Live entertainment digital media company LiveXLive has outlined plans for a series of live esports initiatives at North American music events and festivals after partnering with Allied Esports.

Allied Esports’ mobile esports venues, the HyperX Esports Trucks, will serve as content generation hubs.

Under the terms of the multi-year agreement, LiveXLive and Allied Esports will collaborate to activate LiveZone, LiveXLive’s traveling studio that originates from music festivals and events to broadcast a hosted mix of music news, commentary, festival updates and artist interviews.

The HyperX Esports Trucks, which provide full event and production capabilities, as well as crowd-facing LED displays, player stations, and a VIP lounge, will serve as a home base for LiveZone and provide competitive gaming experiences to festival attendees.

LiveXLive will also host performances from artists live from the HyperX Esports Truck stage as part of its ongoing original concert series, LiveXLive Presents.

The mobile concert series will debut in Las Vegas on September 21, during the same weekend that LiveXLive will be livestreaming the iHeartRadio Music Festival.

Rob Ellin, chairman and chief executive of LiveXLive, said: “With this partnership, we are bringing the two fastest-growing live entertainment categories together, enhancing the experience for both consumers and brands.

“We’re also unifying two distinct communities — music fans and gaming fans — while at the same time continuing on our promise to provide the best in streaming entertainment to our core audience.”

Jud Hannigan, chief executive of Allied Esports, added: “Esports and gaming represent an expansive and emerging audience that has been incredibly hard to reach by those targeting its demographic.

“Partnerships with forward-thinking companies like LiveXLive will allow us to continue to bridge the gap between esports and other entertainment industries and deliver high-end, brand-friendly experiences and content for consumers around the world.”

LiveXLive has globally live-streamed music festivals, producing in excess of 200 hours of content featuring more than 160 artists since April 1, 2019. In addition, the firm has developed a slate of original programming that includes more than 300 pieces of short-form content comprised of live performances, podcasts, artist interviews, lifestyle segments, and show pilots.

Image: Allied Esports