• Vodafone Spain cements e-sports strategy with sponsorship deal, Vodafone Germany follows suit.

Vodafone bolsters play in European e-sports scene

Vodafone bolsters play in European e-sports scene

Source: Florian Olivo / Unsplash

Vodafone Spain (VfS) trumpeted the arrival of a new programme on its dedicated e‑sports channel, which was launched on the Amazon‑owned streaming platform Twitch in 2017 (Vodafonewatch, #157). The #PlayFaster e‑sports show takes place once a fortnight and is said to feature Spain’s top video game players and personalities. VfS said the programme is hosted by the streamer Revenant, with support from regular VfS e‑sports presenter Maya Pixelskaya. The move appears to add further ballast to the OpCo’s e‑sports strategy, also highlighted by its continuing sponsorship of the Vodafone Giants e‑sports team. Although other Group OpCos have dipped their toes into the e‑sports market, VfS has embraced this new form of video content with noticeable enthusiasm, adopting the @EsportsVodafone Twitter handle, for example.

Elsewhere, Vodafone Germany sponsors the mousesports club, and Vodafone is a marketing and technical partner of e‑sports contest organiser ESL, owned by Swedish digital entertainment specialist Modern Times Group. E‑sports activity can be viewed in the wider context of the Group’s cloud gaming and 5G offerings, including 5G‑focused streaming partnerships with Hatch in Germany, Italy, Spain, and the UK (Vodafonewatch, #175, #177, #179, and #180), and a collaboration between Vodafone UK and Microsoft on the software giant’s upcoming Project xCloud games streaming offering (Vodafonewatch, #180).