New York Esports Organization Andbox Completes Rebrand to NYXL

Today one of the largest gaming/esports organizations in the world, Andbox, announced its rebrand and restructure as NYXL, focusing on a series of new initiatives that reinforces its commitment to making NYC the epicenter for esports. This includes YXL, its Young Creator Project. The annual initiative will discover, support, and promote the next generation of New York digital content creators, pledging $500,000 to the program.

NYXL Reinforces Commitment to NYC with High-Seven Figure Investment into Local Gaming Community, Including New York Headquarters, Talent Partnerships and Program to Develop Young Creators across the Five Boroughs

Founded in 2017, NYXL was the first organization to bring professional esports to New York City, managing four NYC teams and representing a city-specific ethos to the world through all forms of content and its social channels, live events, and streetwear style. The company’s rebrand puts New York front and center, as NYXL brings New York’s distinct culture and attitude to the world of gaming and esports. NYXL is committed to its investment in the culture and creators of New York and making the city a leading gaming destination, with its headquarters featuring a practice facility and event venue that will serve as a hub for the gaming community, content creators, and live experiences.

The team behind NYXL has deep experience in film, television, entertainment, and sports, and brings world-class storytelling experience to esports for the first time. In addition to Frey and Smith, leadership includes 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. Members of the advisory board also include former Turner President David Levy and Mike Sepso, CEO of Vindex and co-founder of Major League Gaming; with key investors Kevin Durant and Rich Kleiman, Michael B. Jordan, Pohlad Companies (owner of the Minnesota Twins), Allen & Company, 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 added, “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. 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.”

“As New York City emerges from the pandemic, we’re laser focused on expanding our new job markets and industries, including digital game development,” said New York City Mayor Eric Adams. “We are thrilled NYXL is making New York City their new home, congratulate them on their relaunch, and hope others follow their lead. Last week, we announced our Blueprint for New York City’s Economic Recovery, and we are going to make certain fast-growing companies like NYXL get the welcome they deserve.”

“NYXL’s rebranding and new Manhattan headquarters signal their commitment to digital game development in NYC, the creative capital of the world,” said Mayor’s Office of Media and Entertainment Commissioner Anne del Castillo. “A major economic driver, employer and content creator, the digital game industry in NYC supports more than $2 billion in economic output and $762 million in wages, serving as an important component of our city’s economic recovery plan.”

The New York Mayor’s Office of Media and Entertainment (MOME) recently conducted the first NYC Digital Games Industry Economic Impact Study, which highlighted the sector’s significance and contribution to New York City’s economy, and found the growing industry supported 7,600 jobs. NYXL will play a key role in growing this burgeoning industry, which is clearly becoming a major economic driver, employer, and content creator for the city.

“As someone who knows a thing or two about New York City sports and fans, I think there is a huge opportunity here for NYXL to firmly solidify New York as the epicenter for esports.” said Scott Wilpon, former COO of the New York Mets and owner of the Overwatch League Esports team, the New York Excelsior. “I love what NYXL has done so far to elevate esports in NYC and connect with local creators and fans, and am looking forward to working with them to further their commitment to reinforce that New York is truly the next major gaming hub.”

Hip-hop artist and New York native, A Boogie Wit da Hoodie, joins NYXL as its first creator tapped to develop content series, music projects, and other artistic experiences for NYXL’s platforms and social channels including YouTube, TikTok, Twitch, and Twitter, among others. A Boogie will also collaborate with NYXL on traditional film and television projects, as well as custom apparel and merchandise that represent New York and the NYXL lifestyle.

This summer, NYXL and its professional Call of Duty League team, The New York Subliners, will bring competitive esports at the highest level to New York City. The event will take place in July in Brooklyn where teams and fans from across the country will unite to cheer on their favorite players. More information will be announced in the coming weeks.

Written by
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