Digital media and entertainment production company Wisdom Gaming has announced a partnership with retail giant Mall of America.
As part of the long-term deal, Wisdom Gaming will debut an 18,000 square foot broadcast studio and an esports venue on level four of Mall of America.
The new broadcast studio, scheduled to open in early 2022, will offer advanced production capabilities for Wisdom’s current and future white label production partners. This includes the company’s owned and operated properties.
Jill Renslow, EVP of Business Development at Mall of America, added: “Tapping into the esports landscape has been something we’ve had on our radar for a long time, however, we wanted to ensure that we were approaching this audience in a holistic way.
“We are thrilled to partner with Wisdom Gaming, leveraging their expertise in the space to establish Mall of America as the premier esports destination hub for guests, and global esports fans alike.”
The split-level esports venue will feature a gaming lounge with food and beverages; seating for a live studio audience, and a retail shop.
According to the release, both venues will provide brand and media partners with a platform to engage with esports communities through offering individual naming rights, advertising, and sponsorship opportunities.
Nicole DuCane, VP of Sales and Partnerships at Wisdom Gaming, commented: “Wisdom’s mission and expertise has been rooted in creating global esports communities and avid fandoms, making us a trusted full-service solution for the industry’s largest publishers, including Riot Games.
“By partnering with Mall of America, we are expanding our commitment to building fan affinity and providing an incredible opportunity for brands to authentically engage with esports and gaming audiences.”
Earlier this year, Wisdom Gaming also teamed up with Riot Games for the North American League of Legends: Wild Rift: Summoner Series.
Esports Insider says: Through this partnership Wisdom Gaming will gain valuable access to a wider audience, that may or may not be familiar with the esports and gaming community. On the other hand, Mall of America will take advantage of the booming esports industry to potentially draw fans and gamers to its premises, which could also boost its retail conversion.