DEAG Expands Into Esports

Deutsche Entertainment Aktiengesellschaft (DEAG) today announced its expansion in the esports segment through its German subsidiaries handwerker promotion and Wizard Promotions.

Handwerker and Wizard are going to collaborate with esports specialist ally4ever Entertainment to establish a unique eSports stadium event in Germany. 

DEAG will hold a minority interest in the company with the option of increasing its stake by 2022.

The format of the new three-day event will look something like this: viewers are offered a unique show program at the venue, at home on TV or online featuring the most important game titles as well as the best teams in the world, who will compete for a total prize pool of €3.5 million. 

According to the announcement by DEAG, “the sporting event will be rounded off with international top stars from music, film, sports, show business and influencers.”

The German promoter and ticketing agent has been observing that esports events and championships are taking place worldwide in arenas and stadiums such as Madison Square Garden in New York, Staples Center in Los Angeles or the World Cup Stadium in South Korea, and quotes research, according to which “turnover in the esports market will rise worldwide from $655 million in 2017 to $1.7 billion in 2021.”

The findings also state that “the number of regular esports viewers is expected to grow from 335 million to around 550 million by then.”

Chris Gellner, managing director of ally4ever Entertainment, said: “With DEAG, whose outstanding expertise in the entertainment sector is undisputed, we are gaining a valuable and appreciated co-shareholder and partner.”

DEAG CEO Prof. Peter Schwenkow added: “The potential of the eSports segment is immense. For our company, this offers the opportunity of sustainable expansion into a new, fast-growing live entertainment segment with a young target audience. The objective for DEAG is to gain a knowledge and experience advantage with experienced partners for further growth opportunities in this rapidly growing entertainment format!”

Fred Handwerker, managing director of handwerker promotion, commented: “This new partnership sets standards in a still very young and rapidly developing live event sector. We are all the more pleased to be part of this trend-setting event.”

Oliver Hoppe, managing director of Wizard Promotions: “Our eSports events are intended to represent the next generation of Live Entertainment in Europe and we are delighted to be part of this visionary project.”