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08:06 Mon 14 Mar 2022
GameSquare Esports is on a path to level up in 2021 with targeted gaming and media acquisitions
“We’ve had great success with Miller Lite creating engaging content and brand activations and look forward to expanding further into merchandise and developing positive social initiatives for the gaming ecosystem,” said Bee Yancey, senior director of partnerships at Complexity Gaming
GameSquare Esports Inc. (CSE:GSQ) said its subsidiary Complexity Gaming, one of North America’s longest-standing esports organizations, has extended its partnership with beer brand Miller Lite to develop a limited-edition merchandise capsule and expand the scope of its current content offering.
The partnership will also see a renewed focus on supporting and amplifying minority voices in gaming, the company said.
“Our relationship with Miller Lite has continued to grow organically well into year three of this partnership,” said Bee Yancey, senior director of partnerships at Complexity Gaming in a statement. “We’ve had great success with Miller Lite creating engaging content and brand activations and look forward to expanding further into merchandise and developing positive social initiatives for the gaming ecosystem.”
Complexity and Miller Lite will design a co-branded merchandise capsule, with the collection including a jersey, hoodie, t-shirt, hat, and more. The limited-edition apparel will be released on Complexity’s new ecommerce shop in the coming weeks.
In addition, the partners will introduce a new initiative designed to support diverse gaming communities by creating content for of-age gamers and ensuring minority voices in gaming are heard, welcomed, and supported in the space.
As part of this initiative, Complexity and Miller Lite will host a series of special streams dedicated to Unsung Heroes, including LGBTQ+, LATINX, women, and charitable initiatives. In March, the pair will celebrate Women’s History Month with a special stream featuring Complexity’s content creators to promote female empowerment in gaming and streaming. Fans can catch all streams on Miller Lite’s official Twitch channel.
“Miller Lite is a fan of gaming, and we know our fans are too,” said James Nanney, senior marketing manager at Miller Lite. “Complexity has been an incredible partner to help us form meaningful connections amongst this audience the same they would over an ice-cold beer.”
The expanded partnership builds upon Complexity and Miller Lite’s existing relationship, which kicked off in 2019. The initial agreement saw Miller Lite designated as the exclusive alcoholic beverage of Complexity Gaming and sponsor of the Miller Lite Player Lounge at Complexity’s headquarters.
Complexity and Miller Lite have since partnered to enhance Miller Lite’s branding efforts across social media and tackle multiple livestream initiatives such as Squad Streams and Last Round Streams designed to further integrate Miller Lite with esports audiences.
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