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Halls and Virtus.pro announce partnership

George Miller

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Halls and Virtus.pro announce partnership
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VMLY&R (part of WPP), Carat and The Story Lab (part of dentsu Russia) agencies continue to develop the esports direction for Halls (Mondelez International). The cooperation with ESforce, the largest esports organization in Russia, opens a new page for the brand cooperation.

Halls will be integrated into Virtus.pro media resources (part of ESforce).

The creative idea of the esports campaign was developed by the VML&R agency. The integration ideas were developed by The Story Lab together with ESforce. The media support is provided by Carat agency. As part of the cooperation, a promotional video has been prepared with the first Dota 2 roster. The video will be published on the club’s official YouTube channel. Within six months, Virtus.pro accounts will host posts with integrations of Halls brand, banners, articles on the site, etc.

Anna Semchuk, Senior Brand Development Manager: “For more than 120 years, the Halls brand’s mission has been to help the world breathe better. A charge of menthol in each pack is a crisp breath of air, an opportunity to focus on the moments that matter. Halls gives you a boost of concentration so you can get the most out of the game. The creative idea is ”Nothing will distract you from winning if you are charged with concentration with Halls” – perfectly reflects the new brand positioning”.

Alexander Mishutin, Director of Customer Relations at Carat: “The project’s goal was to strengthen the brand’s positioning among the young audience, where esports is an important communication channel. Such cooperation is interesting and promising for Halls in terms of engagement, increasing loyalty and the chance of attracting a new audience. The key message of the campaign, “Increase your concentration and win prizes for the best game together with Halls and Virtus.pro!”, will be supported on YouTube, VK and other resources with videos engaging Virtus.pro players”.

Sergey Glamazda, Virtus.pro General Manager: “ESforce Holding has been cooperating with the Mondelez brands for a long time. Joint projects have repeatedly shown their effectiveness and this time Halls brand becomes a Virtus.pro partner. I am pleased to welcome Halls and I am confident that our collaboration will resonate with the esports audience.”

Evgeny Podergin, Senior Copywriter VMLY&R: “The simple truth is: as you get down to the game, so you will make it. For esports players, mood and concentration before a match are as important as for traditional sportsmen. When hundreds of important things are happening on the screen in front of you every minute, you have no option to lose focus. This is the essence of our campaign and the main thing of Halls RTB. Thanks to menthol, our drops can really help you focus at the right moment, take a deep breath, exhale and throw yourself into the game without any distraction, which can prevent you from victory.”

In 2020, Halls brand has already sponsored an esports championship. Within the framework of the project, Carat agency appreciated the effectiveness of esports integrations. According to the study, Halls brand video was remembered by more than 50% of the audience, while the benchmark for FMCG brands here is only 32%. In addition to the record values, the experts of Carat revealed a loyal attitude of the esports audience to advertising integrations.

eSports

Intema to Acquire Livestream Gaming Ltd

Niji Narayan

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Intema to Acquire Livestream Gaming Ltd
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Intema Solutions has signed a letter of intent (LOI) to acquire Livestream Gaming Ltd, owner of esports betting platform LOOT.BET.

LOOT.BET is one of the global leaders in esports betting, with a focus on live betting and online gaming and building an exceptional product for its 450,000+ registered users. Supported by a professional operational and software development team of over 50 employees, LOOT.BET is world-renowned not only as an established and reliable esports betting platform but also as a supporter of the esports industry. It is a regular sponsor of notable professional tournaments and teams and a partner of leading esports operators, studios and bright esports talents and influencers.

“This is a pivotal transaction for Intema that will make us a leader in esports betting. LOOT.BET will be a significant part of our ecosystem, which now consists of not only esports betting, but also peer-to-peer gaming, esports tournaments and advertising through HypeX.gg, Advertiise and TheSMACK.gg. All are complementary drivers of our future revenue growth. We are excited to have these companies and their experienced teams within our family. We are now focusing on closing these transactions so that we can offer the best experience possible through fully licensed, safe and secure online platforms,” Laurent Benezra, President and CEO of Intema, said.

“Intema was a logical next step for LOOT.BET to pursue its growth, as it will allow us to expand into new markets in North America and benefit from synergies with complementary businesses to drive more traffic and thus more revenue. We are impressed with what Intema has achieved over a very short period of time. We see the potential once all the elements are in place, and we are thrilled to be part of it,” Peter Zhalov, CEO of Livestream, said.

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eSports

BIG extend established partnership with CORSAIR

George Miller

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CORSAIR extends multi-year sponsorship with BIG
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After more than three years of a highly successful partnership together, CORSAIR and BIG extend for a further two years.

Supporting BIG through LANXESS, becoming Legends, and becoming the best team in the world; CORSAIR® will now continue to stand behind the organization for the coming future. After over three years of success together, CORSAIR and BIG have agreed on an extension for another two years!
Since the beginning of 2018, CORSAIR has been a key member of the BIG Family. Its world-class peripherals drove the players forward in their most competitive moments and helped them achieve some of their greatest milestones. CORSAIR has brought fans not only access to high-quality gaming gear, but also some of BIG’s greatest plays through CORSAIRSHOTS frag movies, and insights into the everyday life of the BIG Family through exclusive content.
As the sights are now set towards five years of collaboration, the remarkable length of the partnership is a testament to the success and value BIG and CORSAIR have created together. BIG is incredibly happy to have CORSAIR on board for another two years, and looks forward to accomplishing more great milestones together!

Statement Daniel Finkler, BIG CEO

We value loyalty and trust very highly. And CORSAIR has been by our side through all our phases, in good times and bad. CORSAIR’s gaming peripherals are high quality, precise, and best suited for ambitious gamers, and we are proud to represent such a renowned brand with our athletes around the globe. Therefore, I am delighted to extend two more years and celebrate our 5-year partnership soon after. Such long-term agreements are still rare in Esports, so we would like to say a big thank you for the trust and the excellent support.

Statement Frank Fields, CORSAIR Senior Manager of Esports & Sponsorships

BIG has been a key partner for CORSAIR for several years. When we began our partnership, we saw a small CS:GO team with incredible potential that we wanted to help grow over time. Since then, BIG has become a leading international esports organization. Our collaboration has helped us push innovation thanks to crucial R&D feedback for new esports products for enthusiasts and competitive gamers, such as the new CHAMPION SERIES lineup. We are honored to keep giving this team support and look forward to growing our partnership even further in the years to come.

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eSports

Guinevere Capital Partners with Spark and Logitech G to Open Esports High Performance Centre in Eden Park

Niji Narayan

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Guinevere Capital Partners with Spark and Logitech G to Open Esports High Performance Centre in Eden Park
Reading Time: 2 minutes

 

Guinevere Capital has partnered with Logitech G and Spark to launch an esports facility named Spark Esports Hub in New Zealand’s largest stadium Eden Park.

The Spark Esports Hub is fully equipped with dedicated training rooms, broadcast capabilities, a 5G mobile gaming area powered by Spark and a venue to host major esports events. Logitech G is providing all of the precision audio and streaming accessories, a full suite of its Pro gaming peripherals and G923 racing simulators for a truly multi-disciplinary esports space. The facility will give the best teams in ANZ, including the iconic Dire Wolves, professional practice spaces, equipped with top of the line gear for a world leading experience.

Alongside providing the ultimate environment for the development of professional players, the Eden Park Esports High Performance Centre will act as a community hub for gaming, hosting weekly leagues for developing players. The Spark Esports Hub is not only going to provide gamers with a place to develop their PC gaming skills, but also the chance to immerse themselves in the future of mobile gaming, providing access to 5G compatible phones with clip-on mobile controllers.

“Following a challenging year globally, we’re delighted to finally be able to open the doors to the Spark Esports Hub, as well as reopen our facility in the Sydney Cricket Ground. Our performance centres are grounded in furthering our esports science and training philosophies, whilst strengthening local communities. Seeing two industry leaders in Spark and Logitech G committing to the project in such a big way speaks to the value of esports in the region, and it’s incredibly bright future,” David Harris, Managing Director of Guinevere Capital, said.

General Manager of Logitech New Zealand, Fabien Degueldre says that Logitech is committed to the development of esports and gaming across the globe.

“To be part of a space right here in New Zealand that will power some of the nation’s best esports athletes, as well as find emerging talent is really exciting.

“We’ve kitted out the hub with the Logitech G Pro range, peripherals that are designed with and for the world’s leading esports players, to give Kiwi teams the edge as they train to compete on the world stage,” Fabien said.

“The Spark Esports Hub is going to play a pivotal role in the development of ANZ esports, acting as a training facility for teams like Dire Wolves, whilst offering a central hub for esports and gaming fans to exchange ideas and compete. The iconic Eden Park venue also attracts the attention of new audiences, and puts New Zealand on the map as a global esports destination,” Jason Spiller, Owner of Dire Wolves and architect of the Spark Esports Hub, said.

“We already provide Kiwis with some of the best experiences New Zealand has to offer through our exclusive partnerships with Spark Arena, Netflix and Spotify to name a few. The launch of Spark’s esport Hub is a natural extension to our strategy, with two thirds of New Zealanders engaging in some form of interactive digital entertainment such as mobile and PC gaming,” Matt Bain, Marketing Director of Spark, said.

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