Enthusiast Gaming Holdings has partnered with DFS company Monkey Knife Fight (MKF) to help promote and increase brand awareness of the latter’s sports gaming platform. 

The two firms have collaborated to develop a customized, targeted advertising approach which activates a platform of gaming communities and network of esports influencers to engage the gamer demographic.

Since launching in Fall 2018, MKF has grown to be the third largest DFS platform in North America. Catering for the average sports fan, it creates simple prop contests in a platform where fantasy sports is easy and fun. In addition to its esports games, the company also offers NFL, NBA, MLB, NHL, NASCAR, soccer, golf, and WNBA. MKF has always viewed esports as a strategic area for growth. 

According to MKF, the partnership creates an opportunity to expand its product to a larger esports audience. Enthusiast Gaming will leverage its media platform, activate its network of top esports influencers and create custom content on YouTube and Twitch to reach its gamer communities and promote MKF’s platform.

Bill Asher, Founder and CEO of Monkey Knife Fight, commented: “Working with Enthusiast Gaming is a great opportunity for MKF to expand our esports business. The size and power of the esports audience is undeniable. Enthusiast Gaming, with the largest gaming network in North America, has the ability to promote the MKF brand to all esports fans and gamer communities.”

Adrian Montgomery, CEO of Enthusiast Gaming, said: “We have seen fundamental shifts in how audiences consume content. Now more than ever, communities, influencers and user generated content are extremely valuable for brands looking to engage with these demographics. 

“Our platform of diverse assets allows us to partner with brands like Monkey Knife Fight, and provide a customized marketing solution to drive esports fans to its rapidly growing fantasy sports platform. One of our key growth drivers this year is direct sales which enables us to leverage our entire platform, and create custom content to connect advertisers with our communities. 

“Our partnership with Monkey Knife Fight is just one example of how we can creatively use our platform to reach a brand’s specific target market.”