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GameSquare acquisition of FaZe Clan confirmed. Mattel announces Barbie mobile game. S1mple makes debut with Saudi Arabian org. Fan engagement platforms and Nvidia is our new overlord.

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Here’s what we have for you today:

• Team Liquid relaunches fan engagement program with Sui ✨

• GameSquare acquisition of FaZe Clan confirmed by vote 🎮

• Iconic: Barbie mobile game announced by Mattel & Zynga 💄

• S1mple To Make CS2 Debut With Saudi Arabian org, Falcons 🔫 

• Nvidia is taking over the world as they reach $2T market cap 🌎  

Before we jump in, here’s a few interesting links we enjoyed this week:

• Call of Duty announces March 21 launch date for Warzone Mobile

• GameScent, a new device powered by AI that lets you smell the game you’re playing

• Roblox launches in-game video ads and brand solutions platform

• Google DeepMind’s Genie AI generates interactive video games

• FlyQuest launches weekly grassroots FGC competition 

✨ Team Liquid relaunches fan engagement program with Sui

In 2021, Team Liquid launched Liquid+ in order to bring fans further into the fold. This was essentially a first-of-its-kind loyalty program that allowed fans of the org to earn points for interacting with team or player content as well as provide premium experiences and house the latest stream schedules or match times. In short, it was a sticky trap for incentivizing engagement that also served as a hub for org information.

A handful of other orgs have tried their hand at unique takes on fan engagement platforms to drive retention and growth in fandom while the industry experienced a groundswell over the last 5-6 years, like OpTic Nation or Cloud9’s STRATUS, but only recently have the benefits of web3 technology begun to surface. 

Last week the TL folks announced a new partnership with Mysten Labs, a web3 infrastructure company and the original contributor to blockchain platform Sui, that will involve relaunching their fan engagement suite. This time, fans will be able to earn digital collectibles that will be used to outfit unique avatars that all appear to be variants of their mascot Blue. The collectibles will also be used to unlock other rewards and experiences that we can only assume will also feature web3 gaming on chain with Sui.

“Real fandom doesn’t happen in a single moment. It needs to be nurtured and sustained through experiences that strengthen the tether between team and fan. Team Liquid has always been a pioneer in esports fandom, and our partnership with Mysten Labs and incorporation of Sui is a testament to that spirit of innovation.” - Claire Hungate, President and COO of Team Liquid

👀 Our POV

When the Creator League debacle happened back in September of last year, I wrote about how disappointed I was in the collapse of such an innovative and practical use of blockchain technology. There is a laundry list of reasons why that was DOA, but it had the possibility of being the most mainstream use of a decentralized autonomous organization… or an environment that allows communities to make decisions in a transparent and accountable manner by recording those activities on the blockchain. In Layman's terms? It would have been a great example of what truly giving power to the fans could look and feel like using next-gen tech.

I’m still very bullish on the eventual use of Spellbound tokens or non-transferable digital tokens that represent social identity in a decentralized society in gaming. They are an easy, highly protected way to keep a permanent record of your credentials, commitments, and accolades in this space. Like “one ring to rule them all” that could keep track of achievements cross-platform, as an example.

In this particular instance? I think Team Liquid is just maintaining their edgy, tech-forward brand. From what I’ve read, this won’t really do too much to help educate the public on why and how this kind of tech can improve fan experience. I do love anything that includes that damn horse though. S’cute.

- Brandon Painter (Private Lobby)

🎮 Shareholder vote confirms GameSquare acquisition of FaZe Clan

Initially announcing its intent to acquire FaZe Clan back in October, GameSquare Holdings is now on the goal line after two shareholder meetings this past week.

The deal is still subject to standard closing conditions, but the votes have passed for both parties to complete the move, and leadership expects the ink to dry “shortly.”

The acquisition does raise conflict of interest concerns as current GameSquare property Complexity competes in at least two titles that FaZe fields teams. More to come as that situation develops.

👀 Our POV

This particular story strikes very close to home, but the addition of such a stellar stable of creators and competitors to the GSQ umbrella only makes for a more compelling offering.

When adding the prestige, production capability, and absurd reach of this lifestyle and winning esport brand to best-in-class content and experience development powered by the proprietary tech we have in-house like Stream Hatchet? That’s deadly. 

However, as a consumer? We need the old FaZe back. Re-establishing the bad boys of gaming is going to be such a wild ride. I mean, hell. We know you saw Banks’ first tweet back in the saddle as CEO. 😂

- Brandon Painter (Private Lobby)

🏈 Iconic engagement & storytelling: Mattel announces Barbie mobile game

Mattel has partnered with Zynga's Rollic casual game studio to develop a new Barbie mobile game, tapping into the recent surge in popularity following the Barbie film's blockbuster success, which grossed over $1.44 billion worldwide.

This collaboration is part of Mattel's broader strategy to expand its digital games portfolio, aiming to deliver engaging entertainment experiences across all age groups. The game, expected to launch later this year, benefits from Rollic's expertise in developing hit mobile titles such as Power Slap and Gear Clicker.

The move represents a massive step for Mattel in leveraging its iconic brands in innovative ways, aiming to keep its powerful IP relevant in the new landscape.

Utilizing a "merge" mechanic, the game will offer a complex story and a fresh gameplay experience that aligns with the Barbie film's empowering messages.
This initiative not only underscores Mattel's interest in the gaming sector but also demonstrates the potential of strategic partnerships in bringing beloved IP to new platforms and audiences.

👀 Our POV

Mattel continues their absolute masterclass of marketing. Their work on Barbie has not only revitalized the brand but shown the entertainment industry that IP still has the power it always has.

The unprecedented success of the Barbie film has breathed new life into the iconic brand. With this Barbie mobile game, Mattel is not only going to reach the younger demographic but also teens and adults. Mattel is tapping into a rich vein of nostalgia, while simultaneously embracing the messaging and themes of empowerment displayed in the film.

Moreover, the choice to involve Zynga and Rollic, is great move. When entering new spaces, leverage experts in the space you’re entering and that’s exactly what they’re doing here.

This strategy not only promises to expand Barbie's digital footprint but also sets a precedent for how traditional brands can leverage modern technology and storytelling techniques to reach their audience.

A huge shoutout to Mattel and everyone working on the Barbie brand. It can’t be understated how incredible the work they are doing right now truly is.

- Zach Eller (Private Lobby)

✨ The 2024 Streamer Awards

One of the best esports players of all time, Oleksandr "s1mple" Kostyljev is joining the Saudi Arabia-based org Team Falcons. S1mple was previously on NAVI for the past 8 years, joining when he was only 16 years old.

S1mple will be on loan with The Falcons for a month at this moment, details about compensation weren’t announced - but s1mple joked about it when asked on stream. 😂

“What is the Falcons salary? $1,000,000 per month. I feel like a football player” 
- Oleksandr "s1mple" Kostyljev when asked about his salary on stream

Following the end of CS:GO, s1mple took a step back from the competitive scene to focus on his mental health, a well-deserved break after 8 years in a row competing at the highest level. S1mple will make his CS2 debut at the BLAST Premier Spring Showdown next week starting March 6th. 🏆

👀 Our POV

Saudi Arabia’s involvement with both traditional sports & esports has been on the rise in the past few years, with the country recently announcing the “Esports World Cup” hosted in Riyadh set to take place in July of this year. With big-name athletes such as Cristiano Ronaldo (The GOAT), Neymar, and Karim Benzema - esports athletes were bound to start making the move at some point.

Two things I’ll be looking for…

1) Will fans of s1mple also become fans of Falcons & their other teams or if they will just be supporting their favorite player when he plays… 🤔 

2) How will Team Falcons take advantage of having one of the best players in esports on their roster, whether it be building up a stronger international fanbase, monetizing him, or creating more content with him… 🐐
 
- Justin Palacios (Private Lobby)

🌎 Nvidia is taking over the world

Nvidia has reached a massive milestone for the company once seen as an endemic gaming brand. With its market cap surpassing $2 trillion, the company is among the most valuable globally, ahead of giants like Google and Amazon.

This achievement is attributed to the booming demand for AI-focused chips, a sector where Nvidia has dominated with the rise of ChatGPT and others. From hitting a trillion-dollar valuation in 2023, Nvidia's worth has doubled in just nine months, underscoring the intense need for advanced AI chips.

Despite this financial success, questions arise about Nvidia's commitment to the gaming community, given its heavy investment in AI technologies. The company's supercomputers, crucial for AI development, share technology with popular gaming GPUs like the RTX 4090, suggesting a continued, if evolving, commitment to gaming. Nvidia's CEO, Jensen Huang, reassured gamers that the company remains dedicated to them, although the surge in AI demand might influence GPU pricing. This balancing act highlights Nvidia's pivotal role in both advancing AI technology and sustaining its foundational gaming market.

👀 Our POV

Nvidia is surfing a tidal wave powered by AI. Nvidia's strategic pivot towards AI-focused chips is going to go down in history. The companies surge in valuation underscores the demand of AI hardware. It's a testament to Nvidia's foresight, innovation, and adaptability.

However, Nvidia's focus on AI has raised some questions and concerns within the gaming community. The potential impact on GPU pricing due to heightened demand from AI could strain Nvidia's longstanding relationship with gamers. Yet, CEO Jensen Huang's reassurance to gamers shows a bit of how Nvidia is attempting to balance the two.

My take: Nvidia is fueling the AI revolution and it’s great to see. Full stop. Nvidia has no obligation to keep GPU prices low just to service their original customer base. Hopefully they can find a way to do both but if I’m Nvidia, I would be entirely focused on continuing to stay ahead of the pack in the AI chip game.

Does this present an opportunity for Intel or others to capture the gaming market that Nvidia may begin to neglect? Potentially.

- Zach Eller (Private Lobby)

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Disclaimer: our views are ours and in no way represent those of our employers.