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“We’re unifying two communities”: LiveXLive to bring esports to festivals

A multi-year partnership with esports venue giant Allied will see mobile 'LiveZone' trucks melding music and gaming at LiveXLive festivals worldwide

By Jon Chapple on 29 Aug 2019

Allied's venues include the 56,000sqft Lianmeng Dianjing LGD Gaming Hangzhou Arena in China

Allied's venues include the 56,000sqft Lianmeng Dianjing LGD Gaming Hangzhou Arena in China

image © Allied Esports

US festival video platform LiveXLive has announced a multi-year partnership with China’s Allied Esports, which owns a network of esports venues and content production facilities, in a deal the pair say provides “a unique opportunity for new revenue streams by connecting the $9 billion live music industry with the $100-plus billion esports and gaming industries”.

The collaboration will see Allied’s fleet of mobile esports venues, dubbed Esports Trucks, used to create create original “live esports experiences” and other gaming-related content at music events and festivals throughout the world.

That content includes LiveZone, a travelling studio broadcasting a mix of music news, commentary, festival updates and artist interviews from LiveXLive’s roster of festivals – as well as hosting performances by artists under the banner LiveXLive Presents and providing festivalgoers with competitive videogaming activities.

‘Live Zone Live from the HyperX Esports Truck’ will debut in Las Vegas on 21 September, in conjunction with LiveXLive’s live video stream of the iHeartRadio Music Festival.

Esports-specific revenues are on track to exceed US$1bn in 2020, reflecting increasing buy-in to the burgeoning competitive videogaming sector by corporate brands and traditional sports and entertainment businesses.

Alongside live shows by YouTubers, internet personalities and other online ‘influencers’, esports is an important growth area for live entertainment businesses, prized for its ability to fill arenas and stadia with thousands of young fans who may have little interest in concerts or other forms of live entertainment.

“With this partnership, we are bringing the two fastest-growing live entertainment categories together”

In May, German concert giant DEAG became the latest live music company to invest in the esports sector, joining music companies including AEGCAAMSG, Australia’s TEG and France’s Vivendi which have acquired stakes in, or partnerships with, major esports competitions and teams.

“With this partnership, we are bringing the two fastest-growing live entertainment categories together, enhancing the experience for both consumers and brands,” says Rob Ellin, chairman and CEO of LiveXLive, whose festival livestreaming partners include Rock in Rio, Sziget, Paléo Festival Nyon, EDC Las Vegas and Montreux Jazz Festival.

“We’re also unifying two distinct communities – music fans and gaming fans – while at the same time continuing on our promise to provide the best in streaming entertainment to our core audience.”

In addition to its concert streams, Nasdaq-listed LiveXLive produces its own original music content, and also owns ticketing company Wantickets, management firm LXL Influencers and digital radio business Slacker. With esports, the company is understood to be diversifying further beyond music streaming amid investor pessimism about its business model.

Allied Esports, meanwhile, has 11 esports venue properties, including Esports Arenas in Las Vegas; Oakland, California; HyperX Esports Studio in Hamburg; and five arenas in China, including in Beijing, Shenzhen and Hangzhou. Its 12th arena, operated by Allied-affilitated Fortress Esports, will open in Melbourne later this year.

“Esports and gaming represent an expansive and emerging audience that has been incredibly hard to reach by those targeting its demographic,” says Jud Hannigan, CEO of Allied Esports. “Partnerships with forward-thinking companies like LiveXLive will allow us to continue to bridge the gap between esports and other entertainment industries and deliver high-end, brand-friendly experiences and content for consumers around the world.”


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