Pixel P&L: Monster Energy Strikes Landmark Deal with iQOO SOUL?

Today, we spotlight Monster Energy’s partnership with S8UL, the launch of a tribunal to resolve esports and gaming disputes, the return of HoN, and a major embezzlement scandal in the U.K. esports industry.

iQOO Soul Secures Monster Energy Partnership, a First for Indian Esports Teams

Monster Energy has partnered with iQOO SOUL, the Battlegrounds Mobile India (BGMI) division of S8UL , marking the first collaboration between the global energy drink brand and an Indian esports team. Financial terms of the agreement were not disclosed.

Under the arrangement, Monster Energy’s logo will appear on iQOO Soul’s team jerseys. The collaboration places iQOO Soul among select global squads sponsored by Monster Energy, which currently include Team Liquid and Gen.G.

Monster Energy currently also sponsors Indian video game content creator Tanmay "Sc0ut" Singh.

ESIC, WIPO Unveil Tribunal to Settle Esports and Gaming Disputes

The Esports Integrity Commission (ESIC) and the World Intellectual Property Organization (WIPO) on Wednesday launched the International Games and Esports Tribunal (IGET), a new body aimed at resolving disputes in the esports and video game industries.

IGET, a non-profit arbitration body, will provide Alternative Dispute Resolution (ADR) services for a range of issues, including anti-doping violations, intellectual property conflicts, and player contract disputes. The initiative combines ESIC’s oversight of competitive integrity with WIPO’s expertise in intellectual property mediation to establish a global framework for resolving industry conflicts.

The tribunal will replace ESIC’s Independent Appeals Panel and will serve as the sole venue for its appeals. IGET’s panel will include industry specialists to ensure impartial rulings. “This collaboration guarantees professionalism and fairness in resolving disputes,” said ESIC CEO Stephen Hanna. Marco Alemán of WIPO called the initiative a step toward fostering trust in the esports and gaming sectors.

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?Quick Bytes

• Hideaki Nishino Named Sole CEO of Sony Interactive Entertainment: Prior to this, Nishino and Hermen Hulst had shared leadership since former CEO Jim Ryan’s departure in May 2024. Hulst will continue leading PlayStation’s first-party studios and report to Nishino.?

• Heroes of Newerth Returns as 'Reborn' in Revival Effort: The popular HoN is making a comeback with Heroes of Newerth: Reborn, a collaboration between Kongor Studios and Garena. Shut down in 2022, the MOBA will relaunch as a free-to-play title on the iGames platform, featuring over 80 heroes at launch. Kongor Studios’ Jesse Hayes calls it a “reimagining” rather than a simple relaunch, while Garena aims to position the game against rivals like League of Legends and Dota 2. A release date remains unannounced.

• Into The Breach Shuts Down Amid Embezzlement Scandal: The British esports organization’s CEO Sam "SlayTheMinotaur" Cook admitted to embezzling funds, leaving the company in an “unsustainable position.” In a now deleted post, Cook also confessed to misappropriating $743k on personal expenses, triggering financial collapse. The scandal comes just a week after ITB signed a new Dota 2 roster led by The International 2017 champion MinD_ContRoL. The organization, which also fielded teams in CS2, Valorant, and other titles, is working with legal advisors as players and staff claim unpaid salaries.

?? Did You Know?

Game developers use a technique called "Coyote Time" to make platformers feel more responsive. Named after Wile E. Coyote from Looney Tunes, this mechanic gives players a brief window (as little as 5 frames) after stepping off a ledge to still jump. Without it, movement would feel unforgiving, leading to frustration and rage quitting. Super Mario Bros., Celeste, and Dead Cells all use variations of this trick. It subtly improves gameplay without players even noticing, making controls feel tighter and fairer.

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