Mobile operator group Three is attempting to woo online gamers through tailored offerings in partnership with gaming brand Razer.
The partnership will see the company offering mobile devices and tariff plans specifically aimed at gamers.
It will also focus on co-branding to reach a wider audience amongst gamers and young people, as well as distributing Razer’s virtual currency zGold.
California-based Razer offers a range of gaming products, including hardware and software. Founded by gamers, it also manages an online community which offers discussion forums and rewards.
The partnership will look to capitalise on the 2.3 million registered Razer users residing within Three’s footprint.
Three Denmark already offers Razer accessories in its stores, while Three Hong Kong will open a RazerStore next month.
A series of joint gaming promotions will follow later this year, the two companies said.
“The Three Group has always embraced developing trends in the mobile sector, and mobile gaming and eSports are definitely on the rise,” said Susan Buttsworth, CEO of International Opportunities Development at Three.
According to figures from market intelligence company Newzoo released in April, 2.2 billion gamers across the world will generate $108.9 billion in revenues in 2017, up eight percent from the previous year.
Mobile will be the most lucrative segment within this, taking 42 percent of the market.
Other operators are taking note.
In January, Telefónica teamed up with online gaming company ESL to develop a platform, exclusive content and a professional electronic sports club.
Last year, Virgin Media announced it would target online gamers with a dedicated broadband service that features unlimited data allowance and download speeds of up to 200Mbps.