Evil Geniuses and LG Electronics have partnered to make LG UltraGear the official gaming monitor of the North American organisation.
The monitors will be installed in Evil Geniuses’ facilities in Seattle and Los Angeles, and will be used by players and the staff in each location.
LG UltraGear will feature in digital content as well as exclusive streams from Evil Geniuses’ players. The company’s logo will also appear on the organisation’s jersey, a facet of the deal which was announced alongside a rebrand.
Both legacy brands are currently going through changes. Evil Geniuses is in the midst of a heavily publicised rebranding that was criticized by founder and former CEO Alex Garfield, who seems to have come around to the changes recently.
Nicole LaPointe Jameson, CEO of Evil Geniuses, told Esports Insider: “At Evil Geniuses it’s long been our core partnership strategy to build lasting relationships with our partnerships and unique activations to be bespoke for our partner’s needs. As part of our rebranding, we’re more overt about the cornerstones that our brand stands on, and accordingly we’re able to easily align with partners that share that mindset — like LG.
“We are proud of our history of bringing new partners into the space and ensuring an ease of entry into esports. Whether it is Monster who has been a partner since 2011 or even AMD since 2016, our fans support our partners which gives confidence for new partners to join the EG family, and we saw it again as we continue to build these long-lasting collaborations when we onboarded LG as our newest partner.”
LG, on the other hand, has recently launched LG Gaming, a dedicated esports social media channel. However, it was launched by LG Electronics UK and the partnership with Evil Geniuses is directly with LG Electronics USA.
Michelle Fernandez, Head of Home Entertainment Marketing for LG Electronics USA, told Esports Insider: “As a global brand, LG UltraGear aims to raise the bar in competitive gaming and demonstrate innovation beyond boundaries, and while individual markets might have different sponsorships and partners that are unique to their players and environment, the mission of the brand is always to bring gamers the hardware they need to gain that edge and win. Initially the partnership with EG is focused on the US market.”
Esports Insider says: While LG and EG’s partnership and the creation of LG Gaming come from different regions, the company is clearly focusing more on esports recently. EG seems to have navigated a potential catastrophe with Garfield’s public comments and is taking a storied esports organisation into a new era – with a new partner.