Canadian digital media company Enthusiast Gaming has partnered with fantasy sports platform Monkey Knife Fight (MKF).

The partnership aims to promote and build brand awareness of the platform, with Enthusiast Gaming’s direct sales team collaborating with MKF to develop a “customised, targeted advertising approach which activates its platform of gaming communities and network of esports influencers to engage the gamer demographic.”

Launched in Autumn 2018, MKF has seen significant growth of 5x in registered users across its platform of traditional sports, including NFL, NBA, MLB, NASCAR, and soccer, and is now the third largest DFS platform in North America.

However, with the mass suspension of sports globally due to COVID-19 (coronavirus), MKF says it sees an opportunity to cultivate and grow its esports fan base, to capitalise on the rapid growth of the industry.

To this end, Enthusiast Gaming will leverage its media platform, activate its network of esports influencers, and create custom content on YouTube and Twitch to reach gamer communities and promote MKF’s platform.

Discussing the partnership Founder and CEO of Monkey Knife Fight, Bill Asher, said:

“We’ve been closely watching the significant growth of the esports and gaming industry, and the size and power of the audience is undeniable. With more people staying at home, and traditional sports leagues being suspended, right now is a great opportunity for us to reach and engage with gaming and esports fans.

“We are excited to partner with Enthusiast Gaming, and leverage the largest gaming network in North America and unlock unique, custom content to target this exciting demographic!”

While CEO of Enthusiast Gaming, Adrian Montgomery, said:

“We have seen fundamental shifts in how audiences consume content. Now more than ever, communities, influencers and user generated content are extremely valuable for brands looking to engage with these demographics. Our platform of diverse assets allows us to partner with brands like Monkey Knife fight, and provide a customized marketing solution to drive esports fans to its rapidly growing fantasy sports platform.

“One of our key growth drivers this year is direct sales which enables us to leverage our entire platform, and create custom content to connect advertisers with our communities. Our partnership with Monkey Knife Fight is just one example of how we can creatively use our platform to reach a brand’s specific target market.”

Enthusiast Gaming’s platform covers 100 gaming websites and 900 YouTube channels, which collectively reach 160 million viewers monthly. The company says its media platform generates over 30 billion ad requests and nearly a billion views per month.

Its esports division, Luminosity Gaming, consist of 7 professional esports teams, including the Vancouver Titans Overwatch and Seattle Surge Call of Duty franchises.

AYO.NEWS says:

The phenomenal growth of esports during the COVID-19 (coronavirus) crisis would have been almost impossible to believe just a few short months ago, and with restrictions on live sports likely to last many months, we expect to see the trend accelerate further.

Illustrating the activity within the esports sector, just hours ago we reported that Major League Soccer (MLS) and FOX Sports had announced the eMLS Tournament Special, while earlier today Riot Games announced the new Teamfight Tactics: Galaxies Championship.

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

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