A top European team partners with an A-list Chinese brand, two major players in the esports space join forces, and a new high-tech esports arena appears in Scotland? We’ve got all that and more in our September esports industry report.
Fnatic partner up with Hisense
Elite European esports organisation, Fnatic, have entered into a multi-year partnership with Hisense. The Chinese electronics manufacturer had previously been involved in the esports industry – a deal that involved Evil Geniuses back in 2017 – but this new partnership marks a much larger investment into the space.
The partnership will reportedly revolve largely around content collaborations, but Hisense will also be making an appearance on the Fnatic jersey and will become official suppliers in Fnatic gaming facilities, of which they have a few.
One of Fnatic’s flagship teams – their League of Legends lineup – is currently in China to compete in the League of Legends World Championships taking place over October. It’s yet to be seen whether or not Hisense will be activating around this event in particular.
Dreamhack and ESL merge
Esports giants Dreamhack and ESL have announced that they will be merging into one operation. The two brands are already owned by parent company MTG but have until recently been operating as two separate entities.
The new structure sees the two align in terms of operations and strategy under “ESL Gaming”, however they will retain their individual branding. ESL will still operate their flagship events such as IEM and ESL One, while Dreamhack will, presumably, still put on their favoured Dreamhack Masters series, along with the iconic Dreamhack Summer and Dreamhack Winter, hosted in Jonkoping, Sweden twice per year.
In presenting the merger, MTG pointed to “expanded flexibility” going forward for both brands. We’re looking forward to seeing what they come up with.
Dundee new esports arena
Dundee, Scotland might not be the first city you’d think of if asked where you’d like to build a new esports arena, but it is the city that’s been chosen by Northern Lights Arena Europe Limited (NLAE).
The proposed arena is still in the design phase, but will reportedly hold up to 4,000 fans, and will primarily be built for the purpose of hosting esports and gaming events. Alongside the arena itself, the building will feature a dedicated esports academy, along with space for indoor sporting events, retail outlets, and potentially office space.
Abertay University in Dundee will also develop a new range of courses within the esports and gaming entertainment industry which will utilize the facility.
Razer launches Fluuid campaign
We’ve saved the best for last with some exciting news from ourselves. In September, global gaming peripheral giants Razer launched their first ad-campaign using the Fluuid platform.
The campaign will be activating specifically in the U.K, France, and Germany, and thus far has featured over 25 content creators – with more joining the campaign every week.
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