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07/28/22: Burberry’s Esports Entry; Loaded’s Next Round; Misfits Gaming Sells LEC Slot


Medias First Morning Read
Thursday July 28, 2022

Good morning! It’s Thursday and this is your early morning Esports brief.
Burberry made a big move into esports, inking a deal with Gen.G to launch a four-part educational content series to champion women and the importance of inclusivity within gaming as part of Gen.G’s “NetWORK: Inspire” program. The partnership marks Burberry’s first foray into the world of esports with the series hosted by Emily Ghoul, showcasing women in gaming, content creators and influencers from across the industry, alongside members of the Burberry team. In addition to the series, Burberry will be donating to the Gen.G Foundation Scholarship.

Rachel Waller, Global VP of Channel Innovation at Burberry said: ‘We are so proud to partner with Gen.G and to support the next generation of women within gaming to go beyond. Through our programming and scholarship, we hope to equip young leaders with the skills they need to succeed and achieve their aspirations.’

COMPETITION

Riot Games unveiled the Wild Circuit – Wild Rift Esports’ official off-season tournament series, hosted in the eight Wild Rift Esports regions ahead of season two. Regions will work with third-party organizers to host officially sanctioned events during the off-season which spans through Oct. 23. Third party organizers in each region who are interested in hosting these events must be approved through Riot Games

Speaking of Riot, the publisher is taking to Dublin to open its first esports broadcast facility entitled Project Stryker, with additional facilities set to be opened in Seattle and in the APAC region. The facility will receive live broadcast feeds from competitions to produce, broadcast and translate content for esports fans around the world.

Elsewhere in production, ESL Gaming revealed a partnership with Gravity Media to deliver production services of ESL Gaming’s global esports events over the next three years. ESL Gaming will use Gravity Media as their exclusive service provider at events that include Intel Extreme Masters (IEM) Cologne in Germany, ESL One Malaysia in Malaysia, the IEM Rio Counter-Strike: Global Offensive Major Championship in Brazil, DreamHack Atlanta in the US, and more.

Meanwhile, ESL Gaming and Qualcomm Technologies unlocked more details about the live regional Snapdragon Mobile Challenge finals for Brawl Stars and Clash of Clans, which kicks off with the Asia-Pacific Brawl Stars Finals on July 30, and includes the Cross-Regional from Aug.4-7, the EUR/MENA regions from Aug. 27-28, as well as North America’s Season 1 of the Snapdragon Mobile Challenge that concludes Sept. 4-5 in front of a live audience at PAX West in Seattle,

Don’t Wait! The Tempest Awards bring together the entire esports ecosystem to celebrate cutting-edge innovation in the competitive gaming industry. Open to individuals and teams worldwide, find out more and enter by August 12th to save! ENTER NOW

The International Olympic Committee will reportedly be sending an observer to monitor gaming competitions at the Commonwealth Games in Birmingham. The Guardian writes that that move would see the observer study the success of the event in order to further develop their own position on including esports into its lineups.

Valorant’s VCT 2022: Stage 2 Masters Copenhagen saw 27.2 million hours watched with an average of 317,000 viewers, with peak viewership topping 783,000. That would mark the series lowest audience reach for the Masters series, according to Esports Charts.

STREAMHATCHET
Esports and content creation organization FaZe Clan became a publicly-traded company last week, under the stock ticker, FAZE.

With their charismatic content creators and dominating esports teams, FaZe Clan has amassed an incredible fan base across live streaming as well as on other social media platforms. They’ve become a dominating force in the industry, drawing in major sponsors, including McDonald’s, GHOST Energy, Scuf Gaming, Doordash, and more.
Last quarter, FaZe was the third-most watched esports organization on live streaming platforms, behind only TSM FTX and T1. The org generated 45.7 million hours watched in Q2, with about an even split of those hours coming from both content creators and professional esports players: 24.7 million and 21.1 million hours, respectively.

With 93 creators and esports players specializing in dozens of games, FaZe has a streamer for everyone. NICKMERCS, FaZe content creator known for his Apex Legends streams on Twitch, dominated Q2 with 13.8 million hours watched.

Read more on Stream Hatchet’s blog.

SPONSORSHIP & ACTIVATION

Talent management and marketing firm Loaded is opening the doors to ‘Open World,’ described as a full-service consultancy and creative studio focused on developing impactful brand strategies, campaigns, and content at the intersection of gaming and youth culture and led by industry veteran, Paul Conroy. The business will feature two divisions: Open World Solutions – a consultancy firm that works with non-endemic brands including Gillette, Journeys, among others, to expand into gaming and reach new audiences via creator and content strategies; and Open World Studios – a full production studio department focused on developing culturally-relevant content for the next generation across social, gaming, Web3 and traditional platforms.

FaZe Clan announced a new business vertical: ‘FaZe Subs’ with DoorDash now serving as the exclusive on-demand delivery platform for the virtual restaurant. This is the first major initiative coming out of the FaZe Clan x DoorDash partnership announced earlier this year. FaZe Clan members worked with chef and TV personality, Virtual Dining Concepts Culinary Director, Chef Eric Greenspan, to create a full specialty menu featuring original sandwiches that will be available exclusively on the DoorDash platform in select cities across 23 states in the US. In celebration of the partnership, fans and VIP guests in the gaming and foodie communities will be invited to attend FaZe Rug’s Summer Festival, presented by FaZe Subs and powered by DoorDash, at the FaZe Clan Warehouse in Los Angeles, California on July 30.

ESL Gaming and Spotify are teaming up in a move to provide the German-speaking esports community with access to music experiences and exclusive podcasts. Through the partnership with Spotify, fans have the opportunity to discover upcoming music artists, while they are able to access their music through a dedicated Spotify playlist, represented by the claim “Level up with our gaming soundtrack”.

ESPORTS BUSINESS SUMMIT 2022

What’s New This Year?

This year we’re bringing an enhanced show floor with top vendors hosting games, giveaways, and interactive spaces for your enjoyment. We’ve added a welcome reception at MGM Grand’s pool packed with drinks, entertainment, food, and fun competitions!

You won’t want to miss this event!

FIND OUT MORE & REGISTER NOW!

IT’S ALIVE: YouGov Living Data Insights
Which car brands are US esports fans considering?

Several prominent auto makers have invested in esports sponsorships, and the results are showing!

PLATFORMS/METAVERSE

IMS announced an exclusive alliance with Super League Gaming in Brazil, Mexico, Argentina, Colombia, Chile, Peru, Uruguay, Ecuador, Paraguay, Central America and Italy. With the partnership, through branded playable characters, custom designed sections, special in-game wearable items, soft branded earnable currencies, and more, brands are able to provide gamers with “tangible benefits that make a game more fun to play.”

TEAMS

Yesterday saw the announcement that Misfits Gaming Group has sold its LEC slot to Team Heretics beginning with the 2023 season with MGG continuing to remain a minority partner in the team moving forward. The move also entails MGG stepping aside from the LFL at the conclusion of the 2022 season. MGG states that the move continues an additional step in a larger strategy to expand more of its focus on fueling creative talent alongside fielding competitive teams. MGG will remain fixtures in both Activision-Blizzard’s Overwatch League (Florida Mayhem), and Activision-Blizzard’s Call of Duty League (Florida Mutineers) while also maintaining its presence in Riot Games’ VALORANT.

XSET officially signed Joaquin Ganga. Joaquin, aka Ganga, a tattoo artist, entrepreneur, and artist. XSET plans to build gaming lounges in the Ganga Studio locations located in Los Angeles, California and Murcia, Spain. XSET also plans to form partnerships between Ganga and multiple gaming studios while also creating various forms of content in the process.

READYUP WHAT TO WATCH

2022 THAT BIG TV CONFERENCE

Mark Your Calendar!

Join us on September 29th-30th for integral discussions involving technological innovations and the impact of current events on the direction of the industry. Stay relevant in the content multiverse and register today.

Join us in September

TRIVIA
In the Lord of the Rings movies, which actor played Samwise Gamgee? (Email cpursell@cynopsis.com with your answer and be sure to include your name, company and city).

Answer to Our Last Sports Trivia Question
In which hero’s movie franchise would you find CIA agent Felix Leiter? Answer: James Bond. Kudos: Andy Pittman-TAMU/College Station; Andy Babb-Super League Gaming/Santa Monica; Lorrie Shilling/El Segundo; David Westberg-SAG•AFTRA Credit Union/Burbank; Tom Moore-Kalt Productions/LA

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