Dmitry Belianin launched Menace this week with a team of 85 people who’ve been working on the project quietly for months. The experienced iGaming executive founded the brand alongside several industry veterans.
But here’s what sets this apart. Menace isn’t just another casino brand.
The company’s media operation hit 2.5 million followers across social platforms before the gambling product even went live. That’s 400 million organic views each month. For context, they started the year at 30 million monthly views.
Why Media-First Approach Changes Things
The media side focuses on combat sports and what they call an “unapologetically male aesthetic.” MMA and boxing content drives most of the engagement. They’ve also built audiences around NFL, football and padel.
“We’re declaring war on the ordinary,” Belianin said in the launch announcement. He wants to build Menace into a “cult-like, global lifestyle and entertainment brand.”
The numbers suggest players are responding. Growing from 30 million to 400 million monthly views in under a year doesn’t happen by accident.
What Players Actually Get
The platform accepts both traditional money and crypto payments. Makes sense when you’re trying to reach younger players who might prefer either option.
They’ve built the tech stack around what they call “modern technology”, though specifics weren’t detailed. Free-to-play experiences sit alongside real money gambling.
The company plans to add more gambling verticals beyond the initial product, and they’re not stopping at casino games. The brand’s pulling together media assets, gambling products and what sounds like broader entertainment content under one roof.
How This Fits Into Regulated Markets
Menace plans to operate only in regulated jurisdictions. That’s a big commitment for a brand that could easily chase faster growth in offshore markets.
They’ve already launched Menace Partners, their affiliate programme. Smart move building distribution partnerships early while the brand’s still generating buzz.
Belianin said they’ll target “the biggest regulated markets in the world.” With media traction already proven, scaling into new markets becomes easier. The content travels. The brand recognition builds before the gambling product even launches locally.
The company clearly thinks their media-first strategy gives them an edge over traditional operators who reverse-engineer content marketing after launching.
