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Published: June 3, 2021

Written by: Hannah

Building a brand takes time and effort regardless of which field you’re in – but for Able Esports, it’s all about the content. Leveraging strategic partnerships across the world, this esports organization offers brands and audiences alike a unique view into the world of competitive gaming.

Putting Players First

Founded in 2018, Able Esports is a Canadian esports organization that fields teams in Counter-Strike: Global Offensive (CS:GO), Fortnite, VALORANT, and Rainbow Six: Siege. In addition to their competitive players, Able hosts a team of content creators who continually engage audiences.

“We founded Able Esports because we saw an opportunity in the Canadian and Quebec markets with a potential gap in offering as far as esports teams and events were concerned,” Able Esports VP of Business Development, Emil Vanjaka told Esports Grizzly. “While passion for esports is always key for success, and obviously remains at our core, a structured business and legal approach are often lacking in the industry.”

An avid gamer, Emil combined his knowledge of business development and law to address an all-too-common problem in the video game industry—mistreatment of players, either intentional or out of ignorance.

“With all the controversial headlines we see going by in esports, our vision with Able is to do things differently and more transparently while putting our players first,” he explained.

Leveraging Partnerships to Build The Brand

Esports didn’t grow to become a $1 billion industry by working alone. Able Esports has formed several strategic partnerships from broadcasting (ES1, GINX) to apparel (H4X, Shiq Wear) and worthy causes (Women in Games, VGF). The company is also dedicated to working and growing alongside local brands. Partners GURU Energy, H4X, Shiq Wear, and VGF were all founded in Quebec, just like Able Esports.

“We are thrilled to work closely with our growing list of endemic and non-endemic partners and collaborators,” said Emil. “Together, we are working towards elevating esports within Quebec, Canada, and abroad.”

While some brand partnerships seem like a natural fit – esports tournament and scholarship site eFuse, for example – brands that are non-endemic to gaming shouldn’t hesitate to learn more about esports partnerships.

“Brands are increasingly looking at entering the high-growth esports market, but they don’t always know how to go about doing that,” he said. “We are here to work with these partners and offer them a stepped approach in entering the market in an organic fashion.”

The esports industry needs more non-endemic brands to get involved and enter this increasingly attractive market,” Emil added. “This, however, more often than not requires a non-insignificant level of education, which we are thrilled to be able to offer our partners.”

Content is King

According to Newzoo, 474 million people will tune in to live esports content in 2021, representing an increase of 8.7% year-over-year. Translation? Audiences want to hear from you.

“As the great Bill Gates once said, ‘Content is King,’ said Emil. “Many esports organizations sometimes lose sight of what they truly offer, which is entertainment, and subsequently a place where both endemic and non-endemic brands can reach a passionate underlying market.”

Able Esports’ small but scrappy group of content creators embody the organization’s drive to put players first. Big or small, Emil and his team believe that driven gamers deserve an audience long into the future.

“We will continue to work on offering high-quality, exciting content for our fans to grow our community and put local players, teams, and talent on the world stage, where they belong,” he said.

Be sure to keep an eye out for Able Esports as it continues to grow in the market through esports content and strategic partnerships. Esports may be more commonly known than it was just a few years ago, but it is still a very young industry. Up and coming brands like Able Esports are still finding new and innovative ways to improve the industry as a whole without losing sight of what made esports special in the first place – its heart.

The piece was contributed by HB Duran and is non-sponsored content.If you want to share your thoughts on esports on Esports Grizzly, please get in touch with us via [email protected].

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