Russian betting company PARI has announced that it will create its own separately operated esports and gaming organisation called Pari Entertainment.
The project will be led by Sergey Glamazda, the former CEO of Armenian-based Russian esports organisation Virtus.pro.
In a release, the Russian company announced that Pari Entertainment will be based in Belgrade, Serbia and will operate as a separate international division.
The company stated that it aims to organise numerous tournaments in ‘top disciplines’ starting in 2024, though no specific titles were named. PARI noted that the new division’s priorities include integrating with current esports audiences as well as attracting new fans.
Glazmada joined PARI after leaving Virtus.pro in May 2022. Under his tenure, Virtus.pro’s Dota division managed a top six finish at The International 2021 and its Counter-Strike roster reached the top six at the 2021 PGL Major in Stockholm.
PARI began taking bets last year and has since formed a range of partnerships across both esports and traditional sports, including football and hockey teams.
The company sponsors Russian Premier League football club FC Pari Nizhny Novgorod, with the team having adopted the ‘Pari’ name as part of the collaboration. PARI has also partnered with Dota 2 teams Entity, 9Pandas and Thunder Awaken during The International 2023 and was also a Russian language broadcast partner of the 2023 BLAST Premier series of tournaments.
Glamazda, the new CEO of Pari Entertainment, commented: “My decision to lead the new esports company was a combination of many factors. But simply put, I am close to the ambitious goals we have set for ourselves.
“For PARI, esports is one of our key areas of focus, and the launch of this new international project confirms this ambition. We have many new tournaments, teams and activities ahead of us. And I am extremely motivated to help PARI and my new team with the projects we will be launching in the near future.”