A Latvian Game Startup Beetroot Lab Gets a Deal Conor McGregor

5 min

Beetroot Lab Dystopia Contest Of Hereos
Beetroot Lab Dystopia Contest Of Hereos

Beetroot Lab was founded in 2014 in Riga, Latvia. Since then the company has launched more than 1000 games for iOS and Android platforms which in total have 5M users. The company has 30+ employees and was founded by Edgars Vecozoliņš and Guntars Galvanovskis.

Beetroot Lab has 3 shareholders: 76.98% for one co-founder, 9.51% for the second co-founder, and 13.50% for the investment company Exantech (at this time of writing – 07/06/2021). How much which of the co-founder owns? I do not know, that information is hidden. But you can guess, Edgars basically kickstarted the company when he was 28 years old.

Some of the more popular games Beetroot Lab has launched are:

Dystopia: Contest of Heroes

Beetroot Lab Dystopia Game Preview
Beetroot Lab Dystopia Game Preview

You can check it here: App Store, Google Play. More about this game later in the article.

Hog Run

Beetroot Lab Hog Run Game Preview
Beetroot Lab Hog Run Game Preview

You can check it here: App Store, Google Play.


Beetroot Lab Polipong Game Preview
Beetroot Lab Polipong Game Preview

You can check it here: App Store.

Space Diner

Beetroot Lab Space Diner Game Preview
Beetroot Lab Space Diner Game Preview

You can check it here: App Store.

Dystopia: Contest of Heroes and Conor McGregor Cooperation

Game was released worldwide in more than 20 languages on November 18, 2020

To create products as sophisticated as Dystopia: Contest of Heroes, Beetroot Lab has attracted top-level game design, in-game economics, monetization, and user engagement professionals with many years of experience in industry-leading companies such as Machine Zone, Scopely, Playrix, and others. The total investment in the development, testing, and licensing of Dystopia: Contest of Heroes has reached $9.46M euros (€8M).

In March 2021, the company received $12M (€10M) from the Maltese investment company Exantech, part of the London investment group Exante, in exchange for a minority stake. Exantech also agreed to provide a $120M (€100m) credit line to finance the attraction of Beetroot Lab mobile strategy game users to further grow the company.

Beetroot lab were looking for the perfect superstar to promote their game Dystopia. This is one of, if not the most advanced and biggest games the company has developed.

The uniqueness and grand scale of this game are amazing. This year (2021) will see the launch of a massive online multiplayer tournament platform run by Konor himself. Both founders of the company found a way to convince McGregor’s managers to meet them. Edgars and Guntars flew to Los Angeles to get a deal with the UFC superstar. After one and a half years a deal was signed.

Daily individual and duel tournaments will allow players to win epic prizes in the game, while weekly and monthly tournaments will qualify for the annual tournament with unforgettable physical prizes, including signed merchandise, meetings with Conor McGregor, Lamborghini and tens and hundreds of thousands of dollars in cash prizes. So it is more than just a game, it is a community that is meant to last long-term.

In addition to a massive worldwide tournament, Connor McGregor merges the boundaries between the worlds to become a real playable game hero, Dystopia, making him one of the few sports celebrities ever portrayed in the game and made a playable hero.

Dystopia World Tournament Advertised by Conor McGregor

It is reported that Beetroot Lab has had $225M ($185M) turnover in the last 24 months, impressive, considering that the app was only launched recently.

“First I conquer the world of fighting, then the world of whiskey, and now I’m taking over the mobile gaming industry I’m in,” said Connor McGregor himself.

The game has been featured on almost all of the app stores. Huawei Europe gave it an award as the best 2020 mobile strategy game.

This company has a high potential of becoming the next unicorn. Let’s wait and see it grow.

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