Allied Esports enters multi-year deal with LiveXLive Media

Digital media company LiveXLive Media has announced a multi-year partnership with esports entertainment company Allied Esports, a division of Allied Esports Entertainment.

The deal will see LiveXLive Media and Allied Esports collaborate to activate LiveZone, the former’s travelling studio. Allied Esports’ portfolio of mobile esports venues, the HyperX Esports Trucks, will serve as a home base for LiveZone moving forward.

LiveXLive Allied Esports
Logo credits: LiveXLive Media, Allied Esports

Rob Ellin, Chairman and CEO of LiveXLive Media commented on the deal in a release: “With this partnership, we are bringing the two fastest-growing live entertainment categories together, enhancing the experience for both consumers and brands. We’re also unifying two distinct communities — music fans and gaming fans — while at the same time continuing on our promise to provide the best in streaming entertainment to our core audience.”

LiveZone will officially debut in Las Vegas on September 21st, during the same weekend that LiveXLive will be live streaming the iHeartRadio Music Festival. LiveXLive Media will also host performances from the HyperX Esports Truck stage as part of its ongoing original concert series, LiveXLive Presents.

Jud Hannigan, CEO of Allied Esports added: “Esports and gaming represent an expansive and emerging audience that has been incredibly hard to reach by those targeting its demographic. Partnerships with forward-thinking companies like LiveXLive will allow us to continue to bridge the gap between esports and other entertainment industries and deliver high-end, brand-friendly experiences and content for consumers around the world.”

Black Ridge Acquisition Corp. recently finalised the acquisition of Allied Esports International and World Poker Tour (WPT) Enterprises, resulting in a rebrand to Allied Esports Entertainment.

Esports Insider says: This isn’t the first time we have seen an overlap of the entertainment industry and the esports industry. With the mixture of the two, it’s a great way for each company to mutuality reach into new audiences.