G2 Esports’ partnership with Brandgenuity has resulted in three licensing deals, covering apparel, collectibles, and publishing.

The partnership between the Berlin-based esports organisation and the brand licensing agency, which was announced in May this year, has led to agreements with Difuzed, The Koyo Store, and Merch Management. 

Under the licensing deals, Difuzed will be providing multiple drops of streetwear, available through G2’s new online store. 

Meanwhile, The Koyo Store will create a range of G2-branded collectible logo and player cards, pins, keychains, and coins. These will be available through The Koyo Store website and selected stores in Europe, North America, and Australia. 

Finally, Merch Management will be offering print-on-demand apparel via Amazon. A range of branded stationary, including notepads, colouring books, journals, and sketchbooks, may also be made available via Amazon in the UK, US, Germany, France, Italy, Canada, and Spain. 

Commenting on the news CEO & Founder of G2 Esports, Carlos Rodrigues, said:

“No other esports organization is currently set up to take advantage of the power of their brands like G2 is right now. With the addition of these three licensing partners, G2 will be in prime position to create some amazing collaborations for our fans to enjoy.”

While Managing Director, Brandgenuity Europe, Teri Niadna, added:

“We are thrilled to be launching our program with these three partners, who will bring their expertise, unique design language and distribution to bear.

“This brand has everything we look for to build a great licensing program: double-digit growth trajectory, a distinctive personality and truly passionate fans.”

G2 Esports currently competes in League of Legends, Counter-Strike: Global Offensive, Rainbow Six Siege, Valorant, Rocket League, Fortnite, and sim racing. 

Brandgenuity has offices in New York, London, Munich, and Hong Kong, and an impressive list of major clients including Arm & Hammer, BMW, Budweiser, Corona, Covergirl, Hawaiian Tropic, and White Castle.

AYO.NEWS says:

As we’ve noted many times recently, merchandise is rapidly becoming a significant revenue source for large esports organisations. To be honest, in today’s print-on-demand world, with services like Amazon, Zazzle, Redbubble, Spreadshirt etc, perhaps the most surprising thing is that so many organisations still aren’t effectively merchandising their brands.

‘AYO.NEWS says’ features the opinion of the author and does not necessarily reflect the views of Pentagon Digital Limited or its affiliates or associates. 

All original content featured on this site is © Pentagon Digital Limited, 2020.

After a successful start last month, event 2 of the F1 Esports Pro Series presented by Aramco, gets underway this afternoon.

Event 1 was dominated by Alfa Romeo’s Jarno Opmeer, who secured two victories, while reigning champion David Tonizza also picked up a win for Ferrari. 

Event 2 will get underway at Zandvoort, a brand new circuit for the F1 Esports Pro Series, before moving on to the Circuit Gilles Villeneuve in Montreal. On Thursday drivers will be going wheel to wheel at the Red Bull Ring, to round off the first half of the series. 

Live racing will be streamed online via F1’s official channels on Facebook, YouTube, Twitch, and Huya, and broadcast on television by international partners including ESPN (US), Sky (UK), and Ziggo (Netherlands), while Qualifying show content will be streamed exclusively on Twitch, YouTube, and Huya (China). 

Drivers competing in this year’s Pro Series have also combined to create the ultimate gaming playlist for F1 Tracks, featuring tracks from KAM-BU, Nothing But Thieves, You Me At Six, The Weeknd, Queen, Kings of Leon, and even Elvis Presley. 

The competition’s stars conveyed the excitement of this year’s Pro Series, with Marcel Keifer, who visited the Red Bull Performance Centre in October, saying:

“I’ve been to the Red Bull Performance Centre with the team. It was a really great experience, because we got to know more stuff about all the other areas that we don’t usually cover in our Esports training, like the physical activities, scheduling and how important it is to sleep and get physical exercises that can really increase your performance. It helped us a lot, and I think it already shows we’re in a good position for the season.”

And, Dani Bereznay, giving his view on the main competitors for the title:

“I think it’s good to be the team to beat but Alpha Tauri with Joni Tormala and Red Bull with Marcel Kiefer and Frederik Rasmussen are an insanely fast pair. Also, Ferrari with Enzo Bonito and the former champion, David Tonizza, are really big threats. 

“If you see the timings and not just the results, there is maximum one tenth of a second that separates us from most of the field. It’s basically one apex, one little mistake, and the championship can turn upside down pretty quickly. That’s why esports is so good! We definitely don’t treat it like we’ve already won and we definitely won’t let off as the others are super motivated.”

AYO.NEWS says:

F1 Esports has gone from strength to strength this year, benefiting from the surging popularity of sim racing in general – something catalysed by the significantly increased mainstream coverage during the COVID-19 lockdowns. 

Recently, AYO.NEWS’ very own Simona Pinterova caught up with Julian Tan, Head of Digital Business Initiatives & Esports at Formula 1, to find out how the iconic racing organisation has expanded its esports offering, and what the future has in store. 

‘AYO.NEWS says’ features the opinion of the author and does not necessarily reflect the views of Pentagon Digital Limited or its affiliates or associates. 

All original content featured on this site is © Pentagon Digital Limited, 2020.

International esports communications consultancy The Story Mob, has opened a new European HQ in London.

The Story Mob’s new London office will be run by newly appointed Communications Director Karen Ward – a former associate director at Kazoo Communications. 

Ward’s extensive industry experience includes working with Activision Blizzard, Xbox, and Playstation, during her time with various PR agencies. She notably played a significant support role in the Call of Duty franchise, and a leading role in launching both Skylanders and Destiny. 

Commenting on her new role, Ward said:

“While this is undoubtedly an exciting chapter in the Mob’s history, this move is the realisation of a professional ambition for me. The games industry continues to set the pace for other industries, and I look forward to bringing new brands into this world.”

Along with the opening of its new London centre, The Story Mob is also expanding beyond esports to offer services across the wider digital entertainment space.

The Story Mob was founded by Anna Rozwandowicz and Nicola Piggott, and in addition to London, also has offices in Amsterdam, Berlin, and Los Angeles. 

AYO.NEWS says:

Again, it’s fantastic to see esports and gaming related businesses hiring and expanding, despite the world’s economic woes. The Story Mob’s expansion into the wider digital entertainment space makes a lot of sense, when you consider the way esports is rapidly blending with mainstream culture – exemplified by the number of music artists, celebrities, and sports stars now jumping into the space. 

‘AYO.NEWS says’ features the opinion of the author and does not necessarily reflect the views of Pentagon Digital Limited or its affiliates or associates. 

All original content featured on this site is © Pentagon Digital Limited, 2020.

Chinese car maker Haval has been named exclusive automotive stream sponsor of the EPIC League Season 2. 

Epic Esports Events’ Dota 2 EPIC League is being held in two divisions (Europe and CIS), having started on 29 October and slated to run through 13 December. The first division features a prize pool of $500K, with $50K for the second division. 

Virtus.pro, NAVI, Alliance, Team Liquid, Migma, Vikin.gg, OG and Secret are in the first division. 

Discussing the partnership CEO of Haval Motors Rus, Jerome Saigot, said:

“We continue our journey in the esports world, presenting high-tech and intelligent crossovers to an active and modern audience of players and fans. We share the aspiration for new and non-standard solutions: an innovative approach is at the core of Haval brand. We hope that exciting games and memorable victories await us in the upcoming tournament”.

While commercial director of ESforce Holding, Sergey Barkhudarian, added:

“We are delighted to see Haval among our partners at the new Epic Esports Events tournament again. The brand burst onto the esports scene brightly and already managed to win many esports fans’ hearts in different disciplines. 

“Advanced esports audience is interested in the technological automotive innovations of Haval. EPIC League will be the largest and the most interesting tournament to conclude the esports year in Dota 2. We are confident that Haval activations will make it even brighter, more technological and stronger for our audience”.

AYO.NEWS says:

There’s no denying that car makers around the world are being hammered by several forces: the immediate blow of the COVID-19 crisis reducing the need for mobility, an increased environmental awareness leading many younger people to shun private cars, the rise of ride hailing apps like Uber, and the ever rising cost of insurance for new drivers. 

Given this, it’s critical that brands effectively engage with younger demographics, or risk losing long-term commercial viability. So, it’s no surprise to see car makers around the world rush to associate themselves with esports and video games. 

Last month we saw Ukraine-based esports organisation HellRaisers team up with Auto International, Mazda’s official distributor in the country, and in September Chinese/German brand FAW-Audi announced a sponsorship of the TOP Esports League of Legends team ahead of the Worlds 2020. In July Haval itself also agreed a deal with Virtus.pro. 

‘AYO.NEWS says’ features the opinion of the author and does not necessarily reflect the views of Pentagon Digital Limited or its affiliates or associates. 

All original content featured on this site is © Pentagon Digital Limited, 2020.

Popular mobile game Honor of Kings has topped 100M average daily active users for the year-to-date, according to its developer.

Honor of Kings is developed by Tencent Games subsidiary TiMi Studios, and is especially popular in China, where it has quickly established itself as a major mobile esport title – featuring in the franchised King Pro League. 

TiMi has now confirmed plans to grow the Honor of Kings property to include two new, as yet untitled games, that will expand the Honor of Kings world from a multiplayer online battle arena (MOBA) into two new genres. 

The studio also revealed an officially licensed Bruce Lee skin, and a partnership with iconic British luxury fashion brand Burberry. 

Reflecting on developments Game Director of Honor of Kings and General Manager of TiMi Studios, Li Min, said:

“We’ve spent more than a decade investing time and passion into learning what matters to Chinese gamers. Honor of Kings is not only a great competitive title but we’ve also seen it become a hub of social activity for people in China. To engage with such a large, daily audience is truly an honor and motivator to continue delivering the best entertainment experience for our audience every day.”

Despite Honor of Kings current dominance as China’s leading mobile MOBA, it will soon face a challenge from Riot Games’ mobile erosion of League of Legends, Wild Rift. 

AYO.NEWS says:

While Honor of Kings still hasn’t found traction outside of its home market, any game attracting 100M average daily active users is a force to be reckoned with. One thing’s for sure, Riot Games is going to have its work cut out to dent Honor of Kings market share in China. 

‘AYO.NEWS says’ features the opinion of the author and does not necessarily reflect the views of Pentagon Digital Limited or its affiliates or associates. 

All original content featured on this site is © Pentagon Digital Limited, 2020.

Overwatch League side Houston Outlaws has appointed Adam Hobbs as Executive Director of Marketing and Branding. 

Hobbs was previously Head of Marketing for Counter Logic Gaming (CLG), where he guided content and brand strategy across titles including League of Legends, Fortnite, Apex Legends, Super Smash Bros, and CS:GO, plus influential content creators.

He has created global campaigns for top brands like Razer, Red Bull, Toyota, and Uniqlo, and his work with major influencers, including Lady GaGa, Deadmau5, Skrillex, and Tiesto, and been covered by Billboard, Forbes, and The Fader.

Regarding Hobb’s appointment, Beasley Esports Chief Operating Officer, Lori Burgess, said:

“Adam brings the perfect combination of esports and entertainment marketing leadership to the Outlaws as we poise our organisation for fan and audience growth in 2021. Adam’s ability to ‘dream big and execute even bigger’ makes him the perfect addition to the Outlaws as we work to extend our brand across all media platforms.”

While Hobbs himself added:

“I’m beyond excited to join the Outlaws at what I think is a key turning point in the development of the organisation.

“From the start, I was in total alignment with the vision for the team and the direction of the Outlaws brand. I hope to build on that and bring it to life through content and experience that will excite our current fans and convert new ones. Outlaws fans deserve the best and that is what I want to give them.”

The appointment is in line with the Beasley Media Group-owned esports organisation’s plans to continue improving its infrastructure, make key hires, focus on commercial sponsorships, and improve fan engagement during 2021.

Staying with Beasley Esports, just a couple of weeks ago the company announced the appointment of Robyn St. Germain as Executive Director of Sales & Partnerships. 

AYO.NEWS says:

Hobbs looks like a solid hire for the Outlaws, having extensive proven experience in the esports industry, and obviously an extensive network of contacts. We’re curious to see his impact on the organisation. 

‘AYO.NEWS says’ features the opinion of the author and does not necessarily reflect the views of Pentagon Digital Limited or its affiliates or associates.

All original content featured on this site is © Pentagon Digital Limited, 2020.