Industry stalwart Dmitry Belianin has launched a new operator and media ecosystem, Menace, which he is planning to build into a “cult-like, global lifestyle and entertainment brand”.

In emerging from stealth, Belianin and his team of 85 staffers behind Menace are planning to launch the B2C brand across Europe, Latam and Asia, it is understood.

A media house, which has secured “millions of monthly impressions” since the start of 2025, has been deployed to drive consumers to the site.

A focus on sports including MMA, boxing, NFL, football and padel has been taken, with more than 2.5 million followers across socials.

Menace said it is generating 400 million monthly organic views, up from around 30 million at the start of the year, across X, Instagram, TikTok and YouTube.

The group has also launched an affiliate programme, Menace Partners.

EGR understands the project has been backed by funding from its founders and a host of partners from across the industry.

There are plans in place to roll out an influencer network to drive further users to the platform, EGR also understands, as well as offer fiat and crypto payment options. 

The Menace site is populated by content from studios such as Pragmatic Play and Evolution.

The operator will deploy games from the Ebaka studio, which Belianin is also the founder of, on an exclusive basis.

Speaking to EGR, Belianin said: “We think Menace can scale very quickly. We’ve grown our media assets to hundreds of millions of monthly impressions since the start of the year.

“That can power the growth of the brand at a faster pace than is normal in this industry. We’re not looking to borrow or buy attention for a short period of time.

“We want to build something community-driven and long-lasting. I’m not going to pretend to know what that might look like in two years, but I will say we are aiming at the very top.”

The exec added that the industry had failed to properly engage with Gen Z consumers, losing out on customers thanks to “other forms of speculative entertainment, particularly Robinhood, perps and meme coins”.

He continued: “That’s been a communication issue more than anything. A failure to reach these guys where they are and talk their language. Menace’s media ecosystem is designed to change that, and its success shows that it is possible to engage this profile of player.”

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