Group Created with Sketch.
Volume 26 No. 174
  • Created with Sketch.
  • Created with Sketch.
  • Created with Sketch.

Lightning Launch Gaming Series, Want To Grow Esports Community

The Lightning are "launching the Bolts Gaming Series," which will "consist of monthly gaming tournaments, spanning the length" of the NHL regular season, according to Ashley Gurbal Kritzer of the TAMPA BAY BUSINESS JOURNAL. Lightning Dir of Digital & Social Media Patrick Abts said that the team plans to "capitalize on the of-the-moment games, though popular titles like Rocket League and Fortnite will likely be in the rotation." He added that the games selected will be "teen-rated or below and have large followings." Lightning Owner Jeff Vinik's investment in esports firm aXiomatic "isn't tied to the launch of Bolts Gaming." Abts said that Bolts Gaming is "rooted in the team's attempt to develop an authentic relationship with the gaming community" -- bringing the Lightning brand to Generation Z and a "generally younger demographic." Bolts Gaming "builds on NHL 19," the league's esports endeavor. Abts "declined to disclose the team's investment in Bolts Gaming." Sponsorships will be the "primary monetization of Bolts Gaming, though Abts declined to disclose any sponsors." He said, "For now we aren't in this for the money. It's more of a community outreach/marketing platform than it is a revenue generating one" (BIZJOURNALS.com, 9/18).

For more coverage of the business of esports, visit our partners, esportsobserver.com.