Complexity Gaming expands Miller Lite partnership into streaming

Complexity Gaming and Miller Lite have announced an expansion of their previous partnership, with the focus shifting from live, in-person activations to streaming and content creation.

Complexity streamers and players who are of legal age to drink alcohol will host themed streams in partnership with Miller Lite, complete with refreshed branding.

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Image credit: Complexity Gaming

Ashley Chalk, Vice President of Partnerships at Complexity Gaming, commented in a release: “Miller Lite’s desire to dive in and understand the esports audience has made them an invaluable partner. With a renewed focus on live streaming, we’re continuing to improve both player and fan experiences through access and unique engagement opportunities that bring people together in a time when many are apart.” 

Under the revised partnership agreement, qualifying Complexity players will host Squad Streams on Twitch in which the players leisurely play together, discuss their respective gaming histories, and enjoy a Miller Lite beer. Last Round Streams, meanwhile, will focus more on interaction with fans while playing games.

Miller Lite and Complexity have also designed updated collaborative branding for the Twitch streams, as well as assets for social media channels and other promotional uses. Social media filters will also be used on Snapchat and Instagram, while fans will also be able to download branded assets for use on their own social media channels.

Complexity and MillerCoors first announced a partnership in May 2019 with a large focus on the team’s GameStop Performance Center headquarters at The Star, the Dallas Cowboys’ facility in Frisco, Texas. The headquarters includes a branded Miller Lite Player Lounge.

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The partnership’s original focus on in-person activations has been hindered by the COVID-19 pandemic, during which the facility has been closed to the public and Complexity’s pro players. Given ongoing lockdown restrictions, the revised alliance allows the partners to continue activating in a different manner.

Stephanie Clanfield, Associate Marketing Manager of Miller Lite Activation, added: “Complexity has been the ideal partner to help us understand and navigate the complex esports space and connect with fans in an authentic way. The expansion of our partnership into live streaming will provide unique experiences for fans, streamers, and players to connect with one another through a shared platform that stays true to the Miller Lite brand.” 

Esports Insider says: It could be sometime before Complexity and Miller Lite can host any sort of live events and promotions, so this pivot makes a lot of sense given the current state of the world. It’ll be interesting to see how fans respond to it.

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