Dignitas is the esports subsidiary of New Meta Entertainment (NME), a company focusing on digital sports and media business operations. According to the new agreement, the esports betting company will now have naming rights to Dignitas’ Counter-Strike: Global Offensive roster.
Moving forward, Dignitas will carry the Vie.gg brand name on their shirts, similar to other partnerships in the sector, and specifically the one struck between Betway and PSG.LGD and Ninjas in Pyjamas.
To promote the deal, Esports Entertainment will introduce a series of activations targeting both real-world event and social media. Commenting on the partnership, EEG chief executive Grant Johnson had this to say:
“Expanding our existing partnership and placing our brand in front of the millions of engaged Dignitas fans around the world further demonstrates our commitment to growing VIE.gg into the leading wagering platform in esports globally.”
Interest in esports has soared steadily over the past several months. In the absence of regular sports, many betting and media companies focusing on physical sports have branched off towards the esports industry.
The esports market has an impressive capitalisation with the industry approaching $1 billion in valuation in 2020. Esports have a much more liberal way to connect with communities and fans and the industry has been built on free viewership, while still amassing impressive revenue from streaming.
Companies such as BetProtocol, FortuneJack and Cloudbet have all expanded into the segment with success. FortuneJack and Cloudbet now offer a live esports betting product as part of their growing portfolio of markets.
Meanwhile, BetProtocol has developed its own esports platform to allow up-and-coming esports blockchain operators to purchase quality software at affordable costs.