The first-ever Pro Bowl: The Madden NFL 21 Edition, Presented by Verizon, has become the most-watched Madden NFL event of all time, generating 3.5M live views.

A one-day competition featuring top NFL players and celebrities, the Pro Bowl racked up an incredible 3.5M live views, 9.3M minutes watches, and an average 121K combined average minute audience (AMA). 

This makes it the #1 most-viewed event on digital platforms in Madden NFL history, the #1 highest viewed Madden live stream in NFL YouTube history, and the #6 highest viewed live stream in NFL YouTube history. 

Notably, organisers say the Pro Bowl attracted younger fans to the NFL Network, with the reair of the event seeing a rise of 36% in 18-34 viewership compared to last year. The event also drove significant social media activity, with over 317K posts, driven by top viral moments like Marshawn Lynch breaking his chair in excitement, and Snoop Dogg’s running commentary. 

Marshawn broke his chair celebrating the INT 😂 #ProBowl

WATCH LIVE: https://t.co/riFQzMVuwf pic.twitter.com/bHm04pjQf4

— NFL (@NFL) January 31, 2021

OH NO, @KEYSHAWN! 😭 #ProBowl

WATCH LIVE: https://t.co/riFQzMVuwf pic.twitter.com/6bBg08JYZt

— NFL (@NFL) January 31, 2021

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Esports Entertainment Group (EEG) has announced a partnership with NFL franchise Baltimore Ravens. 

The multi-year deal will see the publicly-traded gambling operator act as the Raven’s esports tournament provide, hosting bi-annual events through its recently acquired Esports Gaming League (EGL) platform. 

As part of the deal, EEG will be able to use player imagery within the Ravens’ local market, and the company will also collaborate with players to produce video content to promote the esports tournaments. 

Discussing the partnership EEG CEO, Grant Johnson, said:

“Our esports tournament platform continues to gain strong traction among top-tier professional sports franchises. We are delighted to add the Ravens as our latest partner. Our robust tournament platform will help the Ravens strengthen connections with their fans, while providing new avenues for engagement.”

While Chief Sales Officer of the Baltimore Ravens, Kevin Rochlitz, added:

“The growing popularity of esports provides a great opportunity for our team to create deeper connections and engagement with our fans. We look forward to a long and mutually rewarding relationship.”

The Baltimore Ravens are the 5th American pro sports franchise to team up with EEG, following the LA Kings (NHL), LA Galaxy (MLS), Philadelphia Union (MLS), and Philadelphia Eagles (NFL). 

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Note: odds correct at time of writing, but subject to change.

IEM Katowice 2021 is expected to lead to a “significant uptick” in esports betting action this month.

The $1m CS:GO championship, due to start on Tuesday, February 16, is among the standout events of the year and comes after almost 12 months of disruption to the esports calendar.

The event is famed for being held at the Polish city’s iconic Spodek Arena but Covid restrictions mean no fans will be in attendance as teams play online from locations around Europe.

Nevertheless, a flurry of betting action is expected on the event, as 24 of the world’s best CS:GO teams compete for the $400,000 first prize. 

Metodi Zaburtov, Director of Sportsbook at Luckbox, said: 

“CS:GO fans have been starved of action for much of the past 12 months and IEM Katowice has a special place in their hearts.

“Data from previous years shows us that there is a significant uptick in CS:GO betting at this time of year thanks to IEM Katowice. This is largely due to the quality and popularity of the teams involved, the high-profile nature of the event and intense nature of the competition – with so many matches being played over two weeks.

“The fact that the tournament is online is a pity but esports fans have shown a strong willingness to continue to back their favourite teams and try to pick winners in such tournaments throughout the past year. We expect that to be the case even more for IEM Katowice.”

A year for the underdogs?

Astralis are outright favourites to win another IEM Katowice title, with odds of 3.10 ahead of Team Vitality at 3.80. Heroic are third favourites at 5.00 while defending champions Na’Vi are available at 5.50.

But fans planning to bet on IEM Katowice, could be wise to keep an eye on the underdogs.

Zaburtov said: 

“I think it’s worth looking at some teams that have been very strong during warm-up tournaments. Complexity are on fire and available at odds of 23.00, while BIG at 9.5, Virtus.pro (13.25) and Gambit (31.00) look great value. Also, the underachievement of the top two teams – Vitality and Astralis – in recent weeks is hardly great preparation.

“We have seen evidence to suggest that online tournaments lead to more shock results, with a noticeable series of outcomes going as predicted by the odds.

“Online matches are more susceptible to technical issues such as latency, which can sometimes prove a leveller – like a football match on a bad pitch.

“There is also the fact that players are often in their own homes, as opposed to being cheered on by thousands of fans. This often brings out the best in experienced players, while lower-level players might crumble under the pressure. Perhaps playing online suits smaller teams because there is less pressure.

“This could be a good year for the underdogs.”

Want to find out more about how Luckbox is leading the way in esports betting? Don’t miss our recent interview with Quentin Martin, CEO of Real Luck Group, operator of Luckbox. 

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UK-based gaming startup Espo has launched its fan esports fan engagement platform, Espo.io. 

Designed to “bring esports fans closer to their favourite teams, pro players and content creators by offering unrivalled access through a wide variety of exclusive Fan Perks,” the new platform was created in collaboration with BOOM Esports, Built By Gamers, F2K, GODSENT, Team BDS, and Team Queso. 

Espo plans to offer over 100 Fan Perks through the platform, including opportunities to play with pro esports athletes, receive VOD gameplay reviews, team merch, and community tournaments. Each perk will be limited in supply, and offered for just 30 days. 

The platform also features a five-tier loyalty program, with users earning EXP points so that they can access more interactive and gamified media features and better Fan Perks.

Discussing the launch Founder and CEO of Espo, Henry James, explained:

“From our outset, we’ve been driven to create the go-to place for esports fans to get closer to the action like never before. Today we’re very excited to launch Espo with 6 truly impressive teams who are just as committed as we are to upgrade the experience of esports fans beyond mundane, mass-market social media engagement. 

“We aim to be the people and platform who work to make great things happen between esports teams, talent, fans and brands. Espo will achieve this through its core design to reward collaboration between all of these parties under one platform.”

While Co-founder and CEO of GODSENT, Henrik Denebrandt, added:

“We look forward to involving our fans and community even more in the GODSENT journey with our teams, influencers and top-tier brand partners. Espo can help us to deeply connect with our fans around the world and create great experiences for them. We’re excited to offer special perks for GODSENT fans on Espo, so that we can create new value and unique memories for them.”

Espo says it had over 18,000 pre-registered users at launch, and currently has three campaigns underway, giving users the chance to earn Fan Perks from Built By Gamers’ Fortnite and VALORANT players, and BOOM’s Dota 2 roster. 

AYO.NEWS says:

As the esports ecosphere rapidly expands, it’s going to be increasingly important for organisations to focus on fan engagement, so that they can retain their existing fan base in addition to attracting new people. 

So, it’s not surprising to see the battle of the fan engagement platforms heating up. For example, OG, Team Heretics, Natus Vincere, and Team Alliance have chosen the fan token approach with Socios.com, while others, like FATE Esports and Virtus.pro have opted for the Blocksport platform. 

‘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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North American gaming organisation XSET has named HyperX as their official peripheral and memory partner. 

The new partnership will see XSET’s diverse roster of pro gamers and content creators kitted out with HyperX products, including headsets, keyboards, mice, mousepads, microphones, eyewear, power, and memory. 

According to the organisation, the initiative will be supporting the shared missions of XSET and HyperX in creating cultural moments, and will support XSET’s full roster of talent, which includes personalities like Swae Lee, Erin Ashley Simon, Proofy, teen skateboarding phenom Minna Stess and many more.

Commenting on the partnership XSET COO and co-founder, Marco Mereu, said:

“At XSET we are building a gaming organization, culture, and community for the next generation of gamers. We couldn’t ask for a better partner to move gaming forward and to fully realize the power of XSET”.

While Strategic Marketing Manager for HyperX, Stephanie Winkler, added:

“We could not be more excited to bring XSET’s athletes and creators into the HyperX family. Similar to HyperX’s goal of empowering all gamers to achieve their best, XSET’s progressive perspective to a gaming org’s identity galvanizes diversity and inclusion into action.

“We look forward to locking arms with XSET on unique activations and events to offer fans new ways to engage with their favorite games.”

The partnership will see fans treated to activations including exclusive streaming events, custom video and social media content, meet and greets with XSET talent, product giveaways, and more. 

Staying with XSET, last week the organisation announced it was entering the 2021 Coca-Cola eNASCAR iRacing series, with Ryan Luza and Casey Kirwan driving Ford Mustangs. NASCAR driver Anthony Alfredo has also joined XSET’s roster of talent as a content creator.

Turning to HyperX, at the end of January the company confirmed a 2-year sponsorship deal with UK-based organisation Guild Esports. 

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Yamaha has entered Southeast Asian esports through a partnership with EVOS Esports in Indonesia. 

Yamaha’s ‘Generation 125’ – the company’s range of 125cc motorbikes including FreeGo, Fino, X-Ride, Mio series, and its latest GEAR 125 – is now an official sponsor of the esports organisation, in a collaboration focused on the Indonesian market. 

Discussing the partnership Deputy Director of Marketing of PT. Yamaha Indonesia Motor Manufacturing (PT YIMM), Takeyama Hiroshi, said:

“The high enthusiasm of the younger generation in the esports industry is the motivating factor for Generation 125 in collaborating with EVOS Esports; in supporting the achievements of Indonesia’s younger generation. 

“Yamaha’s ‘Generation 125’ product has now become the choice of the younger generation as a companion in their daily routine, thus this collaboration is expected to further increase the enthusiasm and optimism of Indonesia’s younger generation to continue to advance and move forward. With EVOS Esports, let’s: Let’s GEAR UP, GAME UP, and Win More! ”

While Co-Founder and Chief Business Officer of EVOS Esports, Hartman Haris, added:

“We are excited to partner with Yamaha as they enter the esports industry for the first time in Southeast Asia. Through the “125 Generation Wins Many” campaign, EVOS Esports and Yamaha hope to reflect the spirit of the younger generation to be advanced and fast, especially in the esports and transportation industry.”

AYO.NEWS says:

This seems like a pretty smart move by Yamaha in its efforts to connect with the vast moped market in Indonesia. Staying with EVOS Esports, in October 2020, the organisation’s parent company, Attention Holdings Pte. Ltd (ATTN), secured $12B USD in a Series B funding round led by Korea Investment Partners.

‘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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