New York Excelsior owner Sterling.VC launches Andbox – an esports brand to house Overwatch and Call of Duty franchises and apparel brand.

Overwatch League franchise New York Excelsior (NYXL) owner Sterling.VC has announced the launch of Andbox – a dedicated esports brand.

Andbox is billed as the “first multi-franchise esports organization to represent New York in the world’s preeminent esports leagues.”

In addition to NYXL, Sterling.VC also has a still to be announced Call of Duty franchise – both of which will be housed within Andbox.

The new venture will also focus on New York esports events, and launch a line of esports apparel and fashion, with Maxwell Osborne and Dao-Yi Chow, founders of New York fashion label Public School, as Creative Directors.

Commenting on the launch, Co-founder of Andbox, Scott Wilpon, said:

“Following the launch of NYXL and our new Call of Duty franchise, we’ve received a tremendous amount of support from our fans, but we recognize that New Yorkers – and gamers everywhere – are still hungry for a deeper, more meaningful connection to esports. We’re incredibly excited to launch Andbox to help people find exciting new ways to self-identify and express themselves as gamers.”

While Co-founder of Andbox, Rohit Gupta, added:

“In New York, we have a unique opportunity to grow and unite the gaming community both on a local and global stage, and we’re confident that Andbox will continue to raise the bar by celebrating gamers on a scale rarely seen in this industry.”

Sterling Equities also has a substantial presence in traditional sports and sports media, being the main owner of MLB team New York Mets, and the SportsNet New York (SNY) TV network.

.@andbox_official is here to revolutionize gaming culture, starting with an exclusive apparel collection by Maxwell Osborne and Dao-Yi Chow of @PublicSchoolNYC https://t.co/MOpyZ522Yh via @businessinsider

— Andbox (@andbox_official) June 11, 2019

AYO.NEWS says:

Launching Andbox is a real sign of just how commercially significant esports has become – with the venture likely to significantly boost New York’s reputation as a gaming hub.

The launch of another esports apparel line also highlights the huge market for esports lifestyle products – with companies like We Are Nations rapidly scaling up their operations and distribution through acquisitions and partnerships with major retailers (see ESPORTS MERCH CO. WE ARE NATIONS PARTNERS WITH WORLD’S BIGGEST RETAILER).

AYO.NEWS says features the opinion of the author and does not necessarily reflect the views of Pentagon Digital Limited.