New Jersey Devils launch multifaceted esports platform

NHL ice hockey team New Jersey Devils has launched a multifaceted esports platform called Devils Gaming Group in collaboration with fan engagement platform Rival.

As a result, Devils Gaming Group will launch a dedicated esports lounge at the Prudential Center in Newark, New Jersey.

The Devils Gaming Group Esports Lounge will be created overlooking the ice rink at the Prudential Center, the home of the New Jersey Devils. The facility will host a range of activations including in-person competitions and streams featuring fans, influencers, and the team mascot.

In addition to the facility, the New Jersey Devils will join forces with Rival to host online tournaments where participants can compete to win fan experiences and opportunities to attend New Jersey Devils home matches.

According to a release, the Devils Gaming Group initiative has been funded by the NHL/NHLPA Industry Growth Fund.

Rival is no stranger to working with sports teams looking to embark on an esports venture. Alongside the New Jersey Devils, the engagement platform has collaborated with the likes of the United Soccer League and English football club Brighton & Hove Albion.

The NHL (National Hockey League) continue to embrace esports to expand its reach across a number of verticals. In October, the league and EA Sports announced details on the EA Sports NHL 24 World Championship which will see all 32 NHL Clubs operating tournaments.

Jillian Frechette, Chief Marketing Officer of the New Jersey Devils and Prudential Center, spoke on the news: “We’re excited to collaborate with Rival and create a brand-new engagement platform for our fans.

“This online gaming community will allow fans to connect and engage with one another and provide the opportunity for the organization to reach new audiences in both a virtual setting and in our new esports lounge.”