Samsung and NRG forge strategic partnership for mobile gaming

Samsung has signed an expansive partnership with esports organization NRG and its sister digital media brand, Full Squad Gaming. The deal makes the company the naming rights partner for NRG’s mobile esports team, while the organization will help promote Galaxy devices, including the Galaxy S24 series. NRG plans to compete in the PUBG Mobile Super League – Americas for Spring 2024 under the NRG Galaxy banner.
Samsung partnered with NRG to promote the Galaxy S24
NRG is a leading professional gaming and entertainment company headquartered in Los Angeles, California. The organization traditionally focused on PC and console esports but is now making strides into mobile esports. It is jumping into the PUBG Mobile Super League this year. NRG Galaxy will compete in one of four offline super leagues. This allows Samsung to promote the Galaxy S24 lineup and other Galaxy devices.
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NRG’s interest in mobile esports may have been influenced by its audience’s appetite for premium mobile products. The firm’s proprietary data shows its fans play mobile games for more than 24 hours per week on average. Over 60% of NRG fans also plan to upgrade their phone for better performance and battery life. Samsung likely saw a partnership with NRG as the perfect way to market its Galaxy devices to aspiring mobile gamers.
As part of this deal, Samsung, NRG, and Full Squad Gaming will launch campaigns highlighting Galaxy phones. Along with aspiring mobile pro players, the campaigns will target college students, creators, and mobile game developers. Full Squad Gaming will use Galaxy devices and accessories to film content on the streets. The content will include “gaming-focused challenges and stunts with man-on-the-street style fan interviews.”
Full Squad Gaming will also launch a College Gaming Tour this fall. It will travel to multiple colleges in the US and conduct events and contests where its fans and students will have a chance to win prizes. The firm will prompt the Samsung Galaxy ecosystem and its versatility for gaming and academic work. It will also use Galaxy devices for short form and live-streamed SquadCast episodes on TikTok.
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Aspiring gamers can showcase their talent at Samsung Game Jam
This partnership between Samsung, NRG, and Full Squad Gaming will give aspiring gamers a chance to showcase their talent. The firms will host the Samsung Game Jam this fall where participants will compete for cash prizes. NRG says it will prioritize students and indie game developers. Details like the competition’s format, dates, and prizes aren’t finalized yet. The organization will reveal the details once finalized.
According to Andy Miller, CEO of NRG, this partnership with Samsung is a reflection of NRG’s reach and impact on young consumers of gaming content. “Our audience is 62% Gen Z—not a lot of properties can offer that at the scale we can,” he said. “As a global brand at the forefront of the esports industry, NRG’s latest venture into mobile gaming through this partnership underscores our commitment to innovation and global reach.”