The globally-minded esports organization Fnatic announced a new partnership with China-based B.O.O.T, during coverage of the 2017 China Cup. Through the partnership, both organizations hope to continue the complete globalization of esports.
Fnatic and B.O.O.T
Fnatic is already a well-established esports organization, with a highly successful Counter Strike: Global Offensive team, as well as squads in League of Legends and Dota 2. The organization is originally based out of London, but operates offices and gaming houses throughout the world, in Berlin, Belgrade, Los Angeles, and Kuala Lumpur.
Their partnership with China’s B.O.O.T will help localize their organization’s efforts, especially those via social media, in the latter’s native country. According to Fnatic’s Chief Gaming Officer, Patrik Sattermon, the partnership “will allow us to bridge the gap and close the distance between Western and Eastern esports.”
According to Fnatic, B.O.O.T will assist with creating unique social media content, geared towards the organization’s existing fan base in China. In order to grow their audience there, the two organizations will invest in video content marketing, and are also considering holding events at gaming centers, licensing gaming gear, and various other opportunities that would prove mutually beneficial to both companies.
Back in October, former Fnatic professional player Harley Örwall, known by his gamer handle dsn, became the coach of B.O.O.T’s Counter Strike: Global Offensive team. Örwall and Sattermon, then known as cArn, are former teammates, having played together on the most successful Counter Strike team of all time. They retired from professional play in 2011 and 2012, respectively.
It should come as no surprise that the former teammates have managed to work out a partnership between the organizations which they now help lead. The partnership is also likely to help aid the success of the B.O.O.T squad in China’s CS:GO competitive scene. The team has struggled to gain traction since their formation in the first half of 2016.