Miller Lite and Complexity Gaming Refocus Diversity Efforts

Texas-based Complexity Gaming just inked a one-year renewal and expansion of its partnership with Miller Lite as brands continue to grow their relationships with esports companies and teams. The companies plan to develop a limited-edition merchandise collection and create additional content, including a series centered on amplifying minority players. Complexity reported 22% growth in content audience viewership YoY. “Our relationship with Miller Lite has continued to grow organically well into year three of this partnership,” said Bee Yancey, senior director of partnerships at Complexity Gaming in a statement. “We’ve had great success with Miller Lite creating engaging content and brand activations, and look forward to expanding further into merchandise and developing positive social initiatives for the gaming ecosystem.” Esports investment delivers The viewership of livestreamed games has increased globally by 69% in the last year, according to The ROI of Esports report, conducted by Nielsen Sports & Entertainment and London-based esports team Fnatic. Since 2016, sponsorship revenue has grown at a compound annual growth rate of 21.4%. The opportunity to reach the Gen Z and millennial demographics with content that usually engages audiences for hours holds obvious appeal to brands whose logos appear throughout the livestreams. Other major marketers that have partnered with esports teams and sponsored tournaments include Ralph Lauren, Tampax, Pizza Hut and Heinz. Miller Lite and Complexity's co-branded clothing line will arrive later this month and includes a jersey, hoodie, T-shirt and hat. Plans are also in the works to create content that elevates a diverse cast of voices in the esports and gaming community, including LGBTQ+, LatinX and women gamers, while supporting charitable initiatives. The first of these streams aired on Miller Lite's Twitch channel and highlighted women's influence in the industry, in celebration of Women’s History Month. Cultivating a three-year relationship Miller Lite became the exclusive alcoholic beverage of Complexity Gaming in 2019, which includes sponsoring the Miller Lite Player Lounge at Complexity’s headquarters. The brands expanded their partnership in 2020, adding streaming content such as live gameplay and players of legal drinking age hosting themed streams. "Miller Lite is a fan of gaming—and we know our fans are too," senior marketing manager James Nanney said. "Complexity has been an incredible partner to help us form meaningful connections amongst this audience, the same they would over an ice-cold beer." Complexity Gaming operates out of the Gamestop Performance Center inside the Dallas Cowboys headquarters in Frisco. Cowboys owner Jerry Jones and real estate investor John Goff acquired a majority stake in Complexity in 2017. Then in 2021, Complexity was acquired by Toronto-based GameSquare Esports for $26.7 million in an all-stock transaction. As part of the acquisition, Complexity’s ownership group increased its stake in esports and became major shareholders in GameSquare. The company generated $3.4 million in revenue in 2020 and $1.4 million in Q1 of 2021. The esports outfit also counts Twitch, Herman Miller and the U.S. Army among its sponsors. Miller Lite's parent company Molson Coors released its Q4 earnings last month. Net sales increased 14.2% to $2.6 billion. The company experienced annual revenue growth for the first time in over a decade. Miller Lite saw increased net sales of 7.6%. Miller Lite’s Super Bowl Ad Will Air Exclusively in the Metaverse

Esports

Miller Lite and Complexity Gaming Expand Partnership to Merchandise, Diverse Players Series

Beer brand is among major marketers taking an interest in esports

Rafael Canton

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Rafael Canton