Posted on by GameGnome

Allied Esports and LiveXLive to bring together eSports and live music

LiveXLive Media  and Allied Esports Entertainment, Inc.  announced a multi-year partnership to create original live esports experiences and related content at music festival and events throughout the world.  Allied Esports’ fleet of mobile esports venues, the HyperX Esports Trucks, will serve as content generation hubs, providing a unique opportunity for new revenue streams by connecting the $9 billion live music industry with the $100+ billion esports and gaming industries.


Under the terms of the agreement, LiveXLive and Allied Esports will collaborate to activate LiveZone, LiveXLive’s traveling studio that originates from music festivals and events to broadcast a hosted mix of music news, commentary, festival updates and artist interviews.   The HyperX Esports Trucks, which provide full event and production capabilities, as well as crowd-facing LED displays, player stations, and a VIP lounge, will serve as a home base for LiveZone and provide competitive gaming experiences to festival attendees.  LiveXLive will also host performances by the hottest bands – from new artists to superstars – live from the HyperX Esports Truck stage as part of LiveXLive’s ongoing original concert series, LiveXLive Presents.   Live Zone Live from the HyperX Esports Truck will debut in Las Vegas on September 21, 2019, during the same weekend that LiveXLive will be livestreaming the iHeartRadio Music Festival.

“With this partnership, we are bringing the two fastest-growing live entertainment categories together, enhancing the experience for both consumers and brands,” said Rob Ellin, Chairman and CEO of LiveXLive.  “We’re also unifying two distinct communities – music fans and gaming fans – while at the same time continuing on our promise to provide the best in streaming entertainment to our core audience.”

“Esports and gaming represent an expansive and emerging audience that has been incredibly hard to reach by those targeting its demographic,” said Jud Hannigan, CEO of Allied Esports.  “Partnerships with forward-thinking companies like LiveXLive will allow us to continue to bridge the gap between esports and other entertainment industries and deliver high-end, brand-friendly experiences and content for consumers around the world.”

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