Complexity Gaming, one of North America’s longest standing esports organizations, has announced an official partnership with WinStar World Casino and Resort, one of the largest casinos in the world, making it the exclusive casino of Complexity Gaming. This marks the first time that a US esports organization has designated a casino as its official sponsor.

As part of this partnership, Complexity players will have access to WinStar’s various amenities, including the hotel, golf courses and concerts, and will make routine appearances at the casino and other events, while WinStar has the option to host biannual boot camps and “meet-and-greets,” where Complexity players could interact with fans and train before large events.

“WinStar is a preeminent gaming and entertainment venue, and we are excited for them to become our exclusive casino partner,” said Jason Lake, founder and CEO, Complexity Gaming. “This partnership signals a significant shift in the esports sphere toward making competitive gaming entertainment even more mainstream.”

Esports is among the fastest growing segments of media and entertainment and is rapidly gaining traction in the US, especially among adult audiences. While ages 18 to 34 comprise the largest demographic, esports viewership is beginning to skew older, with nearly one in three viewers being between the ages of 35 to 54. Additionally, online streaming platforms, like Twitch and YouTube have a larger audience base — for gaming alone — than HBO, Netflix, and ESPN have combined.

“The high-energy and competitive nature of esports aligns with our focus on creating unique, high-energy gaming and entertainment experiences for our patrons,” said Jack Parkinson, WinStar general manager. “Complexity’s forward-thinking and innovative approach to one of the fastest growing genres of mainstream entertainment is a natural fit as we look toward remaining at the forefront of the gaming industry.”

In September, the Dallas Cowboys announced WinStar as the Official Casino of the Dallas Cowboys, making it the first-ever NFL team to announce an official casino designation.