My Hot Take:
- Bumble joins Sephora, DreamHack, and Dignitas on the growing trend of supporting and celebrating women in esports which is great for the industry as a whole.
- The partnership enables Bumble to leverage Gen.G's massive following and influencer Kristen “KittyPlays” Valnicek to reach a new audience and drive downloads.
- Bumble will be launching a gaming badge in its app to indicate that users enjoy playing or watching video games which will create a new audience segment for Bumble advertisers to target.
- The partnership will allow Bumble to enter new markets outside the US given Gen.G's strong global presence.
Multinational organisation Gen.G esports has entered a partnership with location-based social and dating application Bumble.
The deal will see the two parties launch the organisation’s first all-female team – named ‘Gen.G Empowered by Bumble,’ or ‘Team Bumble’ for short – that will compete in Fortnite. The app will also act as a jersey sponsor for the team.
The partnership aims to “develop new platforms to drive empowerment in the gaming community,” with Bumble launching a gaming badge in its app to indicate that they enjoy playing or watching video games.
Bumble will also become an official partner of Kristen “KittyPlays” Valnicek, Head of New Gaming Initiatives at Gen.G esports. They will collaborate on content, co-hosted events, and live-streaming activations.
Chelsea Maclin, VP of Marketing at Bumble discussed the partnership in a release: “Our mission at Bumble is to empower women around the world, and we’re proud to partner with Gen.G to continue expanding into the esports and gaming communities. We’re trying to support the women who are already building incredible communities in gaming. We’ve built strong communities through Bumble and Gen.G and we’re excited to work together to help bring the gamer community together in real life. Together with Gen.G, we want to empower women trailblazers, and make it easier for them to connect with their community whether it be through dating, friendship, or networking.”
Saira Mueller, Head of US Content for Gen.G esports added: “Here at Gen.G we really pride ourselves on providing the best resources and support for all of our pro players—regardless of their gender. Now, with Bumble on board, we can level up our support of Maddie, Tina, Carlee, and Hannah, who are some of the best female Fortnite players in the world. I’m excited to see where Team Bumble takes them and how it shifts the narrative for women in esports as a whole.”
Earlier this year, the organisation announced a $46 million (£35 million) funding round that included investment from the likes of actor Will Smith and Japanese football player Keisuke Honda’s Dreamers Fund.
Esports Insider says: Bumble isn’t the first dating app to get involved with esports – Tinder partnered with MIBR when it was revived by Immortals in 2018 – but it certainly appears to have larger, more-involved plans than its competition. With the growing support of accepting women in the industry – which is, of course, welcomed – this seems like an innovative and interesting deal.
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