Ninja’s in Pyjamas (NIP) have partnered with tech giant Samsung in a deal stretching three years. The two companies aim to “create transformational and inspiring experiences for both players and viewers” through various forms of content. Samsung will be integrating its technology into NIP’s production over the next three years, with Samsung’s smartphone cameras being used by the organisation’s team to “capture high-quality behind-the-scenes content” for tournaments and other content.
Technology Meets Esports
Samsung’s brand of smartwatches will be used by NIP’s players to track their “development” as well, both during tournaments and outside of them. NIP currently has players in four major esports titles: CS: GO, Rainbow Six, VALORANT and FIFA, with teams formerly competing in Overwatch, Dota 2 and League of Legends. Ninjas in Pyjama’s CEO Hicham Chahine has noted what a big opportunity this is for the organisation, stating:
Today marks an exciting milestone in the history of NIP. We're thrilled to have the opportunity to work with an industry leading technology partner of this caliber. Samsung is one of the world's top five most recognized brands and words cannot express what this recognition means for our brand, company and athletes in terms of excitement and possibilities. We cannot wait to integrate their products and technology as a crucial and enhancing part of Ninjas in Pyjamas.
This isn’t Samsung’s first foray into esports. Their esports arm, Samsung Galaxy, had teams in Starcraft I and II, along with a successful League of Legends squad who netted them World Championships in 2014 and 2017. The company intends to integrate Samsung products into NIP’s marketing campaigns, along with integration into live-streaming content and providing tools for Ninja’s in Pyjama’s staff to “digitize its analytics workflow and improve internal communication.”
Big Moves for Ninjas in Pyjamas
Head of Mobile at Samsung Electronics Nordics, Oscar Otteborn, has expressed enthusiasm for the three-year partnership with NIP:
We are very excited to collaborate with one of the absolute best esport teams in the world, Ninjas in Pyjamas. Esport athletes and organisations are cutting edge when it comes to creating engaging content to their massive following and fanbase, where our Samsung mobile technology can help them continue breaking new barriers and take their sport to the next level.
Ninjas in Pyjamas has been making a lot of big moves lately, with the company announcing a full rebrand in January of this year, altering their logo and team colours to reflect their “inspiration from traditional ancient Japanese emblems and Katakana.” Samsung’s collaboration with NIP shows a commitment to business in esports for the next few years and will likely be a signal to other companies to involve themselves in the market.