Fnatic has announced it will be partnering with the Chinese eSports agency B.O.O.T in order to tap into the growing eSports market in the country and promote better engagement between Eastern and Western eSports companies.
The deal has come to fruition through the relationship between Fnatic’s Chief Gaming Officer, Patrik Sattermon, and former Fnatic player, Harley “dsn” Orvall, who joined B.O.O.T as a coach in October 2016. The collaboration will see B.O.O.T handling the distribution of Fnatic content across social media, while also contributing unique content specifically geared towards a Chinese audience. They will also assist with marketing and business development in the country to further promote the Fnatic brand.
“We are very excited to launch this strategic partnership with B.O.O.T, and we look forward to pushing the global boundaries of esports together,” said Sattermon. “Fnatic and B.O.O.T share the same vision of making esports more global, and this partnership will allow us to bridge the gap and close the distance between Western and Eastern esports."
Plans are already in motion to grow the partnership further in the next few years, with discussions already taking place with regards to academy programming, gaming accessories and licensing, and gaming center activities.
“China is a growing esports market, and this strategic partnership represents yet another milestone in Fnatic’s mission to connect the world through esports,” say Fnatic.