Loud, the first gaming organization to reach a billion views on YouTube, has announced a promotional partnership with betting platform Midnite. This will allow Midnite to introduce its intuitive esports and traditional sports wagering to Loud’s 300 million global followers.
Founded just over a year ago, Loud is one of the most prominent organizations in the LatAm esports scene, with one of the most engaged communities in the world. It helped to make the mobile game ‘Free Fire’ one of the main esports in Brazil, at a time when fixed-odds sports wagering has recently been introduced to the market.
Midnite, a UK-based esports betting platform, is keen to partner with a native brand in the burgeoning LatAm market. The company was also enthusiastic to get in on the ‘cultural conversations’ that Loud provokes.
Midnite co-founder Nick Wright commented: “We are thrilled to be working with the teams at LOUD. This is more than just a standard sponsorship deal, together we are pioneering a new meta for org partnerships. We share the same values on being a relatable and trustworthy brand for GenZ players to engage with their favorite games – whether that’s sports, esports or casino games.”
This partnership will stretch throughout the rest of 2022 and means that the betting platform will now be home to a host of original content for social media and digital video channels, featuring many of Loud’s top influencers.
Content will include platform tutorials, creator-led ‘hot picks’ and regular callouts will provide expert opinions on premier matches. The idea here is to introduce the platform to curious consumers and familiarize them with the mechanics of wagering. Emphasis will also be placed on responsible gambling in the campaign’s promotional effort.
Loud co-founder Matthew Ho remarked: “Betting on your favorite esports or traditional sports teams should be fun, easy, and safe. We’re thrilled to welcome Midnite as one of Loud’s premier branding partners.”
