Esports Update

G2 Esports, one of the leading entertainment brands in esports, announces a partnership with Brandgenuity to strategically expand its global licensing program. Brandgenuity assists powerful brands in building licensing businesses and will be working with G2 Esports to grow and expand its licensing programs into new categories to reach fans worldwide. Not only is G2 home to some of the best competitive players in the world and the biggest personalities in gaming, but it also dominates in creating entertaining content across every major social media platform, including Twitter, Instagram, Twitch, YouTube, and TikTok. “G2 is building a lifestyle and entertainment empire. We have designed and developed streetwear-inspired collections and merchandise that sell out almost instantly thanks to the #G2ARMY and we want to continue to bring our fans merchandise that makes them proud to rep G2,” said Carlos “ocelote” Rodriguez, G2 Esports Founder and CEO. “The Brandgenuity team demonstrated that they understood both our brand and our dedication to entertain at all costs and we know they will propel us forward in our global licensing efforts.” Esports is exploding around the world, with revenue from media rights, advertising and sponsorships expected to increase 15.7% this year to $1.1 billion, according to Newzoo, with an anticipated total audience growth to 495.0 million people in 2020.2 Licensing is keeping pace with this growth and industry experts predict merchandise sales will continue growing, especially in the apparel and game equipment categories. Categories for expansion include lifestyle apparel & accessories, gifts, digital, collectibles, collaborations, and experiences. Esports is driven by audience participation so the #G2ARMY will be invited to contribute their own bold, graphic, and fierce creative work through various social media competitions. With this partnership, Brandgenuity adds the first esports company to its portfolio. “We are thrilled to be working with G2 Esports, who are one of the most dominant teams in the world, and the undisputed leaders in fan engagement and world-class entertainment,” said Teri Niadna, Managing Director, Brandgenuity Europe. “This brand has everything we look for to build a great licensing program; double-digit growth trajectory, a distinctive personality and truly passionate fans.”

GUNNAR Optiks Joins Forces with ESL

GUNNAR Optiks, a top name in in gaming glasses, announced a three-year licensing agreement with ESL, one of the world’s largest esports companies. The two companies have joined forces to bring both esports players and fans alike a new range of ESL branded gaming glasses. GUNNAR and ESL will work hand-in-hand to launch two collaborations later this year, with more to come in 2021 and beyond. Beanstalk, ESL’s global brand extension licensing agency, the partnership with Gunnar. “We continue to lead exponential growth in esports we also strive to professionalize the athlete experience in esports. With our goal of providing unique and innovative functional esports products, it made perfect sense to partner with the leaders in gaming glasses, GUNNAR Optiks,” said David Hiltscher, VP Shop, Merchandise, Licensing at ESL Gaming. “We look forward to equip players across the globe with ESL gaming glasses – designed specifically for esports players and their fans.” Clinically proven and doctor recommended, GUNNAR’s patented lens technology not only enhances visual focus at close range, but also blocks blue light and reduces dry eyes. Their wide range of gaming and computer glasses help combat the adverse effects of digital eyestrain experienced by gamers who play for long periods of time. This also includes frames specifically designed for use with headsets to reduce temple pressure and headaches. GUNNAR also offers a range of reading glass options and fulfils prescription orders. “From humble beginnings in 2006, GUNNAR quickly recognized the need to support gamers by creating eyewear that would both heighten their gaming experience in addition to protecting their eyes,” said GUNNAR Optiks Director of Marketing – Gaming, Georgina Petrie. “With gamers being so core to our brand, the partnership with esports powerhouse ESL is part of a strategic alignment we’ve been pursuing in order to deliver new and innovative glasses directly into the hands of the people that need them most.”