North American esports organisation Complexity Gaming has expanded its partnership with Miller Lite to create engaging content for fans. 

The partnership will see of-age Complexity players participate in a variety of livestream activities aimed at engaging and building a deeper connection with fans. 

Enhanced partnership branding is also being rolled out across social channels and livestream initiatives, including filters for Snapchat and Instagram, to better resonate with the esports audience. 

Discussing the news Vice President of Partnerships at Complexity Gaming, Ashley Chalk, said:

“Miller Lite’s desire to dive in and understand the esports audience has made them an invaluable partner.

“With a renewed focus on live streaming, we’re continuing to improve both player and fan experiences through access and unique engagement opportunities that bring people together in a time when many are apart.”

While Associate Marketing Manager, Miller Lite Activation, Stephanie Clanfield, added, 

“Complexity has been the ideal partner to help us understand and navigate the complex esports space and connect with fans in an authentic way.

“The expansion of our partnership into livestreaming will provide unique experiences for fans, streamers, and players to connect with one another through a shared platform that stays true to the Miller Lite brand.”

The original partnership between Complexity and Miller Lite was established in May 2019, with Miller Lite being named the exclusive alcoholic beverage of Complexity, and included sponsorship of the Miller Lite Player Lounge at the organisation’s headquarters, the GameStop Performance Center (GSPC). 

AYO.NEWS says:

The gaming and esports community can be notoriously unforgiving, so too avoid potentially damaging missteps, it’s absolutely critical for non-endemic brands to thoroughly understand the world of gaming and esports before jumping in. Clearly, MillerCoors understood this and let Complexity guide them into the space, with excellent results. That’s how it’s done. 

‘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. 

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