North American esports organisation Version1 has announced a long-term partnership with advertising technology company Thece.
As a result, the company will assist Version1’s efforts to attract non-endemic brands on assets featured via the streams of players and content creators.
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Thece will be responsible for sourcing and creating a range of advertising assets for Version1, which will be used across its esports and content creation rosters. The company will also integrate the assets into streams with a focus on brand placement.
According to a release, the ‘short-term’ nature of the advertising campaigns will provide the organisation with opportunities to grow its relationships with the brands involved. The development of new campaigns is expected to allow consumers to engage with brands in ‘meaningful’ ways.
Version1 is the second organisation to collaborate with Thece. In September, the company signed a deal with Misfits Gaming Group to provide the organisation with a number of short-term partnerships involving its influencers.
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Since rebranding in February, the Minnesota-based organisation has collaborated with a variety of brands, including SCUF Gaming, financial services company USAA, and esports social media startup eFuse. Version1 currently fields rosters in the Call of Duty League (CDL), VALORANT, and Rocket League.
Esports Insider says: Providing a simpler method of obtaining short-term partnerships is great for an organisation. Due to the nature of the collaborations, it will be interesting to see whether Version1 can attract new non-endemic brands to make its first foray into the esports industry through lower-risk partnerships.
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