Czech esports organisation Entropiq has partnered with German sportswear brand PUMA, to launch a new merch and apparel line.

The collaboration, which makes PUMA Entropiq’s exclusive merchandising partner, will result in a line including a hoodie, T-shirt, jacket, sweatpants, and polo-style fan jersey. 

Commenting on the partnership Managing Director of Entropiq, Ondřej Drebota, said:

“In the last few months, we were in touch with several global brands, and after considerations and mutual agreement, we decided to sign with PUMA. I am delighted that we will be able to provide our players and fans with merchandising of the highest quality.

“While the fans’ interest in buying our merchandise has been imminent ever since our organization entered the esports realm, we understood the importance of the decision. It is a privilege to join forces with such a renowned brand, which provides sportswear for the Czech national football team and several first division clubs.”

While PUMA Area General Manager – Eastern Europe, Jan Sochor, added:

“PUMA follows the global trend of connection between sports and esports. We believe that, in today’s world, sports and esports are closely linked entities with many common features. I am very pleased that we can start our collaboration with esports organization Entropiq and together become a part of the gaming community on the Czech-Slovak as well as the international stage.”

Entropiq currently fields rosters in CS:GO, PUBG, FIFA 21, Hearthstone, and Valorant. In addition to PUMA, the organisation has partnerships with fast food giant McDonald’s, Fine Gusto jerky, Pure Coco coconut water, esports betting solutions provider ematiq, and herbal supplement Your Gate. 

AYO.NEWS says:

With apparel and merchandise now vital to the financial viability of esports organisations, it’s never been more important to choose partners wisely – after all, no one wants a repeat of the Team Singularity – DashThreads debacle. But, with PUMA, which already has an extensive esports presence, Entropiq should be in safe hands. 

‘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.

Adverty has been granted a United States patent for its in-game ad viewability technology BrainImpression™. 

The patent covers a groundbreaking method for determining ad viewability and impressions within complex gaming environments,for example, when an advert is considered as seen by the user, within complex computer-generated graphical environments such as two-dimensional and three-dimensional games. The patented invention is one of the core functionalities of Adverty’s in-game advertising platform. 

Viewability is one of the most important metrics in brand advertising and several renowned brands tend to exclude websites and other advertising media with low viewability in their media plans. To help advertisers understand and publishers define how to count an ad as seen, the media industry has established standards on how to measure web-based ad viewability. 

In regards to in-game advertising viewability, the industry is still at its infancy, with Adverty taking an active role in helping both IAB and third party ad verification leaders define these industry-wide, sought-after standards.  

Niklas Bakos, CEO and founder of Adverty, explained:

“Our patented in-game viewability algorithm outlines one of the core functionalities in our cutting-edge ad platform. We use our knowledge and innovation to help define appropriate viewability standards for in-game advertising – something that will benefit the media industry and heighten the acceptance of this new ad format amongst advertisers.”

The BrainImpression™ patent covers and protects a method of deciding if an advertisement, displayed in a gaming environment and shown on a display, has been seen by a user. The method of decision is based on the ad size, time in view and position on display for the user. Depending on the size of the ad on display, the ad is classified as seen after various time intervals, triggering an ad impression by the system.

Furthermore, the patent covers specific methods for adverts in the three-dimensional gaming space, where viewing angles and incidence angles towards the ad and the user display determine how well the ad is visible at any given time. For example, an ad unit viewed from the side is not detected as quickly, if at all, depending on its viewing angle, compared to an ad unit seen from a straight angle. Moreover, an advert placed in the center of the field of view is classified as seen faster than an ad closer to the periphery with a higher angle of incidence. 

The BrainImpression™ patent application was filed in March 2017 at a time when Adverty focused on future gaming platforms such as Virtual, Augmented and Mixed Reality. Over the years, the focus has shifted towards mobile games, the largest and fastest growing gaming platform globally. Altogether, Adverty has established a leading cross-platform framework for unobtrusive, in-game brand and performance advertising, allowing brands to connect with new audiences in unique ways.

With the company’s fundamental mission in mind, the patent US 16/499.258 / US20200110262A1 covers head-mounted displays, such as Virtual Reality headsets, Augmented Reality headsets and smart glasses. A continuing application to protect the invention for other displays such as mobile phone, tablet and TV screens has been submitted to the United States Patent and Trademark Office.

Staying with Adverty, earlier this month the company announced the appointment of Johanna Nymberg as Global Director of Business Development. 

The latest iteration of Call of Duty reaches new audiences through In-Play™ advertising with unparalleled contextual, geographical, visual, and cultural fit#callofduty #adverty #ingameads #FPSgames #gaming #consolegaming #esports #digitaladvertising #advertising pic.twitter.com/rSySk1QK0k

— Adverty (@adverty) November 12, 2020

AYO.NEWS says:

In-game advertising offers incredible potential for brands to connect with audiences, but without accurate metrics many may be put off from trying the waters. Adverty’s BrainImpression is a novel, and potentially very effective, solution which could seriously catalyse the whole in-game advertising space. 

In September, AYO.NEW’s very own Simona Pinterova caught up with Adverty CEO & Co-Founder, Niklas Bakos, to find out more about the platform and the intriguing world of in-game advertising. 

‘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.

Epic Games and the National Football League (NFL) are expanding their partnership, and Rocket League integration is set to follow.

The development will see more NFL content integrated into Epic’s popular Fortnite title. From tomorrow, Fortnite will offer updated “Gridiron Gang Outfits” from all 32 official NFL teams. Each will be available in two styles and customisable. 

Epic Games-owned Psyonix will also be integrating official NFL content into Rocket League later this year, though specific details are yet to be announced. 

Commenting on the news NFL Vice President and Head of Gaming and eSports, Rachel Hoagland, said:

“We are thrilled to expand on our partnership with Epic to bring more NFL integration into Fortnite and Rocket League.

“The response we saw from our initial integration within Fortnite coupled with the popularity of Fortnite among NFL players and fans has been incredible, and we’re excited for another opportunity to give gamers a chance to express their NFL fandom within Rocket League.”

AYO.NEWS says:

With Fortnite now claiming over 350 million players across Xbox, PlayStation, PC, Nintendo Switch, and Android, and dominating Twitch, the expansion of its partnership with the NFL is a pretty big deal for Epic and America’s biggest league. As for the Rocket League content, we’re looking forward to seeing some pretty sweet designs on the pitch. 

‘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.

Spacestation Gaming has announced a partnership with FPS performance and training platform Aim Lab. 

The US-based esports organisation, which currently fields rosters in two FPS titles, Rainbow Six and Valorant, will use Aim Lab to improve its player development structure, and equip its coaches, players and community with data and analytics to maximise performance. 

Aim Lab uses cognitive science and artificial intelligence to help players improve, and was developed by neuroscientists at Statespace – which just last week announced it had secured $29M USD in a Series B funding round led by Khosla Ventures. 

Commenting on the news Esports GM and Co-Founder of Spacestation, Shawn Pellerin, said:

“Our players are the foundation of the Spacestation org. Therefore, their development and performance are core to what we do. Aim Lab is a natural partner to help us take an even more targeted, data-driven approach to coaching, training and progression.”

While Founder and CEO of Statespace, Dr. Wayne Mackey, added:

“We built Aim Lab to help all players improve across skill levels and titles. It’s exciting to team up with two of the best R6 and Valorant teams in the world to not only provide tools for their players, but to share their training and insights with the rest of the gaming community.”

Spacestation says it will be sharing its Aim Lab performance routines and insights through its YouTube channel and Aim Lab’s video section in-game. 

AYO.NEWS says:

Though Aim Lab is already widely used by many professional players, with Statespace continually developing and improving the platform (helped by its recent significant injection of capital), we think it’s fair to assume it will be increasingly adopted by esports organisations. 

‘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.

Esports and gaming talent agency, Prodigy Agency, has entered a strategic partnership with Gscience. 

Talent on Prodigy’s books include ZywOo, mixwell, apEX, ScreaM, NBK, and sOAZ, and the agency is known for its ‘Players First’ initiative. In keeping with this, it has become the first esports talent agency to announce an official health and performance partner. 

The agreement will see Northern Ireland-based Gscience provide bespoke performance coaching and workshops to Prodigy’s growing roster of talent, with the aim of improving performance and optimising health and wellness. Both companies will also be championing mental health awareness and support across the esports and gaming industry. 

Discussing the partnership Founder & CEO of Prodigy Agency, Jérôme Coupez, said:

“Our main mission with Prodigy Agency is to take care and support our players from all angles. Health, wellness and performance is obviously one of the most important verticals for esports players, especially with the current global situation, and it was important for us to find the right partners. 

“Gscience are pioneers in esports health and performance and I’m really looking forward to developing and building the best support on that regards for our players around the world.”

While Co-Founder & CEO of Gscience, Ryan Scollan, added:

“After speaking with Jérôme and learning more about his reason for starting Prodigy Agency, I knew immediately that we were a great fit for one another. 

“Both companies believe in and understand the importance of taking care of the players and building a healthy and sustainable ecosystem for all gamers. We are excited to work with and share our knowledge through the world class talent that prodigy has on their roster.”

And, Jamie Kiff, Co-Founder & CSO of Gscience, commented:

“With COVID-19 restrictions in place worldwide we have seen a rise in the number of gamers reporting physical and mental health issues. As such, this partnership with a leading esports talent agency couldn’t come at a better time. We want to ensure that athletes are given the support they need during this difficult time and throughout their career.“

AYO.NEWS says:

There’s no doubt about it, 2020 has been challenging for most people in terms of mental health, with the COVID-19 crisis putting unprecedented pressures on people in many aspects of their lives. 

For esports talent, maintaining focus and perspective, while under pressure to perform, and lacking the normal physical events and interactions, it’s crucial to have professional support right now, so it’s great to see Prodigy Agency and Gscience stepping up. 

‘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.

Ultimate Gamer, the world’s first and only multi-genre esports and gaming proving ground, has announced a multi-year partnership with global gaming marketplace Kinguin. 

The deal will see Kinguin power Ultimate Gamer’s online store, giving its community of over 1.6M esports and gaming fans access to more than 45K gaming titles, and providing opportunities for players to compete in the Ultimate Gamer Arena for discounts on Kinguin products. 

On-location activations at Kinguin’s Esports Performance Center and Kinguin Esports Lounge in Europe, and at Ultimate Gamer’s Florida headquarters, are also planned. Additionally, Ultimate Gamer and Kinguin will collaborate on content focused around putting the everyday gamer in the spotlight, providing improvement tips, while following the journey of who will be crowned The Best Gamer on Earth™.

Discussing the partnership Ultimate Gamer CEO, Steve Suarez, said:

“The entire Ultimate Gamer team was blown away by Kinguin Esports Lounge and training center. Kinguin has done an incredible job fostering community and improving the quality of gaming for those who play games. In addition to powering Ultimate Gamer’s store, we plan to partner with Kinguin on physical events post COVID and unique content collaboration geared towards our shared audience of gamers.”

While Kinguin Founder and CEO, Viktor Romaniuk Wanli, added:

“Ultimate Gamer, with its fan base of 1.6 million gamers, has done a tremendous job in providing value to its audience, and we couldn’t be more excited for this strategic collaboration with UG. Our combined efforts will introduce our 60m+ fans to unique experiences and a lot of special giveaways and discount deals on the latest blockbuster games out there.”

AYO.NEWS says:

Yet another great initiative from two of the most proactive forces in the video gaming and esports communities! With headlines always dominated by the huge esports deals and top teams, its projects like Ultimate Gamer that really keep the community grounded and bind everything together – like the cheese on a pizza. 

Find out more about the visionary behind Ultimate Gamer, Steve Suarez, in an AYO.NEWS exclusive interview tomorrow. 

‘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.