Complexity steps up to the plate with sports media platform Playmaker

Partnership esports
Image credit: Shutterstock

North American esports organisation Complexity Gaming has secured a partnership with sports social media platform Playmaker.

The deal will see Complexity collaborate on content and engage in Playmaker’s strategic development with athletes and gaming influencers.

Moreover, the esports organisation will provide its content studio, creative assets, gaming equipment, and roster of players to Playmaker through its parent company GameSquare. The sports platform will make its foray into the world of gaming through a ‘recalibrated’ esports and gaming channel ‘PlaymakerOP’.

According to a press release, Playmaker boasts 18m followers across its social media and manages over 50 athletes including influencers such as Tracy McGrady, Nate Robinson and Xavien Howard. It primarily targets generation Z audiences and hosts 20 original shows on ‘Snap Discover’: Snapchat’s algorithmic video platform.

Complexity has consolidated its position as one of North America’s largest esports organisations. In July, it named actor, singer, and musician Jordan Fisher as a part-owner and in October, it signed Dallas Cowboys cornerback Trevon Diggs to its Complexity Stars roster in a bid to grow its online presence.

ESI Next Gen
Esports Insider has teamed up with the University of Warwick for ESI Next Gen. To find out more, click here

Playmaker is the second entertainment organisation to partner with Complexity in recent months, following an agreement it inked with social entertainment platform Buddybet in December 2022. The agreement with Buddybet focused more on promotion of the platform through Complexity’s social media channels, whereas the agreement with Playmaker is a multi-year licensing agreement, according to the announcement.

GameSquare CEO Justin Kenna said that the company wanted to ensure it was at the ‘forefront; of convergence between gaming and traditional sports.

Playmaker CEO Brandon Harris, added: “Given its emerging popularity among our audience, we know this is the optimal time to fully embrace esports, and launch a dedicated channel.

“Complexity Gaming’s support is essential in building out this new vertical, as we now have significant connections to prominent industry tools, leaders and influencers.”

Patrick Walker
Patrick is a freelance writer for ESI based in London, reporting on esports marketing and partnerships trends. He's currently playing VALORANT and Overwatch but always looking for the next big thing in competitive gaming.