Esports Entertainment Group has teamed up with a newly established tribal esports body.
The newly formed Indian Gaming Esports Association (iGEA) has announced a partnership with the esports and online gambling operator Esports Entertainment Group (EEG).
The new partnership comes alongside a new marketing partnership between EEG and the National Hockey League’s (NHL) New York Rangers.
Esports Entertainment and iGEA
The iEGA, a newly established body that aims to promote the adoption of esports among US tribes, plans to integrate a full suite of B2B and B2C esports services for tribal groups and tribal casinos via the partnership.
The deal will see EEG become the iGEA’s exclusive provider of esports technology and services. Spectrum Gaming Capital is also included in the partnership and will use its relationships and strategic experience to assist future development.
Oneida Nation’s Ernest Stevens III, CEO of iGEA said: “Indian Gaming has historically been a key driver of industry evolution, and with our entrance into esports, we plan to keep our nations at the forefront of gaming’s newest trends.
“Esports Entertainment Group has the vision, expertise, and, most importantly, the assets for a turnkey business operation and future-minded strategy that aligns with the best interests of tribes and tribal casinos; no need to re-invent the wheel. Additionally, Spectrum Gaming Capital has the relationships and strategic capabilities to help drive this new venture to real success.”
Grant Johnson, CEO of EEG said: “This is a tremendous opportunity to pioneer a massive untapped market. We look forward to providing iGEA the tools and technology necessary to execute on their vision of building and leading the esports ecosystem for tribal nations.”
What is the iEGA?
The iEGA is a newly formed non-profit organisation that aims to promote tribal participation and competition in the world of esports.
The organisation plans to support the creation and training of tribal esports teams and leagues which could compete on a regional, national and international level.
In addition to this, the organisation plans to “foster game integrity, in part, to enable regulated betting, where allowed, that will increase fan engagement and sponsorships to provide funding to foster player growth and tribal identity.”
Another deal for Esports Entertainment
This marks the latest deal for EEG after striking a new marketing partnership with the NHL’s New York Rangers.
Earlier this month, EEG completed its $43m acquisitions of ggCircuit and Helix eSports. Both of these acquisitions were announced in October 2020 and then approved by the relevant parties in January 2021.
EEG said the acquisition will bolster its “Play, Watch, Bet” strategy and bring several esports entertainment venues under its control.
Last month, the operator also revealed plans to acquire the Malta-based online sports betting operator Bethard.
EEG has agreed on a deal with Bethard’s parent company Gameday Group that will see the esports giant pay €16m in cash and a guarantee of 12% of net gaming revenue performance over a two-year period for Bethard.
