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06/24/21: Belong’s big American dreams; Dignitas’ beauty partner; Spiketrap and GCN tag up

Medias First Morning Read Thursday June 24, 2021 Good morning! This is your weekly Esports Brief. Belong Gaming Arenas launched its first volley in the US, and laid out a national plan to open hundreds of experiential gaming centers across the country with an eye to establish a connected framework for esports at the local and amateur level. Partners are set to include PlayStation, OMEN by HP, ViewSonic, and Mavix to equip its gaming centers. This summer will see Belong open the doors to its first-ever U.S. location in Houston, which will join Belong’s growing network of 25 arenas in the United Kingdom. Additional venues on tap will include Dallas, Columbus, Chicago, Nashville and more in the coming months as the company works toward its plan to establish 500 gaming centers in the US over the next five years

“Following more than a year of isolation, people are craving interactive and shared gaming experiences, where they can come together to celebrate a shared love of gaming and its culture,” said Martyn Gibbs, CEO, Belong Gaming Arenas. “Belong will play a key role in the next evolution of gaming by deeply integrating within local communities while also connecting people from around the world digitally.”
In addition to these gaming centers, Belong is launching a digital platform, which will give its community access to the latest news, leaderboards, and recreational and competitive opportunities that transcend the in-person experience and connect gamers around the world. COMPETITION Former Call of Duty pro Tommey and his team were selected first overall by TimTheTatman in the draft for Twitch Rivals’ World Series of Warzone competition, which kicked off yesterday and continues today. The five captains for the event—TimTheTatMan, FaZe Swagg, Nadeshot, TheDanDangler, and Aydan—drafted from a pool of all of the teams playing in the World Series of Warzone event, with bonus prize money going to the captain whose teams perform the best in the tournament.

Logitech G and McLaren Racing revealed a new-look to the 2021 Logitech McLaren G Challenge racing, with the season set to go on July 1. This year will see a slate of several new additions and challenges. With the series expanding to include three divisions: Open Wheel, Stock Car and Sport Car Racing. In this fourth year, G Challenge will be played on the iRacing and Assetto Corsa Competizione games, and will culminate with the Grand Finale January 15 in Las Vegas. In celebration of this year’s new look, Logitech G and McLaren will host a celebrity Pro-Am race on July 7, where celebrities will form two teams to compete in a Stock Car and Open Wheel race. American racing driver William Byron and McLaren Formula 1 driver Lando Norris will captain and draft their respective teams. Additional celebrities include rapper, singer, and songwriter A$AP Ferg, Arrow McLaren SP racing driver, Felix Rosenqvist, American race car driver and NASCAR pit reporter, Parker Kligerman and Indianapolis 500 Champion from Brazil, Tony Kanaan.

ESL PUBG Masters: Summer is revving up with ESL revealing an increase in the capacity for Open Qualifiers in a move to provide as many teams as possible a gateway into qualifying to compete against the region’s best teams in the main event. Additionally, as a PGC-Point awarding event, the company is adapting to the official competitive ruleset and implementing the “Most Chicken” format for the Main Event.

This past weekend saw ELEAGUE host the final stage of its coverage for the EA Sports FIFA 21 North America Playoffs on Twitch and YouTube. 16 gamers at the top of their craft went head to head on the PS4 and Xbox One for the shot as the $200,000 purse and, for the first time, an opportunity to advance to the 2021 FIFAe World Cup in London on August 6-8. ELEAGUE will televise the best matches and moments from the ELEAGUE NA Regional Online Cup tournaments through weekly episodes premiering on TBS in August 2021.

The inaugural DreamHack Battle of the Bands is revving up with the festival brand offering rock and metal bands the opportunity to enter three songs. The winning band will earn the $1000 grand prize and an opening slot at one of DreamHack’s music concerts at a future, in-person (physical) DreamHack event.

The International is hunting for a home. The famed tournament told fans that TI10 would have to move out of Sweden this year after the Swedish Sports Federation voted not to accept esports into the sport federation and therefor travel visas for anyone trying to attend the event would be denied. As a result, organizers are hinting for alternatives elsewhere in Europe to host the event this year.

Meanwhile, VALORANT’s inaugural world championship, Champions, seems to have found a home. Upcomer reports that the event will take place in Los Angeles. The decision will mark the first VALORANT LAN event to take place in North America.

FIFAe confirmed the group stage draw for the 2v2 FIFAe Nations Cup 2021. Overall, 24 countries from across the world will hit Copenhagen in August to compete for a share of the total $400,000 prize pool, in addition to the USD $100,000 already distributed throughout the qualification process and will see three countries from South America, two from North & Central America, five from Asia & Oceania, two from the Middle East & Africa and 12 countries from Europe, including the host nation Denmark.

The International Olympic Committee closed the inaugural Olympic Virtual Series this week, collaborating with five International Sports Federations and game for the first-ever, Olympic-licensed event for physical and non-physical virtual sports. The winners of the Olympic Virtual Series Baseball, Motor Sport and Sailing Events received an Olympic Virtual Series Plaque (winner, 1st runner up, 2nd runner up). The winner (first place only) of each of the competitive events will also have the opportunity to hold the Olympic Virtual Series trophy at a special awarding occasion to be organized later in 2021.

AVGL, a leading scholastic esports platform owned by BoomTV, is teaming with Intel to launch its second series of Intel Inspires, the largest talent pipeline for gaming and creator talent. Mimicking ‘Combines’ in traditional sports, Intel Inspires will provide gamers and creators with the opportunity to showcase their skills, earn scholarships, and access professional development resources. In its inaugural event in Fall 2020, Intel Inspires attracted 6,000+ student gamers, 40MM+ impressions, and $250k in scholarships – making it the most extensive and impactful talent pipeline in esports. MSI, a leader in gaming and content creator hardware, will continue as the exclusive PC sponsor for the second year.

Clock’s ticking! Don’t miss the window for The 2021 Tempest Awards!Be a part of the industry’s top business awards show, with new categories and honoring the production, talent, venues, leagues, teams, activations, and more that went into making the past year so unique. Entries are due before July 15 so get ‘em in by clicking here! STREAM HATCHET TRENDS In honor of the official start of summer, Stream Hatchet examined the top beer brands mentioned in Twitch chat over the past 7 days. Like many brands, beer brands have recognized that now is the perfect time to activate on live streaming platforms, as noted by data in Stream Hatchet’s Brands Leading in Gaming and Esports report. Additionally, as live streaming becomes more mainstream, beer brands are utilizing influencer lifestyles to enhance their marketing strategy. For example, North American esports organization Team Liquid announced a partnership with Bud Light earlier this year to name them as the official beer of its League of Legends team.
Even content not sponsored is helping build beer brand awareness. Just this week, popular Twitch streamer Ludwig provided his official beer tier list on stream which garnered 20,000 hours watched with 19,000 peak viewers. A majority of the chat mentions for beer brands this week were generated from his tier list stream. Here are more key insights for Twitch chat and beer brands this week:
· Heineken generated the highest number of chat messages with 3,800 Twitch chat mentions.
· Bud Light, a well-established brand in gaming and esports, came in a close second with 3,100 chat mentions.
· Budweiser came in last with 1,500 chat mentions.

For more on how Stream Hatchet can help marketers keep ahead of trends within the video game and esports industries, visit us online at: SPONSORSHIP & ACTIVATION Dignitas named NYX Professional Makeup as the organization’s Official Beauty Partnerin a new agreement. The partnership marks the first for NYX Professional Makeup in esports with content that will be centered around “self-expression, empowerment, and furthering opportunities for underrepresented groups in gaming.” The extended NYX Professional Makeup and Dignitas relationship will offer a behind-the-scenes look at how Dignitas’ World Champion women’s esports teams prepare their game day looks in advance of a competition with its esports athletes sharing their favorite gaming and streaming looks using NYX Professional Makeup. NYX Professional Makeup will also introduce a number of content and experiential initiatives to elevate gamers. Events will include Glow Up Charity activations, tournaments in various top esports titles and live make-up tutorials focused on live streaming and content creation.

Twitch ordered up a new deal with Pizza Hut that will see the brand with activation elements that include bringing #FridayNightBites to the Twitch Rivals stage. The partnership kicks off with T-Pain on Friday at 6p.

G2 Esports sewed up a global partnership with global luxury fashion brand Ralph Lauren to serve as the exclusive fashion outfitter of the org. G2 and Ralph Lauren will collaborate across multiple campaigns and events while also launching a series of digital-first activations on platforms such as TikTok and Twitch, in addition to global campaigns and events. Ralph Lauren Chief Digital & Content Officer, Alice Delahunt, said: “Our partnership with G2 will further the progress we are making to bring our powerful heritage brand to life in authentic ways across new platforms. It also underlines our commitment to engage new consumers – including a generation of digital-natives who participate in gaming as a world-class sport and for entertainment”

Analytics platform Spiketrap and GCN revealed a strategic partnershipdesigned to empower brands to “safely and effectively identify, reach, and engage with the 2.86 billion gamers globally.” Th initiative will leverage Spiketrap’s Clair AI technology and knowledge graph, and allow Spiketrap to overlay their technology across the GCN media network (reaching 115 million monthly active users per month) to create the most optimal mix of relevant sites for gamers based on powerful and relevant contextual indicators, including media sentiment scores, audience affinities, brand safety, and more. GCN will have the ability to leverage a highly specific filter to drive messaging essentially to consumers on a 1:1 basis to ensure that brand messages are being placed in front of the most relevant audiences. “It’s critically important as we activate brands within our global network that they feel confident they will be represented authentically,” said Jeff Griffith, Co-Founder and Chief Strategy Officer for GCN. “Words matter when content creators and influencers are streaming or posting. Spiketrap can monitor those conversations in real time, so we can give our brands peace of mind that we can make adjustments quickly and efficiently to keep them safe.”

Esports Media, the company behind, unlocked a partnership with esports and sports betting platform Midnite. The agreement sees Midnite provide with data to be used for content creation. “Midnite is a premium esports and sports betting platform that is a great fit for our community. We have been searching for a partner in this space that is tailored for us,” said Christian Bishop, Founder of Esports Media Inc.

Esports tournament organizer BLAST Premier expanded its media rights deal with Douyu, China’s leading live streaming service. As part of the expansion, Douyu will retain exclusive broadcast rights for the rest of the BLAST Premier 2021 season and get the opportunity to deliver the first ever BLAST event in China by hosting a Fall Qualifier. Meanwhile, BLAST Premier will be streamed across Douyu and extended to Huya and Bilibili.

Esports Technologies filed a provisional patent application for its technology that covers a proprietary technology integrating sports and esports wagering across live streaming platforms, including Twitch, YouTube, Amazon TV & Gaming, Facebook Gaming, and Hulu among others. Aaron Speach, CEO, Esports Technologies, said, “How we watch and bet on sports has changed and this patent-pending technology is the next step. Our technology will allow bettors to stay in the zone, accessing everything they need right there in the browser without ever leaving their streaming environment. The industry is ripe for this kind of innovation. This patent filing is the first step for us in our continued journey to enhance the wagering experience for everyone.” That Big TV [Virtual]
Engagement. Measurement. OTT.
September 21 – 23

All of your media questions, answered at Cynopsis’ biggest event of the year. Agenda is released + registration is now open (free until 7/2)!

[ Sponsored by: Simulmedia |New York Interconnect | TiVo | Nielson
A4 Advertising | FutureToday | Cross Screen Media | EDO | Spectrum Reach | VAB ] SPOTLIGHT: TWITTER Twitter’s latest rankings reveal saw an 18% increase in Tweets about gaming year over year, based on Twitter Internal Data from Jan -June 2020 vs 2021. Among the findings in the reveal

Most Talked Esports Leagues (Globally, YTD)
Call of Duty League (@CODLeague)
Overwatch League (@OverwatchLeague)
VALORANT Champions Tour (@VALORANTEsports)
League of Legends European Championship (@LEC)

Most Talked About Esports Athletes (Globally)
Mongraal (@Mongraal)
Benjyfishy (@benjyfishy)
Bugha (@Bugha)
FalleN (@FalleNCS)
Scump (@scump)
mitr0 (@mitr0)
TenZ (@TenZOfficial)
Zayt (@zayt)
Rekkles (@RekklesLoL)
Clayster (@Clayster)

Most Tweeted About Esports Team (Globally)
LOUD esports (@LOUDgg)
paiN Gaming (@paiNGamingBR)
FaZe Clan (@fazeclan)
G2 Esports (@G2esports)
Furia (@FURIA)
Flamengo Esports (@flaesports)
Team Liquid (@TeamLiquid)
Fnatic (@fnatic)
T1 (@T1)
Cloud9 (@Cloud9)

Most Talked About Gaming Personalities (Globally)
Colon (@Colon56N)
Quackity (@Quackity)
Ibai (@IbaiLlanos)
Corpse Husband (@Corpse_Husband)
GeorgeNotFound (@GeorgeNotFound)
Dream (@Dream)
Valkyrae (@Valkyrae)
Technoblade (@Technothepig)
El Rubius (@Rubiu5)
Kiyo (@ kiyo_saiore) TEAMS FaZe Clan partnered with contemporary artist, Takashi Murakami, to release limited-edition gaming and esports merchandise collaboration dropping on June 28 at noon on NTWRK. The FaZe Clan x Takashi Murakami collection includes an esports jersey along with several large and small mouse pads and marks the first-ever gaming collaboration to come from Murakami.

The New York Rangers announced a marketing partnership with Esports Entertainment Group Inc., naming the esports company their Official esports tournament provider, beginning on July 1. As part of this relationship, EEG will operate three Rangers-themed esports tournaments utilizing its Esports Gaming League brand and platform. EEG will work with the Rangers organization to create custom videos that promote these tournaments across all Rangers digital platforms. Each tournament will include incredible prizes such as Rangers merchandise and memorabilia.

Electronic Arts reached a deal with Warner Bros. Games and AT&T to buy Playdemic, the mobile games studio responsible for Golf Clash for $1.4 billion in cash. Golf Clash is one of the leading mobile games in the US and UK and has more than 80 million downloads globally to date. “Playdemic is a team of true innovators, and we’re thrilled to have them join the Electronic Arts family,” said Andrew Wilson, CEO of Electronic Arts. “In addition to the ongoing success of Golf Clash, the talent, technology and expertise of Playdemic will be a powerful combination with our teams and IP at Electronic Arts. This is the next step building on our strategy to expand our sports portfolio and accelerate our growth in mobile to reach more players around the world with more great games and content.”

New Jersey announced plans to invest $200,000 in a center to help Atlantic City and the state become an esports hub. The New Jersey Economic Development Authority and Stockton University on Tuesday signed an agreement to establish an esports Innovation Center at the university’s Atlantic City campus.

Tony Petitti is departing his role as president of sports and entertainment for Activision Blizzard, with Brandon Snow, Chief Commercial Officer, Activision Blizzard Brand, Media & Esports Partnerships reportedly poised to take on the role, TEO writes. Petitti took the job on August 17, 2020,

Niko Partners announced that Joost van Dreunen has joined the company as an advisor. “Asia is easily the largest, fastest growing, and least understood games market in the world. By relying on in-depth primary consumer research and competitive business intelligence, Lisa and her team understand what moves the largest industry protagonists — Tencent, NetEase, Nintendo, and Sony — better than anyone else. Niko Partners is the gold standard in bringing transparency to this fascinating market and I’m excited to join the effort,” said Joost van Dreunen. READYUP GAMES OF THE WEEK The 2021 Cynopsis Digital Awards & It List Awards are Back!
Throw your hat in the ring for this award saluting digital innovators, honoring the best in online video content, and advertising, talent. The It List is shining the spotlight on the cutting-edge executives behind the work too, nominate yourself or a colleague.

For our connoisseur crowd, name the classic 1980 game pictured below. (Email [email protected] with your answer and be sure to include your name, company and city). Answer to Our Last Sports Trivia Question What is the name of the currency used to buy items in Roblox? Answer: Robux. Kudos: David Westberg-SAG•AFTRA Credit Union/Burbank; Tom Moore-Kalt Productions/LA Cynopsis Team Chris Pursell
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Check out more jobs in Cynopsis Classifieds » Job of the day NEWSLETTER GROWTH MANAGER, APM STUDIOS >>
AMERICAN PUBLIC MEDIA GROUP/NYC, LA, ST PAUL, MN: Build a world-class suite of newsletter engagement tactics across the APM Studios portfolio with one single goal: Turning anonymous users into known audiences, and serving their needs with meaningful, engaging content. 5 yrs experience with enterprise ESPs, specifically Marketing Cloud required. Full info HERE (7/10)

AMERICAN PUBLIC MEDIA GROUP/NYC, LA, ST PAUL, MN: Oversee editorial strategies and loyalty products that significantly grow and engage audience and convert anonymous listeners to known fans. 7+ years of work experience in loyalty, engagement or conversion funnel roles with measurable results in attracting and converting consumers into loyal users/subscribers required. Full info HERE (7/10)

Top rated nationally syndicated daytime talk show looking for a NY based talent booker to join an established team booking newsworthy, topical celebrities in pop culture and cover various facets of entertainment. Must have previous celebrity booking experience, strong contacts and a finger on the pulse what’s happening in pop culture. Full info HERE (7/10)

Support media relations and account management for digital and fantasy sports clients. Must have a min. of 6 years previous agency experience working within sports, sport betting, or gaming. Strong knowledge of the media landscape and extensive media relationships across traditional, online, and broadcast media. Full info HERE (7/9)

LA, REMOTE: Managing the FAST channel, streaming platform and on-demand app, “Electric Now”. Main point of contact for all issues relating to site operations, tech issues and programming and maintaining Content Management System. Minimum two years working in the OTT space required. Full info HERE (7/7)


Will partner with cross-functional teams on copy development for all of Hallmark Channel’s digital platforms. 5+ years of experience in branding, creative agency, or entertainment in digital spaces preferred. BA Degree in marketing, advertising, communications or journalism required. Full info HERE (7/6)

MARATHON VENTURES/EAST COAST/REMOTE: Responsible for generating revenue and achieving sales targets and maintaining and developing our direct response account business. Analyze sales data, execute strategies for revenue growth, build relationships with existing accounts and consistently develop new business. Established relationships required. Full info HERE (7/6)


Manages the execution of the pricing and planning function for all media and digital platforms.15 years progressive and related Ad Sales, Pricing & Planning and/or Operations experience. BA Degree in Communications, Advertising/Marketing, Business Admin, Finance or related field required. Full info HERE (6/30)


Oversees programming and on-air promo strategy and scheduling. Rapidly growing team that is at the center of the fastest growing area of the Streaming TV market. 8+ years in television or digital programming strategy required, in addition to a deep understanding and passion of television, streaming tv and digital content landscape. Full info HERE (6/30)

KHQ INC./SPOKANE, WA: Collaborate with, and support engineering departments at all stations and work with vendors to research, acquire, and maintain broadcast equipment. Work with chief engineers and the master control supervisor to comply with all FCC regulations; work with chief engineers to develop capital and expense budgets. Full info HERE (6/30)

Format, edit and line produce a weekly 30-minute kids baseball show, NESN Clubhouse, throughout the Red Sox Season. Produces, writes and edits multi-shoot features and edits, writes and formats long-form interview, and documentary shows. 5 or more years of experience in sports television at a regional or national level required. Full info HERE (6/29)


Manages the day-to-day operations of the office of the President & CEO. All matters pertaining to the CEO including discrete handling of confidential and sensitive information. Undergraduate Degree or 4 years of equivalent executive administrative experience, preferably with Entertainment Industry and an expert level using MS Office Suite and building PowerPoint decks. Full info HERE (6/29)

Manages the day-to-day administrative work of the Business & Legal Affairs team, with focused support for the EVP, General Counsel. This position serves as a key coordinator for the Business & Legal Affairs team, as well as a key coordinator between the Crown Media Business & Legal Affairs team and the Hallmark Legal team. Full info HERE (6/29)

Responsible for the execution and management of promotional materials utilizing image and video assets for merchandising of programming content on all Hallmark (Channel) Platforms. Adobe Suite skills (Photoshop & InDesign) and a minimum of 2 years of experience in entertainment is required, cable preferred.. Full info HERE (6/28)


Design technology, content, customer service and marketing teams to deliver a best-in-class streaming experience across multiple device platforms. Own the user experience, feature set and AB testing for engagement campaigns. 2-4+ years’ experience designing, launching, and maintaining digital D2C products required. Full info HERE (6/28)

MARATHON VENTURES LLC/NY, NJ, CT, REMOTE: Primary point of contact for our media partners, effectively anticipating and solving problems. Review client orders for accuracy and resolve discrepancies and reconcile logs and reports. Thorough knowledge of Microsoft Office required. Full info HERE (6/28)

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REELZ/NYC, NY: Create/revise upfront/scatter media plans, account stewardship & serve as agency liaison. Should be comfortable presenting and cultivating agency relationships. A min. 5 yrs ad sales exp. Strong written and verbal communication skills, strong media math skills. Proficient in Wide Orbit, MS Suite. Full info HERE (6/27)

Data-driven digital marketer needed to acquire and retain viewers for the A&E, HISTORY, and Lifetime apps. Own strategy and implementation for retention tactics including email, push notifications, and digital video house ads. Requires 7-10 years of experience, product marketing experience is a plus. Full info HERE (6/26)

Assist Account Directors with preparation of sales proposals, and work across functional groups such as MVPD’s, Partners, Research, etc. to assist in the creation of client proposals, presentations, and Media Plans. 2-3 years advertising related experience and thorough knowledge of Microsoft Office required. Full info HERE (6/26)

AMPERSAND/NYC, NY: Review and validate online insertion orders (IO) and obtain all creative materials from Sales and/or Advertisers. Process and transmit all digital orders through Ampersand applications and streamline communication to publishers. Knowledge of ad-serving and verification vendors and Bachelor’s degree required. Full info HERE (6/25)
Maintain agency accounts including upfront and scatter order entry, inventory moves, and product allocations and Electronic Data Interchange. Assist Account Executives, Sales Planner and Pricing Inventory and compile information for Sales team. B.A. in Communications or equivalent required. Full info HERE (6/25) OTHER JOBS OF INTEREST

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