Once in a week we have a news update on NextGenSports, which consist of the latest facts and trends in the world of eSports.


This week we start with Secretlab that moved into the UK market. Secretlab is a chair company that creates gaming chairs. Secretlab launched in Singapore expanded across Asia, Australia and the US and now they start to target on the Uk. but also Europe in general.

According to the company the chairs are inspired by racing seats and designed to offer support. They use quality materials like PU leather, to make the chair as comfort as possible. Secretlab works closely together with eSport tournaments and teams.

Secretlab’s TITAN will be sold for £329 at the promotional launch, however, later on the chair will cost £449.


In Shenzhen, China, a new eSports arena has opened under Allied eSports which is called Allied eSports SEG arena. China is one of the biggest marketplaces for eSports as many people are watching games like League of Legends and Dota 2. Allied eSports has partnerships with Perfect World and KongZhong to establish this and make it work. It is not the first time Allied eSports opens an arena, they also created an arena in Santa Ana, California and they own one in Beijing.

Over the years live eSports arenas have become popular and more people really want to visit an arena to watch the play live.


Danish Astralis has started a partnership with clothes brand JACK & JONES.  JACK & JONES says that they are impressed  by Astralis’ performances, dedication and professionalism and it fits the values of the brand perfectly. This partnership gives JACK & JONES exclusive rights to outfitting Astralis.

Henning Nielsen, JACK & JONES explains: “In JACK & JONES we believe in supporting performance driven teams and individuals – it’s our company culture. The esport industry is experiencing tremendous growth, not only in terms of active players and fan communities, but also as an entertainment product. Besides our shared brand values, we also have a great match in our target audiences. We continuously strive to engage and interact with our consumers in new and innovative ways. By teaming up with RFRSH and Astralis we know that we will meet the interest of our consumer, Nielsen comments.”

It wouldn’t suprise us if more “normal” clothes brands are partnering up with eSport teams. We are curious which brand is next.


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