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Newegg Inks Long-Term Marketing Agreement with Allied Esports
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Companies to Collaborate on Co-Branded Events at HyperX Esports Arena Las Vegas; Newegg to Offer Interactive Retail Displays at the Las Vegas Venue
Newegg, the leading tech-focused e-retailer in North America with a global reach into more than 50 countries, today deepened its commitment to esports by announcing a multiyear marketing agreement with global esports entertainment company Allied Esports, designating the company as a founding partner and official e-commerce partner of HyperX Esports Arena Las Vegas.
Under this agreement, Newegg branding will be displayed prominently throughout the venue, as well as on the arena’s official website, social channels and live streams. Newegg and Allied Esports will develop and host co-branded events twice each year at the arena.
Newegg will also create interactive retail locations throughout the venue where customers and guests can test out the latest gaming gear. All products on display will feature an option whereby customers can scan a code with their mobile devices to learn more about the products or purchase them on Newegg’s mobile app.
“Gamers and fans from around the world who visit HyperX Esports Arena Las Vegas expect first-class experiences and services, and Newegg will undoubtedly play a major role in both moving forward,” said Simon Temperley, Chief Revenue and Marketing Officer of Allied Esports. “We look forward to joining forces with Newegg to create amazing, engaging events and content that continue to cement Las Vegas as the center of the esports ecosytem.”
The agreement announced today is the latest in a series of investments Newegg is making in esports. Last month, the company entered into a marketing partnership with Counter Logic Gaming (CLG) to support the CLG Fortnite team’s events at Madison Square Garden in New York. In aggregate, Newegg now has a major stake in esports events in both the Eastern and Western United States.
“Newegg is going all-in with esports, and we’re making sure fans get to enjoy cool events at iconic venues in Las Vegas and New York,” said Mitesh Patel, VP Marketing at Newegg. “Our partnerships with CLG and Allied Esports place Newegg at the epicenter of the esports movement, where we can help any fan ‘Game Like a Pro.’”
Event details will be announced later, but fans can always keep up with the latest activities and specials by following Newegg on Facebookand Twitter, or by visiting www.newegg.com.
Premier Partnerships assisted Allied Esports in brokering the deal.
About Newegg Inc.:
Newegg Inc. is the leading tech-focused e-retailer in North America, with a global reach into more than 50 countries in Europe, Asia Pacific, Latin America and the Middle East. Founded in 2001, the company offers its more than 36 million registered users a comprehensive selection of the latest consumer electronics, entertainment, smart home and gaming products. Newegg is consistently ranked as one of the best online shopping destinations, and the company regularly earns industry-leading customer service ratings. Newegg is headquartered in City of Industry, California, with North American distribution facilities located throughout the United States and Canada. For more information, visit http://www.newegg.com.
About Allied Esports:
Named to Fast Company’s World’s Most Innovative Companies list for 2019, Allied Esports is a premier esports entertainment company with a global network of dedicated esports properties and content production facilities. Its mission is to connect players, streamers and fans via integrated arenas and mobile esports trucks around the world that serve as both gaming battlegrounds and every day content generation hubs. Allied Esports is a subsidiary of Ourgame International (SEHK:899), owner of WPT Enterprises, Inc., the operator of The World Poker Tour®. Ourgame has entered into an agreement with Black Ridge Acquisition Corp. (NASDAQ: BRAC) to combine, and once all applicable shareholder and regulatory consents have been obtained, and the other conditions to closing have been satisfied, Allied Esports and the World Poker Tour to form Allied Esports Entertainment, Inc.
Through direct operation and affiliate relationships via the Allied Esports Property Network, the first esports venue affiliate program available to partners looking to open new esports facilities around the world, Allied Esports locations currently include 11 properties in the top three esports markets across the globe: North America’s HyperX Esports Arena Las Vegas, HyperX Esports Truck “Big Meta,” Esports Arena Orange County and Esports Arena Oakland; Europe’s HyperX Esports Truck “Big Betty” and HyperX Studio in Hamburg, Germany; and China’s Lianmeng Dianjing in Beijing, Lianmeng Dianjing SEG Arena in Shenzhen, Lianmeng Dianjing Tianjin Arena, Lianmeng Dianjing Gui’an Arena and Lianmeng Dianjing LGD Gaming Hangzhou Arena. The Allied Esports Property Network’s 12th property, run by Fortress Esports, is expected to open in Melbourne, Australia in 2019. For more information about Allied Esports visit AlliedEsports.gg and follow @AlliedEsports.
About Premier Partnerships:
Premier Partnerships is a nationally recognized sponsorship sales and advisory firm specializing in the development and execution of customized naming rights and commercial sales strategies for top tier facilities, sports and entertainment destinations, league and team properties, and municipal programs. Founded in 2003 to provide experienced, focused, passionate and results driven commercial sales solutions, Premier has created thousands of mutually beneficial business partnerships. Headquartered in Los Angeles with offices in New York and Chicago, Premier has been honored as Sports Business Journal’s Best in Property Consulting, Sales and Client Services.
Source: Latest News on European Gaming Media Network
This is a Syndicated News piece. Photo credits or photo sources can be found on the source article: Newegg Inks Long-Term Marketing Agreement with Allied Esports
Latest News
G2’s 10yr Anniversary Celebrations Continue with their First-Ever Anime Capsule Collaboration with Solo Leveling
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- The limited-edition G2 x Solo Leveling capsule collection launches November 14, featuring streetwear pieces that capture the spirit of a generation raised on anime, gaming, and fashion, with quiet confidence stitched into every piece
- The capsule marks G2’s first-ever anime collaboration and Solo Leveling’s debut entry into the world of esports
- The collection will be available for purchase exclusively via G2’s shop front
- Solo Leveling took the anime world by storm becoming the most-rated series ever on Crunchyroll
G2, one of the world’s leading entertainment and esports brands, is proud to unveil its first-ever anime collaboration with Solo Leveling, the globally acclaimed anime phenomenon, for the launch of a limited-edition capsule collection. With gaming and anime blurring the lines more than ever, this new collaboration unites the worlds of competitive gaming, anime and street fashion, and continues to disrupt the esports fashion space.
Inspired by Solo Leveling’s signature dark visuals and its powerful, underdog narrative, the collection channels the spirit of transformation that defines both the anime and G2’s competitive ethos. The design direction is deliberately dark and understated, with flashes of lightning and sparks that echo Solo Leveling hero Jin-Woo’s bursts of power as he levels up in the shadows of underground dungeons and daily grinds. Each item in the drop balances minimalist silhouettes and tonal palettes with refined visual cues – subtle details that speak volumes to those who IYKYK.
This collaboration is more than merchandise; it is a wearable narrative, tapping into the mindset of a generation raised on glow-ups, grind culture, and story-driven self-expression. Crafted for people who exist online and offline simultaneously, the G2 x Solo Leveling capsule fits seamlessly into the language of modern high-low streetwear, designed for everyday wear while remaining rooted in story and symbolism.
Solo Leveling has quickly become one of the most successful anime series of recent years. Since its premiere in early 2024, it has built a devoted global fanbase and earned nine awards at the 2025 Crunchyroll Anime Awards, including Anime of the Year. The series tells the story of Sung Jin-Woo, a once-weak hunter who rises in secret to become the most powerful player in a gamified world, a character arc that strongly aligns with G2’s own “zero to hero” journey. The first two seasons are available to stream exclusively on Crunchyroll.
The capsule collection is the latest in a line of exclusive drops from G2, following high-profile collaborations with Ralph Lauren, Warner Bro’s Batman, and iconic lifestyle brand Smiley. It’s another step forward in G2’s journey as a cultural leader, redefining what it means to be an esports organisation.
“We’ve wanted to release an anime collaboration for the longest time so we’re more than excited to kick off our first ever anime drop with Solo Leveling. It feels like the perfect fit for G2’s story – relentless, transformative, and built from the grind up.” says Sabrina Ratih, COO of G2 Esports. “This is more than a fashion drop, it’s a statement of where gaming, anime, and street culture are headed. We’re not just celebrating a shared story of power and perseverance, we’re inviting fans to wear that story, live it and own it. This collection continues our quest to reshape esports fashion and create subtle statement pieces that bridge the gap between fandom and lifestyle.”
Celebrating its 10th anniversary this year, the organisation continues to evolve from an elite competitive force into a global lifestyle brand. With over 40 million fans worldwide and entering into new ventures such as its own media house, 62, and a recent expansion into traditional sports via Gerard Piqué’s Kings League.
The G2 x Solo Leveling Capsule Collection will be available for purchase exclusively through G2’s online store g2esports.com from November 14.
The post G2’s 10yr Anniversary Celebrations Continue with their First-Ever Anime Capsule Collaboration with Solo Leveling appeared first on European Gaming Industry News.
Latest News
Clever Advertising opens new Malta office, launches fully paid work experience programme for young local talent
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Clever Advertising, a performance marketing agency for tier one iGaming operators and Fintechs, has today officially launched its new strategic office in Malta, reinforcing the island’s growing reputation as a European hub for digital and technology-driven industries.
The new office, located over two floors at the Wembley Business Centre in Msida, will serve as the company’s main base outside Portugal. Its opening marks an important step in Clever Advertising’s global expansion and will bring new career opportunities to Malta’s digital sector.
From Portugal to the world
Founded in Porto, Portugal, in 2007, Clever Advertising has grown into a global leader in affiliate and performance marketing, specialising in the iGaming and Financial Services industries. The company helps international brands attract new customers through a mix of digital advertising, SEO, mobile campaigns, influencer partnerships, and other online marketing channels. Clever Advertising operates on a partnership model – investing its own resources upfront to acquire customers for its clients and earning revenue only when those campaigns succeed.
Silvio Schembri, Minister for Economy, Enterprise and Strategic Projects commented “Clever Advertising’s decision to expand in Malta is another proof of the confidence investors continue to place in our country. Their growth reflects the direction we are taking through Malta Vision 2050, strengthening high-value sectors and creating quality careers for our youths. I particularly welcome their commitment to developing local talent through the Clever Launchpad, which aligns perfectly with our efforts to equip our youths with valuable skills in this fast-evolving sector. As a government, we will keep fostering the right environment for innovative companies to grow.”
Ivan Filletti, CEO of Gaming Malta commented: “Today, we are not only celebrating the inauguration of new offices, but also the continued strengthening of Malta’s gaming ecosystem. We are delighted to welcome Clever Advertising — a company whose energy, values, and investment in both people and interactive entertainment align with the Malta Vision 2050 framework, our roadmap for sustainable growth and resilience.”
“This is an exciting milestone for Clever Advertising,” said Alberto Simões, Managing Director for Malta. “Malta was a natural strategic choice for us. The island offers a thriving talent pool, close proximity to key clients, and a solid regulatory environment in both the Gaming and Financial Services sectors – all of which make it one of the best places in Europe to grow a tech business.
“Our company operates on a true partnership model. We invest upfront to acquire new customers for our clients and share in the resulting revenue. This success-based structure means that when our clients grow, we grow. It’s a win–win model that will directly contribute to the Maltese economy, help generate sustainable jobs, and build long-term partnerships rather than short-term campaigns.
“We’re here to be part of Malta’s business community for the long term, not only as employers, but as partners helping to advance innovation and professional skills on the island.”
Creating jobs and developing skills
The company today also announced its intention to invest in local talent development through the Clever Launchpad, a paid work experience initiative designed for Maltese youth who have recently finished school and are not yet in work or further education.
The programme offers hands-on experience, mentorship, and international exposure within the fast-growing digital sector. Participants will also have the opportunity to spend time at Clever Advertising’s headquarters in Porto. The scheme will be fully funded by Clever Advertising.
“We believe opportunity should be accessible to everyone,” added Simões. “The Clever Launchpad scheme tackles the misconception that digital jobs at international companies in Malta aren’t for the local residents. It’s designed to open doors for young people, even those without a university degree, and give them the chance to build a global career from right here in Malta.”
The post Clever Advertising opens new Malta office, launches fully paid work experience programme for young local talent appeared first on European Gaming Industry News.
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StarLadder is proud to welcome Blacklyte as the Official Furniture Partner of the StarLadder Budapest Major 2025, bringing premium-grade desks and chairs to support the world’s best Counter-Strike players during one of the biggest esports events of the year.
All player setups at the Major – including on-stage booths and backstage practice areas – will be equipped with Blacklyte’s high-performance gaming furniture, including the Blacklyte Athena Pro Gaming Chair and the Blacklyte Atlas Lite Standing Desk, designed specifically for professional esports environments.
“Comfort and stability are crucial in high-pressure matches,” said Alex Liu, Founder and CEO of Blacklyte. “We’re excited to support the players at StarLadder Budapest Major 2025 with gear that’s built for champions.
The partnership ensures that every pro player competing from December 11 to 14 will have the ergonomic support and functionality required to perform at their highest level — whether in practice or under the spotlight on stage.
“Blacklyte’s dedication to quality, design, and player comfort makes them the ideal partner for the Major,” said Viacheslav Shcherbakov, Head of Sales & Partnerships at StarLadder. “We’re proud to showcase their products on the biggest stage of the CS2 season.”
Fans attending the event will also be able to visit the Blacklyte PlayZone, where they can experience the same chairs and desks used by the pros, participate in giveaways, and take home exclusive merch.
For more information about Blacklyte and their activation at the event, follow us on social media or visit major.starladder.com
The post Blacklyte Joins StarLadder Budapest Major 2025 as its Official Furniture Partner appeared first on European Gaming Industry News.
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