eSports
Fnatic Enters into Partnership with ASOS
UK-based esports organisation Fnatic has announced a three-year partnership with online fashion retailer ASOS.
The agreement marks the first time ASOS has partnered with an esports brand. As part of the deal, ASOS’s logo will appear on the front of all physical Fnatic team jerseys.
Fnatic and ASOS will collaborate on a variety of different activations, including multiple content series with Fnatic pro talent and creators, such as Tekkz, Mushway, Loeya and Moonryde, alongside VR experiences and AR filters. The partnership will also see the brands work together on a bespoke third alternative kit and see Fnatic pro players and creators feature in upcoming ASOS campaigns. In addition, the two brands have committed to working together on digital kits in the future and to producing branded in-game experiences and digital products.
“There are no other subcultures in the world that have influenced us more than gaming and fashion. Self-expression, both online and offline, has become a major point of convergence between both audiences. Through this partnership with ASOS, we will empower all gamers to find their unique voice and style, inside and outside of the game. We couldn’t be more excited to be driving this change forward together with ASOS,” Sam Mathews, CEO of Fnatic, said.
“Gaming and fashion are both passions for young adults and as esports continue to boom, we’re incredibly excited about this partnership. GenZ-ers increasingly express their style in both the physical and digital worlds and this is something we’re excited to fuel. We’re also looking forward to seeing some of the world’s greatest esports athletes wear our name on their Fnatic jerseys at the Worlds in Iceland,” Robert Birge, Chief Growth Officer of ASOS, said.
New partnership will see Kambi’s Esports division deliver its full suite of esports products, including odds via Kambi’s Odds Feed+ API, to Kindred’s in-house sportsbook
Abios, a leading esports data and odds provider and part of Kambi Group, is pleased to announce a multi-year partnership with Kindred Group, one of the world’s leading online betting and gaming operators, to provide its full range of best-in-class esports betting solutions.
Abios will supply its complete esports package, including odds, data, widgets and always-on content, to Kindred’s Unibet and 32Red brands, providing the operator’s in-house sportsbook with unrivalled esports betting experiences.
Leveraging Kambi’s Odds Feed+ API, Abios will deliver its high-uptime odds feed which includes comprehensive esoccer and ebasketball coverage, as well as leading esports titles such as Counter-Strike 2, League of Legends, Dota 2 and VALORANT. Utilising automated modelling, Abios’ low latency odds feed utilises official tournament data to power leading features such as bet builder and player props.
The new agreement is in addition to the Esports odds service Abios currently provides to Kindred as part of Kambi’s Turnkey Sportsbook service.
Anton Janér, Managing Director and Co-founder of Abios, said: “We are delighted to strengthen our partnership with Unibet and the wider Kindred Group, a leader in the global sports betting and gaming market. This agreement showcases the value of Abios’ full esports odds packages and our ability to deliver innovative solutions that meet the evolving needs of operators and enables them to reach new audiences through the growth of esports.”
Ben Colley, Sportsbook Director of Kindred Group, added: “Esports continues to grow in popularity, and it’s essential that we offer our customers the best possible experience in this exciting category. Extending our partnership with Abios via Kambi’s Odds Feed+ API and leveraging their deep expertise and esports odds solutions ensures we remain at the forefront of esports betting, delivering unparalleled products and services to our players.”
The post Abios partners with Kindred Group to provide full esports betting solutions appeared first on European Gaming Industry News.
BETBY, a leading sportsbook supplier, has announced a strategic partnership with iGaming provider Softlabs, in an agreement that will further increase the reach of its proprietary esports product. Through this partnership, BETBY’s award-winning esports solution, BETBY Games, will be made available to all operators on Softlabs’s partner network.
Softlabs will be seeking to to leverage the BETBY Games proven content that delivers fast-paced wagering action on a content lineup, which includes eSoccer, eBasketball, eFighting, eCricket, eShooter, eHorse Racing, eTennis, and eStreet Soccer. This will provide its partners with over 60 tournaments featuring over 350 markets, and 245,000 live matches per month.
“Softlabs has built a strong reputation in the industry and we are thrilled to join forces with them,” said Kirill Nekrasov, Head of BETBY Games. “This partnership allows us to extend the reach of BETBY Games and provide Softlabs with an even richer esports portfolio. Together, we’re pushing the boundaries of innovation in the esports betting landscape.”
Dmitrii Borodint, Chief Product Officer at Softlabs, commented: “Partnering with BETBY marks an exciting new chapter for us. The exceptional quality and variety of BETBY Games content will provide our clients and their players with a highly immersive and customizable esports experience, helping us to stand out in an increasingly competitive market.”
The post BETBY TO POWER SOFTLABS’ ESPORTS PORTFOLIO WITH BETBY GAMES appeared first on European Gaming Industry News.
Sony’s gaming gear brand, INZONE, has become the Main Partner and the Official Gaming Display Partner of VCT EMEA for the next two years.
The gaming gear brand has previously supported the VCT as the Official Headset Partner and currently sponsors two VALORANT teams: Fnatic (EMEA) and ZETA DIVISION (APAC).
The deal will see INZONE equip the coach rooms, practice areas and co-stream rooms with top-of-the-range INZONE M10S OLED monitors, giving players, teams and broadcast partners the opportunity to use and test the equipment. In addition, fans attending the Riot Games Arena in Berlin will also get the chance to try out the monitors at the 1v1 station in the fanzone during VCT EMEA showdays.
“INZONE has become a major player in the pro-gaming performance scene, so we’re delighted to bring them on board as a partner of VCT EMEA for the next two years. Their continued support of our esports scene and commitment to serving the evolving needs of the gaming community through cutting-edge technology makes this a truly exciting collaboration,” Daniel Ringland, Head of VALORANT Esports EMEA, said.
The post Sony’s INZONE Becomes Main Partner of VCT EMEA appeared first on European Gaming Industry News.
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