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Publisher and global sports business agency hereby focus on Esports and authentic in-game brand integrations

GIANTS Software and SPORTFIVE today announce a purposeful marketing partnership, which focuses on the gaming brand Farming Simulator and aims to enhance the related Esports universe and the authenticity of the game environment via the realistic in-game integration of brands.

In trusting the Esports know-how and commercial experience of SPORTFIVE, GIANTS Software further accelerates the marketing activities for its competitive Esports series Farming Simulator League. The global sports business agency SPORTFIVE hereby adds a truly valuable element to its portfolio that highlights the immense potential in regard to in-game advertising possibilities. These integrations offer an authentic way for a variety of brands to get involved with Esports, especially for rather traditional brands that have never had contact with the Esports cosmos before. At the same time, this provides unique access to a new, large and additional target group within the Esports landscape.

The video games series Farming Simulator is the most popular gaming title from developer and publisher GIANTS Software. The game series is a global phenomenon and available on all popular platforms including consoles, mobile phones, tablets and PCs. Since 2008, over 25 million versions of Farming Simulator have been sold worldwide on PC and console alone.

SPORTFIVE now is supporting GIANTS Software in the acquisition of new partners in selected areas. The Farming Simulator world offers an attractive variety of authentic integration possibilities for brands: From becoming a partner of the professional Esports series Farming Simulator League, over in-game advertising via geo-targeted billboards to usable in-game content, i.e. stores, working equipment or vehicles.

Boris Stefan, Head of Publishing at GIANTS Software, explains: “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.”

Thomas Ottl, Executive Director Global Esports at SPORTFIVE, adds: “We are truly excited for this partnership, which is strongly designed to enhance the gaming experience for the family-friendly and international fan base 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!”