Omaken Sports has acquired Danish esports organisation Heroic for an undisclosed amount.
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The companies aim to create a ‘Nordic powerhouse in esports’, according to a release.
Omaken Sports was founded in 2020 by Norwegian content creator Joachim “Noobwork” Haraldsen. Noobwork recently oversaw the raise of €15m (~£13.05m) to ‘buy into esports’ through the acquisition of Heroic. Both Heroic and Omaken will now operate under the Heroic brand.
Heroic’s former CEO, now CGO, Erik Askered said on the deal: “We’re incredibly excited to continue the Heroic journey in the Omaken Sports group, and [are] proud to have been acquired by them. We’ve long wanted to expand and have felt that the organisation and brand has so much more potential, and finally we are able to execute that and become a multi-game organisation among other things. We’re looking forward to sharing news to the community on the upcoming expansions!”
In 2018, RFRSH Entertainment sold Heroic to Serenades Global Inc. in compliance with the World Esports Association’s (WESA) rules, given the company already owned esports org Astralis and tournament operator BLAST.
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Heroic CS:GO team captain Casper “cadiaN” Møller said: “I am super excited about our new future. With Omaken acquiring Heroic, we will have some really strong investors in the project that are hungry to develop us and the esports scene. The vision of a Scandinavian powerhouse is super exciting to be a part of, and to be part of it from the start is something me and my teammates are incredibly proud of. I think this is a big applause to the work the organisation and team has done throughout the years. We are not aiming at mediocrity.”
Esports Insider says: The prospect of a Nordic powerhouse is of course exciting. Long term, brands may well need to consolidate in their regions; how many true top-tier brands can coexist in esports? Combining the strength and influence of two separate brands to establish a strong foundation in Scandinavia is a smart idea, and may be a shortcut to global status.