North American esports organisation Complexity Gaming has announced the launch of Complexity Stars, a gaming division for professional athletes and celebrities.
Complexity Stars’ debut roster of athletes includes former NBA player J.R. Smith, WNBA player Allisha Gray, UFC fighters Max Holloway, Sean O’Malley and Megan Anderson, NFL players Leonard Fournette and Ronnie Stanley, and MLB player Edwin Rios.
According to the release, the initiative aims to bring together gaming and esports communities, professional athletes and celebrities. The organisation also reportedly plans to add musicians, as well as more athletes and celebrities to the team.
Justin Kenna, CEO of GameSquare Esports, spoke on the announcement: “We are launching Complexity Stars with huge names in sports and entertainment. Complexity Stars provides a platform for professional athletes and celebrities to connect with gamers in an authentic way.
“We are excited to launch Complexity Stars with its founding members and we look forward to adding more athlete and celebrity gamers to build the platform. Gaming is the core of Complexity Stars and an incredibly engaging way to connect gamers, athletes, and celebrities, authentically.”
Complexity Stars will also be supported by GameSquare’s subsidiaries Cut+Sew, Zoned, the Gaming Community Network and Code Red Esports.
Duane Jackson, GameSquare Head of Talent and Special Projects, commented: “Complexity Stars is an incredible gaming division where sports, entertainment, and gaming come together.
“There are amazing opportunities to collaborate with global talent through compelling content and tournaments that appeal to brands seeking to connect with the large, affluent, and growing gaming audience.”
Esports Insider says: By launching a celebrity division, Complexity is presumably looking to tap into more mainstream audiences. While this seems like a smart move, the recent case of UK-based company Celebrity Esports shows that establishing a celebrity-driven segment needs to be executed correctly. It will be interesting to see what initiatives are in place for Complexity Stars and how the division operates when it comes to activations between its roster of talent.