North American Fortnite team XTRA Gaming has secured a partnership with gaming peripherals brand Razer.
The multi-faceted deal will cover the production of branded content and social media initiatives across all XTRA Gaming-owned platforms. The partnership also includes XTRA Gaming athlete appearances and meet and greets at RazerStore locations.
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In addition, the deal features an exclusive hardware collaboration and other yet to be announced initiatives.
Manny Vieites, Founder and CEO of XTRA Gaming, commented: “This moment is huge for our whole organisation. After years of hard work and growth, this partnership with Razer means more than most because it’s our first. When I started XTRA, my goal was to build a new model for esports organizations by finding under-represented talent, amplifying their voices and building their brands from the ground up.
“Razer truly understands our talent-centric approach, which will drive the next evolution of esports and give a voice to all gamers around the world regardless of race, religion, colour, creed, and sexual orientation.”
As part of the initial Razer Customs product collaboration, the peripherals brand will produce XTRA Gaming branded phone cases, mousepads and gaming mice. The products will be first showcased at the flagship Razer Store in Las Vegas, where the XTRA Gaming team will partake in a meet and greet.
According to the release, the branded merchandise aims to incorporate the diversity and inclusivity that the organisation is built on.
Additionally, XTRA Gaming will work with Razer’s research and development teams to test out the new products ahead of public launches.
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Seeson Mahathavorn, Senior Esports Marketing Manager at Razer, added: “One of our core esports missions at Razer is to consistently identify and cultivate the next wave of competitive voices that can speak to the ever-growing gaming audiences around the world.
“With XTRA Gaming, we’ve been able to partner with one of the best Fortnite teams in the world, and champion a message of positivity and inclusivity that aligns with our values.”
Subnation Media, an esports entertainment holding company that acquired an equity interest in XTRA Gaming in January 2021, will reportedly leverage its internal network of resources to assist with the marketing, events and content production involved in this partnership.
Esports Insider says: Several months after acquiring an interest in XTRA Gaming, it looks like Subnation is keeping up its commitment of transforming the team into a ‘premium lifestyle brand’. Partnering with Razer seems like a good move and should help the organisation establish itself as an esports brand on the North American market.
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