Recap 2025: How GG.BET is erasing boundaries between sports and esports

In 2025, GG.BET was able not only to strengthen its position in the esports market, but also make its presence felt in the world of traditional sports. The brand created a single ecosystem that enabled both sports and esports fans to meet and interact with one another.

To finish off the year, the company presented GG.Recap 2025: a video wrap of the year featuring the main projects that brought fans and the brand together.

Esports: industry know-how and online and offline integration

GG.BET has been expanding its esports presence since 2016 through partnerships with leading tournaments (PGL, BLAST Premier, DPC The International), teams (NAVI, Team Vitality) and industry media outlets. The brand became widely known for its approach to working with fans, such as creative fan activations, interactive integrations with streams, GG.BOOTHs at arenas, as well as producing its own content with analysts and influencers.

In 2025, GG.BET continued to strengthen its position as an esports innovator and created content aimed at developing the industry. In collaboration with Esports Charts, GG.BET launched Esports Map, an analytical tool that combines data about tournaments, prize pools and viewership from over 110 countries. It provides a clear view of the structure of the global esports landscape.

In Ukraine, GG.BET focused on developing the local esports industry. The brand organised a discussion panel – ‘Ukraine in Esports: Facts and Fakes’ – at SBC Summit Ukraine. GG.BET also presented the Esports Museum, the first exhibition to showcase both key trophies and the history of Ukrainian esports in one place.

Boxing: from the ring to global digital engagement

GG.BET served as an official partner for the Usyk versus Dubois II boxing match at Wembley, and applied the approach it had tried and tested with esports – appealing to the audience’s values with high-quality content.

The GG.BET team headed to London to create exclusive promo materials at the venue itself. Subscribers got access to unique content long before the first bell: training previews, weigh-in moments, expert analysis and live fan reactions. The brand was present at all key Fight Week activities, from press conferences to the weigh-in ceremony, and was also represented in the ring.

The media campaign reached over one billion views around the world. The GG.BET logo can be seen in materials from The New York Times, The Sun, the BBC and ESPN. Furthermore, exclusive content from the event went viral, securing over 6.3 million social media impressions through trending recommendations. The media tour organised by the brand ensured the event received maximum coverage. Fight Week results: 398 posts, 10 television pieces and over 17 million additional views.

Football: moving from the stands to the pitch

GG.BET’s football activities also experienced a similar transformation. The audience’s focus shifted toward regular content about life in clubs like FC Polissya Zhytomyr, FC Zorya Luhansk, Ultimate Media Football Club and FC Dynamo Kyiv, one of Ukraine’s most decorated clubs. In 2025, the brand’s collaboration extended beyond merely being present at matches, with regular posting of online materials, including videos from training camps, behind-the-scenes features and player interviews. For example, the FC Dynamo Kyiv winter training camp became its own media event with a series of short-form videos and interviews with key players.

The ‘Dynamo 3.0’ press event was a key milestone in 2025, which honoured the club’s 30^th league title and the start of a three-year partnership between GG.BET and FC Dynamo Kyiv. The event was shaped around Dynamo’s iconic history and with its heritage in mind, and the partnership stands to become a part of the club’s evolution.

Partnering with football teams laid the foundations for the next step: bringing together sports and esports fans in a single project.

Breaking down the boundaries between sports and esports

The main event of the year was the ‘Match of LeGGends: Derby on a Server’ project, in which football players from Dynamo played Counter-Strike 2 against NAVI. The match’s format was simple and provided an excellent experience for spectators. It included both classic Counter-Strike and non-tournament standard formats: Arms Race and a format where the two teams were mixed up to create DYNAVI and NAVIDY. Additionally, some of the best Ukrainian professional commentators, streamers and media personalities took part in the project, which strengthened the event’s entertainment factor.

Thanks to this, the project received wide coverage, with 170,000 stream viewers, and the brand reached 2.1 million impressions on social media, which became an all-time record for the Match of LeGGends series organised by GG.BET

The event showed that the boundaries between sports and esports are slowly disappearing, with footballers making appearances on virtual servers, esports athletes featuring in sports news and fans of both watching the same content. GG.BET’s esports know-how and work with top-tier teams allowed the brand to create a project that would combine two worlds into one event.

A single media space

These examples of GG.BET’s work in 2025 show sports and esports can feature in the same media space. Esports know-how is at the heat of GG.BET’s work with online fans of traditional sports, with boxing matches turning into engaging stories long before the actual fight begins, football clubs becoming sources of regular content and events that bridge the gap between sports and esports fans.

GG.BET is an international betting brand with a presence in Europe and Asia, well known for supporting major esports events.

GG.BET has served as the official sponsor of top-tier tournaments such as the BLAST Premier CS2 series, PGL, DPC Stages of The International 2022 and many others. The brand is now expanding its focus into traditional sports and actively supports professional teams and event.