Esports Company HyperX Uses Las Vegas Esports Arena to Launch Marketing Campaign

January 10, 2019January 10, 2019 Alan Snel Alex Tuch, Gordon Hayward, Joel Imbiid, JuJu Smith-Schuster, Malcolm Subban

By ALAN SNEL

LVSportsBiz.com

LVSportsBiz.com photos by Daniel Clark

The California-based esports equipment maker that bought the naming rights to the esports arena at the Luxor two months ago is on a mission to grow big league video game competition into the mainstream world.

HyperX, which rolled out new headset and speaker equipment at 180,000-visitor CES in Las Vegas this week, showed off new promotional artwork that included professional sports stars Gordon Hayward of the NBA Boston Celtics, Joel Imbiid of the NBA Philadelphia 76ers and JuJu Smith-Schuster of the NFL Pittsburgh Steelers at the HyperX Esports Arena Las Vegas Wednesday night.

Enlisting mainstream sports stars who enjoy gaming is part of the “We’re All Gamers” marketing theme that HyperX is stressing.

The company, which is based in Fountain Valley, California, has 550 gamers who are also brand ambassadors. HyperX’s naming rights deal is with partner Allied Esports, which runs the esports arena under a deal with the MGM Resorts International-owned Luxor. The arena is a former club that opened less than a year ago.

Not only is an esports company like HyperX using pro sports personalities to sell and expand its brand and the video game world, pro teams like the Vegas Golden Knights understand the power of the esports demo to try and grow its hockey brand.

Case in point: In April, the Golden Knights launched the VGKTwitch Channel on Twitch.tv In fact, in June the NHL staged a hockey esports championship at the HyperX Esports Arena Las Vegas at the Luxor.

Golden Knights young players Alex Tuch, a forward emerging as a star in the NHL, and Malcolm Subban, a goalie who backs up star goaltender Marc-Andre Fleury, are gamers and have participated in media gaming events at the esports arena.

Allied Esports and the Golden Knights are forging a closer business relationship because the Knights business people realize the esports demo is a group that can be tapped for future VGK fans, said Brian Fisher, an Allied Esports spokesman.

HyperX even has a naming rights deal with a giant esports truck and rig, which is on display at the Sands Expo Convention Center at CES this week.

And HyperX is also the official gaming headset sponsor for the NBA Dallas Mavericks and Philadelphia 76ers, said Mark Tekunoff, a HyperX spokesman.

HyperX spokesman Mark Tekunoff Wednesday night.

HyperX is having the official marketing campaign announcement Tuesday, when videos will be released showing the promotions. Here’s a small nugget of the promotion.

ADVERTISEMENT

Follow LVSportsBiz.com on Twitter, Facebook and Instagram. Contact LVSportsBiz.com publisher/writer Alan Snel if you want to purchase his new released book, Long Road Back to Las Vegas.

Alan Snel

Alan Snel brings decades of sports-business reporting experience to LVSportsBiz.com. Snel covered the business side of sports for the South Florida (Fort Lauderdale) Sun-Sentinel, the Tampa Tribune and Las Vegas Review-Journal. As a city hall beat reporter, Snel also covered stadium deals in Denver and Seattle. In 2000, Snel launched a sport-business website for FoxSports.com called FoxSportsBiz.com. After reporting sports-business for the RJ, Snel wrote hard-hitting stories on the Raiders stadium for the Desert Companion magazine in Las Vegas and The Nevada Independent. Snel is also one of the top bicycle advocates in the country.

July 5, 2021

LVSPORTSBIZ.COM, launched June 2017: We are a digital magazine providing market-leading news, intelligence, enterprise and breaking info on Las Vegas’ sports/stadium industry. Our stories are quoted nationally and we set the sportsbiz news agenda in Las Vegas. Publisher Alan Snel has reported on the business of sports and stadiums in Denver, South Florida, Seattle and Tampa besides Las Vegas and is considered a national authority on the topic.

ADVERTISEMENT: Please shop at Jay’s Market at 190 East Flamingo at the Koval Lane intersection east of the Strip. Jay’s Market is the official presenting sponsor of LVSportBiz.com’s stories.

Hirings and Firings:

Las Vegas Aces President Nikki Fargas said the Aces are not renewing the contract of General Manager Natalie Williams. The Aces hired Williams as the team’s general manager in April 2022.

Vegas Golden Knights said the NHL club has signed defenseman Shea Theodore to a seven-year contract extension worth an average annual value of $7,425,000.

Our coverage of the Athletics stadium project in Las Vegas.

Mark Rosentraub on A’s stadium site on Strip.

Big League Sports With Small Town Politics

Man of Many Hats

Athletics’ long, strange journey for new ballpark

Athletics consultant Jeremy Aguero is eye of Las Vegas’ sports hurricane

How Deal Was Made For A’s Ballpark On Strip

Bally’s Corp, Gaming & Leisure Properties team up with A’s for ballpark on Strip

Bally’s Corp Chairman Wants Hotel Open When A’s Stadium Is Ready In 2028

To contact LVSportsBiz.com Publisher Alan Snel or buy his book, Bicycle Man: Life of Journeys, email him at asnel@LVSportsBiz.com

LVSportsBiz number for 2024: $1,178,161,041. That’s the amount of debt Las Vegas (actually, Clark County) owes for its public share of building the Raiders’ Allegiant Stadium.