DDB Worldwide’s new dedicated esports and gaming network agency, DDB FTW, has announced a partnership with ESL. 

Prague-based DDB FTW was launched by New York-based advertising giant DDB last week, and billed as “the world’s first specialised esports and gaming network agency.” 

The partnership with MTG’s ESL is aimed at elevating and strengthening ESL and DreamHack’s commercial portfolio – including through offering opportunities to DBB’s existing clients. 

Discussing the collaboration Global SVP Brand Partnerships at ESL, Mark Cohen, said:

“For the past 20 years, we have been at the forefront of launching leading brands into the esports sphere, creating game-changing brand partnerships. Our cooperation with DDB FTW enables us to introduce their clients to our target audience and develop innovative brand strategies together for esports fans worldwide.”

While Global SVP Business Development, Bernhard Mogk, added:

“Gaming culture is deep, diverse, and nuanced. You cannot declare yourself a gamer and think you can speak their language.

“The FTW team has gaming in their DNA, several of them are accomplished esports competitors. This deep passion is the only way to forge meaningful innovation while respecting the integrity of the culture.”

And, DDB FTV CEO Global Esports & Gaming Lead, Darko Silajdžić, noted:

“We are entrusted with being the guardians of our client’s brands. So when we bring opportunities like ESL to them, they know there is a meaningful fit with their values and strategy.”

AYO.NEWS says:

Landing ESL, the world’s largest esports company, as one of its first clients is certainly a big coup for DDB FTW, and will put its claims to the test. ESL already has strong commercial relationships with many major brands, so it will be interesting to see if DDB FTW manages to pull in some new non-endemic names. 

‘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.

Clothing retailer H&M Netherlands will be supporting the official Dutch FIFA esports league, eDivisie, for two seasons.

The partnership will see the H&M brand gain exposure throughout the competition, both during and after games, and the fashion retailer will also create high-quality video content for fans. 

To celebrate the launch of the partnership, players Bob van Uden of FC Groningen, and Marc Groenland of Fortuna Sittard, played for fans at a specially kitted out H&M store on Leidseplein, Amsterdam.

Regarding collaboration Head of Marketing and Communication at H&M Netherlands, Laura Muscas, said:

“When you feel good, you perform better. A good outfit can definitely contribute to this. Partly for this reason, the eDivisie and H&M are a great match.

“The enormous reach of the digital football league makes the eDivisie an excellent partner for us to address a relevant group. We are very much looking forward to working with eDivisie to create appealing content that we can use to inspire young people.”

While Project Manager eSports at the Eredivisie CV, Arnoud Schonis, added:

“In any collaboration, it is essential for a partner to achieve the predetermined objectives. I am convinced that together with H&M we will offer our community fantastic content and activations and see positive results at the end of this season.”

The new season eDivisie kicks off on 17 November, with a prize pool of €100K – double that of last year. 

AYO.NEWS says:

With a significantly increased prize pool, and interest in FIFA esports surging around the world, the upcoming season should be the biggest yet for the eDivisie, so this should be a good call for H&M. 

Staying with FIFA in the Netherlands, last month Ajax launched its Gaming Academy mobile app, in partnership with cable network Ziggo, sportswear brand Adidas, and tech company Azerion.

‘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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Unikrn has been recognised as EGR’s Esports Operator of the Year for the second consecutive year. 

The EGaming Review (EGR) Operator Awards recognises excellence and innovation in the online gambling industry across a wide range of categories, and have dubbed Unikrn “the destination for esports players” and “pioneers within the space with a versatile platform.”

Reflecting on the win, Unikrn CEO and co-founder Rahul Sood, said:

“It hasn’t been easy in 2020. Competition is getting fiercer as esports grow, but we’re still leaving the rest in the dust. In 2021, we will expand globally through partner networks and B2B integrations. Thanks to the entire Unikrn team for making this possible with creativity, sweat and commitment.”

While Unikrn CPO & CMO, Karl Flores, added:

“I’m overwhelmed with pride now that Unikrn has earned its second consecutive EGR Esports Operator of the Year award, an unprecedented accomplishment in wagering.

“It’s inspiring to go to work every day and look at my world-class colleagues who are producing innovative new concepts month over month, making the future of wagering right before my eyes.”

Following the win, Unikrn has noted that with esports growing at an incredible pace, esports betting will “soom be a leading consideration industry-wide and not a disparate category of its own.”

AYO.NEWS says:

Despite witnessing significant growth in esports betting, it hasn’t all been plain sailing for Unikrn this year. In September, the company was hit with a $6.1M USD fine and forced to withdraw its Unikoin Gold token, following a controversial investigation by the US Securities and Exchange Commission (SEC), which ruled the company had run an unregistered initial coin offering (ICO). 

Despite the ruling, SEC Commissioner, Hester M Peirce, emphasised that Unikrn had not engaged in any fraudulent activity. However, the company took the pragmatic approach, with management concluding it would be in everyone’s interest to pay the fine and move on, rather than waste resources and time fighting what appears to be a very confused SEC. 

So, congratulations to the entire Unikrn team for not letting the absurdities of officialdom get them down, remaining positive and focused, and leading the pack yet again.

‘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.

Brazil-based esports organisation paiN Gaming has announced a partnership with mobile payment app Ame Digital. 

The one-year deal will see Ame branding featured on player jerseys and streams from its Clash Royale, Counter-Strike: Global Offensive, Free Fire, League of Legends, and VALORANT teams. All paiN players will also be made available for promotional activities and collaborations.

Ame has squarely aimed its payment app at younger users, and has a dedicated area for gaming. The fintech company says it hopes the partnership with paiN will help it expand its reach among esports fans and gaming.

paiN also has commercial partnerships in place with BMW, BS2, Coca-Cola, Piticas, TIM Live, and Western Digital. 

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Esports data provider GRID has teamed up with the Drone Champions League. 

According to Esports Insider, the partnership is set to cover both the real-life racing league when it resumes in 2021, and races in Drone Champions League – The Game, with GRID making extensive data available to its network of regulated betting operators and media clients. 

Last year, DCL saw real-life racing in Vaduz, Liechtenstein, but the COVID-19 pandemic forced 2020 Grand Prix to move to the virtual world, with faithful reproductions of Vaduz and Lake Zurich being created for the events.

Discussing the agreement COO of GRID, Thomas Warburton, said:

“Drone Champions League has laid out plans for a future where esports and the physical collide. It is with excitement we bring on this new content to our robust suite of products and our portfolio of partners. With this collaboration, we at GRID aim to enhance the excitement and engagement of the exhilarating racing of DCL.”

While CEO at DCL, Mike Hoehsl, added:

“Our team at Drone Champions League is delighted to join with a data partner which has the caliber and gravitas of GRID.  Our events are pandemic proof, positioning DCL as the most exciting spectator sport over the coming decades. Combining our tech with an audience that is eager for content and engagement products produced by GRID’s data service, we believe we are poised to transform the racing ecosystem.”

DCL teams include Apex Racing, China Dragons, Drone Sports, Falcons Racing, Quad Force One, Raiden Racing, and Xblades Racing. The league also has commercial partnerships in place with Breitling, WWP, IQONIQ, and teamspeak. 

AYO.NEWS says:

DLC is very interesting in that it’s bridging the worlds of video games, esports and real-world sports, pointing the way to a fast, exciting, and borderline mental (just watch the video below) future. It might be a bit much for traditional bookies right now, but give it time…

‘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.

Luxury automaker Lexus is returning as sponsor of Esports Awards for the second year in a row. 

Widely regarded as the most prestigious night in the esports calendar, and often called “the Oscars of esports”, this year’s event will also feature superstar DJ Steve Aoki and WWE legend Xavier Woods as award presenters. 

A 100% virtual affair, due to the ongoing COVID-19 crisis, this years’ Esports Awards is being billed as “a unique and immersive virtual event going beyond what has been seen in the space,” and will see Lexus and event organisers work together on exclusive content pieces which will be shown during the main ceremony. 

Last year pre-COVID physical event saw Lexus provide a selection of supercars from the likes of the Black Panther and Men in Black International movies, as well as the GS F 10th Anniversary Edition – which took centre stage at the main ceremony at Esports Stadium Arlington.

Looking forward to the event, vice president of Lexus marketing, Lisa Materazzo, said:

“As competitive gaming continues to grow in popularity, Lexus is proud to return to the Esports Awards and go all-in as title sponsor. This year’s virtual Esports Awards will be an extraordinary opportunity to come together and create memorable moments while celebrating the industry’s best.”

While Managing Director, Esports Awards, Michael Ashford, added:

“2020 has been a challenging year for a number of businesses and events in particular. While we would have loved to produce a physical event to showcase the industry’s talent and celebrate a milestone year, we now have the opportunity to create something completely unique in the digital space in which we thrive. 

“Our team has embraced the unique challenge and working with Live CGI, created a truly ground breaking show in the Unreal Engine. It’s great to have Lexus supporting the space and recognising the potential and significance of a digital event that can reach millions globally. 

It also speaks volumes to double down on esports after a successful 2019 activation at the Esports Awards 2019, at the Esports Stadium, in Arlington, Texas. The awards celebrate excellence and to us, Lexus represents excellence in luxury cars making them the perfect fit as a title sponsor.”

The 2020 Esports Awards officially kicks off on live on Twitch on Friday 20 November with the Esports Awards Prelude at 9:00pm GMT / 10:00pm CET / 13:00pm PT and will culminate with the glamorous main event on Saturday 21 November at 9:00pm GMT / 10:00pm CET / 13:00pm PT.

AYO.NEWS says:

While organisers of the Esports Awards, like so many others, have been faced with unprecedented challenges this year, it’s fantastic to see previous sponsors like Lexus return, and the event looks set to be a real treat. 

The success of some digital events makes you wonder if, even in the post-pandemic world, events will actually be hybrid digital-physical productions, rather than reverting to the pre-pandemic norm. 

‘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.