A global video game brand with 770m users has signed a deal with Everton FC to become its official mobile gaming partner. Tony McDonough reports

Everton FC has signed a “short-term” sponsorship deal with global video game brand MY.GAMES.

As part of the deal, the value of which is undisclosed. MY.GAMES will be Everton’s official mobile gaming partner and will promote the company’s titles to Blues fans worldwide via the club’s social media channels.

It will also see Everton connect with new international audiences through the MY.GAMES gaming community – which has more than 770m registered players across the world. Alan McTavish, commercial director at Everton, said: “This is an innovative strategic deal for both Everton and MY.GAMES, that will allow both parties access to new worldwide audiences.

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“MY.GAMES’ strong customer base across the globe fits perfectly with our international commercial strategy. This deal shows that MY.GAMES recognises the global reach that Everton can deliver through its international fanbase and the potential for growth and brand awareness.”

MY.GAMES titles run on PCs, consoles, and mobile devices. Titles in its portfolio include War Robots, Hustle Castle, Left to Survive, Skyforge, Warface, Zero City, Rush Royale and Conqueror’s Blade. Everton star James Rodriguez, an avid gamer, recently shared a video on Instagram and Twitter enjoying the MY.GAMES title War Robots.

Elena Grigoryan, chief marketing officer at MY.GAMES, added: “We are proud to work with Everton to bring MY.GAMES to the attention of the wide, global audience who follow the most watched football league in the world. 

“We pride ourselves on our innovation, and we are excited to be working with a forward-thinking club such as Everton. We believe there are many common values between us and the city of Liverpool’s original football team – we both love to entertain our fans and share the spirit of hard work, fair play and the pursuit of excellence.”

MY.GAMES develops its own games and has a dedicated investment division (MGVC), which in 2020 invested in a total of 12 studios – taking the total in its portfolio to 35. The innovative company also has a proprietary gaming platform, featuring a community hub, cloud gaming service, a streaming platform, and an online storefront – the MY.GAMES GameCenter. 

The platform allows developers and publishers to distribute F2P (free to play) and premium PC games worldwide. MY.GAMES is committed to developing the global games industry, nurturing new talent and supporting a network of developers and players.