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03/17/22: ESL feeds Monster deal; Call of Duty Mobile Championship sweetens pot; Gen.G breaks new ground

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Medias First Morning Read
Thursday March 17, 2022

Good morning! It’s Thursday and this is your early morning Esports brief.

ESL Gaming and Monster Energy sealed an extension and expansion of its partnership with Monster Energy in a multi-year agreement designed to include more ESL Gaming products and marks the first time Monster Energy will support mobile gaming and esports. The new partnership sees Monster Energy continue their support of the esports landscape as a global partner within ESL Pro Tour CS:GO, including Intel Extreme Masters, the ESL Pro League, ESL Challenger, and more; as well as ESL Gaming’s Dota 2 properties, ESL One and DreamLeague Dota 2 leagues and mobile esports ecosystems such, including the Snapdragon Pro Series. In addition, Monster will continue as a global partner of the CS:GO Hub.

“We are thrilled to expand our portfolio partnership with Monster Energy. Their ongoing commitment makes them a leading supporter of global esports and helps us to continue delighting fans across our array of world class titles,” said ESL Gaming Co-CEO Craig Levine. “No other portfolio offers the same breadth and dynamism, providing an unmatched opportunity for brands to connect with the diverse esports and gaming communities across the globe.”

“Our partnership with DreamHack, and now ESL Gaming, makes this one of the longest and most successful partnerships within the esports and gaming industry,” said Monster Energy CMO Dan McHugh. “Just as we have grown many of our other major partnerships, so too will we continue to foster and grow top-tier esports tournaments, mobile esports, DreamHack festivals, and even retail partners. We look forward to growing our relationship even further with ESL Gaming and being a part of the future of esports and gaming lifestyle events across the globe.”

COMPETITION

The road to the Call of Duty Mobile Championship kicks off on March 31, with Activision announcing that players this year will compete for a share of the $1.7 million dollar Finals prize pool, the biggest single event payday in Call of Duty: Mobile World Championship history. Competition will be conducted regionally in multiple stages and lead into the World Championship Finals in December. Regional Playoffs will encompass North America, Europe, LATAM, Japan, and India.

The NBA 2K League announced that it will award $2.5 million in cash prize money across the BANNER CHAIN Powered by AT&T and Coinbase NBA 2KL 3v3 BLACKTOP SERIES tournaments, with the largest portion reserved for the 5v5 NBA2KL Finals champions. The $2.5 million cash prize pool is the largest in league history and marks an increase of over 65% from previous prize money. In addition, for the first time, top performers from the 2022 season recognized as recipients of five of the NBA 2K League Awards will earn bonus compensation.

ESL, RTS (with an appearance by co-founder Pokimane), Twitch and Comcast Spectacor Gaming have entered into this year’s Esports & Gaming Newfronts, hurry up and join the lineup before slots sell out! The event will be introducing hundreds of brands to upcoming sponsorship opportunities in the industry! Slots are already going to hurry and grab yours today, only a limited number are available! Click here for more info.

Gears of War developers The Coalition announced that the current season of Gears esports will serve as the final outing for the title so developers can “shift focus to future projects.” The final major events for the esports will be the Spring and Summer Majors.

SNK Corporation announced that The King of Fighters XV has been added to the lineup of titles in play for this year’s Evolution Championship Series 2022 in Las Vegas, running Aug. 5-7. Chief Producer Yasuyuki Oda at SNK said: “We’re so delighted to be a part of this year’s EVO tournament with The King of Fighters XV. We’ve had great success with the game since its launch last month and can’t wait to let the game shine in the largest and longest-running fighting game tournament in the world! EVO has such a great history, celebrating some of the best fighting game titles and players on the planet, and it’s really great to be able to be a part of that.”

Activision Blizzard announced that the Arena World Championship is back and kicks off with the first of four separate open cups beginning March 18-20, running on YouTube and running through the Global Finals, where players compete for their share of the $700,000 total prizing for the season. The publisher also announced that a World of Warcraft expansion would be revealed on April 19 while a mobile Warcraft game would be revealed in May.

Ubisoft is pulling the plug on its esports endeavors in Russia due to the Ukraine crisis. On Wednesday, the publisher announced that “In light of the ongoing tragedy in Ukraine, all official competitions on our games portfolio in Russia, such as the Russian Major League on Rainbow Six Siege, are suspended. Russian players will still be able to compete in our regional and international competitions if they choose to, but will be required to compete under a neutral banner, and have accepted to do so.”

The 2022 eMLS Cup reports that in-person attendance for its championship this year saw a 105% uptick over the previous in-person eMLS Cup in 2019. In addition, the 2022 eMLS Cup reached over 815,000 unique viewers on MLS’s Twitch channel – an all-time high for eMLS, with a 40% rise in average minute audience year-over-year from 2021 eMLS Cup. Official partners included Coca-Cola, Cheez-It, Pringles, PlayStation, and JLab.

OneTeam Partners struck a deal with League of Legends Championship Series Player Association to “assist the LCSPA in becoming a sustainable and independent player organization and will help set the LCSPA on the path to unionization” by overseeing and commercializing group rights for North American pro and academy players. We feel strongly that now is the right time to act on behalf of our membership to protect their Group Rights in the same manner that the rights of the NFL, MLB, NBA, and all other major North American athletes are protected,” the org said in the announcement. “This program and partnership will establish a passive revenue stream for players as well as provide a sustainable and independent operating budget for the Players Association (PA) to continue to grow the scope of its work on behalf of players.”

STREAMHATCHET

From the beginning of the crisis in Ukraine, news and discourse around the situation has remained prevalent on live streaming platforms. Since Russia began its invasion, some streamers have hosted live streams dedicated to donating money to Ukraine. They’ve played a variety of games and worked with different charities and companies to help manage donation interfaces, provide incentives to contributors, and more.

From February 24th, the first day of the invasion, through March 13th, there were a total of almost 700 separate live streams from 212 unique channels dedicated to donating to Ukraine charities. Over 1,500 hours of charity streams were broadcast, and garnered over 2.6 million hours watched.

Of the 212 streamers, HasanAbi had the highest peak concurrents on a single Ukraine charity stream with over 87k on February 27th. He also had the highest total hours watched on all of his streams over the time period with 2.1 million hours watched. HasanAbi, best known for his political commentary Just Chatting streams, also played Elden Ring during his charity streams for Ukraine. Every time he died in the game, he would donate $10, and encouraged his viewers to donate as well.

To read more, visit Stream Hatchet’s blog.

SPONSORSHIP & ACTIVATION

ESL Gaming continued to pile on the partnerships, this time announcing a partnership with music agency MassiveMusic to create a ‘sonic identity’ for ESL. With the deal, a suite of assets was revealed, including the creation of a two-minute-long brand anthem; a short form three-second sonic logo; and a one-second sound stamp. The announcement describes the sounds as being “between electronic and orchestral, breaking away from rock or electronic genres.”

Call of Duty League is teaming with Aim Lab as the official first-person training sponsor – as well as the presenting sponsor – of the Call of Duty Challengers Scouting Series. During the 2022 Call of Duty League season, Aim Lab will introduce a Best Shot segment, featuring best shot from all of the weekend’s matches. Aim Lab will also present the Call of Duty Challengers Ticker, a new feature that appears at the bottom of viewers’ screens to update fans on the results of Challengers matches during the Call of Duty League’s broadcasts.

Madison Square Garden Sports Corp. announced that Razer signed on to become the official gaming chair partner of Knicks Gaming, MSG Sports’ official NBA 2K League team. Razer gaming chairs will be featured inside the Knicks Gaming training facility for the use of team players and staff. Razer will also receive significant brand inclusion across Knicks Gaming digital assets including the official website, video assets, and social media posts. Razer gaming chairs will also be integrated into Knicks Gaming-branded original digital content, including a “chair unboxing and assembly” tutorial video.

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PLATFORMS

AE Studios, the content development, storytelling and production services arm of Allied Esports, announced the debut of ELEVATED Presented by Progressive Insurance. The new content series is designed to help up-and-coming Twitch streamers “break through the clutter, get discovered and grow their audiences.” Running on Twitch channel HitPointOne, each three-hour episode will shine a spotlight on six featured streamers, giving the audience a chance to watch their streams, hear their stories and decide who deserves to be ELEVATED. Additional episodes of the four-part series, which will include integrated segments from sponsors Progressive, Tyson Foods and HyperX. ELEVATED will be hosted by sisters Alexandra and Andrea Botez, the variety and chess content creators and Twitch streamers with more than 2 million total followers and subscribers.

TEAMS

Global esports organization Gen.G and video game developer Nimble Neuron locked in a “first of its kind” two-year partnership between a game developer and esports organization designed to boost the global market expansion of Nimble Neuron’s multiplayer online survival arena, Eternal Return. The developer will tap into Gen.G’s Korean and North American brand power and influencer network to reach new audiences, create content, and build out a competitive esports strategy. The partnership will officially kick off with an experiential announcement event on March 23 near this year’s Game Developers Conference. The partnership will also launch the Eternal Return Collegiate Club Program, powered by Gen.G. This program will build a network of like-minded students, who will be supported by the developer and esports organization through club sponsorship, mentorship opportunities, live activation support, and merchandise.

To push the new 2022 Toyota GR86, Gen.G and Toyota are creating a three-episode competition called “The GR86: Racers’ Edge”. Two teams, made up of Gen.G creators, auto influencers, and top racing talent, will use the GR86 to compete in photoshoots, a real life race at Willow Springs International Raceway, and a simulation race at the Gen.G Headquarters in Santa Monica. The winning team will win a $5,000 donation for the charity of its choice. Sara Choi hosts.

Electronic Arts announced plans to remove Russia and Belarus as eligible countries from its esports programs, due to Moscow’s invasion of Ukraine. Players and teams from Russia and Belarus are ineligible to participate in the Apex Legends Global Series and the EA SPORTS FIFA 22 Global Series, the company said in a statement on its website.

INDUSTRY

Heavyweight content creator Dr Disrespect’s game studio Midnight Society announced that it would be opening the doors to NFT sales for its upcoming online PVP multiplayer experience. This will be done via the Founders Access Pass that will enable holders to play early builds, access Discord channels, and vote on “key design decisions.” Founders Access Pass owners will also be able to mint a unique, tradable visor design. “As we focus on building the best new PVP multiplayer first-person shooter, we’re looking to leverage the collective strength of our Day Zero community to go hands-on during crucial early development milestones of the project,” Midnight Society studio head Robert Bowling explained. “This means building an infrastructure that allows the active participants of our community to experience environments, weapons, movement, and other core tenets of the gameplay at a stage where their feedback, input, and guidance can be incorporated.”

ROSTER MOVES

100 Thieves named former Barstool Sports executive Jen Simons to serve as chief content officer. Simons had been executive VP and head of production, development and programming at Barstool. She will now be charged with expanding the company’s original content, and working with its roster of gamers and talent to develop new series concepts.

Enthusiast Gaming tapped Alex Gonzalez as the Head of Luminosity Gaming where he will oversee all of Luminosity Gaming’s business operations. Prior to joining Luminosity, Gonzalez held the position of Brand Manager at gaming furniture and accessories company RESPAWN Products.

Esports tournament organizer and media network BLAST named Charlotte Kenny as Manager Director for BLAST Premier. She joins after seven years working in the world of football with Arsenal FC, Club Affairs and LTT Sports.

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