NRG Esports has quietly launched a new casual gamer digital media brand called Full Squad Gaming that quickly garnered a massive TikTok following, as the gaming organization tries to diversify revenue streams from just premier esports, writes SBJ’s Adam Stern.
The concept that NRG Esports co-founder Andy Miller and other execs had for FSG is to create viral content for what it calls “social” or casual common gamers, including by doing collaborations with people like pro athletes and other stars who enjoy video games. NRG launched FSG in late December and early examples of content include having Ravens QB Trace McSorley play as himself in a game of “Madden NFL”
NRG will monetize FSG through ad sales and sponsorships to start, according to president Brett Lautenbach.
FSG has more than 638K followers on TikTok after making 17 videos, almost 20K on Instagram and 53K subscribers on YouTube. NRG has brought aboard YouTube content creator Matthew “MMG” Meagher, who plays “Madden NFL” to help make videos.
“Our low key, soft launch plans for FSG got turned on their head from day one when our TikTok videos went viral and the Full Squad account ballooned to 630K followers in its first weeks,” Miller wrote in a text to SBJ. “That instant audience discovered our other social platforms and our content is off to the races.”
Given the challenge that currently remains in turning profits for U.S. esports teams, several gaming organizations are branching into various different aspects of video games to diversify their revenue streams including getting more involved with streamers and content creators, many of whom are still highly skilled players. But NRG will specifically tap into casual gamers with the FSG effort.
NRG owns the San Francisco Shock in the Overwatch League and OpTic Chicago in the Call of Duty League, while also fielding teams/players in the Rocket League Championship Series, Valorant, Apex Legends, and Fortnite.
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