Andbox, New York’s premier esports organization, has been rebranded as NYXL, New York’s next global entertainment brand, the company said today. NYXL is dedicated to creating experiences and developing content for the discerning modern gamer that connects the worlds of esports, gaming culture, and lifestyle.
The company is investing in the high-seven figures into NYC’s gaming community over the next 12 months, including the construction of its headquarters, XLHQ, in Manhattan. The organization will also start YXL, their Young Creator Project, an annual effort that discovers, supports, and promotes the next generation of digital content creators in New York, with a $500,000 investment. NYXL CEO James Frey and CCO Mitchell Smith made the announcement today.
Andbox rebrands to NYXL and reinforces its commitment to NYC
NYXL was the first company to bring professional esports to New York City, managing four NYC teams and showcasing a city-specific attitude to the rest of the world through all kinds of content, social channels, live events, and streetwear style. NYXL introduces New York’s particular culture and attitude to the world of gaming and esports, as part of the company’s rebranding.
With new headquarters containing a practice facility and event space that will serve as a nexus for the gaming community, content creators, and live experiences, NYXL is committed to investing in New York’s culture and creators and making the city a premier gaming destination.
NYXL backed by a team experienced in entertainment and esports
NYXL’s crew has extensive experience in cinema, television, entertainment, and sports, and is the first to bring world-class storytelling to esports. President and co-founder Farzam Kamel, Chief Product Officer and co-Founder Rohit Gupta, Executive Board member and co-Founder Scott Wilpon, and Sterling Equities round out the leadership team.
Former Turner President David Levy and Mike Sepso, CEO of Vindex and co-founder of Major League Gaming, are among the advisory board’s members, as are key investors Kevin Durant and Rich Kleiman, Michael B. Jordan, Pohlad Companies (owner of the Minnesota Twins), Allen and Company, and the founders of Warby Parker, Harry’s, Giphy, and Dapper Labs.
“NYXL is the first organization focused on bringing major esports events to New York, giving an immense audience here what they’re clearly thirsting for,” said Frey Smith. “Our team is dedicated to building New York’s esports programs, discovering new creators, and creating new content and entertainment that will showcase our home city.” he added
“We see NYXL and esports as an important step in growing New York’s economy and we are excited to build this sector and create large-scale events that bring people from around the world into the City. We are honored to work with Mayor Adams, Commissioner del Castillo, and their teams to secure New York City’s rightful place as the global epicenter for gaming and esports.” he concluded
The first NYC Digital Games Industry Economic Impact Study, done by the New York Mayor’s Office of Media and Entertainment (MOME), emphasized the sector’s importance and contribution to New York City’s economy and concluded that the burgeoning industry supported 7,600 employment.
NYXL will play a critical part in the development of this expanding industry, which is quickly establishing itself as a major economic driver, job, and content provider in the city.
The company already signed its first creator to create content for its social channels
A Boogie Wit da Hoodie, a hip-hop musician, and New York resident, has been recruited by NYXL to develop video series, music projects, and other artistic experiences for the company’s platforms and social channels, which include YouTube, TikTok, Twitch, and Twitter, among others. NYXL will also work with A Boogie on traditional film and television projects, as well as custom fashion and products that represent New York and the NYXL lifestyle.
NYXL and its professional Call of Duty League team, The New York Subliners, will bring high-level competitive esports to New York City this summer. The tournament will be held in Brooklyn in July, and teams and fans from all across the country will gather to support their favorite players. In the next weeks, further details will be released.
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