Menace, a disruptive new iGaming brand backed by its own media operation, has launched with the mission to create player experiences where power, entertainment and money collide.

The new brand is founded by experienced iGaming executive Dmitry Belianin, alongside a group of industry veterans.

It’s backed by a media group, also operating under the Menace banner, which has already accumulated 2.5 million followers across social channels. It is generating 400 million monthly organic views, up from 30 million at the start of the year.

Many have been drawn to its bold take on sport and unashamedly male aesthetic across several niches, including MMA, boxing, NFL, football and padel.

“With Menace, we’re declaring war on the ordinary,” said founder Dmitry Belianin. “We are building Menace into a cult-like, global lifestyle and entertainment brand across sports, media and gambling.

“The aim is to eventually enter the biggest regulated markets in the world, and the early success of our media assets shows we have the potential to scale extremely quickly. Soon, everyone will want to become a menace.”

A team of 85 has been building Menace in stealth mode over the previous few months. The brand, which will be entering regulated markets, blends flexible payments across both fiat and crypto with modern technology, free-to-play, media assets and other gambling verticals. It is laser-focused on delivering the ultimate player experience.

An affiliate programme, Menace Partners, is already live and designed to grow alongside some of the boldest names in content and marketing.