Key Takeaways:

• Drest targets adult gamers with real-world luxury beauty and fashion.
• Drest 2.0 merges editorial storytelling and interactive, shoppable gameplay.
• Partnerships with industry icons like Josh Wood redefine beauty gaming beyond Gen Alpha.

The kaleidoscope of beauty gaming is inundated with innovation. From Roblox to Fortnite, Twitch, and more, the modern age presents consumers with numerous opportunities to reinvent themselves in the virtual realm, as conglomerates and brands leverage these platforms like digital billboards.

GWI reports that 39% of beauty fans also play video games, making them eager to customize their avatars with the latest products from big brands, including Kiehl’s, Sol de Janeiro, and Fenty, among other viral names. 

However, as most of today’s popular beauty-infused gaming moments encourage the inclusion of cosmetics in a virtual fantasy world, a gap is left in the market for a gaming space that positions beauty at its forefront in a real-life-focused manner, for the mature consumer. Drest—founded by Lucy Yeomans, former Editor-in-Chief of Net-A-Porter and Harper’s BAZAAR, bridges this gap, merging the creative worlds of luxury fashion, beauty, and lifestyle with the endless possibilities of the metaverse.

BeautyMatter caught up with Yeomans to discuss Drest’s recent breakthroughs, including its relaunch as Drest 2.0, and its latest venture into beauty in collaboration with hair stylist Josh Wood.

Debuting Democratization

Drest launched in late 2019 as “the world’s first interactive luxury styling game,” built in partnership with investor and tech entrepreneur Graham Edwards. Featuring licensing deals with iconic brands including Burberry, Gucci, Prada, and Valentino, gamers complete styling challenges based on real-life fashion and beauty collections—sharing their creations among peers to compete for the crown.

Since its founding days, Yeomans positioned Drest as a platform to democratize high-fashion and beauty education. “The goal of Drest has always been very different from other gaming platforms,” she said. “Drest is about bringing the real world of fashion and beauty into users’ lives, rather than bringing fashion and beauty into a virtual fantasy area.”

Yeomans recalled her time as Editor-in-Chief, when brands would ask for her guidance on the next big thing for fashion and beauty’s upcoming generation (today’s older Gen Z and younger millennial bracket of 25-35). “That’s when it struck me that people don’t want to just listen and take in content; they want to be part of it.”

Drest infuses sophistication into its gameplay, allowing users from any background to indulge in fashion and beauty’s elite. “Drest is like an engine to a fabulous car that allows people to come and experiment with progress in the world of high fashion. It takes away the nervousness of walking into a store to interact with a £10,000 ($13,455) Oscar de  la Renta dress and puts it into the hands of the gamer.”

Yeomans’ vision for Drest came to life almost instantly after launch, as users flocked to the app to immerse themselves in the innovative world. After four successful start-up years, in 2023, Drest entered a new phase of acceleration, appointing Henri Holm, a seasoned executive with gaming and web3 expertise, as Chief Financial Officer to guide financial strategy and digital expansion. In June of that year, Drest secured a £15 million ($17.4 million) funding round led by the family office of co-founder Edwards, bringing total funding to around £30 million ($40 million) since inception. 

By this point, Drest had achieved 250% year-over-year (YoY) user growth, partnered with over 260 luxury brands, and reported £72.5 million ($92 million) in 2022 revenue, solidifying its position in the booming gaming market. The capital fueled the development of Drest 2.0, an evolution of the app supported by R&D.

Leveling up Luxe

Yeomans described Drest 2.0—which launched in November 2024—as a “second bite at the cherry” that “takes on the learning of the initial game.” The relaunch incorporated feedback from Drest brand partners and loyal users to introduce upgrades, notably the app’s transition into a “fusion of gaming and publishing.”

Drest 2.0 doubles down on Yeomans’ desire to bring the real world of fashion and beauty to gamers. “Drest audiences are absolutely motivated by creativity, self-expression, and getting close to the brands that they love, so we made that happen,” she explained.

The app plays on editorial styles by integrating storytelling modes, curation, and the visual polish of a high-end fashion magazine and embedding it into gameplay. “There’s enough fantasy in fashion and beauty without having to make stuff up,” Yeomans added. “All the stories that we run on the news feed are inspired by what’s happening in the world.”

To elevate the feeling of real-world relatability, the app is designed to the highest caliber. “Drest 2.0 is incredibly sophisticated. We pride ourselves on making sure that imagery is as good as traditional magazine imagery,” she added. This extends to beauty gameplay, which encourages practical creativity. Users can experiment with products in unexpected, real-life-inspired ways, such as repurposing a lipstick as an eyeliner.

Further fusing real life into Drest, 2.0 includes click-through links to brands’ external websites to encourage engagement and purchases. The inspiration for this feature came as a result of the original game’s Beauty Mode, where 80% of users who interacted with Gucci Beauty through challenges wanted to make a purchase, and a further 92% went on to engage externally with the brand.

Sergey Demidov is a veteran sports journalist with over 18 years of experience covering international sports. Since beginning his career in 2007, he has reported on the Olympic Games (Sochi 2014), FIFA World Cup (2014), UEFA Euro (2012), World Cup of Hockey (2016), and Stanley Cup Finals (since 2017).

Before joining RG, Sergey was an independent senior editor at NHL.com/ru (2016–present) and contributed to Gazeta.ru and TASS News Agency. Currently, he leads RG’s global news desk, overseeing correspondents across North America, Europe, Africa, Asia, and South America.

He has conducted one-on-one interviews with elite athletes, including Jaromir Jagr and Alex Ovechkin, former WADA and FIFA presidents Craig Reedie and Sepp Blatter, and soccer coaches like Fabio Capello.

Sergey’s editorial work emphasizes accuracy, sourcing transparency, and a neutral voice, aligned with the Trust Project and Google Publisher Center principles.

He is bilingual in English and Russian, specializing in NHL hockey.

📍 Based in: Pafos, Cyprus

🌐 Languages: English, Russian, Greek

In the evolving landscape of the gaming and entertainment sector, Caesars Entertainment (NASDAQ: CZR) has positioned itself as a case study in strategic reinvention. As the industry navigates post-pandemic recovery and shifting consumer preferences, the company’s dual focus on digital expansion and debt reduction is emerging as a powerful catalyst for value creation. By leveraging its brand legacy, technological partnerships, and disciplined capital management, Caesars is not only stabilizing its financial position but also unlocking long-term growth potential in a sector poised for renewed momentum.

Digital Growth: A New Frontier for Value Creation

Caesars’ digital initiatives in 2025 have been nothing short of transformative. The company has aggressively expanded its online casino platforms—Caesars Palace Online Casino, Caesars Sportsbook & Casino, and Horseshoe Online Casino—through strategic partnerships with industry leaders like AGS and Evolution. These collaborations have unlocked access to a library of high-demand slot titles, including the exclusive Triple Coin Treasures® family and the newly launched Shamrock Fortunes®. By integrating these games into its digital ecosystem, Caesars is capturing a critical segment of the $70 billion U.S. online gaming market, which is projected to grow at a 12% CAGR through 2030.

The partnership with Evolution, a global leader in live dealer gaming, has further elevated Caesars’ digital offerings. The launch of a third live dealer studio in Michigan—featuring blackjack, roulette, and baccarat tables with Caesars-branded felts—demonstrates the company’s ability to replicate the in-person casino experience online. This studio, inspired by the opulence of Caesars Palace on the Las Vegas Strip, underscores a strategic shift toward omnichannel engagement. Players can now earn and redeem Caesars Rewards points across both physical and digital platforms, creating a seamless loyalty loop that enhances retention and spending.

Financially, these efforts are paying off. Caesars Digital reported $80 million in Adjusted EBITDA for Q2 2025, a 100% year-over-year increase. This segment’s growth is critical, as it provides a scalable, high-margin revenue stream that complements the company’s traditional brick-and-mortar operations. With the U.S. online gaming market expanding into new states and demographics, Caesars’ first-mover advantage in digital could become a significant differentiator.

Debt Reduction: A Prudent Path to Financial Stability

While digital growth fuels top-line momentum, Caesars’ debt reduction strategy is equally vital to its long-term viability. As of June 30, 2025, the company had $12.3 billion in aggregate debt and $982 million in cash and equivalents. However, a series of strategic moves in Q2 2025 has begun to reshape its capital structure. Most notably, Caesars redeemed $546 million of 8.125% senior unsecured notes due in 2027 using proceeds from the monetization of its WSOP seller note and a revolver draw. This action reduced annual interest expenses by $44 million and pushed the nearest debt maturity to January 2028, providing a buffer for future refinancing.

The company’s weighted average cost of debt now stands at 6.35%, a modest but meaningful improvement in a high-interest-rate environment. With $3.081 billion in liquidity (including $2.235 billion in revolver capacity), Caesars has the flexibility to manage short-term obligations while pursuing long-term opportunities. CFO Bret Yunker has emphasized a dual approach: using free cash flow to reduce debt and opportunistically repurchase shares. This balanced strategy aligns with sector norms, where operators with strong digital cash flows are prioritizing deleveraging to mitigate macroeconomic risks.

Sector Positioning and Investment Implications

Caesars’ strategic duality—digital innovation and debt discipline—positions it to outperform in a recovering sector. While the company’s Q2 2025 earnings report showed a $0.39 per share loss, its digital segment’s performance and debt reduction progress highlight a path to stabilization. Analysts project $931 million in free cash flow for 2025 and $1.3 billion in 2026, which could reduce net debt by $2 billion over two years. This trajectory is critical for improving credit metrics and unlocking shareholder value.

The broader gaming sector, however, remains volatile. Caesars’ core Las Vegas operations, which account for 50% of EBITDAR, face near-term challenges, with EBITDAR down 6% year-over-year. Yet, regional markets and digital growth are offsetting these declines. For instance, the company’s regional casinos in New Orleans and Danville have shown resilience, while its digital segment’s 51.7% gross profit margin suggests strong scalability.

Investors should also consider Caesars’ commitment to responsible gaming and corporate social responsibility, which enhance its ESG profile and align with regulatory trends. The company’s RG Check accreditation in Ontario and its National Council on Problem Gambling recognition demonstrate a proactive approach to risk management, a factor that could attract ESG-focused capital.

A Strategic Crossroads

Caesars Entertainment’s journey is a testament to the power of strategic reinvention. By doubling down on digital growth and executing a disciplined debt reduction plan, the company is addressing both immediate financial pressures and long-term value creation. While its stock has underperformed the S&P 500 in 2025, the fundamentals suggest a turning point: a digital segment with explosive growth potential, a maturing debt profile, and a sector poised for recovery as consumer spending rebounds.

For investors, the key question is timing. Caesars’ stock currently trades at a discount to its intrinsic value, particularly when considering the digital segment’s potential for spin-off or IPO. However, risks remain, including macroeconomic headwinds and regulatory scrutiny in the gaming sector. A cautious but optimistic approach—monitoring debt reduction progress and digital EBITDA growth—could position investors to capitalize on a potential rebound.

In the end, Caesars’ story is one of resilience. By betting on the future of gaming while stabilizing its present, the company is laying the groundwork for a sector-leading comeback.

Long before leading Team Liquid Philippines to the Mobile Legends: Bang Bang Mid-Season Cup throne, coach Rodel “Ar Sy” Cruz knew the struggles of having no home to call his own.

As a teenager, he sought refuge in the library of Lagro High School in Quezon City after his family’s home was demolished.

He later received P5,000 from the local government, which he used to start a small business selling various goods to make ends meet.

Ar Sy eventually completed high school using the earnings from his venture, before earning a scholarship at the University of the Philippines, where he pursued a degree in Industrial Engineering.

But even as a UP scholar, he still had no home and was forced to live inside an abandoned jeepney near the campus.

“Nu’ng nasa UP ako, sa jeep na ako nakatira. ‘Yung bago pumasok ng UP, ‘yung tapat ng [fast food chain], doon ako nakatira. May jeep doon. Gasera, katol, tapos manila paper ‘yung tinatapal ko sa jeep para lang may kurtina ako,” Ar Sy shared with GMA News Online.

“Nakatambak lang ‘yung jeep doon tapos naliligo ako sa CR ng [gas station]. 50 percent lang ‘yung scholarship, pero may tumutulong sa akin na dati ko rin na teacher.”

Ar Sy, however, was only able to complete two years of college before working as a call center agent—where he discovered and honed his love for ML:BB.

Though a club once recruited him, Ar Sy left the scene when esports failed to provide a steady income.

He turned to selling street food where he met a Filipino-American chef who opened the door for him to rise as a head chef in a hotel restaurant.

However, his stint there didn’t last long, as Ar Sy soon moved to a smaller restaurant in Cavite. It was during this time that Joshua Alfaro, a well-known Mobile Legends coach, reached out and encouraged him to apply as a coach for Falcon Esports in Myanmar.

From there, his esports journey took off—leading Falcon Esports to several titles and a spot at the M6 World Championship in Malaysia, before coming full circle with his return to the Philippines to coach Team Liquid.

“Si mama po kasi nag-abroad and broken family po kami. Mas gusto ko po kasing mabuhay mag-isa,” Ar Sy, who’s now a one-time MPL champion and MSC titleholder, recalled.

“Nagkaron din ako ng sama ng loob pero ginawa ko lang siya na motivation para sa sarili na kahit wala ‘yung parents ko, magagawa ko pa rin ‘yung mga bagay.”

From his humble beginnings, Ar Sy’s path has been anything but ordinary. But even in victory, he carries his past with him, honoring the people who helped him when he had little to hold on to.

In fact, one of the first things he did after flying back to Manila from their MSC run was to visit his former teacher, Marlyn Tacud—whom he also considers his second mother.

“Siguro sobrang sarap [sa pakiramdam na panalo kami] pero ando’n ako sa point na ayokong makalimot sa dating ako. Gusto ko pa rin balik-balikan kung saan ako nanggaling,” Ar Sy said. 

“Nando’n pa rin ‘yung dating Ar Sy. Tinutulungan ko ‘yung mga taong tumulong sa akin dati.”

—JKC, GMA Integrated News

Launching a fully licensed, locally adapted online casino in under 90 days sounds unlikely. Soft2Bet does it consistently, and not by cutting corners, but by building and managing the entire ecosystem in-house.

While many in the iGaming industry focus on visibility or acquisition spikes, Soft2Bet has taken a more deliberate route: building infrastructure that makes expansion repeatable, sustainable, and fast. Its platform supports a growing network of gaming brands, each tailored to specific markets but managed through a unified system developed entirely in-house.

The company isn’t aiming to win attention through hype. It’s relying on operational discipline, real product performance, and long-term strategy. Now, with expansion plans targeting the United States and Latin America, Soft2Bet is applying that same clarity to two of the most competitive regions in global gaming. The structure is already in place.

What follows is a closer examination of how they’ve built it and why the model is gaining momentum.

What Is Soft2Bet?

Soft2Bet launched in 2016 with a simple but ambitious plan: build a better foundation for online gaming brands. That meant not just putting games on a website, but creating the infrastructure to build, run, and scale a portfolio of customized platforms across different jurisdictions.

Rather than licensing someone else’s technology, the company built its own. Today, Soft2Bet manages every core system in-house. That includes a proprietary content management system, real-time CRM tools, a full suite of gamification features, licensing operations, and fraud prevention systems.

The company operates both B2C and B2B. It runs its brands and also powers third-party partners who want to launch their own casino or sportsbook platforms. By handling both sides of the business, it has gained practical insight into what users want and what operators need.

Building a Platform That Moves Quickly

Speed matters in this industry, but so does structure. Soft2Bet’s proprietary platform is modular, which means it can launch and manage multiple brands from a single backend. Each site has its own identity, user interface, and marketing strategy, but shares the same infrastructure for payments, analytics, security, and compliance.

Here’s what the platform includes:

• A flexible CRM system that supports segmentation, personalized offers, and behavior-based content delivery
• Gamification features such as points, missions, level progression, and player achievements.
• Compliance tools that support licensing in multiple jurisdictions
• Multi-currency wallet systems and support for global payment providers
• A custom CMS that allows non-technical teams to manage brand content and UX

The result is a system where a fully operational brand can be launched in under 90 days. That speed has allowed Soft2Bet to enter new markets ahead of competitors and adapt quickly when regulations shift.

A Portfolio Built for Different Players

Design setup for mobile and desktop screens – Image | Pexels

It’s not just about technology. Soft2Bet has also focused on creating brands that offer real variety in terms of audience and experience. Instead of reusing templates, each platform is built with a different user profile in mind.

Some examples from the portfolio include:

• CampoBet: A sports-first brand with clean navigation and an extensive betting portfolio
• YoYo Casino: Built for mobile users who want quick access to games and bonuses
• Betinia: A gamified casino environment with progression mechanics and a visual journey
• LightCasino: Minimalist, fast, and designed for players who prefer a straightforward layout

These brands are all tailored to specific markets. Soft2Bet localizes the language, currency, payment systems, and promotional campaigns for each region. It also configures the CRM system to match user behavior and expectations in each geography. The company doesn’t treat localization as a checkbox. It uses it as a foundation for building loyalty and trust.

Licensing and Compliance

Soft2Bet currently holds licenses from several respected regulators. These include:

• The Malta Gaming Authority
• The Swedish Gambling Authority
• The Danish Gambling Authority
• Romania’s ONJN
• Ireland’s Revenue Commissioners

Each license allows the company to operate legally in that country or region, and each comes with a different set of compliance requirements. By building a platform that is license-ready by design, Soft2Bet can apply for and maintain regulatory approval in multiple markets at once.

The company also partners with leading vendors to support content, payments, and risk management. These include:

• Game developers such as Evolution, Play’n GO, Pragmatic Play, and NetEnt
• Payment providers, including Trustly, Skrill, and regional e-wallets
• Identity verification and anti-fraud platformsare  used for onboarding and transaction monitoring

These partnerships ensure each brand has access to top-tier games and services while remaining compliant and secure.

Expanding into the U.S. and Latin America

Until now, Soft2Bet’s focus has been Europe. That’s changing. The company is now actively expanding into the United States and Latin America, using the same measured, infrastructure-first approach that helped it succeed in Europe.

In the United States, Soft2Bet is concentrating on user engagement. The company shared details in its Soft2Bet market strategy with SBC Americas, highlighting the importance of keeping users inside the app through behavior-driven features, mobile-first interfaces, and layered loyalty systems. In a market where acquisition costs are high, the company is betting on retention as a differentiator.

Latin America presents a different opportunity. Countries like Brazil, Chile, and Colombia are moving toward regulated frameworks, and users are increasingly mobile-first. Soft2Bet’s platform already supports Spanish and Portuguese, and its content can be configured quickly for new markets. With strong localization capabilities and a short launch timeline, the company is well-positioned to capitalize on regulatory changes.

A Look at the Numbers

A team looking at data – Image | Pexels

Soft2Bet’s structure is designed for both scale and repeatability. Here are a few key performance indicators as of 2025:

These numbers reflect a system that works not just once, but consistently across multiple markets.

Why Soft2Bet Deserves Attention

Many companies in the iGaming space provide software solutions. Fewer offer a complete platform and the ability to operate that platform with clear market logic. What sets Soft2Bet apart is how well it connects product, regulation, and user experience. It doesn’t promise more than it can deliver, and it doesn’t rely on aggressive marketing to compensate for product issues.

Instead, it builds with intention. Its brands are specific. Its launches are fast. Its retention tools are proven. And its expansion is structured around real regulatory timelines, not speculation.

For partners looking to launch into new markets, Soft2Bet offers both the platform and the operational expertise to do it well. For users, the result is a more enjoyable, more localized experience. And for the industry at large, it is a model that’s becoming harder to ignore.

Final Thoughts

Soft2Bet is not trying to dominate with one brand or ride a short-term trend. It’s building infrastructure that supports long-term growth, flexible market entry, and user experiences that adapt with time.

With expansion into the U.S. underway and a strong outlook for Latin America, the company is now operating at a global level. It may have started small, but it’s showing that scale doesn’t require shortcuts. It requires clarity, commitment, and the ability to execute.

For anyone watching the future of online gaming infrastructure and global platform development, Soft2Bet is one of the companies worth following closely.

Esports League, giving students the chance to face off in regular contests throughout the school year.

Teams will compete for top honors in two major tournaments — one on December 13 and one planned for May 16. The cost to participate is $75 per team.

TCOE stated Esports in education goes far beyond gaming — it builds teamwork, communication, problem-solving skills, fosters sportsmanship, and connects students with peers who share similar interests. Participation can also spark interest in careers in technology, design, and media.\

Esports is also considered to be a program that attracts students to extracurricular activities who are not attracted to traditional sports.

Schools interested in joining the league should attend the next Community of Practice meeting on September 3 at 4 p.m. at TCOE’s Sycamore Room at the Doe Avenue Complex in Visalia. To attend, complete the online registration form at tcoe.org/esports.

The first Esports League Community of Practice on August 1 was attended by schools from 19 Tulare County districts. At that meeting planning began for inter-school scrimmages and competitions.

For more information, contact Paula Terrill at paula.terrill@tcoe.org or Doug Cairns at doug.cairns@tcoe.org.