From sponsorships to industry-wide announcements, Insider Sport has you covered when it comes to the world of esports.

This week’s edition highlights the latest developments in the esports sector, including G2 Esports launching a new media house agency called 62 (pronounced ‘six-two’) to help mainstream brands connect with the global esports audience.

Drawing on the esports organisation’s expertise, 62 will assist brands with creative advertising, media buying, content production and event management.

As part of the agency’s services, companies can hire G2’s content team, led by Mathieu Lacrouts, the organisation’s Head of Media House. Lacrouts, who has a decade of experience in digital marketing with Coca-Cola and Netflix, also founded the gaming and esports ad agency Hurrah in 2015.

Clients like gaming monitor brand AGON by AOC, French manga publisher Ki-oon, and trading card game Altered by Equinox have already partnered with 62. In the future, 62 aims to expand beyond esports into sports, manga, music, motorsports and tabletop media.

Lacrouts commented: “Innovation is at the forefront of everything G2 does, and our goal with 62 is parallel to this, working with brands to create new and authentic experiences for fans across the entertainment space.

“Whether it be across gaming, esports, or wider entertainment like music and sports, we understand what fans and brands deserve, and the campaigns we create always aim to elevate brands within the space and surprise and delight fans.”

Backshot of a gamer celebrating.
Image courtesy of Shutterstock.com

DFL and Build A Rocket bring Bundesliga to Roblox

The German Football League (DFL) has confirmed that the Bundesliga will enter the Roblox virtual world across the winter campaign. 

Working alongside the international gaming agency Build A Rocket, the DFL will launch five activations on Roblox to engage with younger fans and boost its overall digital presence. 

These five integrations include four ‘obbies’ which require fans to think strategically and use skill as they go through various obstacle courses. There is also a free-kick simulator integrated into the Bundesliga Clubhouse on Roblox. 

In the virtual Bundesliga Clubhouse, fans can collect exclusive UGC items to personalise their avatars and interact with additional Bundesliga content. DFL partners ESPN and Topps will also have a presence in the game lobby, with further opportunities to interact with the respective brands.

Bundesliga International Chief Marketing Officer, Peer Naubert, said: “Given the ever-changing consumption habits of our younger target audiences, it is critical that we remain engaged and follow the shifts in trajectory, in order to continue delivering innovative opportunities for them to connect with the Bundesliga. 

“Roblox is one of the most popular platforms for young people globally and, as the first European league to activate, we see another great chance to reach new and existing Bundesliga fans.”

Speaking on the impact gaming can have on sports engagement, Alexander Albrecht, Managing Director of Build a Rocket, said: ‘The fusion of sport and gaming is a key driver for innovative fan engagement. With the DFL activation on Roblox, we offer a scalable experience that not only entertains, but also immerses fans deeper into the world of the Bundesliga. 

“Our vision is to harness the metaverse as a platform for global brands – and the DFL is setting an impressive example here. The DFL’s Roblox activation illustrates how traditional sports formats and digital worlds can merge to inspire new target groups and appeal to existing fans in innovative ways.”

Bundesliga logo.
Image courtesy of rafapress via Shutterstock.com

BETER and FeedConstruct partnership boosts esports betting offerings

Esports and sports betting content provider BETER has secured a distribution deal with FeedConstruct, a B2B sports data provider. 

As part of the agreement, FeedConstruct will integrate BETER’s esports and sports content into its Odds Aggregation Platform. 

This integration will allow FeedConstruct’s partners to access BETER’s product suite, including the ESportsBattle property, which offers regular in-house betting content for games like Counter-Strike 2 (CS2), Dota 2, and sports simulation titles. 

Additionally, BETER’s Esports Odds Feed will be included in the partnership, enabling FeedConstruct partners to utilise live and pre-match market odds for various events in games such as CS2, Dota 2, League of Legends, VALORANT and more. 

FeedConstruct’s partner portfolio includes major brands like Dafabet and Betsson Group.

Gal Ehrlich, CEO of BETER, said: “We built a reputation as an in-demand provider that offers the most engaging fast-paced content in the market via our ESportsBattle and Setka Cup tournaments, which is why tier-one companies such as FeedConstruct partner with us. 

“This collaboration will grant all existing FeedConstruct customers instant access to BETER’s fast-paced content without the need for any additional integrations.

“This partnership represents a significant milestone for us. By combining BETER’s cutting-edge content with FeedConstruct’s innovative platform, we provide our mutual clients with the ability to reduce the integration pain of backlogged pipelines with unparalleled and seamless access to a diverse and dynamic betting experience.”

Narek Harutyunyan, CEO at FeedConstruct, commented: “It’s a great opportunity to enter into this partnership with BETER, a trusted esports and sports content provider. By leveraging FeedConstruct’s innovative Odds Aggregation Platform, BETER will be able to seamlessly distribute its esports and sports offerings to a wider global audience. 

“This collaboration highlights our strength in delivering cutting-edge, scalable technology that empowers content providers and operators alike.”

Credit: Skorzewiak / Shutterstock
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