Immortals Gaming Club unveils ALL33 partnership

13 August 2020


North American ownership group Immortals Gaming Club has appointed ALL33 as its official chair partner.

Immortals Gaming Club owns and operates Immortals, Brazilian brand MIBR, Overwatch League franchise Los Angeles Valiant, and Call of Duty League franchise OpTic Gaming Los Angeles.

Immortals Gaming Club ALL33
Credit: Immortals Gaming Club

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Immortals Gaming Club will collaborate with ALL33 to conduct research and development sessions, utilising the players across its brands to provide insight and feedback on gaming chairs. The deal aims to “build the world’s best and ergonomically optimal gaming chair,” according to a release.

Jon Tuck, CCO of Immortals Gaming Club, spoke on the deal: “IGC is proud to partner and collaborate with ALL33, a company with a best-in-class track record for product design and customer service. The health of our players across our portfolio of teams is a top priority both for how it impacts them personally and how it can aid in their ability to perform in competition. We look forward to working collaboratively with ALL33 to apply their technological and design capability to create a similarly best-in-class product in this high-growth industry.”

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The collaborative chair will feature unique branding for each of Immortals Gaming Club’s properties and will be available for purchase from the first quarter of 2021. 

Bing Howenstein, CEO of All33, also commented: “ALL33 is excited to enter the world of esports and partner with IGC and provide its athletes with a competitive advantage in their posture while they play. We believe combining the mutual talents of our designers with IGC’s teams over the coming months will absolutely result in the development of the world’s healthiest esports gaming chair. We are eager to focus on ‘supporting’ the Immortals in particular and the esports community in general.”

Esports Insider says: Immortals Gaming Club has an interesting proposition for prospective partners considering its diverse, segmented roster of brands that each yield their own audiences and fans. With that in mind, ALL33 is presumably getting a lot of bang for its buck, especially when the chairs go on sale next year.

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