TNL eSports Brand Tracker 006: Nestle Peters Maxibon and Avant Gaming


TNL eSports Brand Tracker 006: Maxibon and Avant Gaming (Photo: Avant Gaming)

TNL eSports Brand Tracker 006: Maxibon and Avant Gaming (Photo: Avant Gaming)

TNL Take: I recently mentioned that the CPG Ad category should see big growth within eSports this year.

Based on January alone, CPG is the leading Ad category for eSports investment in 2017.

Recently, Australian eSports team Avant Gaming announced their partnership with Peters Maxibon, an ice cream Brand whose parent company is Nestle.

This is Australia's 2nd Non-Endemic Brand investment after St. George's Bank last year and the first in CPG - or FMCG (Fast Moving Consumer Good) as they say Down Under.

This is also not Nestle's first eSports investment having done 2 programs with their Hot Pockets Brand last year.

Outside of being included on Avant Gaming's Twitter and Jersey, further details were not revealed.

Although I hope next time their sponsored content is better than the announcement video.

TNL eSports Brand Tracker 035: Hot Pockets and Nadeshot


TNL eSports Brand Tracker 033: Hot Pockets (Photo: @XPBoomer)

TNL Take: In 2011, Matt Haag was 19 years old and working at McDonald's.

By 2015, Matt "Nadeshot" Haag was 22 years old making $1M a year from eSports, playing Call of Duty for top team OpTiC Gaming and had a feature story on the NY Times cover.

Nadeshot NY Times (Photo: NY Times)

Hi Mom, I made it.

While Nadeshot retired from eSports at the ripe age of 23 last year, he's moved onto using his Brand he built up with Call of Duty to expand into content creation across multiple games and platforms.

There wasn't any press around this and looks like a straight up Sponsorship/Commercial deal.

The commercial also features another YouTube Gamer Goldglove as well as the Komodo Food Truck.

For what it's worth, that video is the most viewed on Hot Pocket's YouTube channel by a margin of 1M views.

Hot Pockets and Nadeshot (GIF: Reddit)

Hot Pockets and Nadeshot (GIF: Reddit)

TNL eSports Brand Tracker 033: Hot Pockets and eSports Arena


TNL eSports Brand Tracker 032: Hot Pockets (Photo: Hot Pockets)

TNL Take: Hot Pockets may be permanently connected to Jim Gaffigan in my head.

Hot Pockets are awesome and now the Nestle owned Brand is moving into eSports. The company is sponsoring a two day event at eSports Arena in Santa Ana featuring top YouTuber's playing a variety of games.

In addition to eSports Arena, Hot Pockets will also be doing a Twitch live stream with announcer's calling the tournaments.

They even had a design agency make a custom GIF Photo Booth just for the event.

A happy Dad and Kid (GIF: Hot Pockets)

Great overall execution with Hot Pocket's first eSports investment. 

In the "microwaveable pizza type product" category, Hot Pockets was actually second.

General Mill's Totino's Pizza Rolls Brand had a Call of Duty $50K Tournament in November 2015 - hence why not in TNL eSports Brand Tracker for 2016.

Totino's Call of Duty Sponsorship (Photo: Totino's)