Asian-focused igaming software supplier BBIN has continued to make further strides into esports after partnering with Hong Kong-based Nova Esports.

Building upon a partnership entered with Taiwanese esports organisation MAD Team last month, specifically providing support to its Arena of Valor team, the new strategic alliance comes as the firm aims to develop a “competitive edge in becoming a global giant in the e-world”.

As part of the new global partnership BBIN is to support Nova Esports in participating in a range of different international competitions, including the title sponsorship of Nova Clash Royale League team, as well as its Arena of Valor, PUBGM and FIFA online teams.

Francis Chan, COO of Nova Esports, said of the deal: “We are very happy to ally with BBIN, which is really a revolutionary breakthrough that we’d been longing for. Hence, this alliance undoubtedly represents a creative and meaningful move. 

“BBIN has been dedicated to supporting and sponsoring all sorts of top-tier events, be it sports or entertainment, and BBIN is definitely one of the few world-class brands which is devoted to providing support for the esports team, therefore, we are gratified to be able to receive support from BBIN.”

Furthermore, BBIN is to also develop a series of “unique and innovative” experiences that will promote Nova through its social media channels, as it strives to bridge the gap to fans.

A spokesperson on behalf of BBIN stated: “Esports has been getting more and more popular these days. The passion and energy of fans nowadays is comparable to any other mainstream sports. Being the keen players in the Asian igaming, we foresee ourselves bringing a remarkable experience to the millions of esports fans around the world.” 

Last week BBIN aligned with international charity organisation Trees for the Future, as part of which it vowed to plant 20,000 trees worldwide in celebration of the firm’s 20th anniversary.