Chinese organisation LGD Gaming and esports agency BGoose Culture have purchased a franchise spot in Honor of Kings’ professional league King Pro League (KPL).
After LGD Gaming and BGoose Culture acquired a roster from Team Hope, they spent 80 million RMB (£8.8 million) to purchase the franchise spot in KPL and jointly form LGD.BGoose.
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This isn’t the first time that LGD Gaming has operated within the Chinese mobile esports scene. Last year, LGD Gaming disbanded its Overwatch team and subsequently formed teams to compete in CrossFire, PopKart, and Honor of Kings.
In 2019, King Pro League established long-term partnerships with smartphone brand Vivo, automobile giant SAIC Volkswagen, and apparel brand HLA Jeans, among others. Looking forward, the league has announced that it will build six home venues in 2020.
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In terms of co-branding its teams with partners, LGD Gaming operates LGD.PSG alongside Paris Saint-German and LGD.REC with Team Reciprocity.
The organisation rebranded its main identity in December last year to celebrate its 10th year anniversary, unveiling a new logo, club mascot, song, and spokesmen during a ceremony in Hangzhou.
Esports Insider says: Tencent’s efforts and LGD’s investment already indicate that 2020 will be a great year for China’s mobile esports scene. This particular ecosystem has attracted a unique demographic which differs quite a lot from traditional esports and it’s believed that new business models are to emerge from Chinese mobile esports entities before long.
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