The agreement between the two companies will see Newzoo provide Astralis Group with data and analytics to help the esports organization in competitive play in return for data that Astralis Group has collected over the years. Astralis Group also owns Astralis, Origen and Future FC and has previously partnered with Audi, Jack & Jones, Logitech G, OMEN by HP, Secretlab, Turtle Beach, Unibet. Newzoo announced similar partnerships with Team Liquid, Ninjas in Pyjamas, and Japan-based esports team DetonatioN Gaming in August.
CCO and Co-founder of Astralis Group Jakob Lund Kristensen said the new partnership will help the two companies “create a commercial offering” driven by passion and data and hopes for “quantifiable results.” Head of Esports at Newzoo Remer Rietkerk added that the collaboration between Newzoo and Astralis Group will “innovate the market” and increase their depth of understanding in the monetization of different business models.”
The news of the new partnership coincided with the announcement that Astralis Group will be taking their Counter-Strike outfit public on December 9, 2019, making them the first esports team in the industry to do so. Astralis Group is seeking as much €20 million for its IPO listing.
As many organizations are seeking to make their way into the growing esports market, it’s clear that many more partnerships similar to this will continue to be announced in the coming months, especially as a new 2020 season is quickly approaching. As esports continues to make more money, organizations will look for new ways to involve themselves with the industry and the exchange of data will prove to be one of the best ways for all parties involved to do so.