Enthusiast Gaming Holdings has entered an arrangement agreement with 755 Capital Corp. and Aquilini GameCo, the parent company of Luminosity Gaming, to merge their assets.
The merger will allow the companies to have access to each other’s network to “drive further audience growth.”
Menashe Kestenbaum, CEO of Enthusiast Gaming commented on the agreement: “The merger with Aquilini GameCo and Luminosity was a strategic decision that positions us as a dominant player in the gaming industry and unlocks access to Luminosity’s 50 million dedicated esports fans and one of the largest esports franchises. Through our successful monetization strategy, we will gain extremely valuable knowledge and information on the demographic that will revolutionize the advertising opportunities we can offer to brands and sponsors.”
J55 Capital Corp. will acquire all of the outstanding common shares of Enthusiast Gaming in exchange for its own common shares. Once the merger is complete, Luminosity Gaming will enter a long-term management services agreement with Overwatch League franchise Vancouver Titans.
Steve Maida, Founder and President of Luminosity Gaming added: “We are incredibly excited about the merger with Enthusiast Gaming. Pairing our collective following of over 50 million with their 150 million monthly visitors presents significant growth opportunities with respect to content, partnerships, advertising, events and more.”
Management involved in the merger believe that the deal will create a media reach of around 200 million, including the reach of Vancouver Titans, the players and personalities under Luminosity Gaming, a plethora of gaming media websites, and over 900 YouTube and Twitch channels.
Enthusiast Gaming will use Luminosity Gaming, and its community, to produce “engaging advertising experiences.” The merger will also allow it to utilise Aquilini GameCo’s relationship with NHL side Vancouver Canucks and the Rogers Arena for sponsorship opportunities.
Esports Insider says: This is an interesting prospect, especially when you consider that Aquilini GameCo previously announced intentions to acquire Luminosity Gaming through a reverse takeover of J55 Capital Corp. Should the deal come into fruition, we can expect to see some changes coming to the public-facing parties involved – including new sponsorships and advertisements.
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