The exciting partnership sees Chupa Chups become the Official Candy Partner for EXCEL ESPORTS’ League of Legends teams and will see the partners work together on an exclusive, fun content series

British competitive gaming culture brand EXCEL ESPORTS has today announced a partnership Chupa Chups, a Spanish confectionery brand which is owned by major confectionery manufacturer Perfetti van Melle. The partnership will see Chupa Chups become the Official Candy Partner for EXCEL’s full League of Legends roster which competes across both the League of Legends European Championship and the Northern League of Legends Championship. The partnership will help align EXCEL’s new Power of Better identity with Chupa Chups’ Forever Fun belief, that encourages everyone to keep their childish spark alive throughout their life.

As part of the partnership, EXCEL and Chupa Chups will work closely together on a fun content series called Sweet or Yeet, which will involve EXCEL’s League of Legends players being asked quickfire questions and either being rewarded with a sweet treat for answering correctly, or being asked to eat something gross if they get the answer wrong. Both parties will also collaborate on social media posts together, including celebrations and League of Legend happy birthday assets. The Chupa Chups logo will also be featured on both the LEC and BTXL players jerseys which are due to be released in the coming weeks.

“We are very excited to partner with such a globally recognised brand in Chupa Chups, a business we naturally align well with given the fun and youthful nature of both our organisations, industries and audiences. It’s always fantastic to work with non-endemic brands that appreciate the culture of our industry and we’ll work with Chupa Chups to create engaging, fun content that works for both our audiences. At EXCEL ESPORTS we are always striving to be better and we are excited to kick off 2021 with a partnership which helps further build on our vision,” said Robin McCammon, Chief Commercial Officer, EXCEL.

“We are thrilled to have found a partner in EXCEL ESPORTS, an organisation that shares many of the same values and audience, with both youth and fun in our core identities. The partnership was long-awaited given the numerous times our consumers have said that lollipops are the favourite sweet to enjoy while playing. We are excited and looking forward to working closely with EXCEL ESPORTS by making fun and engaging content that our audience will surely love,” said Eva Karkoni, International Brand Manager at Chupa Chups.

EXCEL’s LEC team will officially begin its League of Legends European Championship campaign on Friday, January 22nd, while the BTXL team will kick off it’s Northern League of Legends Championships season on Tuesday, January 19th. Both rosters welcome new coveted talent as EXCEL aspires to have its most successful year to date.

2020 was a landmark season for EXCEL as its LEC team received its best results yet, narrowly missing out on a playoffs spot, while also undergoing a brand update and unveiling footballer Dele Alli as it’s new global ambassador. On Sunday, January 10th, a brand new BBC documentary, Fight for First: EXCEL ESPORTS will be available to stream on BBC IPlayer. Voiced by Golden Globe and BAFTA nominee Cillian Murphy, the five-part series follows the team as they experience the highs and lows of competing in Europe’s biggest esports league.

Leading distributor expands its premium portfolio with top games from dominant live-casino supplier

QTech Games, the number-one games distributor across Asia and all growth markets, has announced its latest high-profile partnership with the elite live-casino provider, Evolution.

Under the terms of the agreement, Evolution’s multi-award-winning content suite has been made available to QTech Games clients and their players, adding more punch to a powerhouse platform setting the pace for bringing the best online games to market across emerging territories.

Evolution’s cutting-edge live studio delivers a peerless immersive experience for players, who can now enjoy these engaging, real-time table games (from classics like blackjack, roulette, baccarat and three-card poker to regional favourites such as India’s Andar Bahar) via the flexible QTech platform which offers the fastest integration on the market.

This ever-evolving production line further bolsters QTech Games’ comprehensive catalogue of gaming domains, which offers a complete one-stop shop for global operators.

The deal organically advances Evolution’s worldwide footprint, opening up an array of emerging markets for accelerated growth. As the fastest-growing distributor over the past few years, QTech’s platform is localised for each region with native mobile apps, robust reporting and marketing tools, and 24/7 local-language support.

Ulf Norder, CCO at QTech Games, said: “We’re thrilled to team up with Evolution. Naturally, their stunning live-dealer portfolio needs no introduction. The QTech Games platform is integrated with the best games from the planet’s top providers – and Evolution now stand at the zenith of that mountain with their garlanded games.

“Of course, there’s a huge revenue opportunity for operators due to the fact that live casino remains such an exciting online gaming sector in its own right. Seamless integration equips our clients with best-in-breed live games for their end users. Unrivalled customization options, dedicated tables and native speaking dealers also make it far easier to customise the experience to any specific market needs. Strong growth in casino vertical continues in the face of the pandemic, and we can’t wait to see how these games perform across a range of new markets.”

An Evolution spokesperson added: “This deal seamlessly broadens Evolution’s international scope, unlocking untapped markets from Asia to Eastern Europe and Latin America for diversified growth. Evolution’s unflinching commitment to delivering engaging live-player experiences affords customers, who love these games, the visceral thrill of playing in a real-world casino, while QTech’s peerless localised expertise made them the perfect fit for us.

“QTech Games is a pioneering distributor across Asia and other sometimes-overlooked regions, so we look forward to seeing how our games connect with different and diverse audience sets. Evolution is constantly creating innovative and exciting content with which to offer players the ultimate gaming adventure – it’s entertainment redefined.”