A new contender has entered the iGaming arena — and it’s not here to play by the rules. Menace, the latest creation from industry heavyweight Dmitry Belianin, officially launches with the ambition to redefine what it means to merge entertainment, media, and gambling under one powerful ecosystem.
With a name that exudes confidence and rebellion, Menace positions itself as a global lifestyle and entertainment brand, promising to bring together power, money, and excitement in a way the industry hasn’t seen before.
A Media Empire with Explosive Growth
Unlike traditional operators that start from the gaming side, Menace enters the scene with a fully established media engine behind it. The company’s media arm — also operating under the Menace name — already commands an impressive following of 2.5 million fans across social channels.
In just a few months, Menace’s reach has skyrocketed from 30 million to over 400 million organic monthly views, driven by high-energy content spanning MMA, boxing, NFL, football, and the fast-growing sport of padel.
This explosive growth signals a media-first strategy that’s designed to funnel engagement directly into the brand’s gaming and entertainment ecosystem.
“We’re Declaring War on the Ordinary”
Founder Dmitry Belianin, known for his forward-thinking leadership in iGaming, describes Menace not just as a company — but as a movement.
“With Menace, we’re declaring war on the ordinary,” says Belianin. “We are building Menace into a cult-like, global lifestyle and entertainment brand across sports, media, and gambling. The aim is to enter the biggest regulated markets in the world — and our early media success proves we can scale fast. Soon, everyone will want to become a menace.”
His vision taps into a cultural shift in the iGaming sector — where players crave identity, entertainment, and community just as much as they do wins and bonuses.
Built by a Stealth Team of 85
While most new operators announce their ambitions early, Menace has been building quietly behind the scenes. Over the past few months, a team of 85 professionals from across tech, media, and iGaming have been shaping the brand into what Belianin calls “a new kind of powerhouse.”
The platform blends fiat and crypto payments, integrates free-to-play elements, and leverages cutting-edge technology to enhance user engagement. But the ultimate focus, according to the team, remains clear — to deliver the best player experience possible.
A New Affiliate Era: Menace Partners
In tandem with the brand launch, Menace has rolled out Menace Partners, its own affiliate program. Built for collaboration with bold creators and innovative marketers, it reflects the brand’s desire to grow side-by-side with top content voices in sports and entertainment.
The program aims to reward affiliates not just through traditional performance models but also through shared exposure and community-driven initiatives — staying true to Menace’s media-first DNA.
Redefining the Intersection of Gaming and Culture
Menace’s arrival marks more than another operator launch — it represents a cultural crossover between online gaming, sports entertainment, and influencer-driven media.
With its strong visual identity, unapologetically masculine energy, and viral momentum across platforms, Menace is already shaping up to be one of the most closely watched new brands in 2025.
As Belianin puts it, the mission is simple — but anything but ordinary:
“We’re here to make noise, disrupt expectations, and build something unforgettable.”
Menace at a Glance
| Founded by | Dmitry Belianin & team of iGaming veterans |
|---|---|
| Followers | 2.5 million across social media |
| Monthly views | 400 million (up from 30 million) |
| Team size | 85 |
| Focus areas | Sports, media, and gambling |
| Payment options | Fiat and cryptocurrency |
| Affiliate program | Menace Partners |
