Quarterfinal (series win 2-0 vs. sagee95)
EU Qualifier New Year’s Open – Playdown Round of 16 (series win 2-0 vs. Miseee96)
EU Qualifier: New Year’s Open – Open Play (19 wins, 1 loss)
**automatic entry to European Console Final
* * * * *
Teemuyy (Teemu Polttila), a 21-year-old from Uusimaa, Finland, has been rising in the ranks of the NHL gaming community after winning two 6v6 Finnish Championships, a 6v6 European Championship and qualifying for the EA SPORTS NHL 22 European Final within his first four years of competitive play.
Polttila considers himself a competitive person and enjoys playing in LAN events because it makes him hungrier to win. He will represent the NHL’s Colorado Avalanchein the European Championship, a fitting choice as his favorite NHL player is Colorado Avalanche forward and fellow countryman Mikko Rantanen. Teemuyy’s father and friends will cheer him on as he faces several great Chel players in the European Final, including his rival Eki, whom he considers to be the greatest of all time.
Teemuyy, who has nine years of ice hockey experience, believes another great – Edmonton Oilers’ Connor McDavid – should be the cover athlete for NHL 25. Before his EA SPORTS NHL competitions, Teemuyy gets amped by playing a warmup round and downing an energy drink. If he can keep his head in the game, Teemuyy’s competitive nature and straightforward gameplay will carry him far.
Road to the European Championship
European Championship: Console Final – Playdown Round of 16 (series win 2-0 vs. Tombo)
European Championship: Console Final – Playdown Round of 32 (series win 2-0 vs. GigaAxe)
European Championship: Console Final – Playdown Round of 64 (series win 2-1 vs. sisu33_)
European Championship: Console Final – Playdown Round of 128 (series win 2-0 vs. HardcoreEmo)
EU Championship Open Play (PS5): 1,739 points, 19 wins
* * * * *
One of six native-Finns in the field, Temppanen (Teemu Karvonen) a 23-year-old gamer from Lappi, will make his second consecutive appearance at the European Championship after finishing as the runner-up last season. He has chosen to represent the NHL’s Anaheim Ducks during the competition, which is no surprise because he lists former Ducks captain Ryan Getzlaf as his favorite NHL player because of his leadership style, passing strength and the way he controls the game. However, Colorado Avalanchesuperstar Nathan MacKinnon is his choice to be the cover athlete for NHL 25.
Temppanen says he remains a calm, cool and collected player during game action and reserves his emotions and celebrations for after the match. Like many other NHL 24 players, he says that fellow countryman Eki will be his biggest challenge because of his mental toughness during LAN events, especially during high-pressure games. According to his own scouting report, Temppanen says his NHL 24 strengths include tight team defense and quick counterattacks, with a versatile attacking style. The Finnish gamer also enjoys playing and competing in other NHL game modes, including 6v6 and Threes.
In his free time, Karvonen enjoys playing badminton to keep this gaming hands agile. Let’s hope he stays awake during his upcoming matches, because he’s been known to sleepwalk all over, even making his way outside on occasion.
Road to the European Championship
European Championship: Console Final – Playdown Round of 16 (series win 2-1 vs. Pikkarii)
European Championship: Console Final – Playdown Round of 32 (series win 2-0 vs. H1k1jarru14)
European Championship: Console Final – Playdown Round of 64 (series win 2-0 vs. Datsyykki13)
European Championship: Console Final – Playdown Round of 128 (series win 2-0 vs. Searaider21)
EU Qualifier: New Year’s Open – Playdown Semifinal (series loss 1-2 vs. NikkeDangles) **
EU Qualifier: New Year’s Open – Playdown Quarterfinal (series win 2-1 vs. Eki)
EU Qualifier: New Year’s Open – Playdown Round of 16 (series win 2-0 vs. aAaro89x)
EU Qualifier: New Year’s Open – Open Play (19 wins, 1 loss)
**automatic entry to European Console Final
* * * * *
EA SPORTS NHL European Championship History
| YEAR | WINNER | RUNNER UP |
| 2023 | Eki (Erik Tammenpää) | Temppanen (Teemu Karvonen) |
| 2022 | Eki (Erik Tammenpää) | J-_-JamalTheMan (Jimi Rönkkönen) |
| 2021 | Eki (Erik Tammenpää) | NikkeDangles (Niklas Tukiainen) |
| 2020 | Artuzio (Arttu Mustila) | MrNipsuli (Roni Kajan) |
| 2019 | Eki (Erik Tammenpää) | Hansulino (Hannes Kettunen) |
| 2018 | Eki (Erik Tammenpää) | Artuzio (Arttu Mustila) |
The final Bracket Play Rounds (128-16) of the EA SPORTS NHL 24 North American Championship were held this past weekend with the Top eight players qualifiying for the in-person EA SPORTS NHL 24 North American Final on March 24 in New York City.
Players who have qualified along with the NHL Clubs they are representing are listed below. Full profiles for each player will be published March 20 in the CHEL Intel: North American Edition.
- BOOGIEX91: Nikolas Kritikos (Brossard, Que.) – Carolina Hurricanes (Club Runner Up)
- DEEKS: Dany-Karl Levesque (Saint-Hyacinthe, Que.) – Montreal Canadiens (All-Star Open Finalist)
- GREN: Matthew Grenier (Tomball, Tex.) – Buffalo Sabres(Club Champion)
- POLGZ: Ethan Kerr-Polgar (Newmarket, Ont.) – Toronto Maple Leafs (All-Star Open Finalist)
- REGS: Justin Reguly (Thunder Bay, Ont.) – Toronto Maple Leafs(Club Finalist)
- SAUCESHOW: Matteo Russo (Montreal, Que.) – San Jose Sharks (Club Champion)
- SEGWEEN: Tristan Aun (Dallas, Tex) – Dallas Stars (Club Champion)
- SKYYISTAKEN: Nicholas Ilievski (Webster, NY) – Buffalo Sabres (Club Runner Up)
March 17: EA SPORTS NHL 24 European Championship (in-person, Copenhagen, Denmark)
- 1 p.m. ET live stream: twitch.tv/NHL, YouTube
March 20 – CHEL Intel: North American Championship Edition
March 24: EA SPORTS NHL 24 North American Championship (in-person, New York, NY)
- 1 p.m. ET stream: twitch.tv/NHL, YouTube
April 3 – CHEL Intel: World Championship Edition
April 6: EA SPORTS NHL 24 World Championship (in-person, New York, NY)
- 1 p.m. ET stream: twitch.tv/NHL, YouTube
Full stream: EA SPORTS NHL All-Star Open
Full Stream: EA SPORTS NHL Stadium Series Open
QUICK CLICKS:
- Tournament Results North America
- Tournament Results Europe
- Rules and Regulations
- FAQ’s
- NHL23WC Discord
- Tournament Video Explainer
- NHL Twitch page
- Social: #NHL24WC
### (3/13/24)
NHL and the NHL Shield are registered trademarks and NHL 24 World Championship name and logo are trademarks of the National Hockey League. NHL and NHL team marks are the property of the NHL and its teams. © NHL 2024. All Rights Reserved.
Latest News
From ‘Mummyverse’ to Crash Games: Belatra Reviews a Landmark 2025
Editor’s Take
Why this matters: Belatra has been a steady hand in the slots world for a long time, but 2025 marked a distinct shift in strategy. By entering the Crash vertical with Goose Boom Bang and winning big at SiGMA Africa, the studio is clearly pivoting to capture the high-growth, high-frequency players in emerging markets. They are no longer just a “classic slots” developer; they are diversifying the portfolio to ensure relevance in regions like LatAm and Africa.
The Full Story
Belatra Games, the specialist online slots developer, has issued a strategic review of its 2025 operations, celebrating a 12-month period defined by entry into new game verticals, significant franchise expansion, and high-profile industry recognition.
The year was characterized by a dual strategy: deepening engagement in established markets while aggressively expanding its content portfolio to suit local preferences in emerging territories.
Portfolio Evolution: Crash and Battles 2025 saw Belatra move beyond its traditional slot roots. The company made its debut in the high-demand Crash game vertical with the launch of Goose Boom Bang, a title designed to tap into the fast-paced gameplay preference of younger demographics.
Additionally, the studio introduced a fresh game concept with the launch of Battles, a new format unveiled for the first time in 2025, with further development planned for 2026.
The ‘Mummyverse’ Expands For fans of classic slots, the highlight of the year was the aggressive expansion of the Mummyverse. Belatra nearly doubled the size of this franchise over the year, making it the most extensive game universe in their entire catalog.
The developer also focused on B2B localization, releasing a number of exclusive bespoke games created specifically for selected operator partners to meet specific local market tastes.
Awards and Recognition The company’s strategic shifts were validated by industry accolades. Belatra secured over 30 nominations throughout the year, with standout wins including:
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Best Slot Provider (awarded by BitStarz).
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Most Played Game of 2025 for Make It Gold at the SiGMA Africa Awards.
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Player’s Pick Award.
Management Commentary Misha Voinich, Head of Business Development at Belatra, commented on the studio’s momentum:
“This year has truly defined who we are as a studio – ambitious, creative and focused on building long-term partnerships. We’ve expanded our universes, launched new ones and entered exciting new markets that will all help us carry this momentum into the New Year.”
The post From ‘Mummyverse’ to Crash Games: Belatra Reviews a Landmark 2025 appeared first on Gaming and Gambling Industry Newsroom.
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‘Chaos and Soul’: Ebaka Games Plots Global Expansion After Viral Launch
Editor’s Take
Why this matters: The “Instant Game” vertical (Crash, Plinko, Mines) is becoming crowded, but Ebaka Games is cutting through the noise with a distinct brand personality. By securing BMM Testlabs certification so quickly after launch, they are signaling to Tier 1 operators that despite their “chaotic” marketing vibe, the math underneath is solid and compliant. The backing of industry veteran Dmitry Belianin also adds immediate commercial credibility to the startup.
The Full Story
Ebaka Games, the fledgling studio that promises to bring “chaos and soul” to the iGaming sector, has outlined an aggressive growth strategy for 2026 following a landmark launch period in late 2025.
The studio, which officially debuted in November, reports that its initial rollout reached more than five million people worldwide. The launch saw its portfolio go live with the operator Menace, serving as the initial testbed for its mechanics and “Ebaka modes.”
The Product: Instant Games with Personality Ebaka is bypassing traditional slots to focus on the high-growth vertical of fast-paced, instant-win games. Their initial lineup includes:
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Plinko
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Mines
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Tower
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Limbo
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Crash
Differentiation is achieved through unique mascots and signature gameplay tweaks designed to offer high win potential and distinct visual identities, moving away from the generic interfaces often found in this genre.
Regulatory Milestone Crucially for its 2026 roadmap, Ebaka Games has confirmed it has secured certification from BMM Testlabs. This accreditation validates the fairness and integrity of its RNG (Random Number Generator) and game engines, removing a major barrier to entry for regulated markets. With this certification in hand, the studio plans to launch with a number of “major brands” in the coming year.
Management Commentary Vitalii Zalievskyi, CEO of Ebaka Games, commented on the studio’s unorthodox approach:
“It’s only been a few weeks since we first introduced Ebaka Games to the world. The feedback has been breathtaking, and it vindicates the decision for us to take a different path to the rest of the industry. You don’t need huge marketing budgets to grab people’s attention if you are building something truly innovative.”
Industry Backing The studio describes itself as being “created by players for players” but boasts significant industry firepower in its corner. The team includes Dmitry Belianin, a well-known figure in the sector who is the co-founder of Blask and Menace, as well as Managing Partner at Already Media.
The post ‘Chaos and Soul’: Ebaka Games Plots Global Expansion After Viral Launch appeared first on Gaming and Gambling Industry Newsroom.
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Racing Meets Nightlife: SBK Backs ARC’s New ‘Friday Night Live’ Series
Editor’s Take
Why this matters: British racing has a well-documented demographic problem; its core audience is aging. “Friday Night Live” is a direct attempt to fix this by blending high-stakes racing with the “experience economy” (DJs, nightlife vibes) that appeals to Gen Z and Millennials. Bringing SBK on board—a mobile-first, app-only sportsbook—is a perfect demographic fit, while the Racing Post adds the necessary credibility to ensure the actual racing product remains the focus.
The Full Story
Arena Racing Company (ARC) has unveiled the strategic commercial lineup for its upcoming Friday Night Live series, confirming SBK as the Exclusive Betting Partner and The Racing Post as the Official Media Partner.
Set to launch in January 2026, Friday Night Live is a new initiative created in collaboration with youth-focused events company INVADES. The series is designed to overhaul the traditional race day experience, featuring fast-paced fixtures under floodlights, DJ sets, and significant entertainment elements sandwiched between races.
The Commercial Deal
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SBK: As the exclusive betting partner, the Smarkets-owned sportsbook will take naming rights and on-course branding for all 35 races. Crucially, these races will be broadcast live on mainstream television via ITV Racing as well as Sky Sports Research.
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The Racing Post: As the Official Media Partner, the publication will provide content, coverage, and promotion across its digital platforms, aiming to bridge the gap between established racing purists and the new audience ARC hopes to attract.
A High-Stakes Experiment The series is not just a marketing exercise; it carries serious sporting weight. Each of the five scheduled nights will feature over £200,000 in prize money. The fixtures will rotate across three of ARC’s all-weather tracks: Wolverhampton, Newcastle, and Southwell.
Management Commentary David Leyden Dunbar, Group Director of Commercial Strategy at ARC, was clear about the target audience:
“We have been very clear that one of the aims of Friday Night Live is to engage the next generation of racing fans… Both [partners] have shown real enthusiasm to work with us… as well as using the platform that these fixtures will offer them to also engage with more established racing and sports fans.”
Adam Baylis, Marketing Director at SBK, added:
“Friday Night Live [is] a fresh and engaging concept that brings a new energy to British racing. SBK has always been built around sport… our focus is on enhancing the live race day experience in a fun, social and responsible way.”
The 2026 Schedule The series kicks off immediately in the new year:
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9th Jan: Wolverhampton
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6th Feb: Newcastle
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20th Feb: Southwell
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20th March: Wolverhampton
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27th March: Newcastle
The post Racing Meets Nightlife: SBK Backs ARC’s New ‘Friday Night Live’ Series appeared first on Gaming and Gambling Industry Newsroom.
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