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AND THE NEW has been appointed by the one of the world’s leading esports organisations, Ninjas In Pyjamas, to drive digital strategy, content marketing, commercial excellence, audience growth and fan monetization.

For over 20 years, Ninjas In Pyjamas have been world-beaters in the world of esports esports, best known for their legendary Counter-Strike team, before expanding into titles such as Rainbow Six Siege, Counter-Stike, Valorant, FIFA and League of Legends.

In the last six months alone, they have won the Rainbow Six Invitational to become World Champions, pulled off arguably one of the biggest transfers in esports history with the signing of Dev1ce and announced the biggest ever global expansion in esports with the merger of ESV5 in China and the creation of a new roster in the League of Legends Pro League.

With the organisation now pushing for further global growth in line with its vision to bring gaming culture to the world without boundaries, AND THE NEW will be driving new, engaging digital content series, overarching digital strategies and the development of new digital assets to be commercialised through sponsorship and fan monetization.

Commenting on the appointment, Co-Founder & Strategy Director, Ryan Tinslay, said: “This collaboration is so exciting for us as a new agency. Having worked with NIP in the past, I know how dynamic and forward-facing they are – not scared to push boundaries and break new ground. Esports and gaming is a huge area of focus for us, and I’m thrilled that we’re starting with arguably the biggest name in the industry. Watch this space!”

Jonas Gundersen, COO of the NIP group, said: “We’re all excited to be working closely with AND THE NEW. With the quality and experience of Ryan and Dan we’re really looking forward to driving our digital strategies and output forward as push towards our aggressive growth targets."

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