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Panini strikes new esports deal with compLexity Gaming

The North American branch of collectibles and trading card brand Panini has embarked on a one-year partnership with compLexity Gaming, agreeing to develop content including trading cards and posters for compLexity teams.

The partnership will be launched on January 17, with compLexity and Panini creating content for both esports and traditional sports audiences on its official Panini Twitch channel. CompLexity influencers and streamers from Fortnite, Madden and other gaming communities will stream on this channel.

The partnership also aims to promote Panini’s NFL, NBA, and other trading card products, including its NFL Blitz and NBA Dunk digital trading card apps.

As well as creating collectibles and video content, live fan-engagement experiences – such as meet-and-greets with compLexity gamers – will be part of the activation.

According to chief revenue officer and vice-president at compLexity Gaming, Daniel Herz, the partnership is “furthering the intersection of esports and traditional sports through new product innovation and content”. He added: “With the traditional sports world’s growing interest in video games…this partnership creates more opportunity for integration across gaming, football, basketball, and more.”

Jason Howarth, vice-president of marketing at Panini America, said: “The esports audience shares similar demographics and interests as traditional trading card fans, so being able to engage those fans in new ways and where they are spending their time is important. It’s also a way to engage a younger audience.”