On Thursday, Danish esports organisation Astralis Group announced a strategic partnership with Tivoli Gardens to open a gaming facility and merchandise store in the amusement park.
Astralis Flagship Store, set to be opened in June, is expected to be a visible and integrated part of Tivoli’s events. The facility will consist of more than 130 gaming set-ups, a number of VIP rooms, and an Astralis merchandise store.
Anders Hørsholt, CEO in Astralis Group, spoke on the announcement: “The Astralis Flagship Store in Tivoli marks the first step in our strategy to become a larger and more valuable part of the fan experience. We want to offer something that both hard-core esports fans, gamers and a more casual audience will enjoy, and we are extremely pleased to launch the strategy in a separate cooperation with the most iconic entertainment centre in Denmark.”
Astralis claims to offer a ‘state-of-the-art esports and gaming experience’ through a variety of fan events, mini-tournaments and viewing parties it plans to hold in the facility.
“Astralis Flagship Store in Tivoli will be the first of its kind and the model is scalable, meaning that we can open facilities in other locations in relevant markets,” added Hørsholt.
“For now, we focus on getting the store ready for the grand opening this summer so that local fans and visitors can come by and see what we mean when promising a new form of gaming and esports experience on all levels.”
According to the release, the project aims to combine esports with traditional family entertainment, offering plenty of different activities to cater to the diverse audience of esports.
Susanne Mørch Koch, CEO of Tivoli, also commented: “In Tivoli, tradition and renewal go hand in hand. I am very pleased that we have managed to come together with Astralis in a strong and innovative partnership like this.
“Tivoli has always been known for offering unique experiences and entertainment, and with Astralis we will be able to attract a whole new national and international audience. It will certainly be even harder for the families to say “no thanks” to visiting Tivoli when in Copenhagen.”
The store will be located next to the City Square and the main entrance of Tivoli Gardens amusement park, moreover, the facility will be accessible through Tivoli and from the street.
Koch added: “Astralis is a world-class esports organisation with a huge fan base and Astralis brand is perfect for moving into the ‘Tivoli Corner’ with its unique architecture in central Copenhagen.”
Esports Insider says: This innovative idea comes shortly after announcements of other initiatives by Astralis, namely its music initiative with Universal Music Group and Astralis talent development initiative. All of these projects suggest that the organisation’s investment plan is to develop esports and promote it to wider audiences, which could prove to be highly beneficial in the long-term.