Allied Esports, a global esports entertainment company, and HyperX, the gaming division of Kingston Technology, today announced the addition of Allied Esports' two European properties to their international naming rights association.
Allied Esports' European mobile arena, known as “Big Betty,” has joined the HyperX Esports Truck brand, while its production and broadcast facilities located in Hamburg, Germany, have been renamed HyperX Esports Studio. The agreement is part of the naming rights agreements between the HyperX Esports Arena Las Vegas companies, Allied Esports' global flagship stage and the North American HyperX Esports Trucks, nicknamed "Big Meta."
“We are delighted to continue building our relationship with HyperX, an innovative leader in the esports industry. Continuing this naming agreement strengthens our shared commitment to attracting fans from around the world, ”said Simon Temperley, chief revenue officer and chief marketing officer for Allied Esports. "With a wealth of experience on both continents, Allied Esports and HyperX have the opportunity to create new experiences and content that will influence audiences in a new way for years to come."
“HyperX is proud to expand our esports and brand relationship with Allied Esports. We have found Allied to be a partner that shares our passion for excellence in the esports and entertainment industry, "adds Paul Leaman, Vice President, HyperX EMEA. "With the global commitment of both companies to the gaming community to provide the best gaming experiences, the Hyperx Esports Truck and HyperX Studio in Europe will bring our We're All Gamers philosophy to more gaming communities on the continent."
The recently named HyperX Esports Truck has been part of the Intel Extreme Master (IEM) Katowice Expo 2019, in Katowice (Poland), one of the most prestigious esports shows in the world. During the event, “Big Betty” hosted various competitions and giveaways, Cosplay contests, listening spaces to try out the latest HyperX products, and other interactive experiences with fans.
"Big Betty" is the world's first mobile esports stadium and has been one of the most popular gaming venues since its debut in 2016. In 2018, the truck hosted Ireland's largest esports event, the Three EStars, in which involved ten teams and fifty competitors during eight weeks of League of Legends play, making stops at the football stadiums of the Irish league. Players competed for a chance to play in Ireland's legendary 3Arena, a € 20.000 cash prize and a trip to the HyperX Esports Arena in Las Vegas.
The latest HyperX Esports Truck also hosted and produced events for the Mountain Dew GameFuel League, an international Rocket Leaue tournament with venues in Switzerland, Denmark, the UK, and the Netherlands. It has also been the scene of the “Werner - Das Rennen”, the biggest racing festival in Europe and of an outstanding scout tournament in FIFA 19 for the Bundesliga club Holstein Kiel.
HyperX Esports Studio is a over 700 square meter multi-space broadcast and events center located in Hamburg and home to Allied Esports' European operations. As with all Allied Esports venues, the studio was created with a modular design capable of hosting a wide range of Esports entertainment events and broadcasts.
Since 2017 the studio has broadcast the Legend Series. In that same year the CS: GO Legend Series final was held. HyperX Esports Studio also hosted the second season of the popular Blackout Legend series and is currently preparing for the third season. The Apex Legend series kicks off on Thursday, February 28 and can be viewed at twitch.tv/elcgamingtv.
With four properties now under the umbrella of this new naming association, HyperX and Allied Esports will co-create unique esports and content opportunities for professional gamers, streamers, partners and fans around the world. Each property will be equipped with HyperX headsets, keyboards, mice and mats for esports tournaments, special events and daily games (Las Vegas).
HyperX presented its two North American properties during the 2019 Cosnumer Electronics Show with events at the HyperX Esports Arena in Las Vegas and activations with the HyperX Esports Truck during the convention.
HyperX Esports Truck's North American “Big Goal” also partnered with the NFL's Retired Players Association for a Madden NFL event held in Atlanta in February.
