Text: Nicolette Huslebos Sports marketing 2022 nº 335 45 Belgian esports platform Kayzr acquired by Triple Double 'Breaking the stereotypical image of the gamer'. With the recent acquisition of Belgian platform Kayzr, Triple Double, part of Golazo Netherlands, takes a new step in esports. Interest in esports, gaming and gamification is growing exponentially every year, including in the sports world itself. In recent years Golazo has already taken various initiatives in the field of digital and virtual challenges, and now Triple Double is taking the next new step by acquiring Belgian esports platform Kayzr. The acquisition of Kayzr is primarily aimed at appealing to Gen Z, which is not easy to reach via traditional media channels or sports competitions. To make a bigger, logical step into esports, a cooperation with a specialist like Kayzr makes sense. In five years' time, Kayzr has grown into the most important esports community in Belgium. The platform on which various esports and gaming competitions take place currently has some 100,000 active users. The Kayzr League is one of the most important leagues in the Benelux. With Kayzr TV (podcasts and live streaming of competitions) it is present on the video platform Twitch. food and lifestyle Triple Double and Kayzr together aim to respond to the increasing demand from clients to develop business in esports or to make a brand known in a gaming community. Guido Klomp, director at Triple Double: 'With Kayzr's know-how and expertise, we can now fit esports initiatives into brands' strategies and develop them for them. Conversely, we see a lot of opportunities for brands that offer products in the areas of nutrition, lifestyle and even ergonomics, and want to participate in responsible esports. Because now that gaming for many has become a regular pattern in their daily lives, the importance of doing so in a healthy way is growing. We have been working on ideas to break the stereotypical image of the gamer for some time,' says Xander Van Buggenhout , business development manager at Kayzr. 'Of course we would love nothing more than to see people gaming on a massive scale, but we must not lose sight of health and well-being in the process. With this renewed strategy, Kayzr takes an important step in its further growth. Sport and subculture as an agency model Not only in the field of gaming and esports platforms a lot is happening. Agencies involved in this field are also in a state of flux. Newcomer Okocha was recently founded by ha Klaas Kleiterp (37, ex Storyboard and RIDE) and Chris van der Veen (36, ex Het PR Bureau). The new video production agency focuses on the domains of sports and subculture. Klaas: 'Chris and I both have a special interest in telling personal, special stories. Sincere portraits. Not just about those who are visible to the general public, but also about the people you don't normally see. What goes on behind the scenes, or under the radar. Chris: 'Sport and subculture are domains within our own field of interest. We want to tell stories that we ourselves would also like to hear and see. ' Klaas has been a director for many years and is in charge of creative work. Chris will focus on the strategy of the company and will be in charge of production from the new office in Haarlem. According to the duo, the coming year will be all about growth and investment. Both in terms of customers and team. The goal is to further expand the team this year with editors, producers and all-round video creatives.
Download PDF