Dmitry Belianin Launches Menace Operator Brand
Dmitry Belianin has unveiled Menace, a new iGaming operator brand supported by a fast-growing media ecosystem. Built in stealth mode, the project aims to enter major regulated markets by combining gaming products, modern technology and an expansive social media audience.
Media-Driven Launch Strategy
Dmitry Belianin created Menace with a group of industry veterans. The team designed the project to combine online gambling with a dedicated media operation, giving the brand a broader presence from day one. The Menace media channels now reach 2.5 million followers across multiple platforms.
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They also generate around 400 million monthly organic views, a sharp rise from 30 million at the start of the year. The content focuses on MMA, boxing, NFL, football and padel, which helps the brand grow across several fan communities. Dmitry Belianin, Founder of Menace, said:
“With Menace, we’re declaring war on the ordinary. 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.”
An 85-person team built Menace in recent months. They focused on creating a product that supports fiat and crypto payments, modern technology and free-to-play options. The platform also plans to expand into additional gambling verticals. Menace aims to deliver a straightforward and engaging player experience, which remains a central part of its strategy.
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Affiliate Expansion Through Menace Partners
Menace introduced its affiliate program, Menace Partners, at launch. The initiative aims to attract creators and marketing teams who want to grow alongside the brand. It also strengthens the link between Menace’s operator business and its media ecosystem. As a result, the brand expects to scale more efficiently when entering new jurisdictions.