SteelSeries’ Sponsorship Of North Brings Traditional And Esports Together


SteelSeries’ Sponsorship Of North Brings Traditional And Esports Together
  1. SteelSeries’ Sponsorship Of North Brings Traditional And Esports Together
    alistdaily.com
    Gaming peripheral giant SteelSeries has partnered with North, Denmark’s top CS:GO esports team, for both sponsorship and collaboration. SteelSeries esports... Read more » The post SteelSeries’ Sponsorship Of North Brings Traditional And Esports Together appeared first on…
    Technology

Gaming peripheral giant SteelSeries has partnered with North, Denmark’s top CS:GO esports team, for both sponsorship and collaboration.

SteelSeries esports manager Tony Trubridge joined AListDaily to discuss the partnership and why North’s traditional sporting roots set it apart from other teams.

Having separately founded esports team Immunity, Trubridge is in a unique position to oversee the competitive aspects of SteelSeries’ operations. He recalled starting “when esports wasn’t esports,” and everyone assumed competitive gaming meant casino gambling.

“I got to see it go from playing video games and everyone would look at you funny . . . to today, where a lot of people understand what esports is,” Trubridge said.

He says this grass roots upbringing, paired with rapid growth, is why you still see a lack of structure and oversight in the competitive gaming arena today.

North was founded by football club FC Copenhagen and Nordisk Film—two non-endemic brands from industries with strict oversight—and Trubridge felt these companies were approaching esports from a unique but respectful perspective.

“The thing that really appealed to us was their ability to tie the existing heritage of esports and bring traditional sports into it, and not the other way around,” explained Trubridge. “They were bringing the presence, the awareness [and] the knowledge that these guys have from many years of working with sporting super stars and athletes into the realm of esports. [They’re] not pushing it from, ‘this is how you have to work and this is the only way it works.’

“[FC Copenhagen] put together a team of staff that obviously have vast experience in traditional sports as well as in esports. That, to me, meant that they really understood the growth of esports and what they needed to do with the players. They were bringing traditional sports to esports, not the other way around. That means they’re going to give the players and teams all the facilities [and] support that they need and apply all the dietary, psychology, etc.—all the different facets to what can really make a great sporting person to esports. That was the real catalyst for me,” Trubridge said, using an example of North players eating a banana during games as opposed to sugary energy drinks.

Treating pro gamers like traditional athletes seems to be paying off. This past weekend, North took home first place at DreamHack Montreal and is now headed to ELeague in Austin with eyes on the $1 million prize purse.

One other aspect of North appealed to the very heart of SteelSeries as well—where they come from.

“SteelSeries is a Danish company. Esports is in our DNA and it was very important that we reconnected with our roots,” he said.

The team lives and practices close by the SteelSeries headquarters in Copenhagen, making it easy for them to visit and play test new products created just for them.

“We’re going to be working very closely with the North guys,” said Trubridge. “The trick is going to be taking their feedback and turning it into something bigger.”

SteelSeries has a long history of collaborating with professional gamers to integrate features into their products. The Sensei mouse, for example, utilized feedback from over 20 esports players before hitting the retail market.

“We tailor our products for the pros,” Trubridge said, “then we also look at the commercial aspect. We need to make products that really work for all these different usage models. The cool thing we can do as a company that we can separate that into a pro line and more of a mainstream line.”

Creating custom products that are made to last and appeal to a wide range of players is important to the company.

“It’s really important that we connect with our users. It’s always a challenge to make sure we stay on top in terms of the connectivity that we have with our consumers, fans and players. Every facet of the product [is focused] on that message of ‘hey, we’re gamers and we’re here to support your hobby your passion and we want you to have a great time doing it.’”

When it comes to sponsoring an esports team, Trubridge says that he focuses on the players themselves as opposed to followers on social media or performance alone.

“You don’t always have to look at the team that has the biggest social media following,” he advised. “I know how much a team’s image can grow in a short period…

  1. Big Data Firm PHEMI Appoints Rick Makos as New CEO

    Policychargingcontrol.com - Technology
    Vancouver-based PHEMI announced the appointment Rick Makos as a new CEO, positioning the company for continued growth and market expansion. The Company which has raised $10 …
  2. European Commission suppresses results of piracy study

    Myce.com - Technology
    09.22 / 03:18 myce.com
    In January of 2014, the European Commission paid a Dutch research company named Ecorys  €360,000 to determine whether or not copyright infringement negatively affects legitimate sales of media.  But once the study was finished, the commission failed to publish the results, probably because only a small part of the study supported their preconceived ideas about piracy. […] The post European Commission suppresses results of piracy study appeared first on Myce…
  3. Equifax under pressure from banks to shape up

    Capitalbay.com - Technology
    09.22 / 03:11 capitalbay.com
    NEW YORK (Reuters) - U.S. consumer credit reporting bureau Equifax Inc (EFX.N) risks losing support from banks unless it can show its database on…
  4. Hack of Wall Street regulator rattles investors, lawmakers

    Capitalbay.com - Technology
    09.22 / 03:11 capitalbay.com
    WASHINGTON (Reuters) - Wall Street’s top regulator came under fire on Thursday over its cyber security and disclosure practices after admitting hackers had breached i…
  5. U.S. consumer finance agency expected to punish Equifax: lawyers

    Capitalbay.com - Technology
    09.22 / 03:11 capitalbay.com
    WASHINGTON (Reuters) - The U.S. consumer finance watchdog agency is expected to punish Equifax (EFX.N) for its cyber breach with the wide-ranging powers it…
  6. Facebook to overhaul political ads, share some with U.S. Congress

    Capitalbay.com - Technology
    09.22 / 03:11 capitalbay.com
    SAN FRANCISCO (Reuters) - Facebook Inc (FB.O) on Thursday launched an overhaul of how it handles paid political advertisements on the world’s largest social n…
  7. Singapore's ST Electronics Partners Cisco, IBM, Siemplify and Invests in Cybersecurity Firm Janus

    Thefastmode.com - Technology
    09.22 / 02:54 thefastmode.com
    Singapore-based ST Electronics has recently signed three partnerships with global technology providers - Cisco, IBM and Siemplify - to enhance its suite of product offering. The …
  8. Mozilla Adds Tracking Protection to Firefox for iOS, Firefox Focus Gets Multitasking

    Lxer.com - Technology
    09.22 / 02:53 lxer.com
    Mozilla released on Thursday new updates for its Firefox for iOS and Firefox Focus for Android apps adding new features like tracking protection and multi-tasking, along with various other…
  9. Zuckerberg Announces Facebook's Plans To Combat Election Interference

    Newsy.com - Technology
    09.22 / 02:53 newsy.com
    Watch Video"I don't want anyone to use our tools to undermine democracy. That's not what we stand for," Mark Zuckerberg announced Thursday. After Facebook revealed Russia-linked political ads were spread improperly on its site, Zuckerberg laid out the company's nine-step plan to combat election interference — not just in the U.S., but around the world. The first two steps involved the ongoing investigations by both Facebook and the U.S. government into what happened d…
  10. Securities And Exchange Commission Finally Discloses 1-Year-Old Hack

    Newsy.com - Technology
    09.22 / 02:53 newsy.com
    Watch VideoThe U.S. Securities and Exchange Commission says it found out last year that it got hacked — and we're only just now hearing about it.The hack targeted the SEC's Edgar system, which stores and distributes more that 1.7 million corporate filings to the agency each year. In 2016, the agency found intruders entered the system using a vulnerability in its testing software.The SEC says the hackers didn't make off with any personal information. But they did get access to information b…
  11. The Longest Tech Support Call: Apollo 14 Computer Hack

    Hackaday.com - Technology
    09.22 / 02:47 hackaday.com
    Deep-voiced and aptly named [Scott Manley] posted a video about the computer hack that saved Apollo 14. Unlike some articles about the incident, [Scott] gets into the technical details in an entertaining way. If you don’t remember, Apollo 14 had an issue where the abort command button would occasionally signal when it shouldn’t. The common story is that a NASA engineer found a way to reprogram the Apollo guidance computer. However, [Scott] points out that the rope memory in the…
  12. Apple shares new Apple Pay, Apple Pay Cash tutorial videos

    Appleinsider.com - Technology
    09.22 / 02:44 appleinsider.com
    In preparation of the iPhone 8 release tomorrow (or today in some countries), Apple on Thursday posted a trio of videos to its YouTube channel and website documenting the process of adding a card to Apple Pay and using it with Touch…
  13. First iPhone 8 teardown reveals few internal design changes

    Appleinsider.com - Technology
    09.22 / 02:44 appleinsider.com
    Just hours after iPhone 8 hit store shelves in early launch countries, iFixit tore down Apple's newest smartphones to reveal all the goodies packed within, finding an internal layout largely identical to iPhone…
  14. iPhone 8 unboxing & fast setup with iOS 11's new Quick Start

    Appleinsider.com - Technology
    09.22 / 02:44 appleinsider.com
    In iOS 11, Apple has made it even easier to set up a new iPhone with your existing phone with Quick Start, a new system that discovers your new device (similar to the setup of Apple Watch or AirPods) and transfers most of your settings and preferences automatically. Here's how it…
  15. iPhone 8, 8 Plus draw Apple fans at launch despite X holdouts - CNET

    CNET - News
    09.22 / 02:35 cnet.com
    A decade on, fans still queue up for Apple's latest phones. But lines aren't as long as they've been in the past because many are waiting for iPhone…
  16. iPhone X may be in short supply for holiday season

    NYPost-Tech
    09.22 / 02:33 nypost.com
    Even Santa Claus might have trouble getting his hands on the iPhone X this Christmas. The production delays facing Apple’s hotly anticipated handset may be worse than previous believed, according to an investor note from a chip analyst who recently toured Asian production facilities used by the tech titan. Production of the $1,000 iPhone X…
  17. Japan’s emoji creator shrugs as U.S. firms turn his idea into a global hit

    O.seattletimes.com - Technology
    09.22 / 02:24 o.seattletimes.com
    Emoji were created in 1998 by a 25-year-old employee of Japanese mobile-phone carrier NTT Docomo, who designed them for an internet messaging service. But it was Western players Apple and Google that made emoji a global…
  18. Fingerprint, Voice Recognition More Appealing than Facial Recognition for Contactless Payments

    Policychargingcontrol.com - Technology
    Contactless payment users considered fingerprint sensors and voice recognition more appealing authentication methods, with 74% and 62% respectively saying they are likely to use these technologies,…
  19. ALU Enterprise Expands Mobile Campus Portfolio with New APs, Edge Switches and Network Mgt

    Policychargingcontrol.com - Technology
    Alcatel-Lucent Enterprise has introduced new products enhancing its solutions for the mobile campus with new access points, edge switches and network management capabilities. The showcase of…
  20. Live from SHARE 2017: Collaborative Mainframing

    Blog.rocketsoftware.com - Technology
    09.22 / 02:22 blog.rocketsoftware.com
    I was delayed by 24 hours getting to this week’s SHARE conference in Providence, Rhode Island – more than 10,000 miles from my home in Australia. I was onboard my first flight from Sydney to Los Angeles when the captain announced that there was a problem with the “onboard mainframe” and they were going to […] The post Live from SHARE 2017: Collaborative Mainframing appeared first on The Rocket Software Blog…