Endemol announced that the UK arm of its global premium channel network (PCN), Endemol Beyond, is set to launch Legends of Gaming, an international eSports channel fronted by top YouTube gamer Ali A.
Endemol has also partnered with Upper Street Events, the company behind 17 market leading shows including Gadget Show Live; for Legends of Gaming LIVE, a four day videogames expo that will be held September 3 – 6, 2015, at London’s historic Alexandra Palace.
The Legends of Gaming channel will be released later in September, featuring both up-and-coming and established YouTube stars as they battle it out in a nationwide tournament to find the ultimate gamer.
Building on Endemol’s worldwide reputation for creating hit formats with international appeal, the groundbreaking channel will stand apart from other eSports competitions by spanning all gaming genres to create an even playing field that will maximise the potential for upsets, excitement and laughs.
Adding yet more entertainment, the roster of ‘Legends’ will take on the role of their superhero alter-egos, each one crafted and shaped by the gamers to encapsulate their ethos and play on their online personas. This means elaborate, homemade outfits, cheesy catchphrases, comic book graphics and Spandex…lots of Spandex.
At the helm of the team of Legends is YouTube gaming star, Ali A, who has more than 5.5 million subscribers and over 1 billion views to his two YouTube channels, whilst averaging 100,000 new subscribers and 11 million views per week on his main channel alone.
Ali A will take on the role of host of Legends of Gaming from its launch at the end of the month. As well as providing expert commentary on games as they’re played out, he will be tasked with compiling highlight reels, countdowns, and news-and-review pieces that will live alongside the competition content.
With the initial ‘Next Generation’ tournament for up-and-coming gamers set to run from September to December, the beginning of next year will mark the beginning of the ‘Elite’ tournament, starring the household names of the platform.
All this will lead up to Legends of Gaming LIVE in September 2015, which promises to be the most spectacular gaming expo ever to be held in London. The four day event – including one exclusively for trade and press – will see 40,000 gaming fans descend on Alexandra Palace and will feature the stars of Legends of Gaming competing in live events, hosting their own sessions and meeting the public. Alongside all this will be an expo arena celebrating everything the world of videogames has to offer, including the opportunity to see and play the very latest games before they hit the shelves.
Laurence Jones, Commercial Director of Endemol UK commented, “Legends of Gaming is a perfect example of how Endemol is developing new kinds of properties and talent with fantastic potential across platforms including YouTube, live events, television and more. In doing so we’re delivering unique opportunities for brands and advertisers to achieve long term engagement with a young and passionate fan base.”
Commenting on the forthcoming release of the Legends of Gaming channel,Endemol Beyond UK Director of Digital Content, Randel Bryan, said, “Legends of Gaming is a channel that was just crying out to be made. For years we’ve seen the YouTube gaming elite entertaining their audiences from their own bedrooms, now it’s time to bring them all together, level the playing field and find out who really is the ultimate Legend of Gaming.”
Commenting on the upcoming Legends of Gaming LIVE event, Katie Ventresca, Upper Street Events said, “This marks a dramatic shift in videogaming events. Legends of Gaming LIVE will be a truly spectacular expo, built around YouTube and streamed live on Twitch – the go to places to source news & entertainment for gamers. We’ve got some incredible plans for Alexandra Palace. From AAA to indie, from mobile to home console – be it for young or for old, Legends of Gaming LIVE will have something for everyone.”
The launch of Legends of Gaming builds on the rapid growth of Endemol Beyond, which having launched in late 2013, now counts more than 300 million monthly views and has struck international partnerships with a host of star talent for original digital video content and channels.
This has most recently included Hollywood A-listers such as Pitbull and Emmy Award winner Drea de Matteo (The Sopranos; Desperate Housewives); as well as YouTube superstars including UK gamer KSI (over 1.28 billion views); young U.S. rap sensation, MattyB (over one billion views; 6.7 million followers); Vine comedian, Brittany Furlan (over 7 million followers) and digital fashion and beauty pioneer, Michelle Phan (over 6.8 million followers).
