“Goryachaya Shtuchka” becomes partner of EPICENTER Major 2019


A Russian frozen foods brand “Goryachaya Shtuchka” becomes partner of Dota 2 EPICENTER Major 2019

“Goryachaya Shtuchka” (transl. - Hot Stuff) brand is to become an official partner of the fifth Major of Dota 2’s DPC 2018-2019 season that will take place 22-30th June in Moscow. Renowned in Russia for its highly popular “Chebupeli” (unique fried meat-snack) and “Bulmeni” (unique dumplings with broth inside), the brand will host a series of online events for esports lovers and visitors of EPICENTER Major final stage and is to be featured in RuHub studio’s broadcast of the tournament’s qualifiers and the final stage.

The playoff stage taking place 28-30 June in CSKA Arena (formerly “VTB Ice Palace”) will feature a “Goryachaya Shtuchka” brand stand where visitors will be able to taste the brand’s sample meals, participate in the brand’s activity, and receive awesome souvenirs. This partnership campaign between “Goryachaya Shtuchka” / Hot Stuff and EPICENTER continues the previous year’s effort of promoting the brand among gamers: in 2018, the brand sponsored RuHub’s broadcasts of some of the biggest esports competitions.

Denis Martasov, Marketing Department Director of ABI Product:

Goryachaya Shtuchka” is one of ABI Product’s strategic brands. From the very beginning, the brand has been surrounded by an aura of innovation and even rebelliousness. One of its key features is to match and even outpace its time, anticipate consumers’ tastes and needs, and offer unorthodox and convenient products. Direct contact with the consumer is something we devote great attention to. Esports community's high level of emotional engagement and open-mindedness when it comes to surprising novelties is a great opportunity to communicate “Goryachaya Shtuchka” brand. Esports sector is growing rapidly, acquiring more and more followers not only in Russia but in the whole world. As of now, there are more than 12 million esports fans in Russia alone, and this number just keeps growing. We are planning to broaden “Goryachaya Shtuchka’s” presence in the esports community, introducing brand to the gamers via new channels and promotional activities.

Zamik Rakhmanov, Brand Director (“Goryachaya Shtuchka”):

Goryachaya Shtuchka” has been actively backing up esports for quite some time now. Back in 2018, we sponsored a series of events in CS:GO and Dota 2 and received a wave of positive feedback from the audience. With that in mind, we have made a decision to not only keep supporting this industry but also to bolster the effort of “Goryachaya Shtuchka” brand integrations into the esports world. Our presence in the 2019 EPICENTER Major will become a paramount milestone for the brand. As part of the tournament support campaign, we are planning to host a series of digital promotion events with an unforgettable finale at CSKA Arena at the end of June, which, we hope, will let “Goryachaya Shtuchka” win the hearts of esports lovers.

Epic Esports Events (a member of ESforce Holding structure) EPICENTER Major will be the second Major class series tournament held in Russia. The first ever Major to be held in Russia was 2018 EPICENTER XL in Moscow, which became the second most viewed Dota 2 event in 2018 worldwide and the most viewed Dota 2 event in the world among the series hosted by independent organizers.

Epic Esports Events specializes in organizing international competitions and is the organizer of EPICENTER series in Dota 2 and CS:GO in Moscow and Saint Petersburg throughout 2016-2018. Their first Dota 2 series was deemed the best Live Entertainment event by a leading European award EUBEA 2016, and EPICENTER XL 2019 was awarded the first place in nomination Russian Event per Eventex Awards.

ABI PRODUCT is one of the biggest meat-processing businesses with a complete value chain in Russia. ABI PRODUCT owns and manages three processing plants on the territory of the Russian Federation and specializes in the production of charcuterie, semi- and fully-finished products for consumers with various tastes and incomes. The company’s distribution network covers nearly all of the Russian Federation’s regions, and also the countries-members of the Eurasian Customs Union - Kazakhstan, Belarus, and Abkhazia.

“Goryachaya Shtuchka” is a pioneer-brand of an entirely new category for the Russian market - hot microwaved snacks, and one of the leaders on the market of frozen semi-finished products (dumplings). The brand offers unique products, created via careful “tuning” of conventional dishes - “Chebupeli”, “Bulmeni”, “Chebupizza”, ”Krugetsi”, “Hotsters”, “Belmeshi”, etc.