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Esports organization Gen.G Esports announced they have partnered with social and dating application Bumble. The partnership revolves around Gen.G’s female content creators and players. The two companies will launch the organization’s first all-female Fortnite team named “Team Bumble.” Other details of the endorsement have not been disclosed.
— Gen.G Esports (@GenG) August 6, 2019
Gen.G says the partnership will “drive empowerment in the gaming community”. On Bumble’s end, it will launch a gaming badge for the app. This is so Bumble users can display whether they enjoy playing or watching video games. On Gen.G’s end, things like jersey logo placement, advertisement opportunities in content, and branded events will happen. Another feature of the partnership includes a branded streaming room at Gen.G’s newly built Los Angeles training facility.
“The gaming communities have long been oriented around men and been somewhat toxic for women participating and even watching,” said Gen.G CEO Chris Park in a statement to Forbes. “We want to change that and give voice to and promote how women bring gaming into their lives and friendships. We want to empower women to be part of this sport.”
Bumble was launched in December of 2014 by Tinder co-founder Whitney Wolfe Herd. Shortly before leaving, she sued Tinder for sexual discrimination and harassment. Wolfe Herd has described Bumble as a “feminist dating app” before. The app offers both a dating side and also one to look for friends. For matches that are not same-sex on the app, only the female user can make the first contact.
This is the first real partnership in the esports space with a dating app. Tinder did partner with MiBR in the past, but not much happened. With a statistic that says the gaming population is 46% women, this is great for both brands. What do you think this means for the esports community? Let us know in the comments, and keep up with all of the latest Fortnite news and content here at Daily Esports.
Ethan Chen is a writer with over 3 years of experience covering esports, gaming, and business.