North American esports organisation Complexity Gaming has expanded its existing partnership with streaming platform Twitch.
As a part of the deal, Twitch will work alongside the organisation’s internal sales team to source sponsorship opportunities across Complexity’s portfolio of teams, streamers, content, competitions and events.
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The partnership will also enable the GameSquare Esports-owned organisation to access a large number of Twitch partners.
According to a release, Twitch will collaborate with Complexity to ’empower brands to reach fans of Complexity content, events and affiliated streamers’. Moreover, Twitch and Complexity will develop new branded content together.
Christina Grushkin, Head of Sales at Complexity Gaming, commented: “As the Senior Director of Client Strategy at Twitch for a number of years, I know the value Twitch will provide to Complexity to innovate our approach to sponsorships and find new ways to connect with fans.
“With the collective mindshare of the Complexity and Twitch teams, we’ll be able to create new and engaging opportunities for fans.”
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The expanded partnership will also see Complexity create more content on Twitch, although the companies did not announce any details about upcoming activations. Nevertheless, the organisation teased ‘more experiences’ coming to Twitch viewers and more ways for fans to engage with Complexity through the platform.
Lou Garate, Global Head of Sponsorship Sales at Twitch, added: “We take a community-first approach to sponsorships at Twitch, and we’re looking forward to working with Complexity to create new experiences for both brands and fans alike.
“Complexity has had a home on Twitch for years, and the organisation has built an impressive Twitch following—providing a great opportunity to collaborate on custom sponsorships and activations that connect innovative brands with esports and gaming enthusiasts.”
Esports Insider says: This is a very interesting cooperation, it’s not every day that an esports organisation partners with Twitch to source better partnerships. There’s no doubt that Twitch can help Complexity with this, considering the platform’s notoriety, but the question is how much.