Esports Leisure Group’s gaming centre division, Helix eSports has introduced a ‘multi-channel’ partnership with Gaming-glasses producer GUNNAR Optiks.
In keeping with the discharge, Helix eSports amenities will pilot a ‘centre-based, retail expertise’ for GUNNAR’s gaming and laptop glasses. Furthermore, the producer will grow to be a advertising and marketing companion throughout Helix’s properties and programming.
Helix eSports presently owns 5 esports centres that are used to ship, esports programming, ‘experiences’, and gaming infrastructure. These experiences embody informal play, aggressive tournaments, STEM programming, highschool leagues, and esports bootcamps, amongst others.
Earlier this month Esports Leisure Group formally accomplished the acquisition of Helix eSports, in addition to ggCircuit, for approximately $43m (~£30.39m).
Georgina Petrie, GUNNAR’s Director of Advertising, added: “We’re actually excited to be working with Helix eSports on this pilot retail expertise. It can enable players to actually expertise the GUNNAR distinction in an endemic setting, attempting on the glasses earlier than they purchase.
“It additionally permits us an opportunity to get actual suggestions about our glasses for future innovation from a youthful gaming demographic, which is typically onerous to come back by.”
This isn’t GUNNAR Optiks’s first foray into the esports sector. Earlier this yr, the producer teamed up with North American esports organisation Oxygen Esports. The corporate additionally introduced a three-year licensing settlement with ESL in 2020.
Murphy Vandervelde, VP of Enterprise Growth at Esports Leisure Group, added: “Our mission at Helix eSports is to create an distinctive esports expertise for all gamers at our centres by offering distinctive retail choices and by offering finest at school gaming centres that create social hubs and degree the enjoying area for competitors.
“We imagine we are able to create the absolute best visitor expertise by providing all Helix clients our uniform, high-end gaming tools, in addition to giving entry to classy equipment that assist drive higher gaming efficiency.”
Esports Insider says: The partnership represents a sensible deal for either side. Not solely does the bodily integration with Helix eSports profit GUNNER greater than emblem placement, however the deal highlights the sorts of collaborations gaming centres can present.