Gaming
BEYOND THE GAME
In this interview, Co-CEO Hicham Chahine of Ninjas in Pyjamas (NIP) shares insights on evolving esports partnerships and the strategic diversification shaping the industry’s future.
How do you see esports evolving as a commercial ecosystem, and where do retailers and resellers fit into that picture? Esports have grown beyond just a competitive endeavour into a complete entertainment and consumer ecosystem that combines sport, media, and culture. Revenue streams have become more diverse, with sponsorships and media rights still important, but direct-to-fan sales, content creation, events, and intellectual property also playing a significant role. For Ninjas in Pyjamas (NIP), this has meant
expanding beyond just creating esports teams into talent management, event production, hospitality, and game publishing. Tis approach allows us to engage fans across multiple touchpoints and create a more resilient business. Retailers and resellers are essential in connecting
fans to products, both online and in-store. Te best opportunities come from moving beyond simple transactions. Exclusive drops, co-branded collections, and curated hardware bundles tied to teams or events help retailers become part of the fan journey and build long-term loyalty. Tree key touchpoints stand out: Merchandise and
co-branded product lines, curated digital storefronts and bundles, and experiential activations and pop-ups. Limited-run collections and apparel remain one
of the most direct and authentic ways to monetise fandom. Team-curated online stores, community and
16 | November/December 2025
fan engagement platforms (like the NIP Dojo) or retail partnerships offering themed bundles make purchasing of products and experiences seamless. Live events still create the strongest emotional connections. Pop-up retail at tournaments (including Dreamhack in Sweden), in-store tryouts of professional setups, and co-branded spaces for meet-and-greets or demos help turn casual viewers into lifelong fans. Te most effective strategy blends authentic products,
digital convenience, and memorable live experiences. Esports have raised consumer expectations across
the board. Competitive players now demand low latency, high refresh rates, reliable networking, and peripherals tuned for precision. Tis has pushed ‘pro- grade’ hardware into mainstream awareness, not just for performance but also for reliability and design. Professional-grade features such as 240Hz monitors
and mechanical keyboards are now appearing in mid-range products. Resellers should adapt bundles to cater to different budgets. Consumers increasingly prefer curated setups validated by professional teams or creators. Tese simplify buying decisions and justify higher average selling prices. Trade-in, recycling, and upgrade programmes are
becoming differentiators. Customers who invest in premium gear want clear upgrade paths and long-term support. As content creation continues to rise, resellers should also focus on streaming gear, capture devices, and creator-friendly accessories.
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