- Allied Esports will cease use of the ELC Gaming brand, instead rebranding its European arm as Allied Esports.
- ELC Gaming was fully acquired in September when Allied Esports obtained the remaining minority shares to join its majority holding.
- Allied Esports owns the HyperX Esports Arena Las Vegas, as well as the HyperX Esports Studio, and HyperX Esports Truck.
Allied Esports has announced that the ELC Gaming brand will be retired and that the company’s European efforts will continue under the Allied Esports brand going forward.
The move follows Allied Esports’ acquisition of the remaining minority shares of ELC Gaming in September, which gave it a 100% controlling interest in the company. ELC Gaming’s founders and minority shareholders exchanged their respective shares for those of Allied Esports. Co-founder Leon Groenewoud is now Allied Esports’ VP of gaming and esports.
Founded in 2016, the Hamburg, Germany-based ELC Gaming organizes tournaments and creates content around esports. Now fully under the Allied Esports umbrella, the European arm currently manages operations of the newly-renamed HyperX Esports Studio in Hamburg, as well as the HyperX Esports Truck “Big Betty”—a mobile, transformable esports stage.
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“ELC Gaming’s full commitment to Allied Esports and the global ecosystem we are developing is an incredible indication of the powerful offering we are building in the esports market,” said Frank Ng, co-CEO of Allied Esports parent company Ourgame Holdings International, in a release. “As we continue to scale through additional flagship arenas, affiliate partnerships, global content platforms and new online services, it is imperative that our brand is consistent and strengthens across all regions.”
Allied Esports also owns the HyperX Esports Arena Las Vegas. Both Allied Esports and sister company World Poker Tour are in the process of being acquired by Black Ridge Acquisition Corp, pending approval by shareholders and U.S. regulators and the satisfaction of closing conditions. If completed, the new company will be known as Allied Esports Entertainment, Inc.