In a surprising move, HOYTS has announced that it has partnered with advertising solutions provider Swift Networks Group Limited for them to be the "preferred provider of Esports content to HOYTS throughout Australia and New Zealand".
As part of a recent $300 million capital investment, HOYTS "plans to stream weekly Esports events across its Australian and New Zealand cinemas".
HOYTS Esports General Manager Scott Russell stated “HOYTS recognises that Esports is a rapidly growing market and we want to be at the forefront of providing this exciting content to our customers. Securing this exclusive in-cinema deal with Swift will allow us to live stream some of the most popular Esports content such as Fortnite, Dota 2, Overwatch and League of Legends across our network of Australian cinema outlets, and in doing so, support HOYTS’ drive to become the standout destination for esports fans to enjoy top class action on some of the largest screens on offer all year round.”
Swift Chief Executive Officer, Xavier Kris said “Signing this deal with HOYTS on the back of securing our esports content license and distribution agreement with Real Big Hits demonstrates the strong interest in the growing Esports market. HOYTS is a clear leader in the cinema distribution industry, and through this partnership we are excited to reach new audiences as we help HOYTS to execute their Esports growth ambitions.”
It will be interesting to see how popular these events will be. I'm definitely keen to see what HOYTS can do to further expose Esports to the masses.