BUSINESS: Fnatic, Betify announce partnership

One of the world’s most prominent esports organizations has announced a multi-year partnership with an online cryptocurrency casino.

Fnatic announced Wednesday that they will be partnering up with Betify for a CS2 betting partnership, with the partnership lasting for at least seven years and costing an undisclosed amount of money.

Fnatic founder and CEO Sam Matthews quoted a Betify official by saying, “Partnering with Fnatic isn’t just a business decision for us; it’s a heartfelt choice” and I couldn’t agree with the sentiment more!”

Among the highlights of the partnership are collaborations for entertaining video content and always-on social media coverage, participation of Betify in gaming events creator activations, as well as branding the Fnatic jersey with the Betify logo on the team’s CS2 jersey, which will be worn starting the ESL Pro League Season 19 in Malta.

Esports Insider reported that this is Betify’s first foray into the esports space.

“Operated by ALTACORE N.V., the company is a bookmaker and crypto casino that is partnered with former professional boxer Floyd Mayweather and active Austrian mixed martial artist Aleksandar Rakic. Betify is based and licensed in Curaçao. Despite its partnership with Fnatic, the app and website are not currently available for use in the United Kingdom,” Esports Insider reported.

Esports Insider also reported that Betify is based and licensed in Curaçao, and that the app and website is not currently available for use in the United Kingdom.

Other crypto casinos have also been targeting the esports market. A prominent example is that of Rollbit partnering with NA esports powerhouse FaZe Clan, and Heroic’s deal with Thunderpick.

“Although the British organisation’s last Counter-Strike Major trophy was won in 2015, the organisation has expanded its reach and become a household name throughout other esports. Betify joins the likes of Sony INZONE and Jack Links as partners of its CS2 roster. Moreover, last year Fnatic secured a deal with Shikenso to analyse the performance of its partnerships,” Esports Insider also reported.