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Nordic.Partners has entered the esports business with the launch of Nordic Partners Gaming (NPG), broadening its business beyond affiliate marketing and signaling a deeper push into competitive gaming.
The new division debuts with the acquisition of AM Gaming’s Counter-Strike 2 roster. The team will now compete under the NPG brand following a full rebranding and the introduction of a new commercial structure.
The move comes as Nordic.Partners repositions itself as Nordic.Partners Group, describing the esports venture as the first step in a broader expansion strategy.
Betting Industry Experience Meets Esports
NPG is being built around a challenge that has frustrated esports organizations for years. Large fan communities and growing audiences have not always translated into reliable businesses. Instead of focusing only on competition, the company intends to strengthen the commercial side of esports by drawing on experience from the iGaming sector.
Its existing iGaming network is expected to play a central role in connecting betting industry expertise with esports operations, creating new commercial opportunities for teams and content creators.
Leadership reflects that strategy. Fabian Broich has been appointed Director of NPG after spending more than a decade in professional esports, while Havard L. joins the board with 15 years of experience in the iGaming industry.
Team Begins a New Chapter
The acquired Counter-Strike 2 squad arrives after a rapid climb through the global rankings, moving from outside the world’s top 200 into the top-60 range within a matter of months.
Management views that progress as an encouraging start rather than a finished product. The roster has already been refreshed with new signings, a move that is expected to temporarily affect its ranking before the organization begins another push up the standings.
Rather than promising quick success, Nordic.Partners is presenting the project as a long-term investment built around stable management, player support, and sustainable commercial growth.
Source: www.linkedin.com
