By Emre Bilginoglu, Attorney-at-Law, Istanbul, Turkey
PaiN Gaming, one of the oldest e-sports clubs in Brazil, has teamed up with dating application Tinder, which allows users to use a swiping motion to like (swipe right) or dislike (swipe left) other users, and allows users to chat if both parties like each other (a match).
Tinder will sponsor the club’s rosters in some of the games in which the club competes, including Counter Strike.
Two years ago, Tinder made a deal with another Counter Strike club, MiBR (Made in Brazil), a Brazilian professional e-sports organization.
The new deal shows that the previous one was satisfactory and that an expansion in e-sports was required for the application’s marketing.
PaiN Gaming also has BMW and Coca-Cola on board.
One would probably wonder why these companies from different sectors are rushing into an e-sports club, but they have reached 700,000 followers on Instagram and the club is more than just an e-sports team.
PaiN Gaming is the first e-sports organisation in the world to have a fan membership programme. Also, the fact that 35% of Tinder users are between the ages of 18-24 makes e-sports a good ‘match’ for the dating application, which has witnessed more than 8 billion matches since its launch in 2012.
Onwards and upwards!
Emre Bilginoglu, who is also admitted to practise Law in the State of New York, USA, may be contacted by e-mail at ‘firstname.lastname@example.org’