The New Jersey Devils, a National Hockey League (NHL) ice hockey team, have entered the world of esports with the launch of the Devils Gaming Group. This multifaceted esports platform, created in collaboration with fan engagement platform Rival, promises to bring fans closer to the action than ever before.
One of the standout features of this initiative is the upcoming Devils Gaming Group Esports Lounge at the Prudential Centre in Newark, New Jersey, where fans can immerse themselves in the esports experience while overlooking the iconic ice rink.
The Devils Gaming Group Esports Lounge, set to be located at the heart of the Prudential Centre in Newark, New Jersey, aims to create a vibrant hub for esports enthusiasts and fans of the New Jersey Devils alike. The location, overlooking the team’s hallowed ice rink, will offer a unique and immersive experience. The facility will play host to various activities, including in-person competitions and live streams featuring fans, influencers, and even the team’s beloved mascot.
Beyond the physical lounge, the New Jersey Devils, in partnership with Rival, are set to organise exciting online tournaments. These tournaments will not only provide participants with a chance to compete but also offer unique fan experiences and opportunities to attend the New Jersey Devils’ home matches. This innovative approach combines the passion of traditional sports with the ever-evolving world of esports.
The Devils Gaming Group initiative has received funding from the NHL/NHLPA Industry Growth Fund, emphasising the NHL’s commitment to expanding its reach and exploring new avenues to engage with fans. Esports, with its global appeal, presents a perfect opportunity to connect with a broader audience.
Rival, the fan engagement platform partnering with the New Jersey Devils on this endeavour, boasts a successful history of working with sports teams venturing into esports. Previous collaborations include partnerships with the United Soccer League and English football club Brighton & Hove Albion. This experience positions Rival as a valuable asset in bringing the Devils Gaming Group to life.
The NHL’s involvement in esports continues to grow, with the recent announcement of the EA Sports NHL 24 World Championship, where all 32 NHL clubs will operate their own tournaments. This demonstrates the league’s commitment to embracing esports and expanding its reach across various verticals.
The Devils Gaming Group is set to redefine how fans interact with their favourite NHL team, the New Jersey Devils. With the forthcoming Esports Lounge and online tournaments, fans can anticipate an immersive experience that bridges the gap between traditional sports and esports. This partnership with Rival and support from the NHL/NHLPA Industry Growth Fund underscores the New Jersey Devils’ dedication to connecting with fans in innovative ways. As Chief Marketing Officer Jillian Frechette puts it, this initiative “will allow fans to connect and engage with one another and provide the opportunity for the organisation to reach new audiences in both a virtual setting and in our new esports lounge.” The future of sports engagement has arrived in Newark, and it’s bound to be electrifying.