Enthusiast Gaming, the parent company of esports organisation Luminosity Gaming, has announced a partnership with short-form mobile video platform TikTok.
As a result, TikTok will leverage Enthusiast Gaming’s platform of esports communities to help further integrate the social media app into the esports and gaming industry.
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The partnership sees a variety of activations set to be rolled out across Enthusiast Gaming’s platform, such as product and logo placement, promotional activity with influencers and social media, as well as the production of media content. This includes custom promotional content that will be broadcast on Luminosity Gaming’s Twitch and social media.
The deal builds on TikTok and Enthusiast Gaming’s partnership at EGLX Digital 2020 virtual expo last year.
Enthusiast Gaming’s esports division, Luminosity Gaming, consists of seven professional teams across games such as Overwatch and Call of Duty.
Adrian Montgomery, CEO of Enthusiast Gaming commented: “We are delighted to be partnering with TikTok, a revolutionary company that is dominating mobile media, to provide them with an integrated approach to increase awareness and engagement by delivering unique and creative content to our loyal fan communities.
“Our recognition by Comscore as the largest mobile entity in the United States in the Gaming Information category validates the extensive reach we have into the elusive Gen Z and Millennial gaming market. We are excited to work together to create value for the TikTok community.”
Enthusiast Gaming’s new partnership follows on from the recent announcement that the organisation is set to purchase news and strategy guide platform Icy Veins.
Esports Insider Says: As one of the leading social media platforms, it is brilliant to see TikTok get more involved in esports. This is also a great deal for Enthusiast Gaming as it provides the organisation with a reputable partner for the foreseeable future.