Astralis partners with DI to promote Danish esports

Danish esports organisation Astralis has announced a partnership with the Confederation of Danish Industry (DI).

According to the release, the two entities will analyse the potential of ‘digital competition entertainment’ and support the esports industry’s development in Denmark.

Astralis teams up with the Confederation of Danish Industry
Image credit: Astralis

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The purpose of the collaboration is to anchor esports in DI and shape a visionary framework in the esports industry, with both entities identifying Denmark as a ‘pioneering’ country.

Maria Krüger Torp, Head of Tourism and Experience Economics at DI, commented: “Astralis has put Denmark on the world map when it comes to professional gaming. Danish esports is already making its mark on tourism and the experience industry in Denmark, and with the proper framework, we can go much further.

“Esports is in itself an overly narrow description of the widely branched industry, and the Danish narrative about the profession must be redefined, just as we must have mapped its growing societal value and potential. We will start this work immediately.”

The collaboration is formally anchored in DI Digital and DI Tourism and Experiences. This is the esports organisation’s latest endeavour to bolster Denmark following the launch of Astralis Nexus, a 1200 sqm facility in the middle of Copenhagen. 

Earlier this month, Astralis also announced a two-year extension of its partnership with sportswear brand hummel, until 2025.

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Anders Hørsholt, CEO of Astralis, added: “Denmark has achieved a unique position in the field, which enthusiasts and professionals have built up for many years. At Astralis, we see enormous potential in expanding the business. We like to join forces with other strong actors in developing the industry and the way we create business.”

Esports Insider says: Astralis put Denmark on the map as a hot spot for esports in Europe, and is now looking to expand its current position. Together with DI, both entities are set to promote the industry’s opportunities for further growth in the local entertainment industry. It will be interesting to see how DI will further support any future collaborations between Astralis and other local companies. 

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