Whether you are a hardcore gamer or a casual fan who dips in and out of titles, there is simply no denying that great gaming technology can make a big difference to your experience. Fortunately, these days, players are spoil for choice with the quality of equipment available.
One of the most storied esports orgs has joined #TeamRazer. Welcome to the fam, @NIP! Stay tuned for more. pic.twitter.com/YKZ2Uzvca0
— Team RΛZΞR (@TeamRazer) July 7, 2021
Any regular readers will know that there is always plenty going on in the world of gaming technology and accessories, as big brands work to push capabilities to a new level. One of the best-known is undoubtedly Razer and the organization has been in the news due to a major announcement in recent days.
Fresh Innovations
Razer always seems to be developing fresh, innovative technology and we have covered some of its most notable unveiling in recent weeks. For example, the Razer Raptor 27 is thought to be the first THX-certified gaming monitor in the world, while a new charging system has also been launched. Then there’s the Razer USB-C GaN charger, a Gallium Nitride device that allows users to charge up to four devices at the same time.
Now, even more exciting new releases could be in the pipeline, following the news that the company has linked up with eSports team Ninjas in Pyjamas. Under the terms of the agreement, players representing the organization will get access to a range of equipment from Razer, including items such as headsets and keyboards.
Furthermore, Razer also states that it is going to work with Ninjas in Pyjamas on research and development into new eSports products. The company added that the aim was to create new equipment that would “push the boundaries of gaming performance”. Yann Salsedo, head of eSports (EMEA) at Razer, added that the partnership brought together “two longstanding eSports giants”.
Big Impact
As the Razer statement highlights, Ninjas in Pyjamas is arguably one of the best-known names in the world of eSports. The organization was established in Sweden all the way back in 2000 and it has gone on to have a big impact as the scene has developed.
According to the industry website eSports Earnings, the brand was initially founded as a Counter-Strike team and it is thought that most of its earnings have come from that part of the eSports world. In fact, the website estimates that Counter-Strike: Global Offensive (CS:GO) accounts for around half of its winnings. However, it adds that the team has been involved in plenty of other games as well, including the likes of Dota 2, Rainbow Six and League of Legends.
The recently confirmed deal with Razer builds on the team’s existing partnerships, including its relationship with the online betting brand and eSports specialist Betway. The company explains that its link-up with Ninjas in Pyjamas is just one of several eSports sponsorship deals that it is involved in, as it also has relationships with PSG LGD, Invictus Gaming and DreamHack Masters, showing the increased demand for strong branding relationships within the eSports scene.
Fresh Collaborations
The partnership between Razer and Ninjas in Pyjamas is notable for several reasons, but it particularly highlights just how massive eSports sponsorship has become as a concept.
Many different collaborations have emerged in recent times as brands look to get involved in the area. For example, we highlighted last year how Gucci had worked with Fnatic to create a limited-edition dive watch. The timepiece has a black and orange colorway, as well as a stainless-steel case and the Fnatic logo at the six o’clock mark. Last month, i-D also revealed that Ralph Lauren has developed a partnership with G2. The website explained that Ralph Lauren will sponsor the team’s kit and also work with them on campaigns across platforms including TikTok and Twitch.
Elsewhere, Guild eSports recently confirmed that Samsung has been named its Official Display Partner. The press release on Gamasutra revealed that the deal marked Samsung’s first-ever partnership agreement with a UK eSports team, while the company would provide monitors, displays and signage to the organization as part of the one-year agreement. The announcement states that Samsung and Guild have “the same vision” for eSports and added that they are committed to providing quality technology and infrastructure to professionals in the industry.
A Fascinating Time
It is undoubtedly a fascinating time in the world of eSports right now, with interest in the area building among fans and big companies. The latter has certainly been highlighted by the recent activity related to sponsorships and collaborations and it will be interesting to see how such trends develop in the coming year.
The Razer partnership with Ninjas in Pyjamas is particularly eye-catching and, considering the technology brand’s track record, we look forward to seeing the equipment that ultimately emerges from their work together.
Featured image: Razer.
