Saturday, April 13, 2024

Complexity and Denny’s partner for women’s streaming series

On Thursday, Complexity Gaming and Denny’s announced that they are collaborating on a series of sponsored Twitch streams to highlight the esports organization’s female members – who make up half of Complexity’s membership. The streams will feature veteran Complexity content creators, Apex Legends streamers Vicky Palami (who recently became the eighth most viewed woman on Twitch) and Ninjayla, alongside newly signed Teamfight Tactics creators Emily Wang and Beccatilts. The all-women campaign “aims to celebrate small gaming wins among creators and their communities.”

There will be four sponsored livestreams broadcasted via Twitch to highlight four of the female creators signed with Complexity. These will take place from August through September.

“To drive awareness, consideration and cultural relevance among younger, more diverse targets, Denny’s has proactively tapped into the growing power of content creators to generate real meaning behind its marketing programs,” the companies wrote in a press release. “With a finger on the pulse of up-and-coming influencers who represent today’s diverse America and maintain highly engaged communities, the brand partnered with Complexity to celebrate underserved streamers within the gaming community and spread joy by executing in-stream surprises and delights to reward fans with a variety of prizes.”

Alongside highlighting the women members of Complexity’s team, these streams will also allow viewers to claim exclusive rewards via Twitch called “pancake drops.” Some of these delicious drops include free delivery and discounted meals from Denny’s.

“This partnership with Denny’s uniquely embodies Complexity’s core values and commitment to inclusivity,” said Justin Kenna, CEO, GameSquare Esports. “We want to continue to create opportunities to showcase Complexity’s talented roster of women and creators of color, and this campaign will both recognize these creators and their viewers for their unwavering support.”

“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,” said John Dillon, Chief Brand Officer, Denny’s. “Having fun with food is at the core of our brand personality and by collaborating with Complexity’s cast of inspiring female creators on Twitch, we’re embracing our mission while working together to improve accessibility and foster an inclusive online community.”

This is yet another of Complexity’s efforts to make the esports and gaming space safer for marginalized folks. The organization also hosted a series of youth esports camps over the summer in partnership with Lenovo to help open more doors for them.

Ty Galiz-Rowe

Ty is a freelance games writer and esports expert.