Gaming media and marketing platform Subnation has acquired an equity interest in North American Fortnite team XTRA Gaming.
As a result, the company will advise and lead XTRA Gaming’s partnerships, content initiatives, branding, and merchandising, with the aim being to ‘transform it into a premium lifestyle brand for the gaming community’.
Seven Volpone, Co-founder and CEO of Subnation Media spoke on the release: “XTRA Gaming was founded by an incredible group of gamers and creators, and through hard work and passion has become a top-ranked competitive esports team.
“We’re excited to help propel them to the next level by developing a multifaceted, digital-to-physical approach that positions them as a lifestyle powerhouse in the world of esports.”
According to the release, Subnation will bring XTRA Gaming’s creators, streamers, and Fortnite athletes in-house to help accelerate the growth of the business. Moreover, the organisation’s founder, Manny Vieites, will join Subnation as its Director of Esports and Competitive Player Integrations. Vieites will be responsible for accelerating the esports division of the business.
XTRA Gaming’s Founder & CEO, and the new Director of Esports at Subnation, commented: “One of the special things about XTRA Gaming is that we started out as friends and grew our family by opening our arms to passionate, but relatively unknown gamers.
“Now that our team has millions of loyal fans and supporters, we have plans to expand beyond Fortnite and compete in additional titles such as Call of Duty, Rocket League, and Valorant. Aside from competitive gaming, we are building a lifestyle brand with Subnation by bringing the culture of esports, music and fashion to life. It’s been a long road and it’s exciting to see it all come to fruition.”
The exact amount of equity Subnation has acquired from XTRA Gaming has not been disclosed.
Esports Insider says: Given Subnation’s experienced team of executives, it is certainly worth keeping an eye on XTRA Gaming’s development. By looking at the announcement, the company has big ambitions for the esports team and so it’ll be interesting to see if Subnation can live up to its goal of transforming XTRA Gaming into a ‘premium lifestyle brand’.