Mentioned in this article Games: Dota 2 Teams: Natus Vincere

Illegal and unregulated esports gambling is definitely one of the hottest issues in esports currently. We’ve reported on some of it, showing accounts that esports fantasy company Vulcun had purchased CS:GO Jackpot. This week’s biggest rumor—that Virtus.pro, one of the top teams in the world, owns CSGO Lounge—is threatening to take the craze to a new level.

The truth of the rumors may end up impossible to prove (though we welcome all parties to set the record straight). The one thing that we can prove, however, is that the purchase of CSGO Lounge would definitely be in line with Virtus.pro’s current strategy—to “encompass all the key fields of eSports business”—and that there’s definitely multiple business links between the various companies.

The Man at the Top

To be clear, when we talk about Virtus.pro, we need to take a step back. VP is currently owned and operated by a company called ESforce Holding. ESforce, in turn, is run out of the USM Holdings umbrella, a company owned by Alisher Usmanov, a Russian billionaire and currently 73rd richest person on the planet.

Usmanov, who started his investments in mining and metals, has since branched out to a number of new fields, including social media (Twitter and VKontakte), technology (AirBnB and MegaFon), media (Russia’s 7TV and Kommersant), and even sports—Usmanov currently owns a large minority share in London’s Arsenal Football Club. He has also invested heavily into the sport of fencing, and was one of the top investors into the 2014 Sochi Winter Olympics.

To be clear, I’m not accusing Usmanov of sitting in some dark boardroom, smiling cruelly at the thought of underage Americans losing money on skin gambling. Rather, I’m saying that ESforce’s strategy is all part of a larger, very-broad investment plan of one of the most powerful person in the world. And with the eruption of CS:GO and skin gambling in recent years, that considering to join in likely ran through ESforce’s mind.

ESForce Holding

Don’t let unfamiliarity cloud your perceptions—ESforce is one of the most powerful esports organizations in the world. What reportedly started as a $100 million investment into team Virtus.pro has since blossomed into so much more. According to this article from April, ESforce owns:

Advertising and media rights to both Virtus.pro and the Ukranian team Natus Vincere.

RuHub and Storm Studio, Russian esports content studios, with plans for eight more by the end of the year.

More than 180 popular Internet “web-sources” that, combined, account for 80% of all Russian and CIS esports viewership.

Epic Esports Events, a tournament organizer that threw the EPICENTER global championship in May, and plans another before the end of 2016.

Arena Moscow, a 5,000 sqft. esports arena in Russia’s capital.

Fragstore, an international esports retail website.

It’s hard to think of a company currently in esports with a more diverse range than ESforce. From retail to media to tournaments to actual team ownership and operation, ESforce has it all. In fact, it’s hard to think of an element in esports bigger than gambling for ESforce to get into next.

A Direct Link?

Outside of a minor scandal in 2014 (before CSGO Lounge’s alleged purchase dUate by ESforce, mind you), there is no direct evidence of any foul play across the various ESforce holdings.

However, that isn’t true when it comes to evidence of business relationships. Advertisements and partnerships, specifically between Virtus.pro, Natus Vincere, and CSGO Lounge, are shared in multiple locations.

Take, for example, the cross-team media rights sell of Virtus.pro and Na’Vi to G2A, a retail game key reseller. Navigate to CSGO Lounge, and you’ll similarly find ads for G2A. CSGO Lounge has also frequently run G2A promotional deals and you could buy coins with your G2A Wallet. There is even an ongoing RuHub promotion on CSGO Lounge.

In May, the Russian regional manager of G2A was hired by ESforce Holding as Sales Director.

However, an even more direct link exists. On the Epic Esports Events homepage, you’ll find four partners listed. They are: Natus Vincere, Virtus.pro, CSGO Lounge, and sister site Dota 2 Lounge. It’s hard to imagine how these publicly unrelated companies would come to work so closely together.

Alone, these details would mean little, easily dismissed by circumstance. However, altogether, and when paired with the mission statement of ESforce—to be in all elements of the esports industry—it’s hard not to have second doubts.

Indeed, the numerous links between the companies owned by ESforce and CSGO Lounge indicate a close working relationship, if not direct ownership.