HyperX acquires naming rights for Esports Arena Drive

19 December 2018


HyperX has expanded its partnership with esports entertainment company Allied Esports by entering a multi-year naming rights deal for its mobile esport arena.

Formerly known as Esports Arena Drive, the portable gaming station will be known as the HyperX Esports Truck going forward. It will debut at CES 2019 in January.

HyperX Esports Truck

The HyperX Esports Truck is a 80-foot, 36-ton truck that unfolds to unveil a mobile arena used for gaming and competition. It included production facilities, a studio for casters, and social media centre, and a VIP lounge. It’s known as the younger sister of Big Betty, the gaming truck that was debuted at Gamescom in Europe in 2016.

Daniel Kelley, Director of Corporate Marketing at HyperX discussed the move: “HyperX is pleased to continue our relationship with Allied Esports. Having the HyperX Esports Truck, and beyond, gives us even more opportunities to reach gamers at tournaments, festivals and sports events in 2019.”

HyperX Esports Truck Allied Esports
HyperX Esports Truck

In November, HyperX entered a partnership with Allied Esports and acquired the naming rights to its flagship venue, the Esports Arena Las Vegas in the Luxor Hotel & Casino. The deal includes co-branded experiences events, including activations with HyperX’s personalities, influencers, and competitors.

Allied Esports launched an affiliate program for esports venues earlier this week. Titled the Allied Esports Property Network, the program gives members access to the company’s events and content platform, helping them launch esports-dedicated venues.

Esports Insider says: The folks at Allied Esports have evidently been busy as of late, but yet the company doesn’t seem to be slowing down. Expanding its partnership with HyperX – one of the biggest peripheral companies in the industry – seems like a positive move and could well boost the profile of the truck. Just in time for CES 2019, too!

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