Cinema chain Kinepolis is joining esports thanks to a partnership with Dutch organisation FC Utrecht eSports, the company announced through its website.
Kinepolis is a Belgium group well established in Europe, the company is venturing into esports with a new partnership. The goal is to integrate esports into the current entertainment package, including content and events where FC Utrecht eSports takes part.
It is not the first time Kinepolis shows esports at one of its locations. To celebrate the European League of Legends Championship Series summer finals, Kinepolis streamed the event live at four locations. Not only that, but viewers could also enjoy the gaming areas set up at the cinemas.
Martijn Standaart, Head of Partnerships, Merchandise & eCommerce at FC Utrecht said: “With Kinepolis as the new partner of FC Utrecht esports, we are taking a big step in the further professionalisation of our esports policy. The fit with Kinepolis is very natural. The partnership also offers a lot of space for creating unique content and creates opportunities for business. In addition, Kinepolis has a large reach in all neighbourhoods of Utrecht. Through this partnership, we open doors for each other that lead to a new target group.”
One of Kinepolis goals is to increase the offer of esports options at the cinemas, a rare occurrence around the world. This partnership will allow FC Utrecht eSports to make use of Kinepolis’ facilities for their activities.
Susan Iping, marketing manager at Kinepolis said: “We therefore always look for new opportunities to serve our target groups as well as possible. The development of our Kinepolis eDome at impressions of esports events and the partnership with FC Utrecht esports are a perfect example of how we respond to providing an impactful experience.”
Esports Insider says: Esports attract a broad audience, and viewing parties are popular. Fans want to feel the excitement and be surrounded by others that share their passion. Kinepolis is creating a space where fans can gather an enjoy esports.