Ministry of Sport

Bumble Plans To Drive Empowerment In Esports Through New Gen.G Partnership

Social and dating platform Bumble has partnered with Gen.G, a global esports organisation to develop new platforms that drive empowerment in the gaming community.

The deal will see the two parties launch the organisation’s first all-female team – named ‘Gen.G Empowered by Bumble,’ or ‘Team Bumble’ for short.

The team will compete in the online gaming phenomenon Fortnite with Bumble to act as a jersey sponsor for the team.

“Here at Gen.G we really pride ourselves on providing the best resources and support for all of our pro players—regardless of their gender,” Saira Mueller, Head of US Content for Gen.G esports said.

“Now, with Bumble on board, we can level up our support of Maddie, Tina, Carlee, and Hannah, who are some of the best female Fortnite players in the world.

“I’m excited to see where Team Bumble takes them and how it shifts the narrative for women in esports as a whole.”

Bumble will also become an official partner of Kristen “KittyPlays” Valnicek, Head of New Gaming Initiatives at Gen.G esports, with plans to collaborate on content, co-hosted events, and live-streaming activations.

The dating platform will also be launching a gaming badge in its app to indicate that users enjoy playing or watching video games.

Chelsea Maclin, VP of Marketing at Bumble said: “Our mission at Bumble is to empower women around the world, and we’re proud to partner with Gen.G to continue expanding into the esports and gaming communities.

“We’re trying to support the women who are already building incredible communities in gaming.

“We’ve built strong communities through Bumble and Gen.G and we’re excited to work together to help bring the gamer community together in real life.

“Together with Gen.G, we want to empower women trailblazers, and make it easier for them to connect with their community whether it be through dating, friendship, or networking.”

Women make up 46% of the over 166 million adults in the U.S. who play video games, according to the Entertainment Software Association – and that number is rising.

Earlier this year, Gen.G announced a $46 million funding round that included investment from the likes of actor Will Smith and Japanese football player Keisuke Honda’s Dreamers Fund.

Shaun Carney

Shaun Carney