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Allied Esports is launching a program for venue operators looking to create gaming-specific spaces.

The Allied Esports Property Network has added Fortress Esports as a member.

Allied assets being divided into two categories: proprietary and affiliated partners.

Allied Esports is expanding its operations with the formation of a venue affiliate program—the Allied Esports Property Network—and is adding Australia-based Fortress Esports as a member.

The new program aims to provide facility operators looking to create esports-specific venues with support through access to Allied’s event and content production. Affiliate members will also be incorporated in Allied’s strategy for hosting esports tournaments.

“When we started out, we set out to build a global network of dedicated esports properties,” Jud Hannigan, CEO of Allied Esports told The Esports Observer. “I think it’s part of our mission to create this global network of places where we can create great live experiences. And ultimately, they’re great content generation hubs. As we did that, we grew very fast from China into North America and Europe. And one of the things we’ve recognized over that process is how critical local knowledge is. To understand the local communities and what their interests are.”

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Additionally, Allied will help member operators by licensing the design, development, and operations expertise from its proprietary esports venues, and affiliates will have access to shared sponsorships. Each Allied Esports Property Network location will be branded with a logo signifying their membership.

As a new affiliate member, Fortress’ multi-year agreement with Allied features exclusive rights to esports venues in Australia and New Zealand. Fortress’ first Allied Esports Property Network venue is expected to open next year in Melbourne.

“One of the things about Australia is – they are rabid sports fans,” Hannigan said. “There’s a population of 20M, there’s 4.6M gamers down there, 1.8M esports enthusiats. Just from a population standpoint, there’s almost 20% of the population that’s considered an esports enthusiast, and I think that’s pretty powerful. But they’re just such a rabid culture for all things sport and competition. And esports falls right into that category as well. So that as a market was great, and if you think about our map, if you will, our footprint across the world, we’re already in North America, we’re already in China, we’re already in Europe, and we’re going to continue to expand in those markets. But when we wanted a new partner, we wanted to go to a new market, and Australia and New Zealand we felt was a great way to do that.”

With the new shift in strategy, Allied assets will be divided into two categories: Proprietary and Affiliate partners. Proprietary assets include the HyperX Esports Arena Las Vegas and Hamburg, Germany’s Esports Studio. Venues like Esports Arena Orange County, Esports Arena Oakland, and Lianmeng Dianjing Beijing Arena will be identified as affiliate partners.

The news comes as Allied continues to expand its operations throughout the year and build partnerships with brands like HyperX.