It has been an exciting business week for Complexity Gaming. The North American organization has announced two strategic partnerships: one with gaming peripheral company HyperX and one with collectibles and trading card company Panini.

Welcoming HyperX as peripherals partner

The two-year sponsorship with HyperX will see Complexity Gaming utilize the American gaming gear company’s peripherals and internal memory hardware exclusively. The collaboration also includes creating content for marketing initiatives and on-site activations at conventions, tradeshows, and events where Complexity is present.

“HyperX is a leading peripheral brand on the market, and with this partnership, our players will be competing and practicing with topnotch equipment, giving them the utmost advantage to be successful,” said Complexity Gaming Chief Revenue Officer and Vice President Daniel Herz.

As one of the oldest gaming organizations in North America, Complexity Gaming is involved with multiple tier-one games and competitions. The organization currently employs active teams in Counter-Strike: Global Offensive, Dota 2, Rocket League, Fortnite, and Hearthstone.

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Complexity supports Panini’s foray into esports

Then, the one-year partnership with Complexity marks Panini’s foray into esports. The collectible and trading card company will develop cards and posters for CG. It will also collaborate on original content and on-site activations.

“By teaming up with one of the most reputable traditional sports brands, Complexity Gaming and Panini are furthering the intersection of esports and traditional sports through new product innovation and content,” said Herz on the Panini partnership. “With the traditional sports world’s growing interest in video games and Panini’s roster of talented professional athletes and teams, this partnership creates more opportunity for integration across gaming, football, basketball, and more.”

Another interesting aspect of the deal is Complexity’s commitment to manage a new Panini Twitch channel. Traditional sports athletes affiliated with Panini will stream alongside Complexity athletes and streamers.

“The esports audience shares similar demographics and interests as traditional trading card fans, so being able to engage those fans in new ways and where they are spending their time is important,” said Panini America Marketing VP Jason Howarth. “It’s also a way to engage a younger audience and introduce them to our Panini trading card products.”