Miller Lite Debuts Updated Look and Feel Alongside Fan-Centric Content Initiatives
FRISCO, Texas – October 20, 2020 – Complexity Gaming, one of North America’s most elite and longest-standing esports organizations, today announced an expanded partnership with Miller Lite to create engaging live content for fans. Additionally, the two companies revealed enhanced partnership branding across social channels and livestream initiatives to better resonate with the esports audience.
“Miller Lite’s desire to dive in and understand the esports audience has made them an invaluable partner,” said Ashley Chalk, Vice President of Partnerships, Complexity Gaming. “With a renewed focus on live streaming, we’re continuing to improve both player and fan experiences through access and unique engagement opportunities that bring people together in a time when many are apart.”
The partnership will see of-age Complexity players participate in a variety of livestream activities to engage audiences and develop a deeper connection to fans. During Squad Streams, Complexity players will come together to play games in a relaxed atmosphere and reminisce on the reasons that brought them into gaming in the first place. In Last Round Streams, Complexity team members and fans will connect with one other on-stream over a casual game or friendly conversation. Tapping into Complexity and Miller Lite’s shared vision of togetherness, players will be able to put competition aside, log on, and have fun with teammates, friends, and fans, all while enjoying a Miller Lite.
Additionally, Complexity and Miller Lite have together refreshed branding across its livestream, social media, and partnership assets, fusing the spirit of both companies for a revitalized look designed to appeal to the esports demographic with on-tone visuals and language. The updated branding will span across custom livestream overlays for Complexity players, as well as social media filters for Snapchat and Instagram. Fans will also be able to download assets to display on their social channels, so that they can feel like part of the team.
“Complexity has been the ideal partner to help us understand and navigate the complex esports space and connect with fans in an authentic way,” said Stephanie Clanfield, Associate Marketing Manager, Miller Lite Activation. “The expansion of our partnership into livestreaming will provide unique experiences for fans, streamers, and players to connect with one another through a shared platform that stays true to the Miller Lite brand.”
The expanded partnership builds upon an existing relationship between Complexity and Miller Lite, which kicked off in May 2019. The initial deal named Miller Lite the exclusive alcoholic beverage of Complexity and included sponsorship of the Miller Lite Player Lounge within the organization’s headquarters, the GameStop Performance Center (GSPC). Complexity players, coaches, and management use the Miller Lite Player Lounge to relax with one another, come together to watch tournaments with family and friends, and celebrate big wins responsibly with Miller Lite on tap.
Livestreams kick off today on Twitch with Complexity streamers Maddynf and Electra. Fans can tune in and join the conversation by using cross-branded social media filters available to download at millerlite.com/col.
About Complexity Gaming
Complexity Gaming is one of North America’s longest standing and most successful esports organizations, now owned by Jerry Jones of the Dallas Cowboys and investor John Goff. The esports organization is led by Founder and CEO Jason Lake, considered by many to be one of the founding fathers of esports in North America. Complexity’s esports teams have won more than 140 championships in nearly 30 game titles over its 15+ year history. Staunchly committed to passion, professionalism, and a player-first mentality, Complexity has been continuously recognized as a global leader in modern esports. For more information on Complexity, visit http://Complexity.gg and follow the organization on Twitter, Instagram, YouTube, TikTok and Facebook.
About Miller Brewing Company
Miller Brewing Company was founded in 1855 by Frederick J. Miller when he purchased the Plank Road Brewery in Milwaukee, a city he chose as the best place for a brewery given its access to great water. Miller Lite, the original great-tasting light pilsner beer, (MillerLite.com, Facebook.com/MillerLite, @MillerLite on Twitter, YouTube.com/MillerLite) was introduced nationally in 1975 and is among the top-five selling beers in the United States. The brewery’s oldest enduring beer is Miller High Life (MillerHighLife.com, Facebook.com/MillerHighLife, @MillerHighLife on Twitter). Known as the Champagne of Beers, it was introduced in 1903 and still is brewed with the same yeast strain that Miller carried in his pocket from Germany. Miller Genuine Draft (MGD.com, Facebook.com/MillerGenuineDraft, @Miller_Global on Twitter), introduced in 1986, is the original cold-filtered, packaged draft beer. Miller Brewing Company is part of MillerCoors, the U.S. business unit of the Molson Coors Brewing Company. Learn more at MillerCoors.com, at Facebook.com/MillerCoors or on Twitter through @MillerCoors.