Strive Football Group enters the Esports and Web 3.0 spaces – European Gaming Industry News

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Tundra has signed a global partnership with SideQuest, also known as Wanyoo, which will see the largest chain of public gaming sites featured in team community activations, social media, Dota team content and jerseys 2

Tundra, a London-based esports organization with an international roster of the world’s top Dota 2, Fortnite and FIFA talent, has signed SideQuest as a Premium Partner and Official Esports Site Partner under a global deal . The partnership will provide SideQuest visibility across all Tundra channels and provide Tundra with venues and bootcamp spaces to create community events.

Wanyoo was first launched in 1998 with an internet cafe in Shanghai, China, and is now the largest chain of public arcades in the world with over 1200 stores in over 50 cities. The Wanyoo UK division will now become SideQuest to give the brand a new look that will resonate better with the UK gaming and esports community. Every store in the UK has been given a makeover to become an enhanced hub that would allow people to connect, compete and collaborate with people locally and across the country. The stores offer state-of-the-art gaming gear, private rentals, events and tournaments for all players of all skill levels. SideQuest is also planning a regeneration of the Charing Cross Rd-based esports studio.

To kick off the rebrand, SideQuest turned to Tundra, one of the fastest growing esports organizations. The team recently signed a Fortnite roster and launched a content creator branch for the brand, growing teams reach by 81% to 2.9 million in just one month with the signing of three new creators, “Jorhdys”, “Motor” and “LukeDutch”. ‘, with more names to be revealed soon.

The mutually beneficial partnership will provide the new brand with exposure across Tundra’s social media channels and content, as well as promotion on the Dota 2 team jersey and in-game assets. Tundra will have access to all facilities from SideQuest across the UK for bootcamps, and together they will collaborate on community activations, enabling Tundra to cement its position as an international esports organization.

To celebrate the rebranding and kick off the partnership, Tundra pitted creators LukeDutch and Jorhdys against SebFUT and Motor to head to the SideQuest flagship store Charing Cross completing their own SideQuest along the way. Streamed live, the creators were met at the store by Tundra ambassador, British Grime artist P Money, who hosted a viewing party on Tundra’s Twitch channel watching the race unfold and interviewing talent upon their arrival. The show offered viewers at home a chance to get a first look at space.

Tomi Tikkala, Business Development Manager for Tundra, said, “Wanyoo is a globally recognized gaming venue with a fantastic network of gamers around the world. Our players, and therefore our fans, are not focused on a single destination, so having hubs that we can tap into for training or to connect with our community is extremely important. We’re hoping to generate exposure for their new UK brand SideQuest and we also have big ambitions for how we engage with our community, whether that’s through content or physical events, so having spaces available to us in every major city presents a huge opportunity.”

Michael Mullholland, Marketing Director of SideQuest, said, “We at SideQuest are extremely proud to be a Premium Partner and Official Esports Site Partner for Tundra. The world-class performance of their players and community is something we consider very much in line with the experiences we want to be able to deliver. Working with Tundra to be able to provide not only players but also their fans with unique opportunities to experience with our help is something we are extremely excited to be a part of.

The new SideQuest Hub app and website is now available for UK players to access any of our UK player hubs and SideQuest member benefits.


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