European gaming platform Nicecactus have partnered with AJE Group, the South American conglomerate behind VOLT energy drinks. Together, for the first time in the region, the partners will deliver multi-territory gaming tournaments in Latin America.
A first in the Latin American region
The partnership between Nicecactus and AJE Group will see six major grassroots League of Legends tournaments take place in 10 countries: Mexico, Guatemala, Peru, Bolivia, Honduras, Ecuador, Panama, Costa Rica, Nicaragua, and El Salvador.
AJE Group is one of the biggest multinational corporations in the soft drink industry, and operates in more than 20 countries across Latin America, Asia and Africa with a global portfolio of brands such as BIO, Cielo, Pulp, Free Tea, Citrus, Sporade, Big Cola, and VOLT.
“At AJE, we are organizing our first ever grassroots gaming competitions using the Nicecactus Gamer Platform technology. We hope to engage and reach gamers throughout the region. The ‘VOLT Gaming Challenge – Competición de League of Legends’ will allow gamers of all levels to play the global hit League of Legends and compete for big prizes. VOLT is an energy drink. It is popular with young, hip and savvy consumers. Providing this audience with opportunities to compete in gaming tournaments on a region-wide scale seemed like a perfect fit. Our philosophy is quite straightforward; we believe in a world where people and the planet thrive together, enjoy the natural things in life and make dreams come true. Gaming seems like a natural fit to our vision, and Nicecactus is the right partner in making this a reality.”
Manuel Paredes, Head of Global Media, AJE Group
Expanding to new areas
France-based Nicecactus are a global, all-in-one online platform that provides gamers of all levels competitive tournaments in over 35 different titles. This partnership will be a key strategic move for them as they are looking to quickly build a global presence and move into geographical expansion. By providing their technology that allows thousands of tournaments to be hosted in a year, they have gained footholds in regions outside of Europe, and through their partnership with AJE Group, they have now solidified their presence in Latin America.
“We are organizing six tournaments from the 31st of July until 16th of October, plus one big, live-streamed final with top regional influencers and casters. The total cash prize of this series of events will be $10,000. This is the first time that a major company like AJE are doing a global gaming campaign in multiple territories. It fits with our philosophy at Nicecactus. We strongly believe that gamers worldwide should be afforded the same opportunities to compete, no matter where they are located physically. To implement a region wide series is an exciting prospect for us, as well as for AJE and the brand they have chosen to highlight: VOLT energy drink.
We are very proud to organize the Volt Gaming Challenge across 10 territories in LATAM. This validates the Play Media model that Nicecactus is activating through our unique technology – providing credibility and authenticity for brands that wish to engage with gamers across the world.”
Mike Hessabi, President, Nicecactus SAS
