Esports Company Andbox Rebrands as NYXL, Pledges 7-Figure Investment Into NYC Gaming Community

variety.com:

Jennifer Maas TV Business WriterNew York City-based esports giant Andbox has rebranded as NYXL and will be making a hefty investment into the city’s gaming community over the next year, including building its new Manhattan headquarters, practice facility and live-event space in pursuit of developing New York into a gaming epicenter.“Dedicated to creating experiences and developing content that connects the worlds of esports, gaming culture, and lifestyle for the discerning modern gamer, NYXL solidifies its commitment to New York in more than just name — making an investment in the high-seven figures into NYC’s gaming community over the next 12 months, including building its headquarters, XLHQ, in Manhattan.

The organization will also launch YXL, their Young Creator Project, an annual initiative that discovers, supports and promotes the next generation of New York digital content creators, pledging $500,000 to the program,” the company said.

Additionally, hip-hop artist and New York native A Boogie Wit Da Hoodie has joined 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.“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,” NYXL CEO James Frey said.CCO Mitchell Smith added: “Our team is dedicated to building New York’s esports programs, discovering new creators, and creating new content and.