Sports and entertainment agency SPORTFIVE has announced a marketing partnership with Farming Simulator publisher GIANTS Software.
According to the release, the partnership is expected to further accelerate the marketing for its esports series, the Farming Simulator League.
The sports agency will collaborate with GIANTS Software to secure league partnerships alongside in-game advertising opportunities. Farming Simulator League’s in-game advertisements include geo-targeted billboards, alongside usable content such as stores, working equipment or even the vehicles competitors drive.
Boris Stefan, Head of Publishing at GIANTS Software, explained: “We’re delighted to reach this agreement with such an experienced marketer. It will become the origin of further immersion into our vast maps.
“I already envision many larger additions and even tiny details, and all together will bring our family-friendly world to life and will add authenticity to the overall simulation experience.”
The partnership sees GIANTS Software continue to develop its Farming Simulator esports competition. Last year, the competition had a range of partners for its third season, these included the likes of Intel, agricultural and seed company Corteva Agriscience, and game server provider Nitrado, among others.
Meanwhile in November 2020, Singaporean organisation Team SMG appointed SPORTFIVE as its commercial sales representative, showcasing the agency’s interest in the esports sector.
Thomas Ottl, Executive Director Global Esports at SPORTFIVE, added: “We are truly excited for this partnership, which is strongly designed to enhance the gaming experience for the family-friendly and international fanbase of Farming Simulator.
“The innovative in-game integrations are an authentic way for brands to get in touch with a diverse and large target group and with these integrations, the game will be even more like reality. We cannot wait to get to work!”
Esports Insider says: This partnership should, in theory, help commercialise the Farming Simulator League even further. Despite being referred to as a ‘niche’ esports title, the league has managed to secure some major partners in the past. It’ll be interesting to see how many new non-endemic brands GIANTS Software announces following its collaboration with SPORTFIVE.