Esports and gaming brand NRG has announced a partnership with semiconductor and hardware brand Intel.
The deal will focus on a large marketing campaign, set to be launched soon. The campaign will leverage NRG’s reach to promote Intel’s range of gaming-focused products.
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This is the first time NRG and Intel are partnering, which is somewhat surprising considering both brands are well-known in each company’s respective fields. The deal will see a series of activations take place, mainly in Los Angeles where NRG’s headquarters, called the Spectrum NRG Castle, are located. The NRG HQ will be the location for the launch of the campaign, called the Intel X NRG Night Market.
Taking inspiration from Asian night markets and the VALORANT in-game store, the headquarters will feature food and drink vendors, artist showcases, meet and greets and other activations. The Night Market will also feature a number of segments and activations focused on Intel products.
These include the Intel Laptop Lounge, where visitors can try out computers equipped with Intel mobile processors, a zone aimed for streamers where capabilities of Intel processors for streaming will be demonstrated and several esports-focused zones.
NRG VALORANT players will compete against visitors in the iBUYPOWER 1v1 Octagon segment, and Thermaltake and NZXT will work with NRG and Intel on a VALORANT team deathmatch area.
The main esports event will be the NRG VALORANT Clout Clash, a competition between professional players Sam ‘s0m’ Oh and Pujan ‘FNS’ Mehta and other influencers and professional players, taking place at the event. Intel will also host a special edition of the Intel Live community show during the Night Market.
In addition, NRG’s Full Squad Gaming will promote the event through in-person promotions and stunts and challenges.
Hauk Nelson, Director of Business Development at NRG, said: “By combining Intel’s technological prowess with our expertise in creating engaging content and experiences, we’re not just launching a product – we’re celebrating the passion and creativity of the global gaming community.”
