Global esports company FACEIT has launched FACEIT Ads, a new advertising platform aimed at brands that want to connect with competitive gaming audiences.
According to FACEIT, the new division will aim to provide brands with ad space on FACEIT’s platform. The company will also act as a consultant to brands looking to understand the gaming audience. FACEIT Ads will be headed by advertising veteran Moritz Natalini, formerly of Bidstack, Sky and Expedia.
RELATED: ESL Gaming and FACEIT merge, companies bought by Saudi-backed group for $1.5bn
According to FACEIT, the goal is to leverage the market insights the company has garnered, as well as utilise the high number of users on its competitive matchmaking platform. The FACEIT platform reportedly has over 23m users worldwide, with much of them part of the demographics that are considered tough to reach with conventional advertising.
Michele Attisani, Co-Founder & CBO of FACEIT, commented: “With close to 24 million users on our platform, we’ve built up an amazingly brand loyal and engaged audience. That’s why we’re extremely excited to unveil this new offering, allowing brands of all shapes and sizes to engage with an extremely important but often overlooked demographic.
“By working with brands to craft bespoke campaigns, while maintaining respect for our community and their data, FACEIT will be able to grow our business and the competitive gaming sector as a whole. Moritz Natalini is the perfect person to lead FACEIT Ads.”
RELATED: FACEIT and Kaspersky announce regional partnership
While ads on FACEIT’s platform are nothing new, the consultancy division for the company certainly is. The company announced that it now has the capabilities to provide ‘full-funnel’ solutions for all business types and sizes, whilst also providing consultancy services.
Esports organisation Ninjas in Pyjamas recently started a similar venture with Aser Ventures, called Shinobi Esports. The company aims to provide sports brands with tools and education to enter esports.
Esports Insider says: It’s interesting to see esports brands turn to education and provide services to non-endemic brands to further growth. This is a smart choice for FACEIT. The company can combine its popularity with esports fans with the experience of working in esports to provide clients with a turnkey solution that reach esports fans.