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New York witnesses the first Esports Activate showcase which got off to a flying start this morning

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Esports is nearly a billion-dollar business that has grown at an extraordinary speed. Photo credits: http://www.adweek.com
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Featuring an array of America’s leading esports organisations, the first Esports Activate showcase got off to a flying start this morning in New York. Becoming a launching pad for the organisations to present their digital, media, experiential, and sponsorship inventory to marketers and buyers the event comprised diverse panels featuring high-level media executives who explicated their work with esports and threw light on why they feel it is so important to foster partnerships.

Esports is nearly a billion-dollar business that has grown at an exceedingly great speed, particularly over the past five years. Male millennials and Gen-Zers are the core audience for the genre that has grown by leap and bounds, but not all. In fact, 1 in 3 esports fans is female, and it’s increasingly becoming a social experience one can share with friends and family.

Guy Costantini, Skydance Media VP of global interactive marketing said: “Esports now has two different audiences. There are the people who have ample time to play games for hours on hours per week, and then there’s an audience who want to watch people play at the highest level, but don’t have the time to dedicate multiple hours to a game.”

Esports interaction is happening at a wide array of venues, not just in front of a screen. “Yes, esports combines digital and entertainment, but this is an audience that values social interactions at gaming conferences and live events,” said Craig Levine, the Chief Strategy Officer for ESL, the world’s largest esports company. “Live events are a big piece of esports’ success, and an important way for brands to successfully integrate.”

When it comes to esports, social interaction and conversation are significant. This is a digital sport for a digital generation, said Hi-Rez, COO Todd Harris, and it attracts an audience that is engaged, sophisticated and discerning when it comes to brand integration.

“The esports audience has a nose for BS. They don’t like ‘logo slaps’ but they do like value exchange with a brand,” said Harris. “When there is good content within the game or on YouTube, then they will support that brand tremendously.”

Shi Deng, the Co-Founder of the Big Blue Esports team, Boston’s esports management and events company, echoed Harris’s sentiment.

“Slapping your logo on a broadcast is a weak way to engage with your audience,” said Deng. “It’s almost like selling out your community, and we want brands to contribute to the community.”

Some of the most successful and high-profile brands in the esports space include lifestyle brands like Red Bull as well as Coca-Cola, T-Mobile and Toyota.

The line between esports and traditional pro sports leagues appears to be blurring, so much so that 17 NBA teams will be part of the upcoming NBA 2K league, a competition it created in partnership with Take-Two Interactive, the developer of the popular NBA 2K series. The league’s first season begins in May, and NBA teams will begin drafting their esports players in the coming weeks.

Once each franchise selects the five people who are going to represent it, they will be official members of their respective organiSations in April. The players will get a proper contract and sponsorship deals, just as NBA players do.

“What’s happening in the traditional sports world only helps us, and the fact that NBA and NFL teams are getting into the space is having a positive impact on business,” said OpTic Gaming president Ryan Musselman.

Because esports is still relatively new, it has a unique opportunity to leapfrog how other industries use data, particularly the traditional pro sports leagues, said Jon Gosier, a venture capitalist who recently founded AudiGent, an audience intelligence platform which provides artists and other influencers with new ways of monetising data.

Early on in the esports era, data was not even being considered by many brands. According to Octagon vp of insights and strategy Noah Kolodny, a good deal of his agency’s clients was interested in getting involved because esports was new, different, and there was a lot of buzzes involved.

“But then we saw Twitch.tv spending $45 million, and as more non-endemic partners came into the space, it became harder for our clients to go to their Chief Marketing Officers and say, ‘Esports will sell products,’ without having any data to prove it,” said Kolodny.

TV is also transforming esports and pro gaming in general. As pro gaming continues to grow, so has interest in televising esports among the broadcast and cable networks. TBS has aired 21 esports telecasts since the summer of 2017, which is more than Disney XD (13), and ESPN2 (five). ESPN and NFL Network have also aired esports.

Source: adweek.com

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eSports

North Star Network acquires Um Dois Esportes

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North Star Network are delighted to announce the acquisition of umdoisesportes.com.br, which becomes the latest addition to NSN’s global sports media portfolio.

Born from the GRPCOM merger of the editorial teams of Gazeta Do Povo and Tribuna do Paraná in 2020, Um Dois Esportes provides in-depth sports coverage and analysis for the Brazilian state of Paraná and beyond.

North Star Network co-founder Julien Josset said: “Thank you to the team at GRPCOM for their faith in us to take the brand forward. Um Dois Esportes is an established and renowned site in Paraná State, and we’re excited about the challenge of developing this asset.”

“We’re happy to maintain the collaboration with the existing editorial team, and look forward to working with them, bringing our unique NSN approach, to take UDE forward.” NSN’s signing of Um Dois Esportes is the media house’s fourth acquisition of 2024, following the recent deals to purchase UK-based SportsMole and MrFixitsTips, as well as Chilean site AlAireLibre, which was announced in March.

The latest addition to the North Star media portfolio joins existing assets including Top Mercato, Afrik-Foot, and Vringe. The Paris-based company already oversees a significant Brazilian operation, delivering over 6 million sessions per month, from the likes of Trivela, Premier League Brasil and Lakers Brasil.

NSN will retain Curitiba-based journalists from the Um Dois Esportes legacy team to maintain the asset’s unique tone and popular coverage of the Paraná sports scene across site and social.

“We were surprised by the interest, and initially had no intention of selling Um Dois, but as the conversations evolved, we realised this was a serious group with good intentions,” said GRPCOM Director Rafael Mello. “We were very happy to see our project being valued by a large international group and going global, demonstrating the quality of the content we produced.”

“We’re also proud that North Star inherited our journalists, who are truly responsible for the success of the product we offer readers every day.”

 

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GIANTX Promotes LVP Superliga Toplaner Th3Antonio to the League of Legends EMEA Championship Roster

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Today, GIANTX is excited to announce an update to its LEC competitive roster. Antonio”Th3Antonio” Espinosa Bejarano is recognised as one of the most successful LVP Superliga players in the history of GIANTX, and he has now reached a pivotal moment in his career to compete in the League of Legends EMEA Championship (LEC).

The LEC is the most important League of Legends competition in Europe and one of the most relevant in the international esports scene. The Barcelona-born ‘toplaner’ will be part of the lineup kicking off the LEC Summer split season in Berlin, which starts in June. As the community quotes; ‘Th3LEC’ is finally a reality.

Commenting on his new role, Th3Antonio said:

“This is the dream I’ve been working towards since I entered esports. I always wanted to compete at the highest level to face the best, and finally, I have this opportunity. I never stopped striving, and thanks to that and the work we’ve done together with all my teammates, we’ve achieved great things in Spain, but the LEC has always been my ultimate goal. Going to the LEC with my lifelong club, GIANTX, is a double dream. Everyone knows what GIANTX means to me”.

Sports Director at GIANTX, David Alonso, added:

“Th3Antonio deserves this opportunity, both in recognition of the level he’s at and all the work he has put in over the past few years. We are convinced of this decision and that he will give everything to succeed in the LEC. He has always been characterised by sacrificing himself for others, and lately, he has taken a step forward by leading in crucial moments, a clear sign of his maturity as a player”.

Having joined at a young age in 2017, Antonio ‘Th3Antonio’ Espinosa has become one of the most decorated players of the LVP Superliga and of GIANTX history. During his time with the team, he has won four Superliga titles, two Iberian Cups, one Copa, and has reached an EMEA Masters final, as well as other national competitions.

The decision to promote Th3Antonio reflects GIANTX’s need to implement changes following the results of the LEC Winter and Spring split seasons. In both splits, the team fell short in the first round of playoffs. The Summer split season is the main shot at Worlds for all teams, and the aim of the club was to make the necessary changes to achieve this goal. After a period of reflection and numerous trials, Th3Antonio has been chosen for the toplaner position.

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L&G esports team founded by Alona Shevtsova won the national Dragon EC Cup tournament

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Four teams competed in the tournament's final: Lazer Cats, L&G, which received a direct invitation to the final stage, EsportsBattle, and ThunderFlash, which had open qualifiers.
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Ukrainian esports team L&G won the Dragon EC Cup tournament, held on the 20th of April by Dragon Esports Club. Four teams competed in the tournament’s final: Lazer Cats, L&G, which received a direct invitation to the final stage, EsportsBattle, and ThunderFlash, which had open qualifiers. During the Grand Final, the L&G team competed with Lazer Cats on Mirage, Anubis, and Vertigo maps.

“This victory is a testament to the exceptional talent and commitment of our players, as well as the collective effort of our coaching staff and support personnel,” said Alona Shevtsova, founder of L&G Esports. “We are immensely proud of their accomplishments and grateful for the unwavering support of our fans.”

L&G is among the top 5 Ukrainian teams in Counter-Strike: Global Offensive. It was founded in 2021. The previous name was Leogaming, and it was created on the initiative of the famous Alona Shevtsova from the fintech sector.

The team began competing in top tournaments and almost immediately made it to the Advanced division of the ESEA League Europe competition. The team also participated in and took prizes in European tournaments such as the SCL League, WhiteBit Crypto Open, Phoenix League, and local competitions. The team players are marat2k, r0ublE, kr1vda, kL1o, OneUn1que, rji (coach).

The winners received a 50,000 UAH prize. Dragon Esports Club also prepared a 15-skin giveaway for the broadcast’s viewers.

It is worth mentioning that the L&G team created its merch items, which are available for order worldwide. To get more information about the team, visit the L&G Instagram page, Twitch, or Telegram Channel.

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