One of the biggest eSports teams in the world, Fnatic has reportedly announced a new partnership with global mattress brand Casper.
The partnership began at the launch of Fnatic’s new headquarters in Shoreditch, London. According to Esports News UK, it was detailed that the new HQ is over 5,000 square feet and features a host of amenities. At the launch event, those invited got to try out a “nap pod” designed by Casper. This event also had educational materials which detailed how gamers could “Sleep Like a Champion”, with the advice saying that they should aim for eight to nine hours of sleep ahead of gaming.
Fnatic is one of the world’s largest esports organizations, with professional teams across numerous games, including League of Legends, Dota 2 and Counter-Strike: Global Offensive. Casper adds to the team’s existing roster of partners which includes Monster Energy and Seagate. This new partnership follows in the footsteps of brands increasingly seeking to jump into the eSports market, as globally, it is expected to generate revenues of $696 million this year, a growth of 41 percent compared to 2016.
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Casper sells just one type of mattress and it retails from $500 to $950, depending on the size chosen. The brand, aimed specifically at millennials, ships mattresses in a box the size of a bed side locker.
Due to this focus on younger consumers, Constantin Eis, co-founder and European managing director of Casper, told The Drum, “Esports is a category which, like us, is very, very young. Gamers and eSports professionals play for up to 20 hours a day and need to get a good night’s sleep to concentrate. Therefore it fits perfectly to us.
“Millennials spend more time in bed than anyone else. [They’re] interacting with their friends, gaming. And if you then move up the age ladder one step you’ll find a lot of freelancers working from their beds. There’s a lot of things happening in bed, besides sleep.”