“Goryachaya Shtuchka” becomes a partner of EPICENTER CS:GO 2019

ABI PRODUCT’s brand “Goryachaya Shtuchka” is to become an official partner of EPICENTER CS:GO series that will take place 21-22 December in Moscow. Best known for its legendary “Chebupeli” (unique fried meat-snack) and “Bulmeni” (unique dumplings with broth inside), the brand will host a series of offline and online activities for the esports fans and visitors of the tournament’s final stage.

ESforce Holding team has designed a creative campaign for “Goryachaya Shtuchka” that aims to elevate esports and gaming in general to a whole new level together with the brand - that will be tagged as #nextlevelfood during the campaign. With ESforce Holding’s support, the “next level foods brand” will also “level up” its audience via interactive activities.

“This is the second time we partner up with EPICENTER - the biggest esports tournament series in Eastern Europe that attracts tens of thousands of visitors and is watched by millions of fans worldwide. This is a unique opportunity for complex communication in both online and offline environments thanks to high emotional involvement and esports audience’s transparency. We consider supporting esports a promising and worthwhile effort for the “Goryachaya Shtuchka” brand. Therefore, we plan to actively support it in the future onward, pulling out the stops on brand integration to the gaming environment,” - commented Denis Martasov, ABI Product Marketing Department Director.


ESforce Holding is one of the world’s largest esports organizations and the leader of electronic sports in Russia. The holding company integrates all key areas of the esports business, from organizing international tournaments and professional content creation to publishing and advertising activities. ESforce owns over 220 popular online resources with a combined audience of 12 million followers and 114 million annual unique visitors, which provide a 90-percent reach to esports broadcast viewers in Russia and the CIS as well as access to a significant share of relevant international audiences. In 2018, the holding became a part of the largest technology company in Russia, Mail.Ru Group.

“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. “Goryachaya Shtuchka” is one of ABI PRODUCT company’s registered brands.

ABI PRODUCT is leading Russian meat-processing businesses on the market of meat-based convenience foods. 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. ABI PRODUCT owns the following trademarks: “Vyazanka”, “Goryachaya Shtuchka”, “Starodvorye”, “Yadrena Kopotz”.