BERLIN (CelebrityAccess) — German live entertainment company DEAG Deutsche Entertainment Aktiengesellschaft (DEAG) announced it was throwing its hat into the eSports ring.
On Wednesday, DEAG announced its subsidiary Handwerker Promotion e. GmbH, was forming a partnership with Wizard Promotions Konzertagentur GmbH and eSports specialist Ally4ever Entertainment GmbH, to establish a unique eSport stadium event in Germany.
DEAG will hold a minority interest in the joint venture with the option to increase its stake until 2022.
The three-day event will feature multiple game titles and see teams from around the world competing for a total prize pool of 3.5 million euros. Along with the video games, the event will also feature international stars from music, film, sports, as well as social media influencers. DEAG did not reveal a roster of the games that will be showcased at the event.
The launch campaign for the new Berlin event will begin in the summer of 2019.
Prof. Peter Schwenkow, CEO of DEAG: “The potential of the eSport segment is immense, and our company has the opportunity of expanding into a new, fast-growing live entertainment sector with a young target group to gain a knowledge and experience advantage with experienced partners for further growth opportunities in this rapidly growing entertainment format.”
Fred Handwerker, Managing Director of Handwerker promotion: “This new partnership sets new standards in a very young and rapidly developing live event sector, which makes us all the more happy to be part of this forward-looking event.”