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Seven Gets Serious With eSports

Seven is partnering with St George Bank for the launch of the broadcaster’s new “omni-channel platform” covering eSports and gaming in general.

The new ScreenPlay brand is headed by former hosts of the ABC’s gaming show Good Game, Stephanie Bendixsen and Nich Richardson, and will have a widespread online presence as part of Seven’s ‘content everywhere’ strategy.

Along with the ScreenPlay.seven website, Facebook, YouTube, Twitter, Instagram and Twitch, ScreenPlay will also have a weekly show on Seven’s multichannel 7mate. Seven also said it will launch its own ScreenPlay eSports league in the future, with more details expected in the coming weeks.

“This is the next stage of a long-term strategic rollout, utilising Seven West Media’s market-leading expertise in creating and distributing content,” said Seven’s Chief Revenue Officer Kurt Burnette.

“screenPLAY is already creating an authentic connection direct to the esport and gaming community in a way never seen before in this country. screenPLAY creates relevant, premium content and influencers, and aggregates this into actionable data and analytics for both our advertising partners and Seven West Media to further leverage,” Burnette said.

St George, which was the first Australian financial institution to support eSports in 2016, said its partnership with ScreenPlay would enable it to continue supporting the community.

“We’re really excited to partner with Seven and support a growing industry that Aussie families enjoy. St.George has a long history of supporting community sports and esports is no different. We’re proud to be the first bank in Australia to back esports and help take it to the next level,” said St George general manager for retail banking Ross Miller.

ScreenPlay premieres on 7mate on June 29 at 10pm. More information can be found at screenPLAY.seven

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