Tournament organiser ESL Gaming has announced a multi-year partnership with gaming and esports marketing agency Freaks 4U Gaming.
As a result, Freaks 4U Gaming will become the official license holder and operator of national ESL competitions and DreamHack festivals in Germany and France.
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As part of the deal, Freaks 4U Gaming will produce content that will be included in national ESL and DreamHack products, as well as the German and French broadcasts of ESL Pro Tour.
Moreover, both companies will continue to work closely in local commercialisation and further development of said products.
Ralf Reichert, Co-CEO at ESL Gaming, commented: “ESL was founded over 20 years ago in Germany, so naturally we have a deep passion for the success of the local community. We have experienced both, esports and our company, evolving into an international business.
“By partnering with our friends at Freaks 4U Gaming after trustfully working together for almost a decade on projects, we are excited to jointly grow the German and French communities and enable players and fans to join the ESL platforms across the world, online and offline, nationally, and internationally.”
Before assuming the role and the responsibilities of the DreamHack organiser, Freaks 4U Gaming is supposedly evaluating various new developments to enhance the event.
According to the release, the partnership is a ‘natural progression reflective of the respective strategic roadmaps and competencies’ of both companies. Ultimately the aim is to strengthen Germany and France as leading esports markets for players, fans, and partners.
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Michael Haenisch, CEO of Freaks 4U Gaming, added: “Together with ESL, we are thrilled for the opportunity to continue developing the German and French esports ecosystems, as part of Freaks 4U Gaming’s growth initiatives of solidifying our Pan-European footprint.
“As we strengthen the competitive landscape for professional teams, we would also like to focus on fostering young talents and providing an overall positive, inclusive and sustainable environment.“
Esports Insider says: With its rich experiences with operating various European leagues, Freaks 4U Gaming seems to be a good fit for ESL’s competitions in Germany and France. Appointing a German company into this role seems like a logical step for ESL Gaming, considering that the companies have been collaborating on various projects for almost a decade.