eSports
Astralis Extends and Expands its Commercial Partnership with HP
Astralis has extended and expanded its commercial partnership with HP’s OMEN gaming brand.
The agreement has now been expanded to include Counter-Strike and League of Legends, the already announced multi-purpose Flagship Store in central Copenhagen as well as other, yet to be announced, locations and facilities.
Jakob Lund Kristensen, CRO and co-Founder of Astralis and Astralis Group, said: “The fact that we extend the partnership with HP again and expand the agreement significantly is a testimony to the commitment from both sides and of our common view around the massive potential in what we do.
“We highly value HP as a partner and as a supplier of uncompromising high-quality hardware for all our teams and for our coming Flagship Stores. The agreement is extremely valuable by itself, and the addition of our two other teams and all facilities strengthens our possibilities as a team owner and as a company.
“The agreement has two pillars, one being the more traditional commercial partnership and exposure and one which include activation and equipment. In the Tivoli Flagship Store alone, we will have +130 gaming stations, VIP rooms and a stage which will all be equipped with the highest standard OMEN computers.
“It will add to the overall gaming experience and bring the fans and visitors close to a high-level professional players’ set-up. It also supports our common vision of providing and facilitating the best possible experience and companionship to gaming enthusiasts no matter their level, age, gender, or anything else. We want to facilitate and to champion the positives of gaming and esports together with everybody, who shares our vision.
Rasmus Fredholm Samsøe, Marketing Manager at HP, said: “We are extremely proud to extend and expand the partnership with Astralis Group. Both companies are front runners in their fields, and together we will continue to push the limits and to promote and support the positives of gaming. At HP, we seek to go beyond what is currently possible through innovation and by constantly developing new products and ecosystem in the vast line of OMEN gaming equipment and support systems via OMEN Gaming Hub.
“The OMEN products are all designed to help all gamers to reach their full potential, and we see the same in Astralis. We believe that the true role of gaming in culture is progress and a constant state of change and growth, which fits well with Astralis Performance Model. We look forward to working with Astralis Group around the teams and the new facilities, which will add another level to the gaming experience.”
The agreement has been extended by 12 months, which is the standard for all Commercial Partnership contracts at HP. The parties have agreed not to comment on specifics around the financial side of the agreement.
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Zenni Optical, the world’s leading online eyewear retailer, announced a partnership with ESL FACEIT Group (EFG), the leading esports and video game entertainment company. Designed to integrate eye health education with innovative eyewear solutions for the esports community, the partnership will officially launch at DreamHack festival in Dallas, taking place from May 31 to June 2.
This collaboration will showcase a co-branded collection of lifestyle and competitive eyewear and accessories, highlighting Zenni Optical’s commitment to promoting overall eye health, particularly in addressing issues like eye fatigue and strain. Additionally, the initiative will incorporate essential eye health education across various DreamHack Festivals, in alignment with EFG’s broader mission to foster inclusive gaming worlds and engaged, supported communities.
“DreamHack and ESL represent some of the most community-centric and prestigious competitive events in the world. In their own unique ways, they embody esports for everyone. By partnering with these incredible brands across the gaming and esports spaces, we aim to create engaging experiences that combine eye-health education with innovative eyewear solutions for players and fans at all levels,” said Robb Chiarini, Head of Gaming, Sports, & Events at Zenni Optical.
“We are thrilled to partner with Zenni Optical as the Official Eyewear Partner of DreamHack and ESL. The genuine passion that Zenni has for the esports industry is a refreshing sight to see, and a major driving factor for the decision behind our partnership. Zenni’s ongoing commitment to provide eyewear for everyone mirrors our own drive to create worlds beyond gameplay for gamers everywhere,” Craig Levine, Co-CEO at EFG, said.
Bucks Gaming’s Cream City Convergence Esports Tournament has been selected as a Capcom Pro Tour event, becoming one of just three tournaments in North America chosen to be a qualifier for the prestigious Capcom Cup.
The Capcom Cup is an annual Street Fighter 6 competition, hosted by video game developer and esports organizer Capcom, with a $1 million first place prize. Each year, Capcom selects a small number of tournaments worldwide to serve as Capcom Pro Tour events, with the winning players from each event qualifying for the Capcom Cup. As one of the tournaments selected by Capcom for the honor this year, Cream City Convergence will become the first esports event run by an NBA team to work with a major esports organizer.
Top-ranked Street Fighter 6 players will compete at Cream City Convergence when it returns for its second year on Saturday, Aug. 24, at Baird Center. In addition to Street Fighter 6, this year’s tournament will also have brackets for Tekken 8; Super Smash Bros Ultimate; Super Smash Bros Melee; and Guilty Gear: Strive.
The Esports Integrity Commission (ESIC) has announced Kambi and Abios, its esports data subsidiary, as new ESIC Anti-Corruption Supporters. This partnership signals the alignment of Kambi’s longstanding commitment to corporate probity and sports integrity with ESIC’s ongoing battle against match-fixing and corruption in esports.
Kambi and Abios join a distinguished class of other Anti-Corruption Supporter stakeholders who have historically worked with ESIC to ensure that attacks against the competitive integrity of esports competition are appropriately reported and dealt with. Anti-Corruption Supporters assist ESIC in investigating suspicious betting activity, supporting ESIC’s broader mission to combat cheating and betting fraud in the esports industry. Kambi and Abios’ entrance into the Anti-Corruption Supporter class will see the entities actively work with ESIC to assist in ESIC’s mission to disrupt, prevent, investigate and prosecute all attempts to compromise competitive integrity in esport competition.
Abios’ Managing Director and Founder, Anton Janér, commented: “Our mission at Abios has always been to enable the sustainable growth of esports. As such, we’re incredibly excited to join ESIC in their mission to future-proof esports through combatting match-fixing and other integrity-related malpractices. Fair play is a crucial component in ensuring the viability of esports as a long-term community and investment and we hope to be able to support the industry together with ESIC going forward.”
Stephen Hanna, ESIC’s Chief Executive Officer, commented: “We are pleased to welcome Kambi and Abios as Anti-Corruption Supporters. Kambi and Abios are well trusted and recognised operators in their respective industries, and their entrance into the Anti-Corruption Supporter class of ESIC membership emphasises their shared commitment to upholding the highest standards of integrity and fair play within the esports industry.”
The post Kambi and Abios Join ESIC as Anti-Corruption Supporters appeared first on European Gaming Industry News.
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