Complexity partners with supermarket chain H-E-B

(ESI Illustration) Image credit: H-E-B / Complexity

North American esports organisation Complexity Gaming has announced a partnership with H-E-B (HEB), a retail chain based in Texas, USA.

HEB and Complexity will work together on hosting a series of Twitch streams and other content types. Moreover, both parties will create other activations to leverage the audiences of both brands.

The Texas-based supermarket chain is one of the largest private employers in Texas and has more than 350 stores in Texas. Within esports, HEB partnered with Overwatch League franchise Houston Outlaws in 2019 and has been one of the main partners of the team ever since.

The partnership between HEB and Complexity was made possible by Spark Foundry, a media agency that will help the supermarket chain reach Complexity Gaming’s audience, which has a desirable target demographic for the chain.

Complexity Gaming has been making steady moves since being bought by GameSquare Esports in 2021. The company has launched a gaming division for celebrities and professional athletes called Complexity Stars, and has brought actor, singer and musician Jordan Fisher as part-owner and content creator in 2022.

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Justin Kenna, CEO of GameSquare, commented on the news: “Leading companies such as H-E-B, are increasingly turning to GameSquare’s platform to deliver outstanding outcomes and partnerships.

“The depth of our product offering and the creative approach that GameSquare’s vertically integrated platform can provide to brands seeking to connect with gaming and esports fans continues to grow and attract outstanding partners like H-E-B. Our commitment to our clients, and deep understanding of the gaming landscape, perfectly positions us to meet the needs of innovative and leading brands.”

Ivan Šimić
Ivan comes from Croatia, loves weird simulator games, and is terrible at playing anything else. Spent 5 years writing about tech and esports in Croatia, and is now doing it here.