A lot has happened in the e-sports market since we last covered the topic in August 2016:
- More merchandise deals. Apparel licensee J!nx licensed Echo Fox, an e-sports team founded by former NBA athlete Rick Fox, for a line of clothing and accessories including hoodies, caps, and t-shirts. The company is also introducing a lifestyle brand called J!nx Pro that focuses on apparel tailored to the needs of e-sports players.
- More retail presence. U.K.-headquartered e-sports team Fnatics launched a retail shop called Bunkr in the Shoreditch neighborhood of East London. It sells team-branded apparel and gaming accessories as well as featuring experiential elements such as gaming stations, live streaming, and a bar.
- More professionalism. Seven e-sports teams in North America (Cloud9, Counter Logic Gaming, Immortals, NRG eSports, Team Liquid, and Team Solomid), founded the Professional eSports Association.
- More leagues. Blizzard launched the Overwatch League, set to begin play in 2017, based on its video game of the same name. It joins a raft of other video game companies that sponsor league play centered around their titles.
- More content distribution. The NFL announced a deal with EA for a weekly streaming series focusing on Madden NFL e-sports competitions, 343 Industries partnered with Pilgrim Media Group to develop a reality TV series focusing on Halo e-sports, and BAMTech, a streaming video company owned by Major League Baseball and Disney, pacted with Riot Games to distribute League of Legends e-sports content globally.
The entry of e-sports celebrities into the world of licensing (along with other emerging celebrity niches) is one of RaugustReports’ “Top 16 Licensing Trends of 2016.” Read them all here.
Also, a reminder that Raugust Communications’ free monthly e-newsletter goes out tomorrow. The December Licensing Trend of the Month is “Five First-to-Market Strategies,” about how licensors and licensees are able to create brand-new licensing opportunities in a crowded marketplace. If you haven’t subscribed, you can do so here.
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