Gaming and esports organization LOUD announced Tuesday a comprehensive promotional partnership with betting platform Midnite "to introduce its intuitive design for esports and traditional sports wagering to LOUD’s 300 million global followers."
The parties call the partnership "a landmark commitment" which will see the campaign will stretch throughout 2022 and produce original content for social media and digital video channels, featuring many of LOUD’s top influencers. Brazil-headquartered LOUD calls itself the first gaming organization to record a billion views on YouTube.
Matthew Ho, co-founder of LOUD, said : “When considering international wagering partnerships, Midnite distanced themselves with a powerful brand and active community. We knew immediately they were the partner for us."
"Betting on your favorite esports or traditional sports teams should be fun, easy, and safe. We’re thrilled to welcome Midnite as one of LOUD’s premier branding partners," Ho added.
As wagering enters the Brazilian market, partnering with "a native brand that could not only speak the language but also participate in cultural conversations" was critical to Midnite, the betting brand stated.
Midnite co-founder Nick Wright added: “We are thrilled to be working with the teams at LOUD. This is more than just a standard sponsorship deal, together we are pioneering a new meta for org partnerships."
"We share the same values on being a relatable and trustworthy brand for GenZ players to engage with their favorite games — whether that’s sports, esports or casino games — and we are really looking forward to creating memorable moments for fans to enjoy," Wright further noted.
Content including platform tutorials, creator-led “hot picks” and regular callouts will provide expert opinions on premier matches, introduce the platform to curious consumers, and familiarize them with the mechanics of wagering, the parties explained. Content dedicated to illustrating restraint and exercising caution when wagering will equally dominate the campaign’s promotional effort.
Diego Tagliaferro, Midnite's country manager for Brazil, commented: “This is the most significant partnership deal in our young company’s history, and we are very excited to work with such an amazing organization as LOUD. They are not only the largest esports organization in Brazil but also carry the same principles as Midnite, ensuring a collaborative and complementary partnership for months to come.”
In addition to Midnite’s promotional commitment, LOUD’s parent company, spacecaps, made a significant investment in Midnite "for a truly symbiotic relationship." As Midnite expands into new markets, spacecaps will remain an active adviser when guiding community-building efforts, "particularly in Latin America."