Complexity, the North American Esports organisation has announced a partnership with Denny’s, the famous, diner-style restaurant chain. The deal will see both parties partner to support females within the gaming and eSports industry through a new content series.
Both Complexity and Denny’s will host the content series on Twitch, highlighting the organisation’s diverse roster of content creators in addition to recognising how they’ve tried to make eSports and gaming an inclusive space.
Justin Kenna, CEO of GameSquare Esports, stated: “This partnership with Denny’s uniquely embodies Complexity’s core values and commitment to inclusivity. We want to continue to create opportunities to showcase Complexity’s talented roster of women and creators of colour, and this campaign will both recognize these creators and their viewers for their unwavering support.”
The streams will take place throughout August and September. Denny’s will then allow viewers the chance to win various prizes including free delivery and merchandise. Also, the deal marks the debut of newly-signed Complexity content creators Beccatilts and Emily Wang.
John Dillon, Chief Brand Officer, Denny’s said, “At Denny’s our ethos is centered around a deep passion to feed people’s bodies, minds and souls while creating meaningful moments and spaces where everyone feels welcome. Having fun with food is at the core of our brand personality and by collaborating with Complexity’s cast of inspiring [women] creators on Twitch, we’re embracing our mission while working together to improve accessibility and foster an inclusive online community.”
Although the partnership marks the first for Denny’s, it’s not the first time the restaurant chain has utilised gaming to its advantage. Denny’s created numerous accounts across a range of gaming platforms in 2020 and offered discounts to use them on its ordering platform.
Complexity, on the other hand, continues to grow through 2022. After enlisting Twitch to source new partnership opportunities, the eSports organisation has expanded its deal with the U.S. Army in addition to partnering with Lenovo to host gaming summer camps in Texas.