LG Electronics is a multinational electronics company based in South Korea. The company also has hand in the gaming world and have recently made moves to expand it. Their UK sector has launched an eSports and gaming channel called LG Gaming in collaboration with Kairos Esports. The new venture will highlight LG Electronics gaming hardware and feature an assortment of gaming related content. Specifics have not been given beyond that, but a preview was posted to the LG Gaming Twitter page.
Game time. pic.twitter.com/990oN9oBAh
— LG Gaming (@LGGaming) May 18, 2020
Carolyn Anderson, Marketing Director at LG Electronics UK, speaks to Esports Insider about the inspiration behind the channel, saying “The gaming and eSports community is one of the most unique and exciting communities in the world, and as one of the leading providers of eSports products, it’s incredibly important to us to have a real and authentic involvement with the culture.” The company has had a lasting footprint in the eSports industry, most notably teaming up with FaZe Clan on a number of projects since 2017, including a PUBG exhibition at DreamHack Atlanta. The new channel will allow them to assert their presence in the space and highlight their contributions to the industry. Anderson notes the significance of this step, saying “LG Gaming provides us with a new opportunity to connect and get involved in a way that we never have before…” Their partner, Kairos Esports, is an esports agency based in the UK, who has made their own waves in the community.
Drew Townley, CEO of Kairos Esports, also commented to Esports Insider, saying “It’s a really exciting time for us at Kairos Esports… having now launched many of the largest and most successful gaming and esports brand activations globally within the last year… we can’t wait to show the gaming and esports community just how valuable LG Gaming can be to them.” One of the agency’s biggest successes is their work establishing Kentucky Fried Chicken’s gaming initiative, KFC Gaming. Esports Insider credits them with setting “an authentic precedent for nonendemic brands looking to get involved with the space.” Townley goes on to say that Kairos Esports is placing a lot of focus on this new partnership with LG Gaming. Signs point to this being a fruitful alliance.