Samsung, NRG esports, FSG forge expansive content partnership

NRG esports and its sister entertainment brand, Full Squad Gaming, have formed an expansive global partnership with Samsung Galaxy. In addition to supporting NRG’s competitive prowess, the companies plan to produce several content campaigns that highlight Samsung Galaxy phones to key target demographics. These include aspiring mobile pro players, college students, creators and mobile game developers.

“As we embark on this innovative partnership with NRG and Full Squad Gaming, we are not just aiming to redefine the mobile gaming and esports landscape; we are setting a new standard for how technology can unite, empower, and inspire communities across the globe,” said Olga Suvorova, VP, mobile eXperience marketing at Samsung Electronics America. “Our collaboration is a testament to Samsung’s commitment to innovation, not only in our products but in creating experiences that resonate with gamers and tech enthusiasts alike. We are excited to leverage our technology to bring people together, fostering a spirit of creativity and competition that can only be found in the gaming world. This is more than a partnership; it is a journey towards unlocking the full potential of gaming, powered by Samsung’s cutting-edge technology.”

NRG expands into mobile esports

NRG is expanding into mobile esports with Samsung as its naming rights partner. Under the shared NRG Galaxy banner, the organization plans to compete in the PUBG Mobile Super League – Americas for Spring 2024.

NRG’s jump into PUBG Mobile coincides with Krafton and Level Infinite upping their support for the game’s esports ecosystem. In the revamped four-tier model, NRG Galaxy will compete in one of four offline super leagues. These leagues will feed top teams into PUBGM’s top global events.

While other top esports organizations like Team Liquid, FaZe Clan and Gen.G field PUBGM teams, their rosters compete outside of North America. Historically, PUBG Mobile has been most popular in Southeast Asia, Brazil and India. Between 2018 and 2022, Indonesian, Bahasa Malaysian and Hindi broadcasts accounted for 66% of the title’s esports viewership. English was the fourth most popular language, accounting for 7.2% of hours watched.

Unlike these peers, NRG Esports plans to sign a North American team. While the PUBG Mobile Pro League has operated in the region since 2021, 2024’s revamped structure promises more investment in the region. Together, NRG and Samsung can be the biggest fish in a less crowded (and growing) pond. Additionally, competing in PUBGM will help NRG grow its international reach.

“Last year, NRG widened its global footprint dramatically by competing in both the League of Legends World Championship and Valorant Champions 2023. As NRG pushes further to be the top esports brand globally, mobile esports is a primary part of that strategy,” said Andy Miller, CEO of NRG. “PUBGM is one of the most prominent mobile esports titles globally, and also has a strong U.S. presence. We felt this was the ideal game to demonstrate our commitment to global expansion as a brand, while still joining a community familiar to our North American audience.”

Full Squad Gaming outreach to Gen Z, game devs

Outside of esports, NRG and Samsung will leverage Full Squad Gaming to reach young audiences. Together, the companies are planning two major content series.

First, Full Squad Gaming will hit the road for Samsung X FSG Super Spring Break. Full Squad Gaming will travel to coast to coast to film content highlighting Samsung’s suite of mobile devices and accessories. This series will blend gaming-focused challenges and stunts with man-on-the-street style fan interviews.

FSG will follow this up in the fall with the Full Squad College Gaming Tour. The team will travel to three different colleges and connect with fans at major campus events like football tailgates. Students and athletes will have a chance to win prizes competing in cook-offs, trivia and gaming contests. This content will underscore the versatility of the Samsung Galaxy ecosystem for both gaming and academic work.

These content series continue NRG and Full Squad Gaming’s history of helping brands reach young consumers. Prior to this, NRG and Carvana held a Rocket League combine for students.

“Both programs are a reflection of NRG/Full Squad Gaming’s capability of creating authentic and meaningful ways for brands to reach young consumers. Our audience is 62% Gen Z — not a lot of properties can offer that at the scale we can,” said Miller.

On top of these dedicated content series, Samsung is now the presenting parter of Full Squad Gaming’s premiere SquadCast episodes. The team plans to film on Galaxy smartphones for both short form and live-streamed SquadCast episodes on TikTok. This regular content will reinforce how Samsung Galaxy products can support content creators.

Samsung elevates indie game devs

Alongside efforts to reach students, content creators and Gen Z more broadly, Full Squad Gaming and NRG will host the Samsung Game Jam this fall. Emerging mobile gaming talent will compete for cash prizes and earn the chance to showcase their games to NRG’s international audience.

While the competition’s structure has not been revealed yet, NRG confirmed they plan to prioritize students and indie game developers. Aspiring competitors can email NRG to be notified when submissions open.

Like the Carvana Combine, the event will take notes from the production value and format of competitive reality shows. The Samsung Game Jam strives to make gaming accessible and enjoyable for casual players, while promoting inclusivity and innovation.

“We have found that while brands want to activate in gaming due to the young, valuable audience, both marketers and fans alike aren’t interested in your standard partner programs that have become the norm for the industry, namely Twitch ads, logo slaps, etc. Fans want to watch real stories, and brands want to be part of those stories,” said Miller. “[Carvana Combine winner] Azfura went from an unsigned influencer to someone that now appears on our esports broadcasts and even in our partnership announcements, like when we announced our Panda Express deal last week… Who knows? Game Jam could be the jumpstart for the next ConcernedApe [solo creator of Stardew Valley]!”

Expanding partnership possibilities with Samsung

While NRG has traditionally focused on PC and console esports, this partnership will propel the team’s strides on mobile. Despite a squeezed esports market, NRG is continues to sign major sponsorships.

The scope of NRG and Full Squad Gaming’s Samsung partnership highlights the brands’ unique upside. Unlike most esports teams, NRG divided its esports and lifestyle brand functions into two distinct verticals. This has broadened NRG’s appeal for brands that want to reach both aspiring pros and more casual gaming fans.

Additionally, NRG’s Insights division is helping the team make its case to potential sponsors. Per its proprietary data, the team’s audience has an appetite for premium mobile products. NRG fans play mobile games for 24-plus hours per week on average. Moreover, over 60% of their fans would upgrade their phone for better game performance and battery life to play longer.

“The launch of the NRG Galaxy team, and this partnership with Samsung, marks a significant milestone in our journey,” said Miller. “As a global brand at the forefront of the esports industry, NRG’s latest venture into mobile gaming through this partnership underscores our commitment to innovation and global reach. This marquee partnership is a testament to our resilience and leadership, showcasing our ability to not only navigate but also thrive in a competitive landscape.”